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Goterra is a place where we'll be stemming climate change problems by looking at natural solutions and their assimilation into mainstream society, to promote food consumption and security issues.
The story began with Canberra who came with her farms and mobile farms which incorporated the use of bugs and bugs to manage the food wastes and transform them into eco-friendly fertilisers and proteins. These challenges can be overcome through applied research on smart software, extraordinary engineering, biological studies, environmental science, and electric technology.
The most advanced technology at MIB, a company, is based on access and IoT religious activities, thereby, waste conversion operates efficiently hence reducing emissions and operations weighting. Thus, the operation of Goterra has always been unprofitable due to the low public consciousness and meagre capital expenditure.
Goterra has been believing the change of the climate within the time of crisis and they have been imagining the future where the work of automation and the nature in the tendon can be observed for the solving of complicated problems like lowering the waste of the food and securing the supply chain of the food. The company has been looking for the future with autonomous insects and modular farms that will be converted from the waste of food into the
Fertilteamworkthe sustainable protein. Goterra Has created the facilitation of the modular infrastructure for the units of “biological services or MIB” (Goterra, 2022). The company was born in Canberra, and they have been expanding internationally for the infrastructure of the circular economy that has created a genuine impact.
In the company, they have the mission of improving their expertise in the areas of software, manufacturing engineering, biology and science related to the environment, and electronics that will help them to solve complicated problems together. Olympia Yarger is The founder and chief executive officer of the company, and they have a vision to decentralize the management of the waste of food with the insect and they have developed the smart infrastructure of the city (Goterra, 2022).
Goterra has been using autonomous and modular units for insect farming that will be also known as MIBS and it will help equip with the advanced technology for the automation of the process for the conversion of the waste that will help create the process scalable and efficient (Maiurova et al., 2022).
Figure 1: Digital technologies for waste
(Source: Kurniawan et al., 2022)
The strength of the company can include operations that will reduce the emissions of greenhouse gas and it has been contributing to a lower footprint of carbon (Kurniawan et al., 2022). Different weaknesses of the company have been disrupted by external factors such as changes in the market or the disruption in the management of the supply chain.
| Aspect | Details |
| Trends of the Market and Requirements of the Customer | Woolworths and Lendlease have been trying to grow their demand for solutions for the sustainable management of waste that will increase the pressure of regulations. |
| Analysis of the Competitor | Veolia and SUEZ are The companies that are the competitors for the Goterra, and they will use different processors related to the waste by creating technology such as the “Terracycle” and “BioBag” (Kurniawan et al., 2022). |
| Advancements in the Technology | Improvement in automation and artificial intelligence by using the Internet of Things will improve the efficiency of operation that will provide cloud computing. |
| Opportunities for Digital Innovation | AI helps create predictive maintenance in the units of MIB and it will use blockchain for the automation process and integrate with the infrastructure of the Smart City. |
Table 1: External Environment Analysis
(Source: Self-created)
| Strengths | Weaknesses |
| Goterra Has been using autonomous units for insect farming and modular units. | At first, the initial costs are high, and they have to invest in the units of MIB that will be expensive. |
| Conversion of the waste into valuable products will include a focus on sustainability like Fertilizer and protein. | There is a very limited awareness observed related to insect farming and it is a new technology in the market (Feroz et al., 2021). |
| Units of MIB can be Integrated in different locations for scalability | Different challenges can be observed related to the changing Regulations and it will be complicated for the company. |
| A strong partnership will help create collaboration with the Institutions of the research Universities and the business. | Goterra Has been depending on the supply chain management for the consistent waste supplies. |
| The impact on the environment can significantly reduce the amount of emissions compared to the traditional management of waste (Camodeca and Almici, 2021). | In the process of insect farming, the perception of the public can face different scepticism regarding waste consumption (Donner et al., 2020). |
| Opportunities | Threats |
| Goterra has the potential for expansion globally with a model that will be scalable. | Competition: Growing interest in sustainable waste management solutions could increase competition. |
| The company has integrated the technology of Artificial Intelligence and the Internet of Things which will help improve efficiency. | The downturns in the economy and the financial instability can affect the expansion and investment of the company. |
| The company should understand the ethical regulations and the regulatory support on the management of waste that will create demand for sustainable solutions (Liu et al., 2022). | In this company, they have been facing different risks related to the technology that will make the operations vulnerable and it can be subjected to the failures in the technology. |
| If the company can be able to create new collaborations and strategic partnerships, then they can be able to create additional applications and markets. | There is a challenge observed related to the slow adoption of the product based on the insect in different regions and it will limit the growth of the company (Bican and Brem, 2020). |
| Conduction of different programs related to awareness can be helpful for educational purposes to improve the acceptance and perception of the people. | There are various destructions observed related to the inconsistent supply of waste due to different impacts on the operations and external factors. |
Table 2: SWOT Analysis
(Source: Self-created)
The customers have a belief regarding the handling of the waste and disposal that should be improved and they must have a perfect piece for the handling and the management of the waste. Different methods of disposal can be observed for the sustainable management of waste (Yu et al., 2021). Towards the management of food waste, they have advanced in the sustainable systems of the food and according to the perception behaviour and the knowledge of the consumers it has been including waste management.
Goterra has used raw Materials by creating partnerships with the local business municipalities and the manufacturers of food. This is crucial to create a consistent supply of organic waste for the units of “Modular Infrastructure for Biological Services (MIB)” (Kurniawan et al., 2022). They have used the networks of logistics by utilising the sensors based on the Internet of Things or IoT in order to optimise and monitor the routes related to the collection of waste (Feroz et al., 2021).
Woolworths and the developers of Urban Areas Lendlease In order to engage in the strategic Alliance with the supermarket will provide a substantial volume for the wastage of food (Kunkel and Matthess, 2020). They have integrated the analytics of data by using the same lining supply chain that will allow them to manage and predict the inflow of the wastage of the materials. The sustainability and efficiency of the operations can be maintained for sustainability.
| Competitor | Description | Technologies Used |
| Veolia | Global management of waste Company for the resource recovery |
Techniques for recycling Internet of things for the management of waste |
| SUEZ | Management of the waste and water | Used the smart systems for the waste collection, analytics of data and IoT. |
| BioBag | Biodegradable and compostable products. | Technologies for biodegradable materials |
| Terracycle | Specialized in the materials of recycling that are hard to recycle. | Technology for the separation of waste and innovations in recycling. |
Table 3: Competitors analysis
(Source: Self-created)
Veolia Has used the sensors of the internet of things to improve the management of waste by optimising the schedules for the collection and routes. At SUEZ, They have used smart systems and Data Analytics for the collection of wastage and the efficiency of operations (Kristoffersen et al., 2020).
The technology of biodegradable materials has been used by BIoBag in order to increase the demand for solutions related to sustainable packaging (Yin et al., 2022). They will focus on the sustainable product. TerraCycle has specialised in order to recycle the materials that will be hard to recycle (Lerman et al., 2022).
They can have the capability for accessing the unique solutions to attract the customers who have been looking for the environmental solution. Goterra should include the technology of IoT and Data Analytics so that they can improve their sustainable solutions. They can apply biodegradable materials for the management of waste (Lerman et al., 2022).
Reduction in manual handling and the cost of labour can be helpful for the process but it will not be significant for the logistical challenge in the operations of waste management (Kristoffersen et al., 2020).
Figure 2: Food waste and circular economy
(Source: Ojha, Bußler and Schlüter, 2020)
| Objectives | Goals |
| Specific | Deployment of the modular infrastructure for the company Goterra should include the units for the biological services or MIB and additionally 50 units should be deployed across Australia within the time of twelve months. |
| Measurable | According to the satisfaction and engagement between the customers, the digital platforms will help achieve a score of customer satisfaction that is at least 90% on the surveys for the end of the fiscal year (Yin et al., 2022). |
| Achievable | Reduction in the cost of the operations can decrease the cost of the operation by 20% within eighteen months for the implementation of the predictive maintenance and the system of monitoring using the units of MIB by integrating IoT. |
| Relevant | They have contributed towards the circular goals of the economy and sustainability of the environment by processing 10000 tons of waste of food into sustainable Fertilizer and protein by the end of the next year of the calendar by creating partnerships with businesses like “Lendlease” and “Woolworths” (Kunkel and Matthess, 2020). |
| Time-bound goals | Goterra Has increased and expanded their Awareness of the brand and reach of the market by 30% by target in the campaign of digital marketing for the next six months. |
Table 4: SMART Objectives
(Source: Self-created)
Goterra has been expecting revenue of “AUD 500,000” Within the time of next fiscal year and they have been targeting the objectives for smart growth within the company and obtaining and achieving the strategic investment in the platform of The E-Commerce and different initiatives for the engagement of the customers (Lerman et al., 2022). The company can use Data Analytics so that they can optimize the funnels of the sales and improve the dates of the conversion of websites by contributing to the target of the revenue.
Specific business application of digital technologies in business process activities :
Mobile Internet: Goterra, the company based in Australia has confidence that it can speed up the processes and create a friendly atmosphere when operating mobile Internet so it can use the opportunity of mobile Internet as an advantage (Becker and Schmid, 2020).
Internet of Things: Using the remote monitoring of Goterra or the waste's treatment will then be the smartest decision to try in the technique that will triumph over Goterra in the future of waste. IoT-enabled smart bins use sensors to track the filling level and work optimally, cutting down on these operations as well as reducing emission impact (Turuk, 2020). It responds to nanotechnology which leads to the possibility of being among the noble players that can transform waste management technology into something revolutionary.
Artificial Intelligence: AI has a great idea that would deal with the problem of Goterra’s production and efficiency effectiveness at once using their technologies This is because AI-supported predictive analytics play a critical role in Goterra’s forecasting of waste generation trends which then leads to a more effective allocation of resources and measures (Kitsios and Kamariotou, 2021).
Cloud computing: The cloud is a versatile and scalable super-computer resource mine that changes according to the permutation of demand. This is the area for which the capacity to store a highly ample volume of data generated by different IoT devices and AI systems would be required. Now that with the cloud real-time migration of Goterra data, the data transition is as easy as that and the company departments or sections get real-time data.
3D Printing: Even though, as a company Goterra, we are not involved in the whole waste disposal process, 3D printing will help our team in designing and manufacturing different components of the recycling systems (Park and Mithas, 2020). A subtlety of fast, short, and effective handling of customer device requests, achieved by tightening the time and the materials spent on conventional manufacturing techniques, is an alternative way of the incredible increase in production speed.
Big data analytics: Goterra will be in a position to make sense of and use analysis of data so that it can identify the value generated by the system as a whole.
Figure 3: Digital transformation in digital business strategy
(Source: Becker and Schmid, 2020)
Online value proposition: Presenting Goterra's use of the most up-to-date technologies such as machines and biotechnology which would escalate the farming of waste into a comprehensive business solution while addressing the ever-growing issue of environmentally harmful footprints. Maximize the output of its IoT-linked rubbish disposal equipment and grouping devices, this will in turn boost operations and provide continuous service delivery (Park and Mithas, 2020).
Digital business model: Identify an online platform that combines all the services like planning, garbage pickup, assisting the client, making the payment, etc. The system needs to be dissociable through mobile apps and the Internet. Employ Internet of Things devices data and AI analytical tools to find out alternative disposal routes and know about the number and location of repairs, and equally efficient distribution of resources (Veleva and Tsvetanova, 2020). This spurs production and reduces operating costs too.
Revenue model: Enact fees through which citizens would pay for trash pickup and disposal services. This can be separated into going on charges for payments for common services and one-time expenses for on-call or extraordinary sample ones. Provide additional services to luxury clients such as waste inspections, environmental impact assessment and waste minimization consulting as a supplementary expense. The coin launch, celebrating pilot projects and breakthroughs in technology, could be a great financing solution (Veleva and Tsvetanova, 2020).
Digital channel strategy, platform strategy and market and product development strategy as well as a marketing strategy concerning digital innovation
Digital channel strategy: Design a website with an exhaustive user manual and smartphone app, so that the customers have an easy time accessing the services of trash removal online, viewing the real-time result of waste disposal, and also in compiling their payment receipts. You can attain it through platforms such as LinkedIn, Facebook, Twitter or Instagram where you can link with users by publishing information on how to appropriately deal with waste and Goterra's differentiated techniques to do it (ElRefae and Nuseir, 2021).
Platform strategy: Construct this online platform, which will have everything to do with the services that you are offering, like scheduling, logistics, customer support, and billing. So the platform should be mobile-friendly as well as accessible via the web (internet). Integrate data from IoT devices, and AI systems with those customer-interaction sources to ensure the functional ability of data evaluation in real-time as well as decision-making (ElRefae and Nuseir, 2021). Through this technique of data annealing, operations can be improved and client service optimized.
Market and product development strategy: Determining and researching new areas (where sustainable garbage disposal alternatives can be applied) where such solutions are required. Tailor your advertising methods to celebrate Goterra’s special benefits in each region. Extensively develop the product lines of Goterra by introducing competent solutions for the management of the waste pile which are hazardous waste destruction, e-waste recycling, and organic matter disposal.
Marketing strategy: Design and broadcast more informative content educating customers about the need for nature conservation as a way of not only promoting the company's environmental practices but also the brand reputation. This can encompass blog graphs, white papers, videos in motion, and graphics (Lipsmeier et al., 2020). Enhance the website optimization unit structured on SEO, or search engine optimization, and SEM, that is, search engine marketing, to enable Goterra webpages to hold high ranks in SERP. In essence, it enhances the organic search traffic leading to more leads.
Figure 4: Business strategy levels
(Source: Lipsmeier et al., 2020)
Specific: In the units of MIB, sensors related to IoT can be helpful for the optimal conditions of the environment for the processing of waste and insect farming. Data analytics is helpful for effective management of waste and proactive adjustments (Maiurova et al., 2022).
Measurable: Interaction between customers can be improved by digital platforms and feedback systems should be used for the requirements of customers (Yin et al., 2022).
Achievable: Predictive maintenance is helpful for IoT and AI by reducing the costs for reducing the costs of operations (Lerman et al., 2022). Automation of tasks can lower the costs of labour and improve operations.
Relevant: Blockchain technology in the supply chain is helpful for the credentials of sustainability of the company. Analytics of data by optimising the process of conversion of waste by reducing waste (Kunkel and Matthess, 2020).
Time-bound: Visibility of the market and reach is increased by digital marketing. Platforms of e-commerce can attract new consumers and improve sales (Feroz et al., 2021).
Leverage Digital Technologies Beyond in the upcoming stages of Goterra's plan, let him use IoT, AI, cloud computing, and big data analytics, which will help in looping into heavy-duty equipment. The job of this kind will, over time, increase plant productivity due to data-based maintenance planning and the ability to approach managerial issues in a right and based approach.
Expand Digital Channels Establishing and maintaining a good online image can be done just by the website development company through the website belonging to the app. Social media and email marketing for individual campaigns will be great sources to get consumers involved to opt for sustainable waste management of Goterra.
Optimize the Digital Platform - This financing is a leading web platform which covers all of the processes, client services, order processing, and payments (Ziyadin et al., 2020). Incorporate live data from IoT or AI devices into your equipment to find information in time.
These improvements ensure that you enhance your production process and meet your client's wishes. Diversify Service Offerings Go wide with services that get rid of risky waste, process electronic products, and compost waste products. Sales techniques such as mass distribution can also be employed to market similar products in other countries.
As a result, the activities of waste treatment of the Goterra are going to be significantly increased and the establishment of the strategic goals as the clear state of business online plans will become the reality.
Within such, the application of this high technology such as 1. Internet of Things (IoT), 2. Cloud computing, and 3. Big data analyses play an important role in strengthening the activities, improving efficiency, and cutting down the costs.
The trend is that more and more websites will be launched and their range will be gradually widening. We will discover new customers and we will create new markets as a result of such activities.
As a member of the team, I have made a major and significant contribution to the GOTERRA project. I and my team members have actively taken the initiative in researching various aspects of digital business planning, such as analysing the market, technical developments needed technically, and evaluation of competitive aspects. I was charged with translating challenging content into concise and easily understood portions of the report, ensuring integration and readability.
In addition, I assisted and helped my team members in making SMART objectives for internet revenue creation, with a focus on doable and measurable metrics. I have highlighted the major conversation and decision-making methods with team members by using effective communication and partnering, leading to useful recommendations and conclusions.
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