VCW 4 Sensyf: Unlocking Earth Observation Markets
Pinpointing the most lucrative market for a breakthrough Earth Observation technology through strategic analysis.
VCW tech-transfer project resulting from a partnership with ITQB (Institute of Technology, Chemistry & Biotechnology).
This project employed the VCW framework to determine the highest potential market for Sensyf, a cutting-edge Earth Observation technology, focusing on agriculture due to its long-term market prospects.
Overview:
The goal was to identify a viable market for Sensyf, a technology designed to simplify Earth Observation data processing. Through a structured VCW process, the team narrowed down numerous potential applications to SensyfLand, a service targeting the agriculture sector, demonstrating how VCW aids in strategic market selection.
Application:
The process began by gathering 55 potential market applications and 49 filters through surveys, interviews, and research. Stakeholder feedback refined these to six key filters, including market growth and technology patentability. The Value Creation Funnel identified SensyfLand as the most promising application. A business model was developed, focusing on student and professional licenses, and a 3M framework (Money, Man, Minutes) outlined implementation steps.
Key Takeaways:
Market Focus: Agriculture was identified as the market with the highest long-term potential.
Technology Application: SensyfLand provides tools for coastal, inland water, agriculture, and land use services.
Strategic Filtering: The VCW process effectively narrowed down numerous options to a focused market strategy.
Business Model Development: A clear licensing model was created to penetrate the market.
Company Direction: The company shifted towards a market-oriented approach, leading to further market research.
Conclusion:
The VCW framework enabled a strategic decision-making process, guiding the company towards a promising market. The project highlighted the importance of aligning technological innovation with market demands.