Deliverable 4 - aal-europe.eu · Noah Project Tel. +39 0521905828 [email protected] University of...

Noah Project

Tel. +39 0521905828

[email protected]

University of Parma Parco Area Delle Scienze 181/a 40124 Parma, ITALY

www.noahproject.eu

Deliverable 4.2

Exploitation Plan

Lead Partner FH JOANNEUM

Authors Sten Hanke (FHJ)

Contributors: Karin Messer-Mischak (FHJ)

Date: 30-10-2019

Revision 1.0

Dissemination Level Public

NOAH AAL Project

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Project Acronym: NOAH

Project full title: NOAH Not Alone At Home

AAL Project Number: AAL-2015-2-115

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Disclaimer

© Copyright 2019 NOAH - Consortium

This document has been produced within the scope of the NOAH project and is confidential to the Project’s participants.

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Table of Content

2 Introduction .................................................................................................................. 5

2.1 Summary............................................................................................................... 5

2.2 Deliverable Objectives ........................................................................................... 5

2.3 Relationships with other deliverables ..................................................................... 5

3 Individual Exploitation Plan ........................................................................................... 6

3.1 Università degli Studi di Parma .............................................................................. 6

3.2 Aicod Srl ............................................................................................................... 7

3.3 PROGES s.c.a r.l .................................................................................................. 7

3.4 Transilvania University of Brasov ........................................................................... 9

3.5 Vision Systems Srl ................................................................................................ 9

3.6 FH JOANNEUM Gesellschaft mbH - University of Applied Sciences .................... 10

3.7 Arzt und Labor EDV A. Günzberg GmbH ............................................................. 12

3.8 TRiAS architecten B.v.b.a .................................................................................... 13

4 Exploitation Possibilities ............................................................................................. 13

4.1 Third-Party commercialization ............................................................................. 13

4.2 Commercialization by one project partner ............................................................ 14

4.3 Spin-Off ............................................................................................................... 14

4.4 Joint Venture ....................................................................................................... 15

5 Market Research Austria ............................................................................................ 15

5.1 Option A – Business Plan Care Providers (C2C) .................................................. 15

5.1.1 Initial Situation: ............................................................................................. 15

5.1.2 Description of the target group: ..................................................................... 15

5.1.3 Justification for the selection of the target group:........................................... 16

5.1.4 Representation of Numbers .......................................................................... 17

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5.1.5 Information about Costs ................................................................................ 18

5.2 Option B – Business Plan Private Care (B2C) ......................................................19

5.2.1 Description of the target group: .....................................................................19

5.2.2 Justification for the selection of the target group: ...........................................19

5.2.3 Representation of Numbers: ......................................................................... 19

5.2.4 Information about Costs ................................................................................ 20

6 Overall Conclusion ..................................................................................................... 21

List of Tables ..................................................................................................................... 22

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2 Introduction

2.1 Summary

This deliverable summarizes the exploitation plan for the last project year as well as the

period after the project runtime.

The deliverable provides individual exploitation plans. Here all exploitation possibilities are

considered from research and academic partners, industrial partners as well as end-user

organizations. The different exploitable results as well as the different exploitation

possibilities are outlined here and are more in detail described in Deliverable 4.3

The dissemination activities, as well as the dissemination plan, can be found in deliverable

D5.2 “Dissemination Plan”, as well as the project, reports D5.5 and D5.7.

2.2 Deliverable Objectives

1) Provide an overview of all the individual exploitation plans of all project partners.

2) Provide an overview of the exploitable results and possible exploitation possibilities.

2.3 Relationships with other deliverables

Deliverable Relationship

D4.3 – Final

Business

Plan

The deliverable D4.2 is strongly related to the D4.3

deliverable as it provides the basis for the final Business

Plans. This deliverable describes the results of the first

evaluation of possible exploitation results as well as

exploitation interests of all partners which later on are further

planed in D4.3.

D5.2 –

Disseminati

on Plan

The dissemination plan, as well as the dissemination

activities, are strongly connected to the exploitation activities.

As the exploitation of the project results is focusing on

different stakeholders, the dissemination activities are also

aiming at promoting the results to different potential customer

groups.

D4.1 – Draft

Busines

The current deliverable D4.2 is a direct follow up of

deliverable D4.1. Especially the reviewer comments and the

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Plan comments from the first review have been taken into account

and to further workout the D4.1 results to a more specific

understanding of the NOAH results and the NOAH

exploitation possibilities.

3 Individual Exploitation Plan

3.1 Università degli Studi di Parma

Interested in

which

Exploitation

Results? (in

particular)1

UniPR is interested in exploiting the results of NOAH project

in many ways, e.g:

● technical know-how on sensors kit design

● data analytics

● results of co-design sessions to design products that

better adapt to the target population

Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

UniPR plans to exploit the results of NOAH project as

follows:

● Technical know-how transfer

● Participation in dedicated startups or spinoff from

other companies

● Providing technical consultancy to interested parties

and companies

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

UniPR plans to develop further analytics algorithms, based

on anonymized data of the NOAH project.

Further engineering efforts on improving device

deployability, ease of maintenance and cost optimization

are envisioned, to better support future massive production

and to keep up with emerging technologies.

Finally, UniPR plans to disseminate results and lessons

learned through the publication of scientific papers and

1 Exploitation Results are listed in Table 2 in Deliverable D4.3

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conference attendance.

3.2 Aicod Srl

Interested in

which

Exploitation

Results? (in

particular)2

Behaviour Data Analytics and Data Analytics Algorithms.

Noah app.

Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

The main interest of Aicod is to exploit the project

knowledge regarding especially the informatics

infrastructure

The behavior data analytics, in particular, is for Aicod a

possible business opportunity if applied not only to

personal/medical data but as a service for analysis of

complex data.

The experience we collected in this project will be used in

further research.

Aicod will include the NOAH project in the portfolio.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

The next step is to analyze how the data analytics

algorithms can be passed to a level of production service.

Another step is to continue to search and propose possible

collaborations about the using of Noah App to possible

partner interested in medical and caregiving business

3.3 PROGES s.c.a r.l

Interested in As a non-technological partner, Proges is interested in


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which

Exploitation

Results? (in

particular)3

exploiting the results of NOAH project mainly in upgrading

and improving service outcomes, and in particular:

● trend and data analysis

● care management

● use case scenarios

● customer experience

Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

Proges plans to exploit the results of NOAH project as

follows:

● Adopting and implementing the Noah model within its

organization and facilities

● Testing updates, upgrades and new versions of the

technological layout

● Co-designing further versions of the service/products

Proges could be a launching customer of Noah products on

the Italian market.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

Proges plans to assess Noah system’s impact on the

caregiving organizations, with respect to trend analysis,

personal data gathering, information flows, clinical

decisions, care-management, customer’s safety, security,

and satisfaction.


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3.4 Transilvania University of Brasov

Interested in

which

Exploitation

Results? (in

particular)4

NoAH Sensor KIT

NoAH Backend for Highly Structured Data

Collection

Analytics services

Data Analytics Algorithms

Cloud technologies

User interaction devices

Interested in eventual following projects

Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

The main interest of UNITBv and Vision is to exploit the

project knowledge and the transfer of confidence.

Integrate different technology-based monitoring used in

further research.

UNITBv and Vision Systems will include the NoAH project

and his knowledge into their portfolio for a supportive

environment for the end-users terms and caregivers

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

UNITBv and Vision will disseminate the results of the

NoAH project in upcoming events or on the occasion of

experiments carried out by the students through different

research programs.

All the results of the project will be disseminated via

existing communication channels (UNITBv and Vision

Systems newsletter, website, conferences).

3.5 Vision Systems Srl

Interested in

which

Exploitation

NoAH Sensor KIT

NoAH Backend for Highly Structured Data

Collection


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Results? (in

particular)5

Analytics services


Cloud technologies

User interaction devices


Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

The main interest of UNITBv and Vision is to exploit the

project knowledge and the transfer of confidence.

Integrate different technology-based monitoring used in

further research.

UNITBv and Vision Systems will include the NoAH project

and his knowledge into their portfolio for a supportive

environment for the end-users terms and caregivers.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

UNITBv and Vision will disseminate the results of the

NoAH project in upcoming events or on the occasion of

experiments carried out by the students through different

research programs.

All the results of the project will be disseminated via

existing communication channels (UNITBv and Vision

Systems newsletter, website, conferences).

3.6 FH JOANNEUM Gesellschaft mbH - University of Applied

Sciences

Interested in

which

Exploitation

Results? (in

particular)6

NOAH Sensor KIT; NOAH Backend for Data Collection as

well as Data Analytics Algorithms.

5 Exploitation Results are listed in Table 2 in Deliverable D4.3 6 Exploitation Results are listed in Table 2 in Deliverable D4.3

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Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

The main interest of FHJ is to exploit the project

knowledge, follow-up co-financed research activities and

follow up contract research and revenues based on

licensing agreements. Within NOAH, FHJ will use the

NOAH sensor KIT as well as the NOAH data collection

Backend including the data analysis in exercises and

lectures at the institute. A complete NOAH setup will be

installed in the Living Lab at the institute. The goal is to

further develop the components with the students and

extend certain functionalities.

Build up expertise will be used in the background in future

national and international research collaboration as well as

contract research projects.

Achievement regarding development and research will be

published as this is seen as a major contribution of FH to

the research community.

Regarding further research and extension on the

mentioned NOAH components as well as future R&D

projects, the FHJ is very interested in collaborations with

NOAH consortium members as well as NOAH exploitable

results IPR holder

The key segments for these exploitation channels are

further R&D institutions active in smart home integration

and solution providers looking for tools and modules

facilitating their work.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

1) Installation of NOAH sensor KIT in Living Lab at FHJ

2) Collaboration with national partner ALAG on 2-3 further

installations in local residential homes for dissemination

purposes

3) Several public events in local newspapers to raise

awareness of the local installations

4) Possible involvement of NOAH results in the IMI project

(starting in September 2019) “Clinical Trails at Home” at

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the FHJ

5) Possible involvement of NOAH knowhow in two

proposals in H2020 in September 2019 as well as April

2020

3.7 Arzt und Labor EDV A. Günzberg GmbH

Interested in

which

Exploitation

Results? (in

particular)7

Complete NOAH solution

Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

ALAG as one of the main distributors of software solutions

for private doctors and clinics in Styria is interested in

extending the portfolio with new innovations.

ALAG is interested in providing the whole NOAH solution for

the professional care institutions as well as for individual

customers. The Business Models in deliverable D4.3 are

tailored to the Austrian market and a further direct sales

business of ALAG.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

Evaluation and testing of the NOAH setup. First

installations will be tested in Austria at the FHJ Joanneum,

as the next step in 2020, there is planned to provide 3-4

demonstration installations in institutional flats around Graz

in Styria, Austria.

These installations will be aligned with dissemination

activities with possible customers.

Based on the feedback a redesign and a further

development together with the FH Joanneum are planned

to commercialize the NOAH solutions.


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3.8 TRiAS architecten B.v.b.a

Interested in

which

Exploitation

Results? (in

particular)8

NOAH Sensor KIT

NOAH Backend for Data Collection



Preferential

Exploitation

model (e.g.

creation of

spin-off,

direct sales,

further

projects, etc.)

The main interest of TRiAS and Mobilab is to exploit the

project knowledge.

Build up expertise will be used in further research.

TRiAS, Mobilab and LiCalab will include the NOAH project

into their portofolio and will actively refer to the project

leader when care organisations are interested in the

NOAH concept.

Next steps /

next

exploitation

activities

planned

(involving

NOAH results)

TRiAS, Mobilab and LiCalab will showcase the results of

the NOAH project in upcoming events.

The results of the project will be disseminated via the

existing communication channels (newsletter, website…).

4 Exploitation Possibilities

During the consortium meeting in Graz in summer 2019 we discussed several exploitation

possibilities for the defined exploitable results in deliverable D4.3. The following possibilities

have been discussed and can be applied for all results, although there might be different

exploitation plans for different exploitable results.

4.1 Third-Party commercialization

The third-party commercialization is defined by the option of a third party (means a party

outside of the NOAH consortium) is commercializing NOAH or NOAH exploitable results.


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This option would include that the third party would need to get IPR rights achieved during

the projects by a one-time payment or licenses from one or several partners.

This option has been discussed and the consortium concluded that based on experience it

is a) very unlikely that we will find a third party which would be interested in a short time

period and b) there is the plan to commercialize NOAH or parts of it within the consortium

and use as well the IPR for further activities of the individual partners.

4.2 Commercialization by one project partner

This option would include that one consortium partner takes over the commercialisation of

the NOAH solution or NOAH exploitable results. In this solution, the partner needs to find an

agreement with one or several IP holders about an IPR agreement.

This solution has been discussed and is at the moment the preferred one. Naturally one of

the commercial partners – ALAG in Austria has the infrastructure and requirements as well

as the intention to commercialize the NOAH solution. To analyse this planning we focused in

D4.3 on ALAG and Austria specific business models.

An overview of IPR shares has been provided in D4.3 and needs to be discussed in detail

when following this business opportunity.

This exploitation possibility is attractive as the commercial partners in the consortium mostly

have already a product or service portfolio, a network, and clients as well as the

infrastructure for straight forward commercialization.

4.3 Spin-Off

The option of commercialization via a Spin-off would include that one or several people from

one or several consortium partners start a new company that would take over the

commercialization of one or several NOAH exploitable results. The Spin-off would need to

find agreements with the consortium partners about IPRs and how the consortium partners

could benefit from the business model.

The consortium has been discussed this option and concluded that no individual out of the

consortium is currently interested in leaving the current employer nor is interested in making

a Spin-Off.

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4.4 Joint Venture

The option of an Equity Joint Venture or a Contractual Joint Venture has been discussed as

well. In this case, partners from the consortium would agree on founding and financing an

established company or agree on another kind of contract for commercialization. The

consortium agreed that this is not a feasible option at the moment.

5 Market Research Austria

This chapter provides market research for two Business Plans, which are in detail described

in Deliverable D4.3. We are planning two Business Models targeting the institutional market

as well as the B2C private individual market. Both plans are structured for Austria and

Austrian conditions as well as for the Austrian project partner ALAG.

5.1 Option A – Business Plan Care Providers (C2C)

5.1.1 Initial Situation:

The existing company, Alwin Günzberg, headquartered in Graz, will open up the Austrian

market with the existing resources.

It is planned to distribute the equipment along with the software solution as part of a step-by-

step expansion. The software has to be adapted first. The sales network, which will be

established throughout Austria over the next three years, starting in Styria will be expanded

gradually.

The co-developing project partners will receive a fee of 5% for each sold service and

equipment.

5.1.2 Description of the target group:

It is planned to offer the NOAH project results to providers of assisted living facilities, and

members of visitors of day-care centres. In addition, a provider of mobile services will be

involved.

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5.1.3 Justification for the selection of the target group:

5.1.3.1 Care providers for assisted living:

The operator provides an apartment, which has a 24-hour emergency call system and

offers services (such as cleaning, facility services or the organization of therapy sessions or

care) for a fee. This type of service requires that the client has little or no need for care (up

to a maximum of 159 hours/month).

In this context, the developed NOAH solutions can be a complementary service. In the

residential units of the clients, the sensors are installed. The aim is to detect in early phase

changes in behaviour. Therefore, further action can be taken by appropriate measures.

5.1.3.2 Day Care

Providers of Day Care supports people who live alone and need support and care during the

day. During the usual working hours, the clients spent their time within the day-care centres.

The following target group is focused:

- people with depression who want to manage their everyday life independently by

means of activating, therapeutic measures.

- People who need help in their daily lives and in their daily planning.

- Service for caregivers who need relief in their daily care work in between.

- People with physical disabilities who like variety and entertainment.

- People in need of further assistance after discharge from hospital

During the day-care (daytime during the day) optimal care is guaranteed, but this is used

very differently. Clients visit them 1-5 times a week and maybe unaccompanied during the

time the facility is not visited. The NOAH solution helps in this time to take advantage of

behavioural changes in a timely manner. But even a return visit to the day-care can point to

significant changes.

5.1.3.3 Provider mobile care service

In the first phase, a cooperation with a private mobile nursing service would be sought,

which currently cares for about 80 clients in Styria.

Depending on the agreement, client support is provided regularly or irregularly for up to 5

hours per day. On days of non-care, the NOAH solution can provide essential assistance in

daily activities.

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5.1.4 Representation of Numbers

5.1.4.1 Care providers for assisted living

Table 1: Information about Providers - Private and Public Providers

No. Institution

110 Facilities Styria- Austria

1.662 Approved units in Styria - Austria

11.694 Approved units Extrapolation Austria (3,5 units per 1000 People, Age. 50-84 J. )

15 Average resident/Facility

Table 2: Information about Clients

Percentage Information about Clients

65% Residents with care level; 19% Level 1, 25,1% Level 2

35% Residents without care level

75% Occupancy rate average

16% Self-Payer (at countryside proportion is less)

Based on the occupancy rate of 75%, 8,770 potential clients can be expected - of which

16% are self-payers. If we assume that only the self-paying clients have the financial

possibility to finance a NOAH solution and take into account that a 5% rate of 5% considers

such a solution, we can deduct max. 70 clients.

5.1.4.2 Day Care

Provider: Non-profit and charitable providers

No. / Percentage

Information about Clients

184 Day Visitors in Styria

1291 Extrapolation for Austria

26% Care Level 2

23% Care Level 2 16% Clients without care level 47% Self-Payer!

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Since mobility is a prerequisite for attending a day-care service, we can assume the

calculated value of all-day visitors - the proportion of self-payers amounts to approx. 606

clients. If, in turn, a 5% rate of 5% considers a NOAH solution, we can about 30 clients

count.

5.1.4.3 Provider mobile care service

The contacted mobile private service currently serves 80 clients in Styria. Based on an

informal survey, 10 clients expressed possible interest.

5.1.5 Information about Costs

The costs assumed that the existing company, Alwin Günzberg, can use the already existing

infrastructure accordingly.

The costs are divided into 5 summarized cost types:

a) Personnel costs: It was assumed that a sales employee and a part-time employee

would be admitted to the Technical Service to handle the additional activities

b) Administrative costs: The office space already exists and can be shared accordingly.

The costs incurred here (rent, additional costs such as electricity/heating/, etc.) and

will be charged proportionately only in terms of cost. For the costs relating to the

preparation (contract preparation, licenses, etc.) a one-off financial requirement

i.H.v. about 50,000, - which is financed with a 5-year loan. The running costs, such

as office supplies, telephone, travel expenses, etc. are estimated here.

c) Insurance: In this variant, the costs are primarily covered by the existing company.

d) Marketing / Sales: A monthly budget is estimated, 2x annually at relevant fairs

advertised

A return on sales i.H.v. 25% is expected (before taxes and insurance and without taking

account of losses in the previous year) in the third year.

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5.2 Option B – Business Plan Private Care (B2C)

The existing company, Alwin Günzberg, headquartered in Graz, will sell the NOAH solution

for the Austrian market via an existing sales network and is primarily active as the operator

of the cloud solution itself.

The resulting opportunities allow us to consider end-users as potential buyers and users as

a target audience.

The co-developing project partners will receive i.H.v. 5% for each sold service and

equipment. For the use of the professional distribution channel (marketing, distribution, etc.)

a service fee of 25% per sold service and equipment will be paid.

5.2.1 Description of the target group:

Over the next three decades, consumer spending for over-50s will rise rapidly. It is

particularly lucrative for health services. No issue dominates the needs of the best agers as

much as the health, because the maintenance of one's own fitness is the most important

prerequisite for self-determination, self-fulfilment, and quality of life in old age. Keeping

healthy means a healthy lifestyle that drives demand for innovative products and services.

The Silver Generation is ready to go deeper for special services. The so-called second

health market includes all privately financed health products and services and will become a

billion-dollar market in the future (see https://www.wko.at/service/aussenwirtschaft/silver-

generation-branche-struktur-zukunft-trends1.html , queried on 24.9.19, 14:40 clock).

5.2.2 Justification for the selection of the target group:

It is planned to offer the product as a "smart home solution" to a broad consumer mass. In

question here are all persons over the age of 65 (1,647,000 persons) who do not yet have a

care allowance (1,185,900 persons) and live alone in one household (about 32%). That

corresponds to approximately 379,500 persons. Due to a financial opportunity and a basic

interest in a technical solution, we can expect a market development of about 2%.

5.2.3 Representation of Numbers:

Table 3: One-Person households 2018

No. Description

1 457 000 Austria Total

32 % One-Person-Households age >65

https://www.wko.at/service/aussenwirtschaft/silver-generation-branche-struktur-zukunft-trends1.html

https://www.wko.at/service/aussenwirtschaft/silver-generation-branche-struktur-zukunft-trends1.html

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379 488 One-Person-Households without Care Level

2.850 1. Year expected Clients 0,75%



5.2.4 Information about Costs

In terms of costs, it was assumed that the existing company, Alwin Günzberg, could

use the existing infrastructure accordingly and expand the infrastructure according

to the sales figures.

The costs are divided into 5 summarized cost types:

a. Personnel costs: It was assumed that at the start of the business, a sales

employee and a part-time employee would be admitted to the Technical

Service to handle the additional activities. Each time a jump in sales of 500

pieces, the staff will be adjusted accordingly.

b. Administrative costs: The office space already exists and can be shared

accordingly. The costs incurred (rent, utilities such as electricity/heating/,

etc.) are due to the increased staff requirements and thus space

requirements from a goods sales i.H.v. 1,500 pieces adjusted accordingly.

For costs related to the preparation (contract preparation, licenses, etc.) a

one-off financial requirement i.H.v. about 50,000, - which is financed with a

5-year loan. The running costs, such as office supplies, telephone, travel

expenses, etc. are estimated here.

c. Insurance: In this variant, the costs are covered starting from the already

existing company. However, public liability increases accordingly with the

revenue to be generated.

d. Marketing / Sales: A monthly budget is estimated after the distribution is

handled through a provider, the costs of marketing, etc. are covered

primarily in the 25% of the royalties per product sold.

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In the first year, a return on sales (before taxes and insurance) i.H.v. 5% expected,

in the second year we expect the announced market forecast already with a return

on sales of 43%.

6 Overall Conclusion

The deliverable presents the individual exploitation plans which are summing up

activities from the individual partners. The plans are individual to the partner profile

(research and education, commercial interest, end-users) are only a general outline

about the intended plans on how to proceed with the NOAH results after the project

ends. Furthermore, the deliverable presents results from the discussion at the

consortium meetings regarding exploitation and commercialization plans. Different

exploitation plans have been discussed and the results of the discussion have been

explained. These decisions helped to guide the further drafting of the business

plans in deliverable D4.3 The basics of the business plans have been presented in

this deliverable. The aim was to sketch the environment for commercialization in

Austria for the local partner ALAG. To have a comparison and to have two valuable

business models we provided the numbers and environment for a B2B as well as

B2C commercialization. Both of these business models are presented in detail in

deliverable D4.3.

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List of Tables

Table 1: Information about Providers - Private and Public Providers .................................. 17

Table 2: Information about Clients ..................................................................................... 17

Table 3: One-Person households 2018 .............................................................................. 19

Deliverable 4 - aal-europe.eu · Noah Project Tel. +39 0521905828 [email protected] University of...

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