Potential market

SECTION I: The product


1a The innovation potential of this product is related to:

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
 The innovation potential of this product is related to technology-driven innovation. Modern technologies as computers, the Internet, Pocket PCs, GPS and voice recognition software have been used by the development team in order to create NOESIS.


1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
 This product offers both higher quality as well as better technical characteristics. 


1c What is the Unique Sales Proposition of the potential product?
 The Unique Sales Propositions of NOESIS are the following:

  • It provides an integrated educational environment which is closer to the kids’ needs and, therefore, more realistic and more efficient
  • It provides the educator with flexible ways of setting, evaluating and expanding his/her educational material
  • NOESIS takes into account the individual characteristics of each person with ASD and adapts the educational procedure accordingly
  • It offers transparent monitoring
  • It produces statistical analysis, comparisons and reports both to the educator and the parents regarding their child’s progress




SECTION 2: The Market


2a What is the target market for the product? National ¨European ¨Global ¨Please describe the characteristics of your target market.
 The market for NOESIS is global. According to Autism Society of America, the most cited statistic is that autism occurs in 4.5 out of 10,000 live births. This based on large-scale surveys conducted in the United States and England. In addition, the estimate of children having autism vary considerably depending on the country, ranging from 2 out of 10,000 in Germany to as high as 16 out of 10,000 in Japan.The following are extrapolated statistics* about the number of ASD kids:USA 500.000Canada 65.000

UK 120.000

Australia 39.000

Greece 20.000

* These statistics are calculated extrapolations of various prevalence or incidence rates against the populations of a particular country or region. The statistics used for prevalence/incidence of Autism are typically based on US, UK, Canadian or Australian prevalence or incidence statistics.


2b How the product is characterized from the following options? Number of companies producing similar products in the field.• Base – applied by all companies in the industry• Leading – applied by a single or limited number of competitive companies• Key –at a development stage, but has already proven its potential
 • Leading – applied by a single or limited number of competitive companies


2c What type of market demand will be satisfied?• Existing demand – the market is already developed• hidden (latent) demand – the market has yet to be developed
 The type of market demand that is aimed is hidden (latent) demand. The market has yet to be developed. The means for its development is advertising the product in parents, educators and private schools which work with ASD kids.


2d What is the current stage of the product’s market life cycle?• Implementation, implementation in production (leading to a radically new product offers)• Growth (rapid spread within the industry or outside it)• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)
 The current stage of the product’s market life cycle is growth.


2e Strategic partnerships (existing or potential).
 There has been a strategic partnership with Autism School AXTIDA.



SECTION 3: The Competition


3a What is the competition within your target market?
The current competition is consisted by the following products:

  • Boardmaker from Mayer-Johnson (http://www.mayer-johnson.com/) company. Boardmaker is a database of graphic picture communication symbols (PCS) that can be searched on the computer. It comes with over 3000 picture communication symbols (available in Black/White or Color) which can be used to design and print communication boards, calendars, and schedules. Additionally, digital pictures and clip art can be pasted in the collection to expand the library. Mayer-Johnson also sells addendum libraries that can be used with Boardmaker to expand on the number of picture communication symbols.


  • Picture It from Slater Software (http://www.slatersoftware.com/) is a tool for creating visually supported material. The program allows the developing of stories or directions that include text and accompanying pictures, in order to give emergent readers the chance to practice reading with visual clues. The program is best suited for beginning readers and provides visual clues for students to begin to help them develop a sight vocabulary. The picture library contains 1850 Black/White or Color pictures. It is an ideal tool for students who are struggling with reading and need picture cues to help them to decipher words. With Picture It, a teacher can create step by step directions for specific tasks. Likewise, social stories or scripts can be created with picture cues to help the student understand the desired behaviors.


  • EYE CONS from Kidaccess (http://www.kidaccess.com/). Kidaccess has created a program called EYE-CONS. Eye CONS is a database of over 800 realistic color graphic images that are more abstract than photos, but more concrete than the picture communication symbols. The graphics ship on a CD and the pictures are stored in a GIF format which makes it ideal for use with word processors or paint and draw programs. Because the graphic images are stored on the CD and accessed through a browser the program can be used in cross platform environments (both Mac or Windows). The graphic images are grouped by themes and can be quickly searched or previewed using an Internet browser. The company also sells what are called theme packs. Each pack contains a single sheet of restickable stickers and an instruction & idea booklet. Some of the themes include: morning routine, car trip, dentist trip, get ready for school, self care, etc. The reusable stickers are wonderful way to get started with creating visually supported materials.



3b What competitive advantages will the introduction of the new product ensue?• lower prices based on lower production costs• product differentiation (uniqueness of the product proposal)
 The competitive advantages of NOESIS are the technologically advanced features it provides (product differentiation), as the biofeedback information to parents and educators.


3c Potential products relate to the following price range:• High price range• Average price range• Low price range
 Potential products refer to the average price range.


3d Potential products will be marketed:• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)• To markets operating on the principle of free negotiation between agents on the market
 Potential products will be marketed to markets operating on the principle of free negotiation between agents on the market.


SECTION 4: Indicators


Estimated cost of the new products 1600
Expected market volume (potential / maximum number of users) Maximum number of potential users exceeds 200.000
Expected sales volume Year 1: 400Year 2: 800Year 3: 1000Year 4: 1200

Year 5: 1500

Expected market share of the company (proportion between sales and total company sales in the relevant market) 40%

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