VCW 4 ETA: Landslide Prevention in Ohio
Expanding Earth Observation-based landslide monitoring to Hamilton County, USA.
Which is ideal country and/or region for the expansion of ETA Start-up? ETA: uses Earth Observation Technology) to create terrain displacement rate maps, that support the monitoring and prevention of landslides.
ETA utilizes the Value Creation Wheel to determine the optimal market for its landslide prevention service, focusing on Hamilton County, Ohio, and targeting local government and large property owners.
Overview
This presentation detailed ETA's plan to expand its Earth Observation (EO)-based landslide prevention service. The Value Creation Wheel (VCW) framework was used to identify Hamilton County, Ohio, USA, as the most attractive expansion market.
Application: Applying the VCW framework.
Discover Value (Phase 1): Defined ETA's long-term vision (minimizing landslide-caused loss of value) and value proposition (effective landslide tracking technology). Described the technology (based on TerraSignia's satellite radar data). Performed PESTEL, competitor, substitute, Porter's Five Forces, SWOT, and TOWS analyses. Aligned with SDGs and the Paris Agreement. Defined objectives and KPIs. Identified stakeholders.
Induced Solutions & Filters (Phase 2): Considered all 193 UN countries as potential solutions. Generated 68 filters using brainwriting, secondary data collection, and stakeholder interviews (experts in geology, risk management, etc.).
Selecting Filters (Phase 3): Used the POCR method to reduce the filter set to 14 global filters. Ranked the filters based on importance (number of landslides, damage costs, government stability, etc.).
Value Creation Funnel (Phase 4a): Applied the global filters, leading to the United States. Applied local filters, leading to Ohio and, specifically, Hamilton County.
Positioning & Prototype (Phase 4b): Analyzed the value chain and identified the problem (poor dissemination of EO data). Defined the value chain solution (real-time maps, user-friendly platform). Created a positioning map and adopted a Blue Ocean Strategy. Performed STP analysis (segmentation, targeting, positioning), focusing on local government agencies and large property owners. Developed prototypes for the mobile app and web app. Defined a marketing mix with two service tiers (base and premium) and corresponding pricing.
Consolidation (Phase 5): Presented the business model canvas. Detailed the 3 Ms (manpower, minute, money), including a hiring plan, timeline, and funding requirements ($500,000). Outlined a long-term roadmap with expansion plans. Reviewed KPI achievement.
Key Takeaways
Target Market: Hamilton County, Ohio, was selected due to its high landslide risk and associated costs, and the characteristics of its property ownership.
Value Proposition: ETA provides accurate, real-time ground displacement maps through a user-friendly platform, enabling proactive landslide prevention.
Competitive Advantage: ETA differentiates through its accuracy, real-time data, user-friendly interface, and customer support, offering a premium service compared to competitors.
Pricing: Two tiers of service: base (for large property owners) and premium (for government agencies), with a significant price difference reflecting the added value of continuous monitoring and expert support.
Funding Requirement: $500,000 in initial funding is needed to launch the service and achieve profitability in the second year.
Conclusion
The startup uses EO technology to provide accurate information using real-time maps through a user-friendly platform. For future challenges, the company must now focus on putting in place the business plan presented.