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

x  Radical new product

  • Other, what…
Radical new product



1b What added value for end-users does the product hold?
• higher quality
x   Better technical characteristics
• Other …
Better technical characteristics


1c What is the Unique Sales Proposition of the potential product?
I(U)FO, an Identified Un-tethered Flying Object, for harvesting high altitude wind energy unlimited

The product is an un-tethered autonomous flying wind power plant and its ground station, as well as the know how to make it work.  Instead of static winds, the invention applies the wind-gradients and updrafts for energy-production by means of dynamic soaring, like sailing birds. This device, according to need, temporarily stores the  energy harnessed  from the wind, and later on forwards it to a receiver ground-station for further arbitrary usage.  By being flying and un-tethered and autonomous, our device gets around the limitations of conventional wind power plants, as well as that of high altitude types of devices, and allows as of yet unattainable possibilities in wind power utilization.


SECTION 2: The Market


2a What is the target market for the product?

National ¨

European ¨

Global ¨x

Please describe the characteristics of your target market.

The target market is electricity consumers and producers all over the world.



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 product is a original novelty, that is nobody is producing Flying WPP-s like our.



2c What type of market demand will be satisfied?

x  Existing demand – the market is already developed

• hidden (latent) demand – the market has yet to be developed

The market is already developed, and there is a large existing demand


2d What is the current stage of the product’s market life cycle?

x  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)



2e Strategic partnerships (existing or potential).
They have contacts with several experts of different parts of the R&D project. These colleagues can play significant role in the development.

Since it is not probable that the current WPP- manufacturer would alliance with a newcomer, we have to look for strategic partners either with the opponents of the conventional WPP-s or the companies capable to produce any part of the whole system.


SECTION 3: The Competition

3a What is the competition within your target market?
Within the target-market the competition is not free because of the subsidizing of renewable energy production in several countries.


3b What competitive advantages will the introduction of the new product ensue?

x lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)



3c Potential products relate to the following price range:

• High price range

• Average price range

x  Low 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

Three products can be marketed:

n  Flying WPP and its ground station – free market

n  Produced energy – regulated market

n  R&D results – free market




SECTION 4: Indicators


Estimated cost of the new products  
Expected market volume (potential / maximum number of users)  
Expected sales volume  
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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