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Entrepreneurship

MASI TECHNOLOGY
Dwiyanty, Ivan Gautama Putra, Randy Sumara
Agenda Style
01 Case

02 Issues

03 Solution

04 Conclusion
CASE
U.S Fishing Industry
U.S Fishing Industry
U.S Fishing Industry is composed of equal

INDUSTRY
amounts of "finfish" and "shellfish", with an
aggregate "landed" value of approximately
$8.5 billion, consisting of 19 billion lbs.

Composition

$8.5B, 19B lbs

Domestic Import
$4B, 12B lbs $4.5B, 7B lbs

80% Flash
20% Fresh
Frozen

2%: 55.000 registered


98%: 25.000 U.S domestic sport fishing
registered vessels
operating within 200
mile federal
territory (EEZ)
Mercury Concerns
Mercury in fish is extremely serious
concern, caused serious neurological
& physical problems

Infant Children

Pregnant Woman
W h a t ’ s
M e r c u r y
?

Mercury is the effluent from coal-burning


facilities.

The ash goes up directly into the local environment or the jet
stream, which may carry the mercury thousands of miles,
where it is deposited on the world's waterways.

High levels of mercury: swordfish, tuna, marlin, shark,


mackerel, large halibut, etc
Advisory:
The Consumption of Fish
2004 …

EPA & FDA


Fish and shellfish Consumer
are important of
Unsure what to do;
healthy diet, but
use moderation in
they recommended
consuming any high
that high risk FDA EPA risk fish. For
individuals reduce
FDA revoked its warning. It is clear that the example, tuna is
their intake.
The consumption of threat of mercury okay once a month
mercury-contaminated exposure is real.
fish no longer Customers must
represented a health take precautions in
threat. planning their diet
Benefit > risks

Mercury depends largely on size, location is also often the factor


THE SIGNIFICANT
MATTER…

To stop the migration


IMPORTANT
of mercury to our
waterways

Place scrubbers on top of


HOW
the offending smokestacks

Move to alternative forms of


HOW
energy such as nuclear, solar,
wind, and gasified coal
ISSUES
MASI TECHNOLOGY
MASI
TECHNOLOGY
Finding a Solution/Developing a
Prototype

In 2000, Mal Wittenberg, decided to try


to invent a simple test for mercury in
fish with a variety of home test kits. His
objective therefore was to develop a
machine that could reliably test fish in a
short period of time

By 2003, Mal had established Masi


Technologies and developed a reliable
machine that could function in a
domestic processing plant for two shifts
a day.
AFTER FIVE YEARS, THE
MACHINE WAS READY
FOR COMMERCIALIZATION

Testing at least five different prototypes

Thousands of trials on fish

Millions of dollars in investments

The Questions Remained: Who was the primary customer? How should the machine be marketed? What should
be the price to the user?
ISSUES
1 3
The final machine was extremely The operator of the machine needed
sophisticated and expensive to replicate.
The estimated cost of produce one
machine $60.000 with additional $15.000
S W extensive training to be able to operate
the machine effectively

in spare parts.
4
Concern: a fish processor/distributor
would expend this amount to machine. Leasing the machine and providing a
Masi-trained employee to conduct the
testing to avoid the explained issue with
imitation

It could charge a fee based on the number


of lbs. of fish tested.

Q1: Where would the machine be located?


2 Q2: Would it make sense to locate the
If a machine was sold, it could be easily
reverse-engineered and duplicated.
O T machinery at the point of origin or where
the fish is taken of the boat or would it
make more sense to locate the machine at
the processing plants?
Complication in Strategic Decision Making
The FDA is the agency responsible for monitoring and setting safe limits on
mercury for imported as well as domestic fish.
For example, the FDA ruled that tuna containing less that 1.0 ppm was safe
to eat. Canada and Europe set 0.5 ppm, Japan set 0.3 ppm.

In response to all of these different requirements, MASI Technology decided


to develop its own set of standards and a certification process called Safe
Harbors Certification, which is more demanding that prevailing FDA
standards.

Shrimps and Prawns All Other Species


6.9 billion lbs. with an estimated 18.5 billion lbs. with an estimated
dollar value $12.5 billion dollar value $34.7 billion

Safe Harbor Potential market $627million

Certification
Solution
MASI Technology
1. Create/write the business plan:

a. in helping to obtain financing


b. to determine the viability of the business in a designated
market
e.g: the Company decide to create a federal corporation
c. in organizing the planning activities

2. Do environmental and industry analysis


a. Advances in technology are difficult to predict
b. Regulatory related to the consumption of fish, e.g: Safe
Harbor Certification Standards vs PDA standards

3. Partnership with major food distributors and retailers


Conclusion
MASI TECHNOLOGY

Planning is a process that never ends for a business. It is extremely important in the early stages of
any new venture to prepare a preliminary business plan (who should write and reads the plan).
Gather information (marketing, finance and production factors)
Do environmental and industry analysis (e.g: industry demand, regulation applied)
Do a partnership for reaching the revenue goals (long-term marketing issues)
The Business Plan (Y1&2)
“Fear is not real. It is a product of our imagination.
Danger is very real. But, fear is a choice.”

Capt. Cypher Raige,


After Earth
Thank You
for listening