Program Management Platform TB

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CHAPTER 14 CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION

от Clarissa Villegas

THE MARKETING MIX

от Maria bascar

Physiology

от Michelle Prentice

Street Food Festival

от Asma Karimi

Resource prioritization

Low - Moderate

Moderate

High

Very high

Critical

Outcome: creation of 200 000 new Jobs

Agribusiness Precinct Program

A NSW Government Election Commitment

Ancillary elements

Special Horticultural Production Zone

Vertical Cropping Industry Development Strategy

Native Bush Food Industry Development Strategy

Pest Free Places of Production Industry Development Strategy

• Pull both of these reports and link them here

• pull out of the Martin Kneebone report for pest free places of production
• national protected cropping national industry plan - pest free places of production
• Levi is creating a discussion paper for pest free places of production (similar to planning and building codes paper)

Implementation

Project Plan development

Targeted engagement strategy

Discussion Paper development

Food, Energy, Water & Waste Strategy

OBJ

• deliver an integrated and scalable food, energy, water and waste (FEWW) solution for the Agribusiness Precinct and Western Parkland City using the Integrated Intensive Production Hub (IIPH) as a basis

IIPH FEWW strategy & implementation plan

• one option being activation of the bio energy hub

Integrated & Scalable FEWW Solution basis of IIPH

Sydney Water Optimal Site Option Analysis

ACE-FI

OBJ

• Deliver an industry-led national powerhouse in food science, technology, engineering and mathematics (Food-STEM)

determine best physical location

Deliver first 12 mth milestones

determine broadest value and set project milestones

KPI

• · Gain Director and ED endorsement for prioritized project milestones September 2020

discussion with Kris (considerations of conflict

Consideration of MLMRU at Western Sydney Uni

• Given the precinct aspirations in the Hawkesbury with participation and inclusion in the WPC, could make more strategic sense for the MLMRU to be located in the Hawkesbury
• This could work well and build the narrative about the most successful local horticultural industry and provide a base for programs to trial
• Given the focus in micro credentialing the Mushroom industry could be a perfect candidate to take part in a micro credentialing program within a dedicated hort stream.
• could this provide a point of difference when considering the curriculum for the Richmond COE

Deerubbin LALC

OBJ

• working with Deerubbin to ultimately activate part of their land fo agri commercial purpose

Aboriginal SEPP submission

• rob stoakes and matt kean will make decision on the Sepp

Structure plan development

Engagement

DLALC/Penrith/Hawkesbury/DPIE

• collective stakeholders go to present to the councils

Steve Hartley/Cath/DLALC

• bring planning department up to speed with where we are up to (not happened yet)

Streamlined Planning Pathways

OBJ

• deliver streamlined planning specific to SHPZ that demonstrates competitive advantage over other sites.

NSW Govt Planning engagement to implement recommendation

Building code and planning study & recomendations

• work around for planning consent mirroring the Queensland work around (from report)

Build "coalition of the willing"

PCC

HCC

IIPH Study recommendations

OBJ

• deliver a report that clarifies the next steps in activating the IIPH

contemplate the role of government and governance model

Focus primarily on identifying appropriate land and determining the acquisition strategy

Further assess availability of utilities and road and rail infrastructure, based on location

Conduct detailed economic modelling including, identifying the financial impact of shared services

Identify opportunities to create mutual benefits with existing and planned developments in Western Sydney,for example ensure seamless integration between the IIPH and WSA air-cargo services

Accelerate market access protocols for high potential products

SME

Investment Attraction & Industry Development

Next 150 initiative

OBJ

• Using agreed selection criteria, provide a prioritized list of targets to Treasury Investment Attraction team.

Horizon 3

Use prioritization criteria to arrive at horizon 3 targets

Horizon 2

develop customised value proposition

Use prioritization criteria to arrive at horizon 2 targets

Horizon 1

timeline target conversion

consideration of commercial supporting process

develop customised value propositions

Deliver segmented stakeholder list

Market Engagement

Top 10 F&P

Top 10 F&L

refine pitch pack

identify horizon 1 targets

• Develop our own intelligence and thinking

PWG

approach to horizon 1 targets

link to Authority next 150 framework

inclusion of international targets

criteria filter with dashboard

refinement of "leads prioritization" in Authority IA and ID strategy document

complete core businesses form fields in engagement masterfile

color coding selection criteria

complete hub based matching

Consolidate potential Agribusiness Precinct targets

Trupti is cleaning up the existing list of stakeholders into "Stakeholder Engagement Masterfile....."

create short summary of businesses

WPCA

Salesforce

OBJ

• Empower and inspire timely, accurate and relevant stakeholder engagement record management and tracking

Contractor management

OBJ

• Develop and implement a Consultancy Management system and process for WCAA

Integration

Comm's

AeroCore

Commercial

Integrated Strategic Marketing Plan

OBJ

• complete the agribusiness place based elements to enable the implementation of the WCAA ISMP

Complete IA and ID strategy Implementation Agri components

Legal

People

Design Sprint rapid prototyping

OBJ

• prototype a ‘client landing process’ that results in a simulated client being located and ready to operate within the Agribusiness precinct of the Aerotropolis

Client landing using prototype

OBJ

• Inform key recommendations and broader plan implementation

Rapid prototyping virtual simulation

OBJ

• Prototype process ready for selected client trial.

HI Mick

I can not open attached prototype doc.

Thanks

Trupti

Spint delivery

Proponent selection

RFP completion

INSW Gateway process

Gate 4

Gate 3

Gate 2

Gate 1

Gate 0

5 KEY PRIORITIES

Naming Stage 1 of the Aerotropolis Core

Delivering the Aerotropolis Core and Agribusiness Precincts

how does the ILH unlock the operational hubs or does it??

Is this more the Aeroport

Innovative approaches to skills and training

Economic Strategy for the WPC

Blueprint for the WPC

ACEFI

ACEFI Place

Education & Training

Implementation pilot

• WPCA education and training team to connect with WS AG ED precinct for implementation of education model, including potential AG micro credentials.

WS AG ED

Student Presenation

Oct/Nov

1. Would you or one of the WCPA team be happy to do a 30 minute industry connect with the students via Zoom or face to face ( they will be working on the Richmond campus)? We would anticipate this would be a 15-20 min presentation about employment opportunities in the industry now and in the future and a 10 min Q and A.

2. Would you have any contacts in the industry who you think may also be happy to share their expertise for 30 minutes? We can use zoom/ face to face or we can film them. We are interested in the students seeing all aspects of the industry, listening to experts about how current businesses operate in this space and to also understand the industry requirements regarding future labour market. 

WSU

USYD

IIPH

AP IIPH Place

Subtopic

Concept Design

Validation & pathways

James obtained the financial analysis conducted by Ron and this has been used as a starting point. Two key issues stand out as critical to the validity of the analysis – land value and ratio of land used for production and income predictions;

The land value of $50/m2 used in the analysis bears no relationship to the current agri precinct land values and even less so to what could be expected over the short horizon.

The ratio of land used for production is set at 70%, which may be a valid ratio at large scale, but is questionable for scale in the short to medium term.

To enable a good debate on the direction forward, we would recommend the following actions

• Work with Ron to update the financial analysis on various scenarios to see the profitability potential at different land values and land production ratios
• Investigate the development horizon to make some predictions of the likely development opportunities land holders may have in site option 4 of the master planning maps.
• Bring together these two pieces of information to inform the appetite we could expect from landholders in the preferred location for intensive production as a way to potentially fill the gap between now and when development is more likely on their land.
• Use this evidence to debate two potential scenarios (possibly more, but at least these);
• Follow a two step scale approach with optimised small to medium scale within the Agri precinct and large scale within the proposed special horticulture zone (Deerubbin or some other appropriate location).
• Focus resources and effort toward Intensive production only within the special horticulture zone, with any small scale opportunities pursued within the other agri precinct hubs.

I would work with Ron to complete the refined scenario analysis and Oliver would work on the predicted development horizons for the defined location.

I am assuming that Ron is ok to collaborate on this, but would need to confirm. I can’t see an immediate need to have Levi prepare any further analysis, but that may change as we progress the scenarios. Oliver has flagged there may be a budget requirement for consultancy to obtain the necessary development intel.

Investigate development horizon - specific option 4

Analyse market across WPC for warehousing, light industrial & manufacturing

• budgeted program for Market Intelligence for freight & logistics will inform this
• $30 000 budget approved 20/08/20

Initial position paper to argue merits of (minimally) 2 options

specific pursuit of SHPZ with all resources

two step scale approach with site option 4

Further develop model

T

highlight assumption risk in KPMG and Agrology report

utilities

incorporating full benefits of circular economy FEWW.

double check report for this assumption

labor

reduction in labor based on investment in automation and robotics

identify 70% productive ratio risk

Sustainable East Slope work

• Liam providing a summary of information and explanation of how slope is determined as well as relevant data for zone 4.
• 
  

scenario with variable land values

O

CE - FEWW availability?

what is the balance between production scale and waste processing scale

at what scale is this possible?

Transitional value play for landholders

Identify export market risk

break down varietal opportunities in freshlogic report and match to potential for intensive protected cropping

W

S

proximity

education & Research

downstream value add

logistics

airport

provide update to Kev

investigate current land value

Sustainable East work

Initial report expected

Engagement Liam SE

• Liam providing value range appropriate for land in Agri precinct and more specifically related to option 4, north of Luddenham.
• 
  

approval Troy

• email sent from James to Troy and Yolanda looking for 8 hr approval

Influence on precinct plan

meeting with Yolanda and Troy related to production specific zoning in the precinct plan

• James provided preference of zoning
• PPO wont use precinct plan as a blunt instrument to prescribe zoning to the level of limiting to only production
• Troy - we need to prescribe the use in collaboration with a willing landholder in master plan
• 
  

Yolanda providing feedback to PPO around the preference in Precinct plan for production

Scenario analysis with Ron

business examples - one harvest etc

initial meeting Ron, James, Levi, Oliver

Purpose

• To clarify the drivers behind the creation of the first financial analysis spreadsheet

notes

• land value of $50/m2 was taken from the Deerubbin land and the valuation within the KPMG report stemming from RU zoned land
• This would be appropriate for land maintaining an RU zoning, but not relevant for the enterprise zoning that predominates or is likely to predominate in the precinct.
• The competitive tension for higher value uses will make it difficult, all other things being equal, to persuade landholders of the merits of production uses
• some consideration could be given to interim uses dependent on the development horizon likely for target land. if there is a long horizon before full value development can be unlocked, an interim annuity may well be considered desirable
• if the "value gap" can be identified, government activation options can be considered in light of the perceived strategic value of the intensive production activity.

Next steps

• determine the land value range that would permit a commercial IP enterprise to be viable
• determine the likely development horizon for site option 4 land
• consider how this places the strategic activation of land considering atleast two options - ag precinct & SHPZ or SHPZ

IIPH IA

coordinate assistance

Yolanda for PPO contact? on development horizon

Engagements

Jemena

sydney water

contact Natasha Borgia

roadside easement incoming power feed & outgoing solar transfer

development pipeline Londonderry

debrief TfNSW - road intersection, access to easements

debrief DPIE for energy programs

LOI sign off

delivered to Michael check if I need to deliver Tolson

PFA

GreenLand

Market access & bio-security pathways

• LEVI working to combine the VDM and Fresh Logic reports into a package.

Is this the driver that puts the value into the agribusiness precinct.

both from volume and value of exports??

Determine the demand drive

Determine responsibility to execute program for market access

Targeting Market Access & Biosecurity Protocol

OBJ

• Identifying target markets, products and practices to accelerate export growth

Horticulture Market Access & Biosecurity Review

Pest Free Place of Production

Export Market Industry Insights and Opportunity Analysis

clarification needed

• how is this succinctly different from the Market Access milestone within ILH

Cost of Production Analysis

combine VDM & Fresh logic report into package

Special Horticultural Production Area

• reliant on the RFP process, so only time commitment should be to inform

• work underway by Levi to synthesize WPCA document into the council collaboration agreement format.

DALC

Proof of concept FEWW project with Syd Water

reliant on the RFP process, so time commitment should only be to inform RFP

Assist DALC planning pathway

Stage 1 Land Activation

Development Brief

• Oliver progressing this as RFP and Masterplanning work moves forward
• 
  

Masterplan

• how does this impact the timeline for the next 12 months
• possibility of work to re-start within 6 - 12 months dependant on the momentum of RFP and responses
• 
  

Business Case

Business Cases

Utilities

• agribusiness should feed into this to ensure optimal service and connection

Digital Connectivity

• not currently work underway within the Authority, but will need WCAA wide representation to deliver

Regulation

5G Roll out

DP - 5G network defined

Digital Infrastructure

DP Digital plumbing planned

Potential steps

Delivery Strategy

WCAA Commercial & Governance Strategy

WCAA Multi-utilities Technical Analysis

• scoping document complete - ready for procurement

GSC Multi-utilities Project

Transport Connectivity

• no work currently being done

Freight connectivity

Public transport

Local roads

WPCA wide integration

RFP

Process

Stage 3 execution

Proposal Consideration

Appraisal (Dec Board)

F&PH

• development of a pre-feasability piece for F&PH

FPH Place

Concept design

F&PH IA Top 10

KEY RISK

heavily reliant on success of negotiation with Foundation partners and RFP process

• No pre feasability work underpinning, such as those underpinning other hubs

Targets

White Prince

Woolworths

Coles

Space requirements

LOI committed

VITEX

Establishment of "development brief"

timing of "DB" critical milestones

SML

Agreement

ILH

OBJ

• deliver a multi-modal supply chain solution for the Aerotropolis, Greater Sydney and Regional NSW

• improved access to trade gateways
• improved access to first and last mile of the freight task
• enhanced supply chain resilience and digital infrastructure availability
• improved freight infrastructure provision

DSC Stage 2

ILH Place

only time commitment that is relevant to testing strategy approach to RFP

concept design

Aeroport

working with WSA to determine the future of the co work and design over this

Commonwealth

Design and implentation plan

WSA Co

FedEx

DBS

development manager shared with Aeroport

location

timing

design requirements

space requirements