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…
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify why this potential product constitutes an innovation offer
Existing knowledge management systems and programs rely on “information push” of pre-programmed work flows. On the contrary, OrganiK employs “knowledge pull” strategies through diverse and tightly integrated resources, such as enterprise social software’s Wiki and Blog work spaces, collaborative bookmarking application, recommender and natural language processing components. These social software applications are semantically-enabled and intelligently enriched by: 

•          Integration of tools for web-based, collaborative editing of work artefacts.

•          Annotation of work material based on shared concept lists with various degrees of formality (ontologies, thesauri, tag lists, folksonomies).

•          Dynamic extension of the annotation basis both by personal introduction of new tags and by corporate addition of pre-given, formal designators.

•          Automatic, pro-active search for relevant information, taking into account document classification, interest profiles, ad hoc work procedures or specific employee expertise.

•          Information integration across different systems (business intranets, legacy databases and communication tools).

OrganiK’s semantic capabilities can advance ad-hoc personal tagging & folksonomies to shared ontologies allowing for the delivery of context-aware services to knowledge workers, integrates TagClouds, thesauri and formal ontologies in a meaningful and useful way and automatically analyses services that can be used to define and maintain socially-generated structures. This holistic framework can effectively and efficiently cover the special requirements of small knowledge-intensive firms for “on-demand” knowledge management and continuous social interaction.




1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify what new this potential product constitutes in accordance to the existing market status.
OrganiK is an integrated open-architecture and extendible knowledge management system. OrganiK solution perfectly adapts to the actual work practices of European small software firms and will empower them to utilize the integrated and semantically-enabled enterprise social software capabilities, enhancing their innovation and problem solving competences through emerging knowledge structure support, creative knowledge exploration functions and organic embodiment of their business value chain. 

Thus, knowledge can be easily obtained, disseminated and will result in pragmatic and immediate increase in efficiency, higher profit margins and competitive advantage. OrganiK can enhance critical characteristics of small knowledge-intensive firms, such as self-emerging knowledge sharing structures and organic communications procedures, while providing with contextual awareness and intelligent information retrieval technologies, personalized and implicitly deduced recommendations.


1c What is the Unique Sales Proposition of the potential product?
Note: What makes your product unique in marketing terms? This helps your prospects to understand why they should buy from you rather than other existing product options.
OrganiK combines social software applications and semantic technology in order to offer an innovative knowledge management solution for knowledge-intensive SMEs. OrganiK’s unique sales proposition is founded upon a set of semantically-integrated social software tools and a well-tested and documented methodology for their application. 



SECTION 2: The Market

2a What is the target market for the product?  

National ¨

European ¨


Please describe the characteristics of your target market.

Note: Define the market range, the size of the target market (if possible) in terms of maximum product units
The trend towards social software and Enterprise 2.0 collaboration tools is becoming stronger. In a recent report published by Forrester  “Enterprise Web 2.0” market was predicted to worth $4.6 billion by 2013. In October 2007 Radicati  predicted that the global “Business Social Software” market would reach $3.3 billion by 2011. Gartner  had predicted a very different figure: $707 million revenue for ‘Enterprise Social Software’ by 2011. Furthermore, IDC , McKinsey  and the Economist Intelligence Unit  predict that the use of Web 2.0 tools for managing knowledge in knowledge-intensive SMEs’ settings will significantly increase in the years to come. 



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

OrganiK envisions being the first holistic knowledge management system with a specific small knowledge-intensive firm focus, which covers the networked and collaborative SMEs’ work needs, through Web 2.0 lightweight, low cost and easy to use technologies. 

Other significant vendors in the field include mostly US-based companies, such as Jive Software, Atlasian, Yammer, etc.




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

Recent analysts’ reports show that the market of Enterprise Social Software is being developed with a fast pace. 





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)

Note: At this point we refer to the life cycle of the market related to the product. I.e. a product based on a new technology area (e.g. solar energy cars) is considered to be in the first phase of the life cycle when e.g. a typical TV set is in the maturity phase
The current life cycle of the market seems to be a combination of ‘implementation’ and ‘growth’, where new products are developing fast from emerging vendors while these products find their way inside the Enterprise software industry fast. 




2e Strategic partnerships (existing or potential).
Strategic partnerships with the partners of the OrganiK project are a possibility. Other choices include VCs, seed capital provides and business angels. 






SECTION 3: The Competition

3a What is the competition within your target market?
Note: Refer to other companies producing the same product
Enterprise social software is a newly formed industry and currently growing fast mostly in the USA. Therefore, competition is rising. Companies which offer similar products include: Jive Software, Atlasian, Yammer, among others. 



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)

OrganiK can combine both competitive advantages: 1. lower prices since the development is based on freely available open source technologies. 2. unique capability of OrganiK to integrate social software toolset with intelligent information processing techniques. 




3c Potential products relate to the following price range: 

• High price range

• Average price range

• Low price range

Potential products related to OrganiK belong to a low 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 related to OrganiK will be marketed on the free market of Enterprise Software products. 






SECTION 4: Indicators

Estimated cost of the new products The cost is initially estimated around 100.000 €/year for four people to be active on sales/marketing, developing/organizing
Expected market volume (potential / maximum number of users) 200 licenses
Expected sales volume 20-30 licenses/year
Expected market share of the company (proportion between sales and total company sales in the relevant market)



Please encircle as appropriate.

Added-value potential 1 2 3 4 5
Size of future market demand 1 2 3 4 5
Competitive positioning of the product 1 2 3 4 5


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