ASM-Market Research and Analysis Centre started working on developing market insights within a Business Plan that will be elaborated throughout the entire life of the BERTIM project. This document will be delivered in four editions (now and in month 12, 37 and 48 of the project duration). It is intended to support the decision making in the definition of the BERTIM prefabricated modules. Ultimately it will help to elaborate business models used for the exploitation of the project outcomes, especially the main exploitable results: the BERTIM holistic renovation process approach, RenoBIM Software Tool, and the Prefabricated self-supporting timber modules with the integration of the HVAC system.
The task of developing of an effective business plan for BERTIM holistic renovation approach is divided into several phases. The first step is to perform a detailed market research and analysis for the different countries in Europe concerning the sectors of the economy that are relevant for the project. Market and socio-economic research involves the systematic gathering, recording and analysing of data. It is a relevant process to find out about market, customers' needs, preferences, motivation to buy, competitors, product features, pricing, decision makers, distribution channels. It all makes it possible to successfully develop new products. The information provided are meant to analyse the condition and potential of the sectors in Europe where the project outcomes will be placed and identify existing opportunities and threats for the successful introduction of the project outcomes.
The first version of the developed market report starts with the description of the European construction market - one of the most important sectors of the European Union economy which contributes to about 10% of the EU GPD. Based on the general information about the energy efficiency and consumption it should be emphasized that building sector is one of the key energy consumers in Europe and its energy use has been increasing over the last 20 years.
An important part of the described document gives an overview of the forest based sector and the penetration of timber in construction. Timber is wood prepared to be applied as a building material. Two main building materials used in the construction sector are concrete and steel. However, what seems to be important is that the demand for timber is increasing each year. The European Union accounts for approximately 5% of the world forests and has approximately 180 million hectares of forests and other wooded land. That corresponds to 42,4% of its land area.
The most important trends in wood-based sector are: a development of ICT solutions, material technology and regulations. Solutions related to energy, climate, the green economy and also newly emerging prefabricated wood-based construction practices, which may be a huge challenge and opportunity.
A large potential for cost-effective improvements of the energy performance of buildings is visible in Europe. Among the factors causing recent underperformance in building energy efficiency are the financial aspects (access to finance), administrative and institutional matters (regulatory and planning), as well as the awareness of the potential and benefits. Moreover, the separation of expenditure and benefit also poses a relevant barrier.
Energy efficiency, as well as energy savings, depend on climate conditions. They impact the construction sector and requirements of buildings energy efficiency. These issues are also analysed in the described report in order to define the viability (in different markets and weather conditions) of the complex product that will be developed during the project lifetime.
Moreover, the report gives an introduction to business models that will present the value offered by the end results obtained within the project to potential customers. The elaborated business model will define capabilities and partners necessary for creating, marketing, and delivering this value. Within the BERTIM project the business model canvas proposed by Alex Osterwalder will be applied. This approach consists of nine parts: customer segments, value proposition, distribution channels, relationship building, revenue streams, key activities, key resources, partner network, and cost structure. For better understanding of the business models idea, a short overview of existing business models is also presented in the Business Plan. Relevant information concerning the next steps of the development of the business model is also briefly presented in the final part of the report.