Potential market

SECTION I: The product


1a 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 innovation potential of this product is related to technology-driven innovation. Modern technology has provided both the tools for the execution of detailed thermal conditions and air quality measurements as well as solutions for the improvement of these two. 


1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The added value of the service is higher quality. LHTEE has expertise in conducting thermal comfort measurements and owns unique resources as the equipment for the measurement of indoor air quality. This service is offered by only a few other providers. 


1c What is the Unique Sales Proposition of the potential product?
The LHTEE team has the ability, the knowhow, the equipment and the expertise to conduct thermal conditions and air quality measurements in large buildings. While most firms and offices that offer similar services concentrate on apartments or small buildings, the expertise of LHTEE is on large constructions.


 SECTION 2: The Market

2a What is the target market for the product? National ¨European ¨Global ¨

Please describe the characteristics of your target market.

The market that the service can be offered is the Greek one. The main target group is consisted by construction firms, architects and civil engineering offices. In Greece the number of firms offering construction services on 2009 were 2.196 (ICAP, Greek Financial Directory 2009). However the service can also be offered directly to the market. LHTEE can carry out measurements and propose the necessary solutions for individuals that own small or large buildings and wish to improve thermal and indoor air quality conditions.


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
The service is at a development stage, but has already proven it’s potential.


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
The market is developing and there is already intense existing demand for the service.


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 current stage of the service’s market life cycle is growth.


2e Strategic partnerships (existing or potential).
There have not been any strategic partnerships.


SECTION 3: The Competition


3a What is the competition within your target market?
There is a number of competing firms offering similar services with LHTEE. Some of the main competitors are(for Indoor Air Quality)


TERRA NOVA is a technical firm based in Athens which specializes in environmental inspections and designs. It provides consultation and management services for environmental issues for businesses. Moreover it possesses the necessary equipment for carrying out various kinds of environmental inspections as energy and indoor air quality evaluations.


E-MIND is an environmental firm located in Athens. It specializes in environmental measurements and studies for industries. For the analysis of the results it cooperates with the German firm ΤUV Suddeutschland. It also carries out indoor air quality inspections for houses and businesses.


INTERGEO is an environmental firm based in Thermi, Thessloniki which specializes in geoenvironmental studies and activities. Its field of expertise is waste management, but also carries out indoor air quality measurements.

(for Thermal Comfort)


In Greece there are energy building inspectors certified by the Ministry of Environment, Energy and Climate change. Their number of certified inspectors offering their services in the province of Thessaloniki is around approximately 800.


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 main competitive advantages of LHTEE is the expertise on the field and the quality of the services provided, since it uses latest technology equipment to carry out the analyses.


3c Potential products relate to the following price range:• High price range

• Average price range

• Low price range

Potential services relate to the average price range.


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

Potential products will be marketed both to regulated markets (as the cost of thermal measurements is set by the Greek Ministry of Development), as well as to markets operating on the principle of free negotiation between agents.


SECTION 4: Indicators


Estimated cost of the new products 2000
Expected market volume (potential / maximum number of users) Maximum number of users is 120-150 per year
Expected sales volume 50 per year
Expected market share of the company (proportion between sales and total company sales in the relevant market) 40% of the market

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