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Export: Taking Clean Teeth and Healthy Gums to Germany

Taking Clean Teeth and Healthy Gums to Germany

This is the story of how a small New Zealand company, Mills Farm took their product to market in one of the world’s largest economies, Germany.

Who and What is Mills Farm?

Based in the rural setting of Peria, Te Tai Tokerau in the Far North of New Zealand’s North Island, Mills Farm is a family-owned business established by Marina and Warren Mills in the 90’s.

Mills Farm produces a small, select range of health-related products such as toothpaste and healing balm.
Not only does Mills Farm supply the domestic market but they also successfully export Mills Farm Manuka honey & bee venom toothpaste under the ‘Green Leaf’ brand into the Japanese market.

Marina says “We believe our organic toothpaste is unique. We were the first to combine Manuka honey and bee venom in a dental hygiene product.

There is significant evidence that bee venom benefits the health of teeth and gums with the bonus for joint mobility and the immune system.”

Marina originally hails from Russia and is a qualified Apiarist (beekeeper) and Api-Therapist (medical uses of bee products) from the renowned Moscow Timiryazev Agricultural Academy.
Warren is of Ngati Kahu iwi. His interest in working with bees began from childhood, with his dad a keen beekeeping buddy of Sir Edmund Hilary.

It is fair to say, both Marina and Warren have a lifelong passion for bee keeping which can be seen in their products.

Over the past 21 years, Marina and Warren have built the Mills Farm brand, and extract most of their innovative ingredients from their own organically certified farm.

Collaboration Starting Point

In October 2018, when I was working as a business mentor, David Templeton, a Growth Advisor at Northland Inc approached me.
He had a honey producing company, Mills Farm, needing support with business planning.

In turn, I felt I would be able to help due to my comprehensive commercial and financial background.

“David understood our needs and we really appreciated Northland Inc’s

support. To secure Markus as our mentor was indeed a lucky strike with his experience in our area of business.” Warren says.

Marina and Warren impressed me with their knowledge, desire and global mindset.
I could sense the huge potential.

“Over the last 10 years it has been a privilege to work with Marina and Warren as they navigate through brand & product development, marketing and exporting. I have been impressed with their tenacity and the determination to be true to the values of sustainability, and the development of natural products, underpinned by organic principals” says David.

Ok, Let’s Do This

It turned out to be a good match. Mills Farm had the honey and bee venom expertise.
I brought the commercial experience to the table.
I suggested to them, “as you are already successfully exporting your toothpaste to a market (Japan) focused on high quality products from New Zealand, why not export to Germany?”
Being from Germany myself, I knew that German customers love both organic and New Zealand made products.
As Mills Farm is a certified organic producer of Manukau honey and bee venom it was a virtual no brainer, and an easy decision to step forward.

Is This Feasible?

The challenge was monumental. How does a small New Zealand company with very limited financial resources enter a highly competitive market such as Germany?

Firstly, we wanted to establish if is this would be worthwhile considering the constraints in terms of available cash flow and marketing expertise.

Secondly, we needed to confirm if there was indeed a market for organic toothpaste in Germany.

The German Bio-Market

Germany has played a pioneering role in the organic Bio consumer goods markets. Over 96% of German private households prefer organic products. German consumers can be described as “uncompromising organic shoppers”.

The organic food market is vast. In 2020 Germany alone spent nearly 15bn Euros (more than NZD25bn) on organic products.

Adding my personal knowledge of the German market, I was convinced that Manuka honey toothpaste with the added health benefits of bee venom ticked all the boxes.

Growing Excitement

We assessed that Mills Farm Toothpaste would appeal to discerning German organic-consumers.  It would not be able to compete with the average, mass produced toothpaste therefore we targeted to market the product as a premium, niche brand. Next, we needed to nail an attractive and compelling value proposition.

Value Proposition

We understood that our value proposition (VP) had to be unique and generate interest.  There are no second chances. The corner stones of our VP were as follows:

  • NZ made with unique ingredients (Manuka honey and bee venom)
  • Organic
  • 100% natural
  • no bees harmed
  • no fluoride added

‘The struggle for clean teeth and healthy gums is over. Mills Farm Toothpaste is here.’

We felt this VP provided us with a good platform to target the high-potential organic German toothpaste market.

BUT we needed help. We needed help to find a sound business partner in Germany.

We recognized we could not walk this alone. So, we reached out to the German NZ Chamber.

Another Step Forward

I approached the German-New Zealand Chamber of Commerce Inc (GNZCC) for support.

The German Chamber, a bilateral trade office, helps both New Zealand and German businesses to engage in the global market environment. They have vast business networks in Germany and across the EU.

Working with the German Chamber on previous occasions I found them very supportive.

Our key contact was Erin Daly (Manager Business Development Australasia/Trade Fair Manager).

We needed market intelligence, particularly how and where we could offer Mills Farm Toothpaste.  With Erins help, we commissioned several market research reports. That helped us to gain vital insights. We really appreciated the support Erin and her team provided to us over the years.

“We really love working with Mills Farm, and it’s great to be part of this exciting journey.” Erin says.

 

Unexpected Setbacks: Covid-19 Pandemic and Lockdowns

Like so many businesses around the globe, the pandemic was a major setback for us.
Supply chains interrupted.  Demand for products and services declined.
Whilst this delay was frustrating, and slowed us down, we remained positive about our intentions.

Let’s Make it Happen!

Jumping ahead to September 2022.

Whilst I was in Germany, we arranged a meeting, in conjunction with Iris Heinz (international – Manager Projects & Consulting Services, German Chamber) at the Munich Industrie-und Handelskammer (IHK, Chamber of Commerce and Industry).

It was indeed fortunate that Julia Hahn (Wellington Branch Manager) was also available to join me in person for the meeting with key trading staff in the Bavarian capital to facilitate.

The German Connection

Following the positive meeting in Munich, we connected with the German company Cobicos.

This Bavarian based cosmetics company has been in business for over 30 years.

Cobicos specialises in 100% natural skin products and were an excellent match.

Their motto appealed to our New Zealand philosophy:

Wenn wir die Natur nicht schützen, sägen wir den Ast ab, auf dem wir sitzen. Denn nur eine intakte Umwelt kann hochwertige Wirkstoffe liefern

“If we don’t protect nature, we’re sawing off the branch we’re sitting on. Only an intact environment can provide high-quality active ingredients.”

B Corrall, CEO, Cobicos

The collaboration between Mills Farm and our German partner is looking very promising with an initial order already placed.  It’s early days but the future looks bright.

Key Lessons and Learnings

Perseverance, Persistence and Resilience are essential.

There were setbacks on the road to exporting to Germany.  Our ability to bounce back from even the most challenging of events was critical and laid the groundwork for dealing with similar issues in future.

  • Seek advice and access the people with the know-how
  • Start small, keep refining processes and costings along the way
  • Quality is essential. Without that, success is very short lived.
  • Ensure the supply chain is sound. Second chances are hard to come by

From a personal perspective having a sound knowledge of both countries and being bi-lingual proved to be advantageous to build the necessary networks for this New Zealand enterprises to succeed.

About the Author

Markus Schwarzer, originally from Berlin/Germany, has lived in New Zealand for the last 35 years. Markus has held senior finance management positions across New Zealand, Australia and Europe.

Currently, he is assisting New Zealand companies to gain a foothold in Germany through analysis, evaluation and implementation.

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Capital Projects: Out of the frying pan, into the fire. The flaws of Optimism Bias

This post investigates the impact of Optimism Biases on Capital projects.  And how to ensure positive outcomes are more likely.


Capital Project Underdelivery

Most of us would have seen capital projects behaving as below.
The original business case promised much.  The actual (under) performance showed in real-time.
Capital Project S-Curve

Progress is slow and ends slowly, with acceleration in the middle periods.  Underperforming capital projects are stretching time and costs.  Pressure on cash flows is guaranteed.


Too Many Uncertainties

Capital projects do change frequently in scope.  From idea to reality during the project cycle.  Uncertainty dominates the early project stages.
Technical specifications, cost estimates, procurement delays are common.
The early project stages are often testing grounds.


And Time Passes

The real test of project performance is how much time and effort it takes to correct started processes.
The more time passes, the harder it becomes to make steering adjustments.  More and more resources are needed to rectify problems.
Incremental changes increase uncertainty.  At times uncertainties are simply ignored.   Systemic underreporting becomes reality.


The Iron Law

Significant cost and schedule overruns become normal.
Project leaders and investors are facing underperforming capital projects.  50% delays in project execution are common.1

Research has shown this lousy underperformance is so consistent that the project management expert Bent Flyvbjerg coined it the iron law of megaprojects: capital projects are over budget, over time, over and over again.

“Such ignorance or underestimation of risks is often called optimism.” 2


Capital Projects Uncertainty

Uncertainty is not ‘unknown’ yet often not fully recognized.
The problem arises from too much optimism at the planning stage.
Overconfidence develops, unintentionally.
The Optimism Bias creeps in.


What is Optimism Bias?

The tendency to be ‘overly positive’ during forecasting and planning activities:3

“One puzzle of optimism is thus that people maintain overly positive expectations despite a lifetime of experience with Reality.”4

Although we are aware that divorce rates are nearing 50% in the Western World, couples who are about to get married estimate their own likelihood of divorce as negligible.

Research supports that most of us show an optimistic bias that arises in a variety of circumstances.

“People tend to underestimate how long a project will take to complete and how much it will cost”5

Optimism Bias
Courtesy of The Decision Lab
Unrealistic Expectation

Some economists blame optimism bias for the financial downfall of 2008.  Unrealistic expectations of financial analysts and government officials.  A belief that the market would continue to grow.  Despite evidence to the contrary, unfounded optimism contributed to the collapse.

There appears to be a correlation between uncertainty and optimism bias.
We display the largest bias in situations with the greatest unknowns.


 

 

 

Risk assessment

One way to prevent capital project underperformance is to strengthen the risk assessment process.  Improve the quantitative risk analysis.

Most quantitative risk analysis is based on expert knowledge.
Expert knowledge and judgment can be prone to optimism bias. Particularly, if based on the ‘inside’ view of assessing risk.6


Inside View

The Inside View involves making predictions based on your in-house understanding of the details of the process.

This inside view is prone to error.  Relying purely on in-house expertise to predict the future of the project is risky.


Outside View

An Outside View ignores in-house knowledge.  It utilizes estimates based on a class of similar previous cases.

This is called reference class forecasting.

It is a systematic control mechanism.  To mitigate the impact of time and cost overruns on projects.7


What is Reference Class Forecasting (RCF)?

Reference class forecasting is a method for systematically taking an outside view of planned actions.

Nobel Prize winners Daniel Kahneman and Amos Tversky developed the theories behind reference class forecasting.
RCF reduces the optimism bias in cost and time to forecast capital projects with more confidence in success.

It is a way of predicting the future.  RCF examines similar past situations and their outcomes.

Reference class forecasting…” essentially ignore the details of a case at hand and do not attempt any detailed forecasting of the case’s future.  Instead, they focus on the performance of a reference class of cases chosen because they are similar to the one proposed.” 8


How to Reference Class Forecast?

RCF follows three basic steps:

  1. Identify a group of past, similar projects. 20-30 projects are enough to get started.  The more projects the better
  2. Establish the risk of the variable in question based on these projects.  Relate directly to the cost overruns of these projects
  3. Adjust the current estimate.  Check if the current project is (more or less) riskier than projects in the reference class. Resulting in an adjusted uplift factor.

Alert: Unless the review is based on objective evidence, optimism bias might creep back into these estimates.

Most of the underestimation of costs and overestimation of benefits of capital projects is the result of people taking what’s called an “inside view” of their forecasts.


Benefits of Reference Class Forecasting

RCF replaces (biased) assumptions.  It assumes adverse events and uncertainty in estimates, with data.
In principle, RCF assumes that a capital project performs no better or worse than past similar projects.

Although, the adjustments could potentially re-introduce the bias of assumptions back into the forecast.
The key is to base assumptions on strong evidence.


Compare Cash Flows

The system generates data and graphs based on past capital works cashflows.
All current and past class projects submit their actual cashflows.
To date and planned cashflows for the remainder of the project.
Target this data to identify any unusual patterns.  Probe for weaknesses in the assumptions.
There are 3 types of patterns that then trigger different follow-up actions.

Green Zone

The project cash flow is in the green zone.  No follow-up action for projects with ‘normal’ performance.  The data of these projects will be stored for future use.

Amber Zone

Raises an alert. Amber project cash flow requires deeper assessments.  There is the potential risk of cost overrun and program delay.
Resulting in taking appropriate recovery measures for the planning and implementation phases.

Red Zone

Flags a strong warning.  Cashflows within the red zone force the project team to stop, think and carry out a major review.


In Summary

Overtly optimistic capital project estimates lead certainly to underperformance.  And disappointment for investors.

Optimism bias severely impairs decision-making.

Project managers and sponsors must tackle problems early.
Seek efficient, effective, and timely intervention.
Risky projects need tackling before things have gone wrong and require substantial costly remedies.
Monitoring tools and early-warning -sign systems can help in project supervision.

Increased deep, rational thinking.  Hard, tested data. Reference class forecasting.  All help to reduce optimism bias.

(1) De-bias early project estimates in a data-driven way

(2) Set out strong contingency that explicitly considers the risk appetite of decision-makers, and

(3) Test the robustness of the reference class forecast through international benchmarking.


Sources
1 AI in Action, Oxford Global Projects, August 2022

2 Flyvbjerg, Bent. (2011). Over Budget, Over Time, Over and Over Again: Managing Major Projects.

3 Siemiatycki, Matti. “Managing Optimism Biases in the Delivery of Large-Infrastructure Projects: A Corporate Performance Benchmarking Approach.” 2008 First International Conference on Infrastructure Systems and Services: Building Networks for a Brighter Future

4,5 Sharot, T. (2011). The optimism bias. 

6 The planning fallacy: why we underestimate how long a task will take

7 B Flyvbjerg and A Budzier, Report for the Edinburgh Tram Inquiry, February 2018

8 McKinsey on Finance, Better forecasting for large capital projects

 

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Capital Projects: Mega Projects Failure Learnings

Working with some outstanding capital project managers helped me to assess project complexity and inherent risks more easily.

I recently noted a Bent Flyvbjerg article on the Megaprojects Paradox.  This article reminded me of project events I have been involved in. And reinforced some good learnings.


Learnings from large capital project failures

Bent is a Professor at the Oxford Said Business School and the author of several business management books.
He presents compelling arguments that are equally valid for smaller and medium-sized capital projects.


What is a Megaproject?

Four criteria define Megaprojects:*

  • cost more than a billion US dollars
  • take more than 5 years to move from design to operations
  • affect more than a million people
  • have a transformational impact on the area in which it is located

I have worked on projects that were well below a billion USD.  However, they could have been considered ‘mega’ given the context of their impact on the business and the community.


Why is the time factor critical?

Bent argues that the biggest challenge of large capital projects is time, the duration from now to the future:

“Our experience tells us that it is not the size or scope of the megaproject that makes it complex, but rather the time factor.”*

As time stretches complexity increases. This impacts the likely hood of project success.  Completion on time and within budget.


What’s changing as time passes?

Technology tends to change quickly between planning and delivery.  By the time an asset is commissioned, the technology selected in the planning phase may indeed be obsolete.
Or demands regular upgrades.
I recall a forestry product project I was involved in.
The equipment software required frequent upgrades.
Since this was proprietary software, it took some time until it was authorized and sourced.  This led to significant project delivery delays.


Political changes on local and/or national levels, particularly when it comes to environmental issues.
I remember a capital project implementation was virtually delayed by years due to one person’s objection.  The case had to go through legal hearings and court proceedings.  Again,  significant project delivery delays ensued.


Financial imperatives change due to key decision-makers departing or new ones arriving.  The original decision-makers may no longer be present. Pet projects are shelved or re-discovered.
Yet most capital project returns are over the longer term.


Project Team Composition

Bent’s recommendation makes sense:

“Select a management team that can provide proven experience in project delivery.

Someone who has a track record for delivering these types of projects on time and to budget and benefits.”*

‘Grey hair’ is indeed an asset in project management.

Any capital project taking more than three months to complete would benefit from having input from ‘seasoned’ implementers.


In Summary

Capital projects and the life cycle of assets encounter a multitude of changes.  This complexity is pretty challenging for project managers:

“The human brain is not particularly equipped to prophesize future trends and disruptions.”

One tool I use regularly to reduce capital project complexity is the Project Pre-Mortem method.

A great way to ensure project success before major investments are made.


1-4 Flyvbjerg, Bent. (2013). The Megaprojects Paradox. Insight Magazine. 12-15.

 

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Capital Projects: Project Pre-Mortem. Anticipate Failure To Win

Business Case Disappoints

The original business case guranteed financial returns.  Moreover, certain productivity improvements.  But expectations were not met.
This could indeed be due to an inadequate business case.

Especially, if the business case was indeed overly optimistic. A great case study is the Edinburgh Tram Inquiry.  It established that inadequate business case analysis was a major contributory factor to not meeting expected outcomes.


Capital Projects Success Rate

Only 60% of capital projects meet all their objectives after completion. That success rate is not much better than a 50/50 coin-flip.
How can future disappointment be prevented?  How can the risk of failure be reduced?
One way of avoiding future pain is to carry out a Capital Project Pre-Mortem.


What is a Project Pre-Mortem?

The project pre-mortem is the opposite of a post-mortem.
Generally, a post mortem is carried ot to detect the cause of death.
A pre-mortem is quite the opposite.
Esssentially, placing oneself into the future and looking back.
To anticipate the future.  Comparable to imaginary time travel.


Risk Reduction

The pre-mortem method is a fine risk reduction tool.
Gary Klein, a cognitive psychologist, developed the pre-mortem method to asses project risks before actually starting a project.
Apparently, it is Daniel Kahneman’s favorite approach to making better decisions.


Capital Project Pre-Mortem

The pre-mortem helps to identify risks at the early planning stage of a capital project.
Basically, a simple yet effective process that increases the chances of success.
Surprisingly, one prepares for failure to achieve success.


Pre-Mortem Process

Capital projects have many internal and external variables.
It’s difficult to foresee all possible obstacles. A crystal ball is usually not at hand.
However, with this method, one can envisage unfavorable outcomes.
Working on a large data storage project with a German car manufacturer I applied the pre-mortem process regularly.


How does it work?

The stepped process is straightforward:

Firstly, the pre-mortem team meets before a project starts.
Secondly, the team imagines what could happen to cause the project to fail.

Then, the team then works backward to create a plan to prevent potential obstacles.  Therefore increase the chances of success.

An effective way of combatting cognitive bias. Reducing project risk. At the outset.


Team Rules

Consequently, each team member must be able to voice their opinion.  Without repercussions.  Quite the opposite.  They ought to be applauded for their courage and insight.

Addionally, this an excellent opportunity to gather vital insights about team dynamics.  Before engaging in the actual project.

“Teams solve problems collectively and share accountability for the outcomes are better at meeting deadlines than those teams that rely on individuals to make decisions.”*

It is also advantageous to invite independent team members that can add the outsider’s view and act as the devil’s advocate.


Pre-Mortem Benefits
  • Helps future project teams to identify potential negative outcome complications early
  • Keeps over-optimism at bay.  It prevents focussing narrowly on  pet projects
  • Spots weaknesses in the capital project assumptions that had not been considered
  • Alerts for early signs of stress once the project gets underway

But,  Does The Pre-Mortem Deliver?

Yes, it does.  The Boston Consulting Group (BCG) in conjunction with Oxford Global Projects conducted an international survey of over a hundred capital project managers.  The survey identified 5 best practice lessons from high-performing capital projects during Covid-19.

Specifically, BCG identified the Project Pre-Mortem process for pre-emptive risk assessment.
Envisaging future states based on past experiences creates laernings for project success.  Positive or negative. Problems can be identified before they arise.

“Teams must become proficient in sophisticated risk assessment techniques that will force them to search for the impact of unknowns instead of relying solely on experience.”*


Summary

It’s about pain avoidance.

The pre-mortem method helps to iron out potential problems before the real investment is made.
It avoids a painful post-mortem once the asset has been commissioned and results are not meeting the forecasted ROIC.
The prospective hindsight process helps project teams to identify risks at the outset.

It aids to reduce potential project failure.  Particularly when there is a chunk of investment money at stake.

Check out how the 4Vs could bolster your decison making

*Boston Consulting Group, Lessons from High-Performing Capital Projects amid COVID-19

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Capital Projects: The 4 Vs. Bolster Decision Making

Often capital projects run over schedule, over budget and under the financial forceast.
The promised value is elusive.   Obviously, some decisons were not as good as they could have been.

Bolster Decision making with the 4 Vs

Dr James Abdey developed the 4 Vs method.  A neat thinking tool.
It helps me on my decision making path.  An excellent process to start one’s own decision process.  It gets the thinking into starting blocks.  And it works well in the capital project space.


Is Data is the new Oil?

Clive Humby coined the phrase “Data is the new oil”.
Oil has no intrinsic value per se.  It only becomes valuable when converted into materials.  Such as petrol, jet fuel or plastics.
Although, one might argue oil is a commodity and data an asset.
Data needs to back and boost good decision making.


Purpose of Data

Generally, data helps us to back up our decisions.  We use it to monitor, review and analyse:

  • trends
  • patterns
  • rate of change
  • outliers – which can be the story or a red herring

4 Vs

James Abdey recommends the 4 Vs to inspire data-based decision making:

One V builds onto the next V into a decision funnel. Helping to gain a true 360° data view of the situation.


1 Volume

Often we are overwhelmed with the sheer volume of data.  It is daunting to walk through the data jungle.  We want to cut out the noise.  Disregard the irrelevant.  Home in on the essential data.
Dismiss distractions.
Experience tells us.  Evidently, decision making without the correct data is likely to deliver unsatisfactory results.


2 Velocity

During the initial diagnostic process, data keeps changing like sand dunes.
Data generation and collection speed are critical to reach meaningful conclusions.
Static data remains normally unchanged e.g., an operating manual for a capital item such as a truck.  Dynamic data is in constant flux. Such as operational data e.g., mileage, fuel use, breakdowns etc.
This might ring a bell for spreadsheet users. Spreadsheets are great for static data sets. However, capturing changing data becomes increasingly more complex and challenging to maintain.


3 Variety

Data can be collected from a variety of diverse sources in order to answer specific questions. A truck normally has an in-built, custom-made information system that relates directly to vehicle related data (e.g., fuel efficiencies).
Combined with an fleet tracking GPS device can capture specific asset (driving analytics, e.g., road user charges) related data.
To be relevant in the decision-making process, data needs to be fit for purpose.


4 Value

Data is a precious business asset. Simply put, it costs less to ensure quality inputs than it does to correct flawed outputs.
For example: manufacturers can cut maintenance costs and minimize downtime with the use of real-time sensor data and predictive analytics. Through anticipating equipment failure, one can plan timely repairs or replacements.
Vibration Analysis (VA) is a good example. A powerful diagnostic tool that can detect current and future equipment failure.  VA compares normal versus irregular vibration.
Just like a doctor listen to the sounds coming out of our chest.  VA data can diagnose the ‘health’ of a machine by ‘listening’ to the vibrations that it generates.
Data needs to increase the probability of success and boost decision-making value.


Data Integrity

Given the current environment of heightened uncertainty, it is vital that data can be trusted.
Data source reliability and data precision are fundamental for the analytical process.
How trustworthy is the accumulated data of an asset through its life cycle?  Error checking assists in preserving the validity and accuracy of data.  Seeking affirmation is a universal method for ensuring data integrity.


Data Communication

Data tells stories.  Stories help us to bridge the gap from the unknown to the known. Consquently, it guides us to fact-based decision-making.
Communicating data in simple language bolsters the interpretation of data and our decison making.


Data Visualisation

Given these points, data visuals (charts, graphs and maps) are useful tools.
This is something I use all the time.
The old saying ‘A picture paints a thousand words’ applies.
Visuals paint the trends, outliers, and patterns.


Another great Project Tool

Another great way to improve decision making before making commitments.  Try the Project Pre-Mortem.


Credits
Clive Humby, Chief Data Scientist of the consumer insights company Starcount 
James Abdey, Associate Academic Director, The London School of Economics
and Political Science