Main tasks performed during the SME-Instrument Phase I and its results are explained below:
Technical assessment: we have specified W2C configuration (the triple glazing and its thickness adapting the former laminated wooden frame and the fittings) and calculate the following parameters: the thermal insulation (U-value of glazing and frame), solar transmittance (g-value), acoustic insulation characteristics (soundproofing –dB- of glazing and frame), airtightness and moisture resistance.
Results: the outcome from the trials shows that our window is suitable to obtain the Passive House Component Certification as well as it accomplishes with the requirements to be marketed in the EU28 and the US.
Commercial assessment: we have studied our target market and its main barriers and drivers, identified potential clients, analysed our competitors, studied regulations concerning the marketing of W2C in the EU28 and the US and performed a Freedom to Operate (FTO) Analysis. Finally, we have drafted a Commercialization Plan and defined a manufacturing and sailing strategy.
Results: we have identified three main market segments to address W2C: the Passive House market, the building refurbishments with an energy-saving aim and the new high energy-efficient buildings construction. Those three segments are growing since there is an increasing environmental awareness (on a survey carried out with 27,000 EU27 citizens, 47% of the respondents considered that reducing home energy consumption should be on the top three priorities to protect the environment) and the EU has established in the Directive 2010/31/EU that the construction sector should converge to nearly zero energy buildings by the end of 2020. Our first commercialization countries will be ES, FR and IT (2020), followed by DE, AT, CH, NO, SE and DK (2022) and finally BE, CZ, UK and US (2024). We will create a network of authorized dealers, technicians and manufacturers in order to cope with the demand in these countries. In order to market W2C within the EU we may affix the CE marking and elaborate a Declaration of Performance. To market in the US, we will follow the American Architectural Manufacturers Association (AAMA) Certification Program. Our competitors are developing fast, but W2C is the only solution in the market that combines the Passive House Institute Certification requirements with a sleek design and offers the most competitive price (37% cheaper). The FTO shows that W2C is not confronted with any existing patent.
Financial assessment: we have analysed the production cost per sqm of W2C, assessed the best pricing strategy and elaborated an economic forecast for the first five commercialization years (2020-2024). Finally, we have foreseen possible risks and drafted a mitigation plan.
Results: W2C’s cost per sqm is competitive when compared to the competence already in the market. We foresee to obtain a ROI of 3.91.
