DESSIN inside-out market analysis guidance

A guidance document for market analysis for ESS software and solution packages was finalized as part of the initial work of the DESSIN work area 42, the route to market. It takes an inside-out perspective, focusing on technology-driven SMEs that provide innovative ESS-enhancing products or services in the water sector. Its methodological starting point is the companies and characteristics of their products/services and innovation capacities (inside) in view of surrounding market dynamics and market demand (outside). The inside-out approach complements the already finalized two outside-in business environment reports that focus on the bigger picture and market conditions specific to the DESSIN context.

This inside-out analysis is structured according to three core steps that companies shall undertake to derive a competitive market strategy linked to ESS-enhancing products and services:

1. Internal assessment (operating characteristics, core competencies and value proposition, readiness assessment);
2. Market analysis (understanding the customer landscape, defining the most promising market, analysing the micro-environment);
3. Market entry strategy (preparing for market entry, planning and strategy, implementation).

The inside-out methodology will now be tested with several SMEs and gained insights will be incorporated in individual inside-out documents for the SMEs.

DESSIN members can download the executive summary of the report and the two business environment (outside-in) reports (Part A – Water Scarcity Focus – Llobregat Case & Part B – Water Quality Focus – Emscher Case) in the internal area of this website under Internal reports & milestones.