2. OUR JOURNEY (Ideation / Product Visioning)
• Destruction / Creation (Boyd, 1976)
process of creative synthesizing and analytical
destruction
synthesis as the basis of creativity
• Problem Identification
• Ideation
• Solution Focused Approach
finding common qualities and connecting
threads to synthesize a new and altogether
different domain: taking a specific product
(KoolPak) and extrapolating its applicability more
broadly to exploit its functional design
advantage.
PROBLEM
IDENTIFICATION
IDEATION DESTRUCTION
CREATION SOLUTION
3. THE PRODUCT: KoolPak Journey (Koolpakbox.com, 2021)
February 2018
Build business for TomKat Line Fish
2018 2019 2020 2021
April 2018
Fisheries Research and
Development Corporation Trade
Bursary in London
July 2018
Provisional Patent filed ‘Thermal
Insulating Containers’ Application No:
2018902424
March 2019
AusIndustry Accelerating
Commercialisation Grant
May/June 2019
Magazine “What’s new in FOOD
Technology and Manufacturing”
July 2019
official data - effective thermal
performance - Queensland Department of
Agriculture & Fisheries
August 2019
FRDC Chilled v Frozen program.
October 2019
2019 Seafood Directions - small business
award category
November 2019
• Fish 2.0
• 3rd Pitch at Stanford University
• Business Value Proposition received a
97% score)
January 2020
PCT Patent Application Published
PCT/AU2019/000080 ‘Thermal Insulating
Containers’
February 2020
Trade Mark TOMKAT KOOLPAK Registered.
Australia 1 495 656
April 2020
- Pat. Pending No: 2020901223 ‘A Container Blank
and a Process for Forming a Container’
- Airline Approval: added thermal protection
transporter by Air.
July 2020
- KoolPak Fish Box Cleaning Trials
- First success delivery Fresh premium
quality Snapper to restaurant and
butchery
September 2020
- designed and manufactured a prototype
drying and storing rack.
October 2020
- fresh frozen portion Fish - in a
second use KoolPak - 33 hours in
transit
November 2020
- join theNCE Seafood Innovation
December 2020
- successful first funding round
January 2021
installation of our new R&D/ Pilot Plant
machine
4. THE MISSION: Expansion into the Pacific Islands
The Product:
Product Functionality
The Customer:
•Landscape
•Culture
•Need
The Fit:
What problems are we fixing?
5. WHAT WE KNOW
Our journey Search
• Opportunities that can be exploited
Discover
• Common issues and pain points
Realise
• Research is underdeveloped and generalised
Determine
• Destruct old ideas to create new
State
• What is known, and what is uncertain
6. THE CONTEXT:
GEOGRAPHY &
POPULATION
• Comprises 22 nations and
territories spread over more than
25,000 islands and islets of the
western and central Pacific Ocean.
(Costa & Sharp, 2011), Matheson, Park & Soakai,
2017).
• Population / Forecast:
Region 2020 2030 2050
Melanesia 11,109,800 13,291,200 18,217,400
Micronesia 541,700 579,200 629,700
Polynesia 674,650 693,250 716,400
Table 1: Population and Forecast 2020-2050
Pacific Islands countries.(Brown & Gilbert, 2014)
This Photo by Unknown Author is licensed under CC BY-NC-ND
7. THE CONTEXT:
NATURE’S VUCA
Climate: Hot and humid all year
(24ºC - 31ºC)
Natural Hazards: Droughts,
cyclones, floods, volcanoes,
earthquakes and tsunamis.
Climate Change: Adverse
environmental and social impacts.
(Ondiviela, Gómez, Puente & Juanes,2013)
This Photo by Unknown Author is licensed under CC BY-SA
8. HEALTH CHALLENGES
Diet and food habits
• High rates of obesity
• Malnutrition amongst children
• Extreme rates of non-
communicable disease (e.g.
heart disease, diabetes)
• Short life expectancy
Extensive levels of diet
related ill-health:
(Sievert, K., 2019)
• Increased reliance on imported shelf
stable foods (packaged/canned)
• Decreased consumption of fresh
seafood and produce
• Sedentary lifestyle
Why?
(Averett, N., 2016)
This is a popular Samoan
food, commonly eaten with
taro or bread. It is very high
in fat and salt.
This is a type of corned beef,
which has been brined and
boiled with onion and
cabbage.
These are a lot like donuts. A
variety of sweet toppings can
be added.
(State
of
Queensland,
2015)
10. HEALTH CHALLENGES
Fresh Seafood
Consumption
FISHING INDUSTRY
• Traditionally aquatic food consumption
was amongst the highest in the world
(Farmery, A., 2020)
• There has been a shift away from fresh
seafood and towards packaged foods
(Charlton, et al., 2016)
• Export oriented fishing industry has
caused a decrease in consumption
(Kent, 1987)
Lack of
resources
Lack of
infrastructure
Forced to
outsource
Catch taken
offshore
Limited
revenue
return
Figure 2: the cycle of problem
11. HEALTH CHALLENGES
What could help?
Opportunities for improvement:
(Farmery, et al., 2020)
• Processing, storage and transport infrastructure
• Education about diet health impacts
• Supply chain connections
Opportunities for partnerships:
• Innovation Grant Facility
• Innov4agPacific
12. HEALTH CHALLENGES
Medication Accessibility – The Why
Table 2: Relationship between the
Millennium Development Goals
(MDGs) and medical supply chains in
PNG
MDG 4. Reduce child
mortality
Improved supply of
prevention and treatment to
impact 43% of all deaths in
under-five year olds.
MDG 5. Improve maternal
health
Improving supply of
medication and medical
sundries to reduce maternal
deaths by almost a third.
MDG 6. Combat HIV/AIDS,
malaria, and other diseases
Providing timely access to
required medication as part
of overall treatment protocol.
(Brown & Gilbert, 2014)
14. HEALTH CHALLENGES
Medication Accessibility
– The PNG Story
• Themes
• Order methods Waste
• Facilities Waste
• Transport Abuse + Waste
• Cold Chain Waste
• Inadequate Record Keeping Stockout +
Waste
Lichter, Vafeidis & Nicholls, 2010)
In text reference
Figure: Schematic representation of the Papua New Guinea
medical SUPPLY CHAIN (Lichter, Vafeidis & Nicholls,2010)
15. WHAT WE DON’T KNOW
• Cultural complexities cannot easily be
communicated through literature
CULTURAL
CONTEXT
• Informal systems currently being relied
upon are not well documented
SYSTEMS &
NETWORKS
• While some quantitative data is available,
qualitative supporting data is ambiguous
QUALITATIVE
DATA
16. THE CONTEXT: CULTURE (Descriptive
Information)
LANGUAGE
SOCIAL SYSTEMS
CULTURAL BELIEFS
(Lichter, Vafeidis & Nicholls, 2010; Nand, 2019; Pacific Island Populations. (2020)
https://greatpeopleinside.com/workplace-diversity-training/
17. THE CONTEXT: SOCIAL DETERMINANTS OF HEALTH
(Descriptive Information)
NCD
58%
CD
31%
Injuries
11%
DALY: Disability Adjusted Life
Years
Chart 1:: percentage of Disability Adjusted life years
• Double burden of Communicable + Non-Communicable
Diseases
• High infant mortality rate
• Low life expectancy
• High teenage fertility rate
Infant mortality rates
from 4.6% (Futana: 2013) to 41% in (Kirribati:
2018); Micronesian region the highest rates of
more than 20%.
Teenage fertility rates (in percentage) peaks at
92.3% (Nauru:2017), with many nations scoring
above 30%.
Life expectancy
for males from 50.6 years (Kirribati: 2015) to
75.1 years (New Caledonia: 2017);
for Females from 55.7 years (Kirribati: 2015) to
80.1 years (New Caledonia: 2017
Nand, 2019; World Health Organization - Western Pacific Region, 2015; The
World Bank In Pacific Islands, 2021).
(World Health Organization - Western Pacific Region, 2015)
18. THE NEXT MOVE
1. The application:
Destruction / Creation
(Boyd, 1976)
2. Exploiting the
information that is known
3. Lack of data /
information in the
Contextual domain
4. proposing potential
business opportunity for
KoolPak
5. The goal:
To adapt the REAL
DISCOVERABLE needs of
the community
6. The task
(Business Model
Canvas/Value Creation
Canvas /Problem Analysis
Canvas).
19. Mission Model Canvas: HealthPak
INNOVATING TO DELIVER HEALTH OUTCOMES FOR PACIFIC ISLAND REGIONS
Key Partners Key Activities Value Propositions Buy-In/Support Beneficiaries
Key Resources Deployment
Mission Budget / Cost Mission Achievement / Impact Factors
• End-Users
• Health Sector
• Education Sector
• Medical Sector
• Perishable / Fresh
Food Industry
• Restaurants
• Adapt KoolPak for
use in transporting /
storage of BOTH
cold AND hot items
(food + medication)
• Local knowledge
• Expert knowledge
(product
development)
• Infrastructure
HEALTH
• Food Scarcity
• Diet
• Medicine
GOAL: Improve
health outcomes
through accessibility
to fresh foods and
treatment
medications
Food Scarcity
Increased capacity to
store food
Diet
Increased access to a
wider range of fresh
food
Medicine
Increased access to
regular mandatory
medications
• Medical Professionals
• Health Administrators
• Teachers
• Parents
• Influencer in local
community
• Medical / health/
education channels
• Community networks
• Production (scalability + functional adaptation)
• Market penetration Significant potential short and long-term positive health outcomes
(Strategyzer & Steve Blank, 2016)
20. Customer Jobs Problems Benefit Features Describe your solution
I am in the Catering /
Medical / Educational
industry. I need a vessel
(HealthPak) to preserve the
life of fresh food and/or to
transport medical supplies.
Due to the challenges in
storing/transporting fresh
food, locals rely on
processed foods, which is
correlated with high
incidence of non-
communicable diseases
(NCD).
Equivalent challenges in
transport and storage of
temperature-sensitive
medical supplies.
Fresh food or medical
supplies (e.g. Insulin) can
be stored for over 30 hours
in the HealthPak that is
constructed of
environmentally-friendly
materials.
The temperature control
feature create the optimum
storage environment for
the food/medical supplies;
The trackability (blockchain
technology) feature
enables accurate location
sensing which supports
timely delivery of the
contents.
The HealthPak can store
both cool or hot things.
Supply chain: Blockchain
technology when tracking
the box’s location
We propose variations of
KoolPak – addition of new
features that fulfill the
demand of
pharmaceutical
transportation, food
delivery.
I want my business to
deliver on corporate social
responsibility (balance
ethics and profits), and to
fulfil a social purpose (bring
health benefits to Pacific
Islanders).
The dimensions and/or
shape of boxes to align
with use and lifestyle
requirements.
The maximum temperature
control / holding capacity
of each box (in the
Improving health outcomes
(medium to long-term).
Contribute to lowering the
rate of NCDs.
VALUE CREATION CANVAS
23. GADDIE PITCH
(Gather, Analyze, Debate, Decide, Execute (Dimon, 2013) )
You know how …. TARGET PROBLEMS
A Healthpak box could storage fresh
food and medicine in more than 30
hours by maintain the requirement of
temperature during transportation,
could bring more fresh food/ Medicine
to local community.
BUT
The Pacific areas are currently facing
the health and supply chain issues
Well, What we do
is…
BENEFITS FEELINGS
Health benefit to local people in term
of improving fresh food consumption
with the Healthpak storage box, Safer
Medicine.
Customers feel their health improve
and more convenience with the new
way of transporting Food/ Medicine.
EXAMPLE
In fact… We prove that our new feature” flexible temperature of storage box” is a
significant achievement to indicate our suitability for long-term health
protection.
25. The PIC Customer Journey
An Incomplete Map
Awareness Preferences Considerations Decisions Enabling
More locale-specific
data relating to
health awareness.
More qualitative
local data required
relating to health
choices.
More systems data
required relating to
available
alternatives.
More quantitative
and qualitative data
relating to product
choices.
More information
relating to reliable
networks for market
distribution
(HM Government, 2007)
26. THE VIRTUOUS CYCLE – An Ongoing Journey
Virtuous
Cycle
Positive
Product
Outcomes
Improved
Systems
Functioning
Partnership
Development
Sustainable
Social /
Systems
Outcomes
THE VIRTUOUS CYCLE – An Ongoing Journey
In text reference:
Figure 3: An ongoing Journey of Virtuous Cycle (Nelling & Webb, 2009; Alarcón & Sánchez, 2016)
28. Reference
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• Alarcón, S. and Sánchez, M., 2016. Is there a virtuous circle relationship between innovation activities and exports? A comparison of food and agricultural firms. Food policy, 61,
pp.70-79.
• Brown, A.N. and Gilbert, B., 2014. The Papua New Guinea medical supply system-documenting opportunities and challenges to meet the Millennium Development Goals. Journal of
Pharmaceutical Policy and Practice, 7(1), pp.1-10.
• Betzold, C., 2016, Fuelling the Pacific: Aid for renewable energy across Pacific Island countries, Renewable and Sustainable Energy Reviews, vol. 58, pp. 311-318
• Boyd, J.R., 1976, Destruction and creation. A Discourse on Winning and Losing, Unpublished manuscript
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https://yaleglobalhealthreview.com/2017/05/14/a-legacy-of-imperialism-health-disparities-in-the-pacific/
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