Since its creation, Pavnext has sought to deepen the study of the state-of-the-art of road safety technologies by adding knowledge through the publication of peer-review articles, patents, as well as by participating in international conferences. These activities along with the development of the first prototype served as initial validation of the technology. After concluding this initial technology validation, and with the support of SME phase 1, we are now developing our first product: a solution to implement near crosswalks, to effectively reduce the vehicles' speed without any driver action, and to properly illuminate crosswalks, maximizing road safety in these places. For this application, municipalities are our first customers. Considering the European market only, and cities with more than 150 thousand people, the market opportunity we are addressing reaches 1.2 billion Euros. Globally, this market has a potential to reach 20 billion Euros by 2020. To validate the technology in this market, a Public campaign was implemented among 4 main target groups: users (pedestrians and drivers); customers; key Informers; and influencers. Also, during this period, an international (PCT) patent was submitted, the first procedures for the certification were developed and the product industrial optimization has started.