marine marketplace oscar langley
sustainable vacation
what’s the issue? The Great Ocean Road is one of Victoria’s major natural tourist attractions, known the world over as being one of the most exhilarating and breathtaking drives. Despite being a major tourist attraction, the road is also a means of access for the residents and businesses alike. Produce is transported from all over Victoria and other States to the residents of the Great Ocean Road, compromising freshness and increasing costs of produce in a place that is already renowned for slightly higher prices of living.
The tourism industry is also highly dependent on the Great Ocean Road, and tourists as well as residents need a viable and reliable food source. Over the past years, the deterioration of the Great Ocean Road has become apparent and the lifespan of it is in question. By 2040 the Road could be largely obsolete making the transportation of goods not only difficult but also expensive. A viable method of production and transportation of these goods is paramount to the survival of the area.
Accessibility Alternate means of transportation to and from the towns along the Great Ocean Road will have to be implemented
Food Production With the absence of the Great Ocean Road, produce normally transported from interstate will not be able to reach the isolated areas, creating a need for an isolated food production system
What needs to be considered
Surviving in an isolated society Tying into food production and distribution, surviving in an isolated society in the case of the Great Ocean Road’s
Food distribution
Who’s involved?
Where the Great Ocean Road would normally be used as the primary access route, new ways of transporting produce to people would have to be utilized
Knowing the stakeholders is essential to the success of the system put in place. Lifestyles will change, and consumer habits will be altered. Overall creating a more sustainable and functional society.
proposal The project proposed is an isolated system of food production and distribution between towns from Geelong to Warrnambool for the year 2040. Each area will responsible for the production of a certain range of produce. The produce will be distributed by a ‘Marine Marketplace’, that travels along the coast collecting and distributing produce. Food will be produced by both home growing and local farms creating a wide range of both specialty produce and generic food items. With computers and technology being a dominant part of everyone’s lives, a system of communication and accessibility online will be implemented and utilized by all stakeholders in the system.
Three Project Components Marine Marketplace
Home & Communal Growing
IT Systems
Traveling from town to town, the Marine Marketplace will allow for the convenience and communal atmosphere without the constant setup and implementation of infrastructure. The Marine Market will be in the form of a barge, catering to the carrying and distribution of produce. Consumers and producers alike will opt into the service providing the stock as well as being the consumers. Farmers will also be able to opt into the system, creating a constant dependence of produce in a stable and isolated market.
The localized food production system relies on local farms for general produce as well as home and personal growers for specialty items such as fruit and veg with climate specific growing needs. The produce created by home growers can be sold to the Marine Marketplace for food credits. Further reducing food and living costs for local residents.
Local consumers and growers, regional farmers and the marketplace will use a web based system of tracking, organizing and managing produce both locally and between towns. With the use of this, real-time updates will be accessibly for the system constantly on the move.
marine market place GOR Tourism Tourism on the Great Ocean Road is extremely dependent on the access by land vehicles. With the deterioration and ultimate demise of the Great Ocean Road, this will change dramatically for both economic and environment reasons. New opportunities for water borne vacations and tourism industries will use the newly revived sea corridor. These new tourism sectors and industries will be able to use not only existing infrastructure but infrastructure implemented for the Marine Marketplace, thus using the area to it’s utmost potential.
Regional Farmers
Locals
Farmers of the Great Ocean Road region will be able to continue production and carter to a localised market, establishing a greater connection with consumers.
The isolated system the marketplace will create will contribute to a more sustainable lifestyle as personal eco footprints will be reduced greatly. The isolated system the marketplace will create will contribute to a more sustainable lifestyle as personal eco footprints will be reduced greatly.
IT System
Local Food The localisation of food production will result in less time between harvest and consumption. This will result in not only better quality food but lower pricing due to transportation costs
The Marine Marketplace will be synced to an online database where people can view and order produce in advance.
Nomadic Market The Marine Marketplace will be in the form of a barge and will travel from Warrnambool to Geelong, visiting towns along the way collecting and distributing produce.
personas Farmer: Ted Anderson
Mother: Mandy Williams
Resident: Ben Shamra
Tourist: Oskar Huzzell
Retired Resident: Elizabeth Acik
Ted is a regional farmer specializing in the production of free range cow beef and milk. Despite having his farm in the Otway region of the Great Ocean Road, Ted’s primary customers were a good distance away, further reducing profits due to transportation costs. With the demise of the Great Ocean Road, Ted can afford to sell primarily to the Marine Marketplace to turn in a reasonable profit. He has also started producing a small amount of tomatoes to sell in the region. Due to the close proximity of distribution and the networking via the Marketplace website, Ted has also been able to establish a greater relationship with his customers, thus producing better quality food. The introduction and implementation of the Marine Marketplace has been nothing but beneficial to his farm, and his well-being.
Mandy had been living in Warrnambool before moving to Skenes Creek 3 years ago along with her husband and their 2 children. Both her children currently attend the local school at Apollo Bay. Mandy and her husband are worried about providing for their family with the absence of the Road between towns and are considering relocating to make day to day life less expensive. Much of their time is taken up taking care of their young children who are constantly on the move. They want a wholistic education for their children and are firm believers in the education of sustainable practices and services. Being part of the localized food production system will allow the family to not only produce a lot of what they would normally buy, but provide family bonding time with their children.
Ben is the owner and manager of the local IGA in Apollo Bay. With the deterioration of the Great Ocean Road and the climate problems over the past few years, Ben has seen the price of produce rise dramatically, resulting in a reduction in personal profit. Providing a cheaper and more localized alternative is a dream of his and he wants to expand his business to these avenues. The Marine Marketplace combined with in house production will change his business dramatically, yet he will be able to sell much of what he makes to both locals and attain other produce from the system for surplus sale. This surplus will be available to all yet mainly provide for the stream of tourists the area still hopes to attract.
From Norway, Oskar is a young adult fresh out of 3 years of University and looking for work whilst travelling around Australia. Oskar heard about the Marine Marketplace and is interested in working on the boat for a few weeks to accumulate some money to keep on his journey. He is both surprised and intrigued by the production of food and the way the Marine Marketplace works. He’s heard and seen similar in Norway but nothing on this scale. He is not only excited about the experience, but the unique nature feel the marketplace has created along the Great Ocean has urged him to blog and tell many of his friends and family.
Mrs. Acik has been living in Apollo Bay for the past 32 years. She is a representative Apollo Bay community council and is actively involved in the preservation of the area and it’s environmental needs. Her and her husband are currently living off their savings, most of which currently goes to food and living expenses. Getting the produce they want at an affordable price is becoming more of an issue as prices are rising. Travelling between towns is not an option as neither her or her husband are able to drive. Having a local delivery system as well as a home growing operation will give her and her husband a hobby that they can perform in their free time as well as make the shopping experience a lot easier.
N
home growing Mandy is a Apollo Bay resident and gardening enthusiast. In her home she has constructed a small scale green house where she grows tomatoes and carrots year round.
Upon harvest, Mandy informs the Marine Marketplace of produce available for distribution. She keeps 10% of her harvest for her and her family’s dietary needs.
Using the online database, exact information of Mandy’s harvest is uploaded where it will be available for both marketers working on the Marine Marketplace but for locals in the region.
Credit points are earned for the produce Mandy contributes to the Marine Marketplace. These credit points are used for purchasing items, further reducing livings costs for her and her family.
Mandy’s order is processed and packaged before the marketplace’s arrival at Apollo Bay
Upon the market’s arrival at Apollo Bay, Mandy’s produce is dropped off and her order is picked up.
Mandy’s Garden
marine activity
regional farmers Regional farmers will be responsible for producing a large quantity of generic produce such as meat as well as fruit and vegetables in higher demand. This is how Ted works!
As a local, Ted also picks up a certain amount of produce from the marketplace for personal consumption. Finances can also be calculated for the farmers using the online databases.
Information on this produce is uploaded to the Marine Marketplace website where marketplace workers can start to plan for pickups and purchasing information.
Produce is distributed throughout the region to the member townships on the market’s route.
Apollo Bay
Warrnambool
Geelong
IT support systems The whole system of localized production and regional distribution will be monitored and tracked by both consumers and staff by an online database. Viewable on both one’s smart phone and computer, the system will be the hub of all activity.
Track your personal produce and order information See your order and order status on the go. View Marketplace route. See the boat’s status and gain a personal connection to the staff. See produce that will be available at your local market Communicate with other producers in the region.
marketplace map The Marine Marketplace will run on a 7 day cycle visiting each of the participating areas along the way, starting with Geelong. A mid week break on Thursday at Port Campbell will allow for maintenance and cleaning on the boat. As it is both a market and a food transport vehicle, cleanliness and hygiene are extremely important.
Monday Geelong Torquay (9am) Torquay Anglesea (3pm) Tuesday Anglesea Lorne (9am) Lorne Apollo Bay (3pm) Wednesday Apollo Bay Port Campbell (9am) Port Campbell Warrnambool (3pm)
Friday Warrnambool Port Campbell (9am) Port Campbell Apollo Bay (3pm) Saturday Apollo Bay Lorne (9am) Lorne Anglesea (3pm) Sunday Anglesea Torquay (9am) Torquay Geelong (3pm)
GEELONG
TORQUAY
WARRNAMBOOL
ANGLESEA LORNE PORT CAMPBELL APOLLO BAY
accessing the marketplace Docking of the marketplace is a quick stop and go procedure. Customers and producers alike line up and collect their assigned packages filled with their order numbers. These are easily assigned due to previously prescribed tracking numbers. Depending the town size, this procedure would take between 1 and 3 hours to complete before the marketplace needs to depart for it’s next destination.
From one location to the next, marketers and deckhands have the opportunity to reorganize prepare for their next location.
stakeholder map Produce picked up on market’s arrival
Information on produce is uploaded and viewable by both customer and Marine Marketplace staff.
localised activity marine activity
The entire system can be monitored at all times by the customer and producer via the online database Information is sent and order is placed onilne.
Information is sent and order is placed onilne.
Received information is compiled into a customer order.
Produce is then packaged by deckhands according to the customer’s order.
Each package is tagged with the customer’s unique barcode and number.
Trading between customer, producer, and Marine Marketplace is done upon docking.
customer journey map Pre-Service period
Advertising/Public Relations Service is proposed throughout the community councils to the public after the GOR’s lifespan draws to a close.
Service Period
Post-Service Period
Service Journey
Introduction System is outlined and introduced to the public. Produce planning and allocation takes place.
Customer Relationship Management
Implementation Initial produce is planted. Success of the prouce is questionable
Harvest Produce is harvested and prepared for distribution
Social Media Online discussions and forums on the system are implemented to spread knowledge and gain understanding of the system.
Word of Mouth
Social Media Consumption Produce is consumed and satisfaction is dependent on the produce quality.
Close knit communities are vital to the success of the system. Discussions amongts families and in schools are created.
Past Experiences
Problems and questions are discussed over the Mobile Marketplace website forum. A close connection between customers, producers, and distributors is maintained at all times which benefits the system’s productivity greatly.
Distribution
Collection
Produce is distributed along the GOR via the Mobile Marketplace
Produce is collected by the Mobile Marketplace and credits are distributed to producers
Reflection
Repeat
Feedback is given to public and individual consumers via the Marine Marketplace website
Cycle is repeated from Stage 2 week to week.
Rising prices and questionable food sources plague the communities of the GOR. A more personable production system is needed.
Forums and relationships are developed between locals and regional neighbors discussing produce quality, production, and availability. The closeness of the system and food quality is mainatined through these relationships.
Word-of-Mouth Communication between locals is maintained. Produce and production tips and information continue to be discussed between residents, further increasing harvest success and produce quality.
Expectations
Experiences
Satisfaction/Dissatisfaction
Food prices being reduced and help with food production are amongst residents’ main concerns and expectations.
The initial learning experience and implementation is an exciting and stimulating process. Productivity and quality improve over time as people become accustomed to the new way of life. Local production and regional distribution become cemented lifestyle
Dependability on the marketplace is maintained, and unlikely problems associated cause unpleasent consequences.
Concept and Design: Marc Stickdorn & Jakob Schneider - inspired by the Business Model Canvas - www.thisisservicedesignthinking.com
against the elements
Known as the Shipwreck Coast, weather and climate have a huge influence on the success and smooth running of the Marine Marketplace. In the early days of immigrant settlement along the Great Ocean Road, many ships ran aground because of the combination of bad weather as well as the infamous Roaring Forties (a belt of westerly winds travelling at high speeds around between 40 and 49 degrees latitude).
Today, the number of marine accidents and casualties along the Great Ocean Road is almost none. The region boasts a thriving fishing industry and a range of other activities such as seal watching and shark fishing. These are all easily accessible off the coast. The Marine Marketplace will further boost the marine activity of the region, making it a more integral part of the residents lives.
scenario Local Resident: Production to Consumption 1
ALLOCATION OF PRODUCE
2
Community leaders allocate produce to be grown in the community to avoid overproduction of individual fruit/vegetables.
5
ORDER PLACEMENT & PACKAGING
Customer then places an order based on the list.
LOCAL BEGINS PLANTING
3
Local begins plants in their home environment allowing for complete control over produce.
6
ARRIVAL & GOODS EXCHANGE
Upon the market’s arrival, produce by local growers is delivered and order packages are picked up.
NOTIFICATION
4
Local producer informs marketplace of produce when nearing completion
7
CONTINUATION OF MARKET CYCLE
After produce is exchanged the market continues along it’s set route catering to other customers.
LOGGING AND TRACKING
The on-deck marketer takes note of the harvest and compiles the information.
8
CONSUMPTION
Whilst the Marine Marketplace is still in circulation, customers are able to enjoy the produce they had a direct hand in making.
emergency situation
In the unlikely case the marketplace is unable to continue it’s regular rounds due to technical or other problems, failsafe systems will be implemented in each area to ensure that a constant supply of produce circulates between local residents. Each member town of the Marine Marketplace will initate a food trading scheme where residents distribute produce between one another and to local food vendors. Food vendors in the town will cater to non producing locals as well as tourists in the region. As a temporary fix, the need for a large variety of food is not paramount and are able to live comfortably with the limited stocks that area available. Nearby farms will still be able to provide for the towns nearest to them with produce such as meant and poultry as well as milk and other dairy products.
Local system
Marketplace Cycle
icon legend MARINE MARKET (SHIP)
PRODUCT LIST
PACKAGED PRODUCE
TRANSPORT OF GOODS VIA LAND
SMART PHONE
PRODUCE
TRANSPORTATION BY BIKE
INFORMATION SENT VIA THE WEB
SHIPPING TAG
FARMER
COMPUTER ACCESS POINT
LOCAL MARKET
FIRST AID AND SAFETY
POLLUTION
CUSTOMER
Icons downloaded from www.thenounproject.com