Sea Ice Classification Onboard Icebreakers Team 11

Ice navigators want our ice documentation assistance system so that they can
create EGG code and associated documentation and simplify and streamline the
documentation process

Interview
Count

TOTAL 38 1 26 11
 The Team

Benjamin Dowden, EL Oscar De Silva, TL Dan Oldford, M

Master’s Student in Mechanical Assistant Professor at MUN Engineer at American

Engineering at MUN Background in Mechatronics, Bureau of Shipping
Intelligent Systems, Robotics, and Harsh Environment
Controls and automation Technology Centre
 Org: Springboard Atlantic - Cohort: Lab2Market Oceans - Team: 11_IceBreakers Canvas

Key Partnerships Key Activities Value Propositions Customer Relationships Customer Segments

Continual model improvement via user

A cheaper way to generate EGG code
American Bureau of Shipping (ABS) feedback User training on software usage Ship Manufacturers
and POLARIS for ship operators

Report back to regulatory boards of

EGG code for ice charts Simplify the documentation and EGG Customer service for quick issues and
Government of Canada Ice Specialists
code process troubleshooting

error tracking
Provide a means for less experienced
Ice navigators at the start of process Canadian Coast Guard
captains to navigate polar seas
Key Resources Channels
Reduce risk of ice
human R&D for model improvement Icebreaker Operators
detection/classification market with conferences
and development

Ice dataset and labeled set Built-in sea ice classification direct sales

servers for imagery and model

Regulatory Boards
iterations

Cost Structure Revenue Streams

Marketing and Sales Annual Licensing Fee

data storage
Pay per use
software improvement
Canada Ice Services for Data
customer services
What We Did:
What we really
found:
 CANADIAN COAST GUARD
James Bond
Director
ABS
Info
rm Recommender
atio Head of Canadian
n
coast guard in
ottawa Ice Superintendent
Canadian Coast Guard
Company
Information
Inf
or
ma
i sion tio
n
c
De
Gov acquisition officer Ice Navigator
Canadian Coast Guard Transport Canada

Mo In
fo

on
n ey rm

ati
YOU ati
US on

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fo
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Infor
matio Ice forecasters
n Canadian Ice Sevices
M
on
ey
Finance i on
Canadian Ice Services ecis
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 Org: Springboard Atlantic - Cohort: Lab2Market Oceans - Team: 11_IceBreakers Canvas

Key Partnerships Key Activities Value Propositions Customer Relationships Customer Segments

A cheaper way to generate EGG code and End User: Small vessel captains with low ice class
Continual model improvement via user feedback
American Bureau of Shipping (ABS) POLARIS for ship operators User training on software usage and experience

Report back to regulatory boards of EGG code for Simplify the documentation and EGG code
ice charts process Influencer: Ice Navigator
Customer service for quick issues and
Government of Canada integrate with existing onboard software for
tracking Provide a means for less experienced captains to troubleshooting
navigate polar seas Influencer: Ice Specialist

error tracking
Ice navigators at the start of process Reduce risk of ice classification Decision maker: owner of shipping company

Key Resources Channels

Built-in sea ice classification Ship Manufacturers
IceNav/Icegg human R&D for model improvement
market with conferences
and development End user: IT specialist Canadian Coast Guard
More frequent ice reports

Other Shipping Vessels Ice dataset and labeled set direct sales
Report concentrations End user: Icebreaker Captain

servers for imagery and model Readily available information from actual
FedNav icebreakers in the region
Regulatory Boards
iterations

Immediate development of POLARIS

Cost Structure Revenue Streams

Marketing and Sales Annual Licensing Fee

data storage
Pay per use
software improvement
Canada Ice Services for Data
customer services
 • Think Globally
The Pivot: • Change the target audience
What we learned:
• Small fisheries are too small
• Adventurers are far and few between
• Satellite imagery dominants the field
• Commercial trawlers seek technology
“If you buy equipment you can lead the pack”

“Not an exact science for sea ice classification”

“ice charts are not good”

27.5 million 2.43 million
14.3 million
5,506 unique arctic 17.2% of arctic fishing
52% of all arctic
vessels 2015-2017 traffic (in areas with
traffic is fishing
average less than 90%
vessels
5K sensor price coverage)
 Org: Springboard Atlantic - Cohort: Lab2Market Oceans - Team: 11_IceBreakers Canvas

Key Partnerships Key Activities Value Propositions Customer Relationships Customer Segments

American Bureau of Shipping (ABS)
Government of Canada
Ice navigators
Key Resources
Continual model improvement via user feedback
Report back to regulatory boards of EGG code for
ice charts
integrate with all other existing information
available
error tracking
A cheaper way to generate EGG code
and POLARIS for ship operators
Simplify the documentation and EGG
code process
Provide a means for less experienced
captains to navigate polar seas
Reduce risk of ice misclassification
Channels
User training on software usage
Customer service for quick issues and
troubleshooting
Decision Maker: Fleet Manager at commercial
fishing
End User: commercial fishing captains
End User: Small vessel captains with low ice class
and experience
Influencer: Ice Navigator
Influencer/End User: Candian Navy R&D

IceNav/Icegg human R&D for model improvement Built-in sea ice classification Conference/conventions Influencer: Ice Specialist
and development

Decision maker: owner of shipping company

Other Shipping Vessels More frequent ice reports
Ice dataset and labeled set Direct sales

Readily available information from Recommender: Ship Manufacturers

servers for imagery and model actual icebreakers in the region
FedNav Regulatory Boards (ABS)
iterations End user: Ice Navigators
Immediate development of POLARIS
Cost Structure Revenue Streams Influencer: Icebreaker Captain

Marketing and Sales One time hardware with upsale

Annual Licensing Fee

data storage
Pay per use
software improvement
Canada Ice Services for Data
customer services
Simulator for data
Product – Market
Fit?
Not Yet
Path Forward

CUSTOMER DISCOVERY TECHNICAL RESEARCH

Next Steps

• The interviews don’t stop

• Look into more technology needs