PurePonics: Addressing Market Problems Through Innovation Report

This report examines the market challenges faced by PurePonics, an Australian startup, focusing on health issues arising from frozen food consumption and the need for food safety. To overcome these issues, the company utilizes a disruptive innovation model, replacing traditional methods with sustainable farming and aquaponics. The report highlights the benefits of this approach, including the production of chemical-free, fresh food, and its positive impact on customer health. It also details the company's business model, critical success factors like involving local farmers and participatory technology development, and the feasibility of its innovative solutions. The analysis covers the benefits of sustainable farming, the company's partnerships with Deakin University, and its focus on customer segments in Geelong, Victoria, and across Australia. The report concludes by emphasizing the importance of PurePonics' approach to improve customer's health through sustainable farming and innovation.

Running head: THINK BIG
Think big
Name of student
Name of University
Author note

1THINK BIG
Executive summary
The report was prepared to discuss about the current market problem faced by PurePonics
and it was health complexities and issues that arose due to the consumption of stale and frozen
food items. The problems through were to be overcome with the use of disruptive innovation
model, which could replace the existing functions and human resources with new ones and
enhance the flexibility and business functioning. The company should adopt the sustainable
farming approaches for ensuring innovation and creativity; furthermore generate the business
idea of reducing the use of artificial chemicals, so that the food items produced could be free
from any harmful or toxic chemicals or pesticides. The critical success factors were sustainable
farming, production of pest free products and even engaging the local farmers to manage the
plantations of crops. It promoted innovation through sustainable farming and could even lead to
the betterment of health conditions of the individuals.

2THINK BIG
Table of Contents
Introduction......................................................................................................................................3
Customer or market related problem...............................................................................................3
Benefits generated from the business idea.......................................................................................3
Business model................................................................................................................................5
Critical success factors....................................................................................................................7
Feasibility of idea............................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10
Introduction

3THINK BIG
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).
Customer or market related problem
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).
Benefits generated from the business idea
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

4THINK BIG
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

5THINK BIG
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.
Business model
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
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.
Key Resources
Key resources
include
Channels
The distribution
channels are

6THINK BIG
aquaponics. distribution
channels like
social media
platforms,
sustainable
farming
methods,
aquaponics,
online websites
as well as the
products are
available at
stores from
where the
customers can
purchase those.
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.
Critical success factors
Safe and healthy food production
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

7THINK BIG
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.
Participatory technology development
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.
Feasibility of idea
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

8THINK BIG
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.

9THINK BIG
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.

10THINK BIG