Potential market

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…
Blind or vision-impaired persons are limited in their normal life activities. Mobility and orientation of blind persons is an ever-present research subject because no total solution has yet been reached for these activities that pose certain risks for the affected persons.So it is a market driven innovation




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Higher quality, more convenient 



What is the Unique Sales Proposition of the potential product?
Lower price, 





SECTION 2: The Market




What is the target market for the product? National ¨

European ¨

Global ¨x

Please describe the characteristics of your target market.




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

There are several companies dealing with “blind radar”. Many of them using simple ultrasound radar technology with sound alert. This idea is more sophisticated, but requires further research to prove its feasibility.Two existing examples:

Elad Kuperberg and Einav Tasa, two engineering students at Israel‘s Ben-Gurion University of the Negev, have developed a device that gives auditory cues to blind people — without tying up one hand like the traditional sensing stick. Using two video cameras, a computer and a light source that scans the area ahead of the user, just like radar. Since it scans from two angles – just like the human eye — it can “see” by scanning the depth of its surroundings. That enables the system to pick up obstacles, even overhead.

2. Ultrasound radar for blind. This solution based upon the orientation of bats. Two ultrasound generators and receivers detect the object and a proper circuit transforms the signal to the audible region.




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

There is a rather large, global market of the visually impaired and blind people 



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)

There is no product in this case. Its life cycle is unknown. 



Strategic partnerships (existing or potential).
At the present stage of the innovation, biomedical research and development background is necessary. 



SECTION 3: The Competition



What is the competition within your target market?
The development is immature, so it is too early to estimate the competition of products.

Here are some existing products:

1. Device:       Batcane/Ultracane

Cambridge Consultants for Sound Foresight

Sensor:         Ultrasonic sensor located on long cane.

Display:        Vibration


2. Device:       BAT “K” Sonar Cane

Bay Advanced Technologies, LTD (BAT)

Cost:           NZ$ 900.00

Sensor:         Ultrasonic sensor that attaches to your long cane.

Display:        azimuth: hand orientation

elevation: hand orientation

range: the closer the object, the lower the pitch.

Users can simultaneously track multiple objects,

and sense object texture. Hear how it sounds.

3. Device:       CDM-90

Manufacturer:   Shanghai Acoustical Laboratory

Academia Sinica,

456 Xiao Mu Qiao Lu

Shanghai 200032


Cost:           $280

Weight:         <0.1 Kg.

Sensor:         ultrasonic, headmounted spectacles with control box

Display:        azimuth: head-azimuth,

elevation: head-elevation

range: the closer the object, the higher the pitch of

a tone (beep) and the faster its repetition rate.


4. Device:       C2 Talking Compass (formerly Columbus)

Manufacturer:   Robotron Pty.Ltd.

Sensory Tools Division

Robotron Group

15 Stamford Road

Oakleigh 3166, Australia

Cost:           $69.95

Weight:         2.2 oz.

Sensor:         Mechanical magnetic compass with digital output

Display:        Digitized speech

azimuth: 8 cardinal points


5. Device:       GuideCane

Manufacturer:   University of Michigan

Cost:           Prototype


Sensor:         Ultrasonic

Display:        Tactual: GuideCane is a robotic guide dog which pulls

the user on a clear path around obstacles.

Patent#:        5,687,136


6. Device:       Handguide


Cost:           $79.00


Sensor:         Infrared 4 foot range

Display:        Vibration, chirping




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)

See the previous remark 



Potential products relate to the following price range:• High price range

• Average price range

• Low price range



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



SECTION 4: Indicators


Estimated cost of the new products unknown
Expected market volume (potential / maximum number of users) unknown
Expected sales volume unknown
Expected market share of the company (proportion between sales and total company sales in the relevant market) unknown




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