The InCubed Element of the European Earth Watch Programme (InCubed) aims at accompanying the European economic operators in the Earth Observation market rapid evolution currently witnessed in Europe and overseas. InCubed offers a new process in ESA Earth Observation programmes to strengthen and stimulate the realization of endeavours near-to-the-market with Economic Operators. Activities to be supported include the development and/or demonstration of space assets (missions, instruments, prototype element of EO constellation), innovative mission management solution, including for future EO constellation, the development of application platforms, etc. InCubed is looking for commercial viability by the end of the activity (up to at least a minimum viable product level) and a substantial degree of innovation i.e. adding new value to the EO commercial landscape. Commercial customer engagement/involvement is mandatory. Commercial customers are encouraged to be either as part of the consortium representing the value chain or as beta testers/validators of the developed product/service. Customer engagement/involvement must be highlighted at the pitch and proposal stage.