As part of phase 1 of the project, the feasibility and a market entry strategy were worked out by means of an intensive market analysis and a resulting business plan so that the results can be used for calculating in a transparent way the funding needs for the market entry measures required in phase 2.
For this purpose, we conducted an internet research to identify the key European market players in the field of industrial waste water treatment. Their products were then divided into three categories according to the treatment method (physico-chemical, thermal, filtration). In addition, we determined the geographic sales region and economic data such as turnover and number of employees. It became clear that the market for industrial waste water treatment in Europe is characterized by small and medium-sized enterprises. No individual company has a dominant market position. The main turnover is national. It can be seen that the export share increases when the turnover increases. Usually, the neighbouring countries are served.
For the strengths and weaknesses analysis, evaluation criteria were set up for the competitive products. These criteria are geared to the needs and requirements of the customers. They include investment costs, energy efficiency, automation etc. In an evaluation matrix, evaporation (thermal method), ultra-filtration (filtration method) and OKO-CPB 4.0 (physico-chemical method) were comparatively evaluated under consideration of the criteria set up. Particularly in the area of networking capability and energy efficiency, there was a clear advantage for OKO-CPB 4.0 – it is thus one of the most economical and innovative process technologies currently available on the market.
In order to derive a customer-oriented market entry strategy, potential target groups were identified and afterwards evaluated on the basis of key criteria, e.g. the amount of waste water per year.
Since the product OKO-CPB 4.0 is very complex, we intend to market it in direct sales, supported by a pool of selected sales agents in Germany and other European countries. The company website is continuously optimised by SEO measures. Furthermore, we plan to participate in relevant trade fairs in Germany and other European countries. Setting up a reference plant / a demonstrator near our location is particularly important in order to be able to demonstrate the functionality of OKO-CPB 4.0 and to carry out tests and R & D measures. Reference plants in other European countries and for different industries are also desirable. In order to implement these measures, it is necessary to restructure the existing company organisation and to increase the number of staff.
