Potential market

SECTION 1: The product


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 project Pugliatech - Ecobach is an application in the field of tourism mobility of an innovative public transport ”on demand” previously developed and applied.
1b What added value for end-users does the product hold? • higher quality • Better technical characteristics • Other …
The added value  of this project is the environmental sustainability for two main reasons:
- The rationalization of public transport in low density areas,
- The use of environmental friendly technologies such as electric shuttles.
1c What is the Unique Sales Proposition of the potential product?

Pugliatech – Ecobch seems financially attractive and its realization, at the same time, may even increase its cost efficiency. Many public transport operators have already been showing interest in the concept. At the moment, no statement about the future of the service can be made, but it can be expected that supplementary research will contribute to assess the idea’s long term prospects.

SECTION 2: The Market

2a What is the target market for the product? Please describe the characteristics of your target market. x National x European ¨ Global

The target market is, in this case, specifically locally because the application was designed to serve the Apulia region. Evidently, the system can be used from any territory where you highlight the need described by integrating with the existing local public transport system. The same service could also be extend to European regions with same aim and modality of application.


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

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 – the market is already developed

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 public transport service to call, in tourism, is a novelty.

However, the experiences have demonstrated the technical and economic feasibility.

2e Strategic partnerships (existing or potential).

In order to implement the service as supplement and complement, the existing public transport need partnerships with companies acting in the territory.

SECTION 3: The Competition

3a What is the competition within your target market?
Note: Refer to other companies producing the same product

The design of the service is implemented by CETMA. The implementation of the service can simply be made ​​by transport companies. Due to the easy application, the competition could be high.

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 advantage, achieved with the introduction of the service, is to rationalize the cost of the implementation and management of public transport and strengthening the supply of tourist services in areas with lower density.
3c Potential products relate to the following price range: • High price range • Average price range • Low price range
The price of the service is generally higher than the basic public transport service one, but it still in the range of low price.

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

The market to which it is referred by the service is generally set as integrates with public transport, while the service can be implemented by private business operating in the free market.

SECTION 4: Indicators

Estimated cost of the new products 100.000 Eur/year
Expected market volume (potential / maximum number of users) 8.000 users/year
Expected sales volume 120.000 Eur/year
Expected market share of the company (proportion between sales and total company sales in the relevant market) -


Added-value potential






Size of future market demand






Competitive positioning of the product






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