VCW 4 AF8: Sustainable Fishing Surveillance
Pinpointing the most critical geographical market for enhanced fishing activity monitoring.
What is the most attractive geographical market for our Start-Up to launch Earth Observation Services for fishing? BF6: E data to provide support in decision-making for environmental regulations of the marine environment, through value-added services.
This project employed the Value Creation Wheel (VCW) to determine the most important geographical market for AF8, a startup specializing in monitoring fishing activities through Earth observation and complementary technologies.
Overview:
AF8 aims to combat overfishing by providing surveillance and characterization of fishing areas. The team used the VCW framework to analyze market needs, potential target markets, and develop a comprehensive strategy for market entry. The process involved identifying the most critical geographical market for their services.
Application of the VCW:
The team embarked on a systematic approach, using the VCW to navigate the complexities of market selection. Initial data highlighted the urgency of addressing overfishing. The process involved identifying the core challenge: pinpointing the most crucial geographical market for monitoring fishing activities. The team then gathered extensive data on ocean temperatures, currents, and sediment concentrations. To refine this, they employed the 6-3-5 brainstorming method, adapting it for online collaboration due to current restrictions. This involved categorizing filters, brainstorming ideas within each category, and merging them into a comprehensive list. Secondary research from sources like the FAO and World Bank further enriched the data. The POCR method was then used to validate filters, resulting in a refined list of 10 global filters and 3 local filters. These filters were ranked based on their relevance to AF8's mission, focusing on environmental impact, technological readiness, and economic viability. Finally, the team used a value creation funnel and MCDA to narrow down potential markets, ultimately selecting Japan, specifically the Kyushu region, as the optimal target market.
Key Takeaways:
Data-Driven Market Selection: Using a structured approach with filters and analysis allowed for objective market selection.
Japan's Critical Need: Japan's significant fishing industry and commitment to sustainability made it an ideal market.
Technology Integration: Combining Earth observation with drones and other technologies enhances monitoring capabilities.
Stakeholder Engagement: Understanding stakeholder needs and aligning with SDGs is crucial for success.
Comprehensive Service Offering: Providing both data analysis and consulting services creates added value for clients.
Conclusion:
AF8's application of the VCW framework facilitated the identification of Japan as a strategic market for their fishing monitoring services. The project demonstrates the effectiveness of a structured approach in addressing complex market entry decisions.