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…
UV SURFACE TREATMENT is a product based on market requests because actually there is no similar products.

Market (in particular alimentar sector with foods ready-to-eat) needs a product able to sanitize 100% food surface, but currently there isn’t such one for sale.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The added value for end-users can be found in the advantage of use a new product that realizes optimal condition of high quality and safety for decrease of bacterial presence in food ready-to-eat.



What is the Unique Sales Proposition of the potential product?
UV TREATMENT SURFACE is the only one that is able to treat 100% of food surface. There’s no competitors.




SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global X

Please describe the characteristics of your target market.

The product is addressed to the global market of food industry. Food sector needs to have a technology for sanitization and preserve quality of food r all over the world. Food chains must be preserved by bacterial attacks in every location.



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

UV TREATMENT SURFACE is at a development stage, but this technology has already proven its potential in laboratory activities.

This product can be in next future a leading product, with two options:

  1. this technology can be used by companies that can buy this product on market;
  2. some companies (or single one) buy this technology for own exclusive use.


Actually only 1 company, registered in UK, produce a similar device, but it does’t works on entire surface of food, but only on the top and on the lateral sides.




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 UV TREATMENT SURFACE product is addressed to an existing market demand, which is the food sector. The market for this technology is already hidden, because actually there aren’t similar products  but the R&D activity is based on market requests of food sanitization.



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 product is actually at the stage of implementation because needs the realization of a complete working prototype.



Strategic partnerships (existing or potential).
The potential partner could be.

-          an engineering firm able to implement a working machine;

-          an alimentar company that wants to use the technology as competitive advantage.



SECTION 3: The Competition



What is the competition within your target market?
There’s not competition in this target market because a similar product actually there isn’t (except for the UK product that hasn’t the same performances).




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)

Product differentiation




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The UV TREATMENT SURFACE has a low price range, being addressed to big companies of food sector.




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 UV TREATMENT SURFACE is addressed to free market, without limits for its use.




SECTION 4: Indicators


Estimated cost of the new products

20.000,00 €

Expected market volume (potential / maximum number of users)

Depends by partnership

Expected sales volume

Depends by partnership

Expected market share of the company (proportion between sales and total company sales in the relevant market)




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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