WHAT IS A VISION?

1. WHAT IS A VISION? Vision Statement:A description of what the GBR Area Master Planning Tool will look like 5 years from now and the broad outcomes achieved.

2. Vision 2015

3. Vision 2015 The master planning tool in 2015 is an expert systemfor coastal & reef management which is based on the best available scientific understanding. It is used by development consultants & regulators to facilitate decisions that ensure the long-term protection & sustainable use of natural resources. It will support a decision-making process that rapidly & transparently integrates regulatory requirements, relevant environmental data/models to create scenarios within which decision-makers can understand the impact of development proposals.

4. Different perspectives on Vision

5. Shaun’s Empathy Map Part 1

6. CUSTOMER EMPATHY MAP PART #1 How can I still make $ There must be an easier way to make a living? Who? – Shaun the development planner What? – Coastal/reef management master planning tool All too COMPLEX How can I can I convince them - regulators & local opponents? Too many DECISION MAKERS Ho due we achieve a sustainable outcome? Others are on the sidelines watching to see the outcome (precedence) Lots of noise from an uniformed media Too many RULES Informal influence by the local economic & pro-development “mafia” I need CREDIBILITY & BUILD REPUTATION Battle between defenders vs exploiters Lots of groups with an agenda & political influence but no responsibility/accountability for consequences Resignation that it is all too hard What is he thinking? Determining what gives the best pathway to “YES” by listening to apponents and local community groups What is he seeing? What is he hearing? High opportunity costs Public media releases by proponents and mandatedpolicy platforms promoted by political decision-makers Opinion testing via twitter by politicians and social media promoted by NGOs Resignation that it is all too hard Lots of well resourced opponents Lots of noise and attention from international forums and local media What is he saying? Information sources are not accurate Constantly moving goal posts Need to strike a balance between what is possible and reasonable expectations Say “NO” early! The right way will mean higher costs This is taking TOO LONG Diversity of expectations Sense of commercial urgency – lets do this fast Engage GBRMPA early All difficulties are solvable? We can make this work for everyone Asking his clients to “trust me”

7. Shaun’s Empathy Map Part 2

8. CUSTOMER EMPATHY MAP PART # 2 Greater efficiency of industry resources Who? – Shaun the development planner A clear decision-making pathway and & process What? – Coastal/reef management master planning tool Inconsistent assessment of development proposals ONE SIZE DOES NOT FIT ALL – NEED TO BE FLEXIBLE Fast failure I can market more certainty and higher rates of success to potential clients Confusion over best available data sources and expertise to aid in interpretation I get to claim success in the GBR area which underpins our brand with global recognition Greater efficiency in use of Government resources BIG CAPITAL RISK – due to high levels of uncertainty What is his GAIN? What is his PAIN? Lack of easy access to biophysical data as well as local social & economic data MULTIPLE POINTS OF CONTACT FOR DATA/EXPERTISE could be reduced to a one-stop-shop Everyone achieves more successful outcomes Management of client expectations Much greater clarity for clients based on transparent pathway to a decision Much greater clarity for community based on transparent decision processes optimising development and sustainability outcomes Much less COMPLEXITY & MORE TRUST Not confident on how DEFENSIBLE a proposal is becausenever clear on precedent decisions Uncertainty about how much it will cost the client to achieve a satisfactory outcome One-stop-shop for research & expert knowledge Hard to attract and retain the hi-tech skills and expertise required for success Lower opportunity costs

9. Business Model Canvas

10. RELATIONSHIP TYPE (8 VOTES) Need eco-accounting, standard data sets, build on graduate alumni & personal networks VALUE PROPOSITION Develop and license a GBR area master planning tool for use by consultants on behalf of their clients for the purpose of supporting applications for planning and change for new & existing developments in the GBR and adjacent coastal regions TARGET CUSTOMER Development planning consultants. GBRMPA & other regulator decision makers. Tool is customisable for sale to other governments/NGOs. KEY PARTNERS (10 VOTES) Knowledge brokers in: Science (AIMS/JCU), Economics (CSIRO), Engineering (CRRR) to co-create TLJV: a supply chain exporting tropical expertise in collaboration with GBRMPA DERM/DEEDI & planners. KEY ACTIVITIES (5 VOTES) Use experts to develop pathway to success. Learn lessons from failures in expert system development CUSTOMER CHANNEL (4 VOTES) Searchable: expert profiles, data & results in public domain & tenders for contract R&D. KEY RESOURCES Systems integrators, developers of decision making processes, networkers & tech experts. REVENUE STREAM - GBR “brand” has equity value - Tropical expertise is more valuable if packaged & targeted - 50% of cost of current proposals (hi-fail) COST STRUCTURE - infrastructure & cost of “cloud” - 30% of material is “free” from GBRMPA but cost to keep current - Data QA and packaging is high cost