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…
It’s a software that allow to have a fully automated multi-sensor welding machine. It can replace existing products: even if several automated solutions already exist, they are not able to take into account all the variables that need to be applied. This new solution will permit to react flexibly to different product variants. 





What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The software will permit to the welding robot to be driven by a self-learning control logic, and this technical characteristic is unique and represent an important added value in the welding sector. 





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 target market can be considered at global level: it’s represented by welding industries mainly, but its flexibility permit to be applied in a multitude of production applications, i.e. naval plates, parts of vehicles, metal carpentry, pressure vessels etc. 




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

In the welding industry sector there are already several similar products, but none has a visual software applied on the robot that permit this self-learning control logic. At the moment the software has been developed and its ready to be tested on a robot to prove the real added value that can be gained. 





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, the new technology is responding to needs that can derive from the industry sector dealing with welding. 







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 software is ready to be tested on a robot and then to be implemented in the market. 







Strategic partnerships (existing or potential).
Industrial partners are needed to implement the software. 






SECTION 3: The Competition



What is the competition within your target market?
At European level there are several association and organizations representing the Welding industry and its needs. Although it is a very specific sector, it is composed by a large community of industry (welding is in fact an important part of different production chains) and therefore can be considered an interesting piece of market on which to invest to specialize the research opportunity for a Computer vision working group. 




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 added value that can be seen in the application of this software is the visual self learning mode that allow the application to be adapted to different situations. Consequently, this will allow to save time and money for a company that will not need to use different software or adjournments for the same robot .The product will be unique as it use the common methodology, already available on the market, integrated by a visual software which represents the innovative aspect applied to the welding system.






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

• Average price range

• Low price range

At this stage we are talking about a methodology that can be applied to different requests, therefore products can vary and also prices. 





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 software can be applied to markets operating on the principle of free negotiation (e.g. welding companies present in different sectors…). 





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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