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Noah Project
Tel. +39 0521905828
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
2 Exploitation Results are listed in Table 2 in Deliverable D4.3
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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.
3 Exploitation Results are listed in Table 2 in Deliverable D4.3
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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
4 Exploitation Results are listed in Table 2 in Deliverable D4.3
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Results? (in
particular)5
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).
3.6 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.
7 Exploitation Results are listed in Table 2 in Deliverable D4.3
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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
Data Analytics Algorithms
Interested in eventual following projects
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.
8 Exploitation Results are listed in Table 2 in Deliverable D4.3
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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
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379 488 One-Person-Households without Care Level
2.850 1. Year expected Clients 0,75%
3.200 2. Year expected Clients 0,85%
3.400 3. Year expected Clients 0,9%
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