Reputation enhanced by innovation - Call for proposals in module 3 The Nordic Innovation Centre on behalf of the Nordic partners of the programme Innovation in the Nordic marine sector invites to submit project applications to module 3 of the programme. The Nordic marine sector has been innovative when considering effectiveness in harvesting and processing, but less in developing products and services for emerging and existing markets. A transformation from being a sector supplying raw material to becoming a supplier of market oriented products requires innovation, where know- how about the markets and the relations with the users are essential. The module 3 in the innovation programme emphasises user driven innovation in the marine sector, defining users as being part of marine value chain and/or end users. Projects in this module offer long term cooperation between partners with special focus on strengthening business to business (B2B), business to research (B2R) and business to customer/consumer (B2C) cooperation in the Nordic region. Projects in this module shall contribute to at least one of the following: 1) More sustainable marine sector 2) Higher quality of marine raw material and products 3) Diversity of seafood or other marine based products Innovation within these three themes defined above is essential in order to maintain and further strengthen good reputation of the Nordic marine sector as innovative and thereby profitable and competitive. The total Nordic financial amount for this call is NOK 24 000 000, but can be extended in case of national co-financing of projects. In that case the national co-financing will cover the national participant(s) cost. The Nordic financial contribution has not been divided in advance between these three themes defined above. Funding decisions will be made based on evaluation of all incoming projects according to defined criteria. Deadline for project proposals within all three themes is August 8 th 2011 at 15:00 Norwegian time 1. Background The Nordic innovation programme in the marine sector was launched in 2010. The programme is a joint Nordic effort for enhancing innovation in the Nordic marine sector and thereby its competitiveness and profitability. The innovation programme is divided in three modules. The first module, Dialog and networking, was carried out in 2010 and findings from that module is the foundation for this call announced here as part of module 3. Side 1
The partners in the marine innovation program represent Nordic and national funding agencies for innovation. Norway: Innovation Norway Iceland: Ministry of Fisheries and Agriculture and AVS R&D Fund of Ministry of Fisheries in Iceland Denmark: Ministry of Food, Agriculture and Fisheries, Danish Directorate of Fisheries, Faroe Islands: Ministry of Fisheries, and Fiskivinnu Gransking Norden: Nordic Fisheries Cooperation (NFC), North Atlantic Cooperation (NORA), and Nordic Innovation Centre. Furthermore, there is an open dialog between the program and other national funding agencies such as in Sweden the Swedish Board of Fisheries and in Finland the Ministry of Agriculture and Forestry. The overall aim of the innovation programme is to: Contribute to more innovative business cooperation (B2B), focusing on market oriented Nordic value chains Create arenas for multi-disciplinary cooperation between the marine sector and other industry sectors or other sources of know-how in order to raise the innovation capability in the marine sector Create cooperation platforms for the industry and other stakeholders working to improve framework conditions in the marine sector The needs and participation of the marine industry is central in projects funded in module 3 of the programme. For more information about the Nordic marine innovation program please visit the program web page at www.marineinnovation.net 2. Definition of innovation and the marine sector Project funded by the programme shall adhere to the following definition of innovation: Innovation is a new product, service, process or organisational form that creates economical success or other social value through market acceptance. A research result or an invention can only be an innovation through successful interaction to the market. A user driven approach is the cornerstone of this call, requiring integration of the user perspective in the innovation process. User in this case does both mean end-user/consumer, or user within the marine value chain. Side 2
In this call the following definition is applied for the marine sector: The marine sector in the context of this call comprise the many value chains in the seafood sector, including technology and expertise suppliers and other commercial exploitation of living marine resources. 3. Target groups and requirements for project consortium The project applied for can target issues that are of concern for the marine value chain as a whole, or specific parts of it. Target groups: In this call for projects the marine innovation programme primarily targets innovative cooperation between Nordic marine businesses and other relevant stakeholders concerning sustainable development, quality of marine raw material and products/services, and product diversification. Eligible applicants: Eligible applicants and/or participants in the projects are Nordic businesses anywhere in the marine seafood value chain from harvesting, including aquaculture and wild catch, to final product to consumer. Furthermore, cooperation with business supplying technology and services to the marine seafood value chain is included. Businesses utilising and commercialising products and services related to sustainable use of other marine resources are welcome to apply. Requirements to the consortium: It is essential that the user and/or user perspective, whether the user is part of the marine chain or an end user, (consumers), is represented in the project consortium. Participation from Nordic marine enterprises and/or relevance to the marine industry is a prerequisite for applying projects. Participation from at least three Nordic countries is required. Project participants from outside the Nordic region are welcome but cannot be funded through the Nordic Marine Innovation programme. The consortium has to inform about other national funding, in case that some of the participants have gotten or will apply for national funding for activities that will be part of or run parallel the project applied for. The projects that will be funded are expected to produce concrete results and solutions that will improve existing practices. 4. The process of the call The call is published April 29 th 2011. The application process is a one step process where a full application is submitted to Nordic Innovation Centre before August 8 th 2011 at 15:00 Norwegian time. Side 3
Decisions concerning funding will be taken by the board of Nordic Innovation Centre and the funding consortium in the beginning of October 2011. Applicants will get information regarding the funding decision the first days in October 2011. 5. Basic project criteria for funding The project applied for has to comply with Nordic Innovation Centre s basic criteria. For more information follow this link http://www.nordicinnovation.org/about_funding/. Additionally criteria are included in the description of alternative project types in this call. 6. Contact information For further information about the call, please contact: Sigridur Thormodsdottir, senior innovation advisor, e-mail s.thormodsdottir@nordicinnovation.org, telephone +47 915 76 577 Haukur Stefansson, project coordinator, e-mail h.stefansson@nordicinnovation.org, telephone +47 930 55 131 Eili V Berge, innovation advisor, e-mail e.berge@nordicinnovation.org, telephone +47 414 63 434 Side 4
Description of the three themes of this call: 1. Sustainable development Sustainability is high on the agenda in the Nordic countries. The marine sector, as a major player in the economy in many of the Nordic countries cannot be excluded from contributing to sustainable development and green growth in the Nordic region. Sustainable utilisation and economical maximisation of the marine raw material is essential in order to improve profitability and competitiveness of the Nordic marine sector. Whether requirements about sustainability are market or regulatory driven the Nordic marine sector has to react. The overall aim of this theme sustainable development is to support the sector to be proactive when considering sustainable development, utilising it as driver for innovation, creating competitive edge and contributing to a good reputation of Nordic marine products and services. About the project The project applied for can approach sustainability for the whole marine value chain or part(s) of it. Innovation in the marine sector often takes place in close cooperation with suppliers of technology and services. It is important to state in the project application, not only to economical value of the project results for the marine companies or marine value chain, but also the market potential of the product and/or services developed by the supplier in the project. Sustainability in the context of this call comprises both environmental and economical sustainability*, meaning that the solutions developed in the project (business model or product) has to be economical sustainable. Sustainable resource management as fishery policy is not included in this call. The project shall have concrete results and describe by whom and how the results will be used to enhance sustainable development in the marine sector. Projects including strategic cooperation between businesses to develop new products or services are favoured, and will score higher in the evaluation. The project applied for should approach one or more of the following: New and innovative solutions for optimising use of marine raw materials (including bio tech) New and innovative solutions for more sustainable harvesting of marine resources New and innovative solutions for more sustainable aquaculture (fresh water included) New and innovative solutions in processing and packaging enhancing sustainability (including cooling, freezing and packaging technology) New and innovative solutions in documenting and communicating sustainability in the marine sector * Economic sustainability is the term used to identify various strategies that make it possible to utilize available resources to best advantage. The idea is to promote usage of those resources that is both efficient and responsible, and likely to provide long-tem benefits. In the case of a business operation, economic sustainability calls for using resources so that the business continues to function over a number of years, while consistently returning a profit. Side 5
2. Quality of marine raw material and products The reputation of the Nordic marine sector is strongly linked to the quality of the product it supplies to the market. Good quality of marine based products is not only determined at the last stage of the marine value chain but depends on good treatment/processing of the raw material throughout the whole chain. The overall goal with the theme Quality of marine raw material and products is to enhance innovation that maintains and/or improves quality throughout the marine value chain; of marine raw material to use as seafood, fresh or frozen, and/or other marine based products. Innovative solutions enabling product development and marketing of fresh seafood products are especially welcomed. About the project The project shall have concrete results and describe by whom and how the results will be used to enhance improve quality of marine raw material and products in the marine sector. The project applied for can approach quality for the whole marine value chain or specific part(s) of it. Innovation in the marine sector often happens in close cooperation with suppliers of technology and services. It is important not only to state in the project application economical value of the project results for the marine companies, but also the market potential of the product and/or services developed by the supplier in the project. Projects including strategic cooperation between businesses to develop new products or services are favoured, and will score higher in the evaluation. The project applied for should approach one or more of the following: New and innovative processing solutions improving the quality of the marine raw material New and innovative solutions for documentation and proof of quality of seafood and other marine based products New and innovative solutions for enabling development of fresh seafood product (s), (for example cooling, freezing, packaging or other methods) New and innovative logistics solutions and/or business models enabling distribution and marketing of seafood products, especially fresh ones Side 6
3. Diversity of seafood or other marine based products The Nordic marine sector is characterised as supplier of marine raw material, and less as supplier of innovative products for end users or consumers. Diversification of marine products is important and can increase profitability in the Nordic marine sector. Good understanding of the market and contact with the users/consumers is essential for innovating new markets and development and marketing of diverse seafood and marine based products. The overall goal with the theme Diversity of seafood or other marine based products is to promote a user driven approach when innovating new seafood or marine based products. The home market in the Nordic region is not fully exploited, therefore a special emphasis is put on new and innovative marine products for the home market, utilising the Nordic region as a test lab. Although the focus is primarily on the Nordic home market, it does not exclude projects concerning new and innovative seafood and marine based products and market innovation related to new markets. About the project The project shall have concrete results and describe by whom and how the results will be used to enhance introduction of new and innovative seafood and marine based products in a market. Active participation of the user or representatives of market and consumers is required in the project(s). Projects including strategic cooperation between businesses to develop new products or services are favoured, and will score higher in the evaluation. The project applied for should approach one or more of the following: Creation of platform for user or market driven product development with high industrial engagement and relevance Enhance market innovation in existing and emerging markets, improving the company s mix of target markets and how these are served Market and product innovation aiming at utilising more marine raw material for human consume Utilisation of new species Side 7
Types of projects Applicants can choose for each of the three themes one of the following types of projects described below. The Nordic financial contribution is not divided in advance between these three themes. Funding decisions will be made based on evaluation of all incoming projects according to defined criteria. 1. Networking Application Objectives, key activities Funding and activities eligible for funding The application process is a one step process, a full application is submitted before deadline announced in the call. The network should aim to: Create cooperation platforms enhancing B2B and B2R cooperation in the Nordic region Create (new) constellation and cooperation platforms enhancing information exchange and transfer of knowledge between different sectors and stakeholders, such as researchers, industries and policy makers Facilitate implementation of existing know how in the industry Funding is 50% of the project total cost. In kind contribution from project participants is accepted (both from public and private participants). Total public funding for the project can be max 50% of total cost, including national and Nordic funding. In case the project applied for is linking national funded projects, creating a Nordic dimension and value, adding to these existing projects, the national funding is not considered as a part of this project budget applied for here. This must still be notified in the project application in text. Eligible costs are costs related to various forms of cooperation (meetings, seminars, workshops) including direct administrative costs (max 10 % of the grant). The funding cannot be spent on equipment, taxes, overhead or similar costs. Eligible applicants, requirements to the project consortium Eligible applicants are for example: Public and private marine enterprises, industry associations, innovation and research institutions, know-how organisations/companies, governmental agencies and other experts relevant to the project. The consortium shall include all necessary stakeholders with special focus on active participation from the industry. Participation from at least three Nordic countries is required. Project participants from outside the Nordic region are welcome but cannot be funded through the Nordic Marine Innovation programme. Side 8
Project period Evaluation Final technical report 1-2 year(s) The proposals submitted are evaluated by the funding consortium of the innovation programme and in some cases additionally by external evaluators. The criteria for evaluation are: Compliance and relevance to the challenge described in the call text Quality of the project process Composition and competence of the project consortium Nordic value of the project and Nordic profile of the project consortium Linkage to other Nordic or international projects Exit strategy for the network (potential for constructive cooperation that can extend beyond the period of financing) Communication plan of the result Coherence between project plan and budget Networks submit annual financial reports and a final result report. The final technical report of the project result shall be in a written form, stating clearly the outcome of the network project. Furthermore, describe the future plan or work of the network after finalising the project. 2. Strategic cooperation and innovative developments Application The application process is a one step process, a full application is submitted before deadline announced in the call. Objectives, key activities Enable new constellation and cooperation between diverse relevant stakeholders including industry, public authorities, consumers, NGOs and researchers Strengthen or create strategic B2B, B2R and B2C cooperation in the Nordic marine sector. Creation/establishment of new and innovative business models, partnerships and concepts enhancing innovation; development and marketing of solutions, products and services in the marine sector Enhance innovation, development and implementation/marketing of Nordic marine solutions, products and services addressing the emerging challenges in the marine sector To enhance implementation of existing and novel Nordic know-how into solutions, products and services applied in or commercialised by the Nordic marine sector Side 9
Funding and activities eligible for funding Funding is 50% of the project total cost. In kind contribution from project participants is accepted (both from public and private participants). Total public funding for the project can be max 50% of total cost, including national and Nordic funding. In case the project applied for is linking national funded projects, creating a Nordic dimension and value, adding to these existing projects, the national funding is not considered as a part of this project budget applied for here. This must still be notified in the project application in text. Eligible costs are salaries, meetings, travelling, external services, communication and publications. Eligible applicants, requirements to the project consortium Project period Evaluation Final technical report Eligible applicants for the projects are for example: Marine enterprises, suppliers to the marine value chain, industry associations, know-how institutes, organisations and other experts relevant to the project and that have experience from working in the marine sector. The project consortium shall include all necessary stakeholders and target groups for the project. Project with active industry participation and strategic B2B cooperation will be favoured in the evaluation. Participation from at least three Nordic countries is required. Project participants from outside the Nordic region are welcome but cannot be funded through the Nordic Marine Innovation programme. 2-3 years The proposals submitted are evaluated by the funding consortium of the innovation programme and in some cases additionally by external evaluators. The main criteria for evaluation are: Compliance and relevance to the challenge described in the call text Innovation novelty, closeness to the market and market potential Quality of the project process Composition and competence of the project consortium Nordic value of the project and Nordic profile of the project consortium Communication plan of the result Coherence between project plan and budget The innovation project shall submit annual status and financial reports. The final technical report of the project result shall be in a written form, stating clearly the outcome of the project and the next steps as follow up. Side 10
3. Living lab, platform for open innovation During the most recent years, the field of User Driven Innovation (UDI) has intensified to include users in the creation and development process. The Living Lab concept involves research, development and design, by, with and for users, and should thus enable prototyping of novel interaction concepts while resembling natural environments of use. About the Living lab The concept Living lab is based on a systematic user co-creation approach integrating research and innovation processes. These are integrated through the exploration, experimentation and evaluation of innovative ideas, scenarios, concepts and related technological artefacts in real life use cases. Such use cases involve user communities, not only as observed subjects but also as a source of creation. This approach allows all involved stakeholders to concurrently consider both the global performance of a product or service and its potential adoption by users. The Living lab will generate environments and working methods which increase the innovation capability of companies and organisations, and enhance the users important role in the innovation process. The Living Lab process The living lab process, which integrates both user-centred research and open innovation, is based on a maturity spiral concurrently involving a multidisciplinary team in the following four main activities: Co-creation: bring together technology push and application pull (i.e. crowdsourcing, crowdcasting) into a diversity of views, constraints and knowledge sharing that sustains the ideation of new scenarios, concepts and related artefacts. Exploration: engage all stakeholders, especially user communities, at the earlier stage of the cocreation process for discovering emerging scenarios, usages and behaviours through live scenarios in real or virtual environments (e.g. virtual reality, augmented reality, mixed reality). Experimentation: implement the proper level of technological artefacts to experience live scenarios with a large number of users while collecting data which will be analysed in their context during the evaluation activity. Evaluation: assess new ideas and innovative concepts as well as related technological artefacts in real life situations through various dimensions such as socio-ergonomic, socio-cognitive and socio-economic aspects; make observations on the potentiality of a viral adoption of new concepts and related technological artefacts through a confrontation with users' value models. Further information concerning Living lab can be found here http://knowledgecentre.openlivinglabs.eu/ http://www.openlivinglabs.eu/ Side 11
Application process Objectives, key activities Funding and activities eligible for funding The application process is a one step process, a full application is submitted before deadline announced in the call. Key objectives with a living lab projects are to: Strengthen user-driven innovation in the Nordic marine sector by establishing a living lab and utilising the living lab method Develop new, innovative and highly appreciated marine based products, services and concepts Increase product success rate and turnover of companies involved in funded Living Labs activities. Obtain experience from using Living Labs and user-driven innovation in the marine sector Funding is 75% of the project total cost. In kind contribution from project participants is accepted (both from public and private participants). Total public funding for the project can be max 75% of total cost, including national and Nordic funding. In case the project applied for is linking national funded projects, creating a Nordic dimension and value, adding to these existing projects, the national funding is not considered as a part of this project budget applied for here. This must still be notified in the project application in text. Eligible cost is cost related to network activities, salaries, meetings, travelling, external services and communication. Eligible applicants, requirements to the project consortium Project period Evaluation Eligible applicants are for example: Public and private marine enterprises, industry associations, innovation and research institutions, governmental agencies and other experts relevant to the project. The consortium shall include all necessary stakeholders with special focus on active participation from the industry and representatives from user & consumers. Participation from at least three Nordic countries is required. Project participants from outside the Nordic region are welcome but cannot be funded through the Nordic Marine Innovation programme. 2 3 years The proposals submitted are evaluated by the funding consortium of the innovation programme and in some cases additionally by external evaluators. The main criteria for evaluation are: Compliance and relevance to the challenge described in the call text Innovation novelty and expected outcome Side 12
Quality of the project aims and process Composition and competence of the project consortium, cross-sector consortiums are particularly encouraged Nordic value of the project and Nordic profile of the project consortium Communication plan of the result Coherence between project plan and budget. The budget share of each partner should be of such nature that it represents a true cooperation Final technical report The final technical report of the project result shall be in a written form. The report should state clearly the outcome of the project in case of creation of innovative products, services or processes. Additionally, report on experience from this project and how the Living lab model should or could be further applied in order to enhance innovation in the marine sector. Side 13