Potential market

PART B: valorisation plan

SECTION I: 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…
SEMoLa (Simple, Easy to use, MOdelling LAnguage) is a non procedural meta-language to build simulation models for continuous/event driven, deterministic/stochastic systems.

The SEMoLa framework started 20 years ago and has been developed at the Department of Agricultural and Environmental Sciences, University of Udine (Italy).

It can be used to represent any system, it is particularly suit to represent biological, ecological and agricultural systems, at different scale and complexity level.

The SEMoLa language is integrated in a simulation framework that simplifies the tasks of model building, simulation and documentation; moreover it provides facilities for sensitivity analysis, calibration, validation, data management, statistical analysis, neural network building, unit verification and others.

All the available features can be activated using a GUI or by commands, in interactive or batch mode.


SEMoLa implements the system analysis concepts (Forrester, 1968; Jørgensen, 1994) through a non procedural declarative logic that makes the code of the model easy to build and read, self-explaining and easy to debug.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
SEMoLa can be used to represent any system, it is particularly suit to represent biological, ecological and agricultural systems, at different scale and complexity level.

End-users can be research institutes, professionals, researchers, and also institutes for the territory monitoring.




What is the Unique Sales Proposition of the potential product?
The opportunity to use an easy tool to model each physical phenomenon (that can be described with numbers), with the use a graphic interface and easy commands.




SECTION 2: The Market



What is the target market for the product?

National ¨

European ¨

Global X

Please describe the characteristics of your target market.

SEMoLa has the opportunity to work with global market, because it works in English, and is capable to describe every phenomena for analysis of complex systems.




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

SEMoLa is at the development stage, because has already proven its potential with realization of some modelizations




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 modelization market is developing in Italy in the last years, while in other nations (as USA) is already developed with the normal use of some products as MatLab or STELLA.

The difficult is to define exactly the market demand and its subjects.




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)

SEMoLa is at maturity stage, because the framework started 20 years ago and then has been developed.

SEMoLa has two opportunities to be sold: as software stand alone or as service.

Software needs some revisions and could be sold within six months, while the service, connected with a new startup, should be thought of in its peculiar characteristics (targets, price range,




Strategic partnerships (existing or potential).
Strategic partners could be:

- a software house, to work on some bugs of software and to realize an easy interface friendly user

- a marketing company, to define a marketing campaign to sell the product and/or the service




SECTION 3: The Competition



What is the competition within your target market?
Competitors are modelization software as STELLA (USA), IDRISI, MATLAB, VENSIM, MODEL MAKE.




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)

SEMoLa has some characteristics of product differentiation as

-          GUI interface

-          Opportunity to sell a complete modelization service




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The price range is on the average, but it should be differentiated for the sale of a product or service.




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

SEMoLa can be oriented to markets without rules or standards.




SECTION 4: Indicators


Estimated cost of the new products Not applicable
Expected market volume (potential / maximum number of users) Not applicable
Expected sales volume Not applicable
Expected market share of the company (proportion between sales and total company sales in the relevant market) Not applicable




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  


Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment or leave a trackback: Trackback URL.

Post a Comment

You must be logged in to post a comment.

Request a proposal

Valorisation Plan Authors

Related Documents

There in no related documents

Visit the other applications of the INTERVALUE Platform: R&D Repository | IP Agreements

© 2009-2010 INTERVALUE Project