Discuss about the Balancing Collaboration and Disruptive Innovation.
The report is prepared to discuss about the customer or market related problem experienced due to the disruption in innovation and needs to be resolved as quick as possible. The innovation issues within the business and social context are needed to be overcome with the use of various conceptual models and frameworks along with the proper management of stages followed during the process of innovation at PurePonics, Australia. It is not necessary that every organization may face disruptive innovation, but PurePonics while facing disruptive innovation can use its skills, knowledge, expertise and abilities to change the situations for its own advantage (pureponics.com.au, 2018).
The market segments comprising of the customers have been facing some health related issues due to the consumption of frozen food items and fish. The customers residing in the various areas of Melbourne were facing health issues due to lack of food safety and this even resulted in food poisoning. It caused vomiting, diarrhea, fever, pain in stomach, etc. According to the statistics and trends of Australia, the prevalence of overweight and obesity has increased in the past few years rapidly. There were certain risk factors associated with the prevalence in certain populations (Avital et al., 2014). The individuals with higher educational level, greater income are living in locations of socioeconomic advantages and they are more inclined towards higher quality of diet. People residing in the socioeconomic disadvantageous areas of Geelong, Victoria were more inclined towards the consumption of sugar sweetened beverage items and other frozen products such as fish, fruits, vegetables rather than the fresh food items. There had been high intake of sodium, sugar sweetened food items and beverages along with processed meat, which also created serious health illnesses. Therefore, this could be a major customer or market related problem faced in Australia. A new business idea considering the aspects of disruptive innovation could be generated for overcoming the customer or market problem and ensure successful business functioning and environmental sustainability too (Verma et al., 2015).
It should also be necessary to identify the market problem and then determine the root causes and this had been the consumption of artificial food items rather than the farm fresh food items. PurePonics has come up with a new business idea to manage sustainable farming and aquaponics for ensuring production of freshest quality food items and fish (Conrad et al., 2014). PurePonics is a startup company in Melbourne and so has little dominant place in the market. The company should aim for creating new markets, grow the best quality food in the most sustainable way, free from any harmful chemicals for creating positive environmental impact, and enhance the lives and consumption habits of people.
There were food safety issues along with dietary risks factors that contributed to their lack of proper health and wellbeing. Their food consumption options were also limited to unhealthy and junk foods, though they used to purchase frozen fish and food items that deteriorated their health condition and causes problems like obesity and cardiovascular problems. The main business idea introduced by PurePonics enabled transformation of business operations and managing sustainable measures to deliver the fresh quality foods, clean and safe without any forms of chemicals and toxic materials (Prasad, Kumar & Prasad, 2014). Sustainable farming at PurePonics helped in managing aquaponics where the plants and fishes. PurePonics also partnered with Deakin University for improving and innovating the aquaponics for the production of premium food items. The company could focus on growing food of the highest quality and taste in a sustainable way, furthermore create lesser wastes and reduced environmental impact. The urban farms were managed near to the localities of Geelong, Victoria, which further assisted in improving the purest, productive and effective soilless food growing systems. Less than 90 percent water should be used than the normal growing methods and preventing usage of toxic chemical pesticides and working on the zero waste policy could further allow for framing the future where healthy consuming habits could be promoted (Pisano, 2015). It should not only facilitate the process of innovation, but would also ensure successful business transformation through the production of good quality, fresh and clean food items. This can also influence the consumer behaviors in Australia and make them choose the healthy consumption habits to reduce the occurrences of health related issues such as obesity.
The learn entrepreneurship principles are applied to improve the outcomes bearing in mind the actual outcomes and progress measurement through innovation (Pe’er et al., 2014). It would allow PurePonics to set new goals and objectives and prioritize work, furthermore transform the ideas into the formation of new products and services to meet the preferences of the customers. The lean entrepreneurship principles allow the company to serve the customers with the products by adapting to the needs and requirements of the target market; furthermore provide them with those that they actually need (Feola et al., 2015). The innovation accounting would also help in managing detailed records of tests and analyze the findings to determine the best approach for innovating the products and services effectively.
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Key Partners The business partners are agricultural companies, fruit and vegetable plantation companies, Deakin University, etc. The resources are sustainable farming materials, fresh foods and vegetables. Deakin University has worked in partnership with PurePonics to manage aquaponics. |
Key Activities Distribution channels include online website, social media platforms and even at the retail stores. The value proposition requires innovating the aquaponics for the production of premium food items and delivers the cleanest and chemical free fresh foods. |
Value Proposition The customers from all over Australia are being satisfied though the Geelong, Victoria is the place where most of the customers are getting the freshest quality foods. Sustainable farming includes growing fish and plants together. |
Customer Relationships Not much costs are incurred because rather than using advanced machineries and equipments the company has focused on sustainable farming techniques. |
Customer Segments The most important customers are the individuals present in Geelong, Victoria and also the customers from all over Australia. |
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Key Resources Key resources include distribution channels like social media platforms, sustainable farming methods, aquaponics, |
Channels The distribution channels are online websites as well as the products are available at stores from where the customers can purchase those. |
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Cost Structure The costs of managing the plantations are huge while the main activities include utilization of less water and production of foods free from any chemicals and pesticides. |
Revenue Streams The customers are getting the best quality and freshest food items and so they prefer to remain healthy by paying a bit more, rather than purchasing junk foods and artificially made food items. The profit generated could help in improving the overall revenue structure as well. |
The most important success factor for PurePonics could be the safety and good health of the individuals through the production and delivery of freshest quality foods, fish that are free from any harmful toxic chemicals. According to surveys, many people in Australia were facing health issues, among which the obesity was one of the major problem, which could be overcome with the production of these food products (Otsuki, 2014).
Involving local farmers
PurePonics managed the urban farming areas by involving the local areas who have knowledge about the soil conditions. This helped a lot in using the low cost local resources to optimize the agricultural production and the small scale farmers were paid with good amount of money.
The participatory technology development or PTD helped in using the latest technologies and determined site-specific solutions for increasing the overall productivity in a sustainable manner. New technologies were used to maintain the pH of soil and even the seeds should be checked before planting those (Avital et al., 2014).
Reduction of obesity and other health problems
Through sustainable farming, there would be increased production of good quality products such as food items and fishes that should create lesser impact on health of the individuals.
The business idea should be quite feasible because it would not only promote sustainable farming and production of fresh, clean and safe food items, but could also reduce the costs of operations and energy management along with better use of natural resources. The sustainable farming at Pureponics also could give rise to polyculture where the modification of one crop could create a positive impact on the environment and benefit the second crop plantation. The consumption of animal products and frozen foods created issues worldwide and a major part of Australia was also affected causing health issues like obesity, diabetes, etc (Horrigan, Lawrence & Walker, 2002). The sustainable farming involved crop rotation, covering of crops, management of soil properly and rotational grazing. The harmful practices were discouraged and should be replaced with the sustainable methods to produce safe food products that could contribute to the health and wellbeing of the consumers in Australia. This critical success factor can be considered as a major element of agricultural sustainability, which shall reduce energy costs, pollution, spoilage of food, furthermore create economic growth and development and improve the food security in the poor communities too (Verma et al., 2015).
Conclusion
The report stated about how PurePonics, a new company and producer of sustainable food items could manage to enable disruptive innovation and improve the level of profit and competitive advantage in business. The main problem was related to the health related issues that were faced by consuming unhealthy, frozen food items and fish. The company focused on sustainable farming and agriculture for ensuring innovation and production of good quality food items free form any chemicals and toxic materials. The various stages of innovation process would also help in analyzing the market segments and deliver products accordingly for ensuring customer satisfaction and success of business in the long run.
References
Avital, M., Andersson, M., Nickerson, J., Sundararajan, A., Alstyne, M. V., & Verhoeven, D. (2014). The Collaborative Economy: A Disruptive Innovation or Much Ado about Nothing?.
Conrad, D. A., Grembowski, D., Hernandez, S. E., Lau, B., & MARCUS?SMITH, M. I. R. I. A. M. (2014). Emerging Lessons From Regional and State Innovation in Value?Based Payment Reform: Balancing Collaboration and Disruptive Innovation. The Milbank Quarterly, 92(3), 568-623.
Feola, G., Lerner, A. M., Jain, M., Montefrio, M. J. F., & Nicholas, K. A. (2015). Researching farmer behaviour in climate change adaptation and sustainable agriculture: Lessons learned from five case studies. Journal of Rural Studies, 39, 74-84.’
Horrigan, L., Lawrence, R. S., & Walker, P. (2002). How sustainable agriculture can address the environmental and human health harms of industrial agriculture. Environmental health perspectives, 110(5), 445.
Otsuki, K. (2014). Food governance transformation: Aligning food security with sustainable farming practices in developing communities. Current Sustainable/Renewable Energy Reports, 1(2), 51-56.
Pe’er, G., Dicks, L. V., Visconti, P., Arlettaz, R., Báldi, A., Benton, T. G., … & Henle, K. (2014). EU agricultural reform fails on biodiversity. Science, 344(6188), 1090-1092.
Pisano, G. P. (2015). You need an innovation strategy. Harvard Business Review, 93(6), 44-54.
Prasad, R., Kumar, V., & Prasad, K. S. (2014). Nanotechnology in sustainable agriculture: present concerns and future aspects. African Journal of Biotechnology, 13(6), 705-713.
pureponics.com.au. (2018). Pure Ponics Commercial Aquaponics. Retrieved 24 April 2018, from https://www.pureponics.com.au/
Verma, J. P., Jaiswal, D. K., Meena, V. S., & Meena, R. S. (2015). Current need of organic farming for enhancing sustainable agriculture.
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