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…
The process is addressing the waste water treatment market, in particular there is a strong demand for new processes characterized by higher levels of effectiveness on refractory pollutants and microbes.

The innovation potential of this new product is influenced by the development of science and can replace existing products because of its peculiarities due to the layout of the process that combines the use of sonication and ozonation.





What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The project has the aim to achieve disinfection and removal of surfactants in wastewater treatment by the combined application of two advanced oxidation technologies, sonication and ozonation. The combination of the two processes (sonozone method) can be an interesting technological development to optimize the single treatments and to reduce costs. The R&D project demonstrated that this type of hybrid technology, which belongs to the category of advance oxidation processes (AOPs), it is suitable for the treatment of aromatic compounds, surfactants and to inactivate micro-organisms.





What is the Unique Sales Proposition of the potential product?









SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global ý

Please describe the characteristics of your target market.

The advantages to use sonozone treatment are targeting a global market, as it can be applied to different areas addressing the agro-industrial sector, in particular to treat wastewater, rich in surfactant and bacterial load, to be reuse.

This process treatment could be even applied in wastewater treatment, to refine secondary treatment, in order to implement disinfection and abatement of refractory pollutants. The process should be applied on small plants treating wastewater from little communities or productive realities. A possible application could be the treatment of wastewater on boards, from mobile kitchens and hospitals, in camping, small settlements or mountain retreat placed in areas of particular environmental interest.






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

To value the feasibility of the treatment process more work is still to do. It has already proven its potential of application using bench-top plants.

Several types of wastewater, from civil and industrial wastewater plants, have to be tested for sonozone treatment, in order to prove process effectiveness on samples with different characteristics in terms of organic load, suspended solids and pollutants.

Design and use of pilot plant have to be pursued in order to test bigger volumes of wastewater and simulate real plants function.

In addition, it may be interesting to evaluate the treatment from an economic point of view, calculating costs and energy efficiency in order to identify whether the application can compete with the solutions already existing.






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 market is already developed and some more research and improvement can be done to test concretely its efficiency at full-scale.








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 process is now ready to be test at full-scale application.








Strategic partnerships (existing or potential).




SECTION 3: The Competition



What is the competition within your target market?
In the healthcare sector in general there is a high competition as products are mainly Research-driven and research is in continues development. To overcome this high competition, it’s important to address the full-scale application quickly to check technical feasibility.





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 introduction of the new process will produce technical advantages as described before (aromatic compounds and surfactants treatment, micro-organisms inactivation) as well as cost reduction if compared, for example, to the use of ozone alone.





Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

A product has not yet been realized. The project is still in a Research phase and it has demonstrated that there can be different applications possibilities, which can lead consequently to different kind of products and related 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

Potential products will be marketed to regulated markets.








SECTION 4: Indicators


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




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      


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