JAIMS Provides Global Emergency Management Advisory for OceanIT.
Global Emergency Management
A Bold New Concept for Global Expansion of Markets
[L-R: Shinji Momota (JPN), Kevin Matsuda (USA), Ian Kitajima (OceanIT), Kinuyo Dohi (JPN), and Alpha Tomasawa (INA).
Photo taken at Japan-America Instittute of Management Science. The team won the President's Award.]
Team OceanIT, comprised of Kinuyo Dohi (Japan), Shinji Momota (Japan), Kevin Matsuda (USA), and Alpha Tomasawa (Indonesia) developed a solution proposal for OceanIT on the project called MERCI (Mobile Emergency Response and Command Interface.) MERCI is an IP software produced by OceanIT through a research grant commissioned by the US government.
Currently, MERCI had been tested to demonstrate capacity for data capture and assessment application for a FEMA incident reporting. The testing was commissioned and paid for by the Hawai'i Emergency Management Agency. The challenge that OceanIT came to JAIMS' students' advisory services is the lack of strategic business plan necessary to monetize the product.
JAIMS Team Brainstorming Process
According to the team, the challenge was to determine a commercial use for the product. Through their initial brainstorming sessions, they were able to generate several ideas. Among those ideas are enhancement of other states, and adaptation in new fields such as Police or Insurance companies. The group believes that they can utilize MERCI to assess and analyze the incidents or insure people’s damage levels. Through further research, they were able to support these propositions by gathering data on consumer daily usage, and enhancement in international market.
After considering all the options, they concluded that it would be best for OceanIT to focus on the international market and especially targeting developing countries which have higher disaster risks. According to the team, these developing countries may have low IT system which could potentially create further business opportunities for MERCI and OceanIT. More importantly, they believe that if MERCI and OceanIT is able to help these developing countries in times of disaster, it could lead to a significant social contribution.
Solution Value Add
To further their solution, the group came up with the idea of Global Emergency Management: Global Expansion of Markets (GEM) solution. This solution will help with information overload given the low IT infrastructure and utilize data to help with assessment and visualization. This solution leads to the following value add for OceanIT:
- Worldwide Brand Image
- New Engagements with local governments
- New Market Development
- Enhancement and development of other solutions
Some examples of new engagements with local governments that the team came up with include the following:
- Delivery of food and aid supplies during natural disasters where MERCI could be utilized to manage which shelters need specific supplies, and
- Sharing information during natural disaster where MERCI could be utilized as a communication device in maneuvering international support unit volunteers for immediate responses.
Finally, the group believes that through GEM, OceanIT may create partnerships with like-minded CSR academics and Subject Matter Experts (SME). They believe that engaging in tradeshow presentations could yield significant marketing and awareness opportunities and build credibility with key decision makers. By capitalizing on these tradeshows in a team approach, OceanIT has an excellent opportunity to:
- showcase a great product to the world,
- present its CSR on a worldwide stage; and
- raise awareness as a solutions provider and how others could benefit by partnering with OceanIT.
The group supported their recommendations with a profit and loss explanation suggesting that asuming a 1 country test implementation utilizing a software licensing model with a 2% implementation rate at $10.00 per month per license, OceanIT could generate a 25.4% return in Year 1. And expanding on GEM’s international approach, analyzing a 3 country, 2% test implementation revenue pro forma, OceanIT could generate approximately $1.18 million in revenues that would further expand the user base and usage.
Summary of Findings for OceanIT
The team stressed that GEM solution was not only designed to solve OceanIT’s immediate issue to monetize MERCI but also to enhance 3 additional facets: 1) Improve OceanIT’s CSR objectives; 2) improve OceanIT’s branding and market positioning as a solutions creator; and 3) increase MERCI’s user base with scarce resources, a tight budget, and limited human capital.
Once again, congratulations to team OceanIT for a well-deserved win and for a well-researched project.
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