SECTION I: The product
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1a |
The innovation potential of this product is related to:
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| Replacement of anorganic copper solutions.
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1b |
What added value for end-users does the product hold? • higher quality • Better technical characteristics • Other … |
| The benefit of the technology is that it can easily be applied by being mixed into irrigation water and/or the growing medium. The emergence and rapid spread of rot can be significantly reduced with the use of a biocontrol substance, thus diminishing the extent of the loss.
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1c |
What is the Unique Sales Proposition of the potential product? |
| Much better yield and quality can be achieved. | |
SECTION 2: The Market
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2a |
What is the target market for the product?
National ¨ European ¨ Global X Please describe the characteristics of your target market. |
| Oyster and mushroom growing countries: Hungary, France, Italy, USA, Canada.
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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 |
| Key, only 10-15 companies are on the market.
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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 |
| Existing demand – for the higher quality and amount of plants.
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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 development of the technology has been completed. The next step will be the product development phase. One task involved in product development will be to obtain permits in individual potential target countries and concurrently test the most recommended forms of the substance for product distribution in terms of both storage life and usability.
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2e |
Strategic partnerships (existing or potential). |
| The university is seeking to license the patent application to spin-offs, product developers and distributors.
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SECTION 3: The Competition
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3a |
What is the competition within your target market? |
| It is s segmented market, with regional markets.
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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) |
| Product differentiation, based on the stimulated resistance.
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3c |
Potential products relate to the following price range:
• High price range • Average price range • Low price range |
| Medium, there is no calculation until now. The next step should be the product development.
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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 |
| Free negotiation.
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SECTION 4: Indicators
| Estimated cost of the new products | |
| Expected market volume (potential / maximum number of users) | |
| Expected sales volume | |
| Expected market share of the company (proportion between sales and total company sales in the relevant market) |
KEYWORDS QUANTITATIVE ASSESSMENT (0-5).
| Please put X as appropriate. | 1 | 2 | 3 | 4 | 5 |
| Added-value potential | X | ||||
| Size of future market demand | X | ||||
| Competitive positioning of the product | x |
Tivadar Lippényi
