VCW 4 AF8: Sustainable Fishing in Japan

Launching Earth Observation-based monitoring of fishing activities in Kyushu, Japan.

Which is the most important geographical market for the monitoring of fishing activities?

AF8 applies the Value Creation Wheel to identify Kyushu, Japan, as the ideal market for its sustainable fishing monitoring service, targeting government agencies, conservation agencies, and large fishing corporations.

Overview

This presentation detailed AF8's plan to launch a consulting service that uses Earth Observation (EO) data to monitor fishing activities and promote sustainability. The Value Creation Wheel (VCW) was used to select Kyushu, Japan, as the target market.

Application Applying VCW to find a market

1. Discover Value (Phase 1): Defined AF8's mission (providing analytic tools for sustainable fishing) and vision (sustaining and protecting ocean life). Highlighted the problem of overfishing and its consequences. Performed PESTEL, SWOT, TOWS, Porter's Five Forces, and competitor analyses. Aligned with SDGs (particularly 13 and 14) and the Paris Agreement. Defined KPIs. Identified potential target markets (government agencies, fishing companies, etc.).

2. Induced Solutions & Filters (Phase 2): Considered all 193 UN member states as potential solutions. Generated 73 filters through a three-step process (brainwriting, secondary research, stakeholder input).

3. Selecting Filters (Phase 3): Used the POCR method to reduce the filter set to 15 global filters and establish 3 local filters. Ranked the global filters.

4. Value Creation Funnel (Phase 4a): Applied the global filters, leading to Japan. Applied local filters (coastline length, population in fishing industry, total production), leading to Kyushu. Used a "nice-to-have" filter (number of fishery management entities) to finalize the selection of Kyushu.

5. Positioning & Prototype (Phase 4b): Analyzed Japan's fishing industry challenges and legal environment. Identified competitors and positioned AF8 (focus on Kyushu, exclusive partnerships, real-time consulting). Performed STP analysis (segmentation, targeting, positioning), focusing on government/conservation agencies and large fishing corporations. Developed website and app prototypes. Defined the 7Ps of marketing.

6. Consolidation (Phase 5): Presented the business model canvas. Reviewed KPI achievement. Detailed the 3 Ms (manpower, minute, money), including hiring needs, timeline, and funding requirements ($370,000).

Key Takeaways

• Target Market: Kyushu, Japan, was chosen for its extensive coastline, large fishing industry population, significant fishing production, and the presence of numerous fishery management entities.

• Value Proposition: AF8 offers real-time data and consulting services, supported by a user-friendly platform (website and app), to promote sustainable fishing practices.

• Competitive Advantage: AF8 differentiates through its full integration with end-users, exclusive partnerships, real-time consulting, and use of drone data.

• Pricing: Subscription-based, with fees dependent on the type of customer and service package.

• Funding Requirement: $370,000 in initial investment is needed, primarily for personnel and technical equipment.

Conclusion

The company offers a consulting service providing maps and surveillance for fishing places. For the company's next challenges, it needs to reach out to investors.

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