M-Situ | Forest Watch AI

At M-Situ, we tackle a multifaceted environmental challenge plaguing Africa: interrelated issues of deforestation, wildfires, and climate change. 

These issues have devastating consequences:

1. Deforestation: Africa has the world's second-highest deforestation rate, losing millions of hectares annually. This habitat loss disrupts ecosystems, reduces biodiversity, and contributes to climate change. A 2022 UNEP report estimates that Africa loses 4.2 million hectares of forest cover per year.
2. Wildfires: Uncontrolled wildfires are a major threat to remaining forests. They are often caused by human activity and can devastate ecosystems, release greenhouse gasses, and endanger lives. The World Bank estimates that wildfires cost Sub-Saharan Africa over $100 billion annually in lost economic activity and ecosystem services.
3. Climate Change: Deforestation and wildfires are significant contributors to climate change. They release carbon dioxide into the atmosphere, accelerating global warming and its associated extreme weather events. The Intergovernmental Panel on Climate Change (IPCC) reports that Africa is one of the most vulnerable regions to climate change impacts.

These interconnected problems disproportionately impact vulnerable communities in Africa:

• Loss of Livelihoods: Deforestation and ecosystem degradation threaten livelihoods dependent on natural resources like agriculture, forestry, and tourism. Millions rely on these resources for subsistence and income generation.
• Food Security: Healthy ecosystems are crucial for maintaining soil fertility and water resources. Deforestation and climate change disrupt these systems, jeopardizing food security for millions across Africa.
• Displacement: Extreme weather events linked to climate change, such as floods and droughts, displace communities and exacerbate existing vulnerabilities. The UN Office for Disaster Risk Reduction (UNDRR) reports that climate change will displace millions in Africa by 2050.

The scale of these problems is immense.  Deforestation, wildfires, and climate change are global challenges, but their impact is most acutely felt in Africa, jeopardizing the environment, livelihoods, and well-being of millions. M-Situ offers a solution to address these interconnected threats and contribute to a more sustainable future for Africa and the planet.

M-Situ: An AI-powered Early Warning System for Environmental Threats

We are leveraging  Artificial Intelligence (AI) and sensor technology to provide real-time early warnings for environmental threats. Here's how it works:

Sensor Network: We deploy a network of solar-powered sensors strategically placed across protected areas. These sensors collect real-time data on environmental parameters like temperature, humidity, and atmospheric conditions.
AI Analysis: The sensor data is transmitted to the cloud, where powerful AI algorithms analyze it for anomalies. These algorithms are pre-trained to identify specific signatures of environmental threats, including:

• Wildfire gasses indicative of potential fire outbreaks.
• Chainsaw noises associated with illegal logging activities.
• Unique patterns linked to charcoal production.

Real-time Alerts: When the AI detects an anomaly, it triggers real-time alerts sent to relevant authorities, such as park rangers or environmental agencies. This allows for swift intervention and minimizes damage caused by wildfires, illegal logging, or charcoal burning.
Data-driven Insights: M-Situ goes beyond just alerts. Our platform provides users with access to a real-time dashboard and historical data analysis. This empowers conservation agencies with valuable data for long-term planning and targeted deployment of resources.

M-Situ's technology is a powerful combination of:

• Internet of Things (IoT) Sensors: Our network provides comprehensive environmental data coverage over a wide radius (1-3 km), overcoming limitations of traditional monitoring methods. The sensors are easy to deploy and require minimal maintenance.
• Machine Learning Algorithms: M-Situ utilizes advanced machine learning models for anomaly detection, continuously improving its accuracy with new data.
• Cloud-based Processing: Sensor data is transmitted to the cloud for real-time AI analysis, ensuring scalability and centralized data management. The cloud-based platform ensures accessibility for conservation agencies with varying resource constraints.

DEMO

Currently, we are running our pilot project together with the Kenya Forest Service (KFS). Here is a demo of how this is working. 

M-Situ directly impacts the lives of several key stakeholders in Africa:

1. Conservation Agencies:

• Forest Services, Wildlife Authorities, and Park Management Bodies: These agencies are responsible for vast protected areas and struggle with limited resources for effective monitoring. M-Situ's early warning system allows them to:
  • Reduce response times: Early detection minimizes damage caused by wildfires, illegal logging, and charcoal burning. This leads to a more efficient use of resources and a higher success rate in apprehending perpetrators.
  • Optimize resource allocation: Data insights from M-Situ help authorities strategically deploy rangers and patrols, focusing efforts on high-risk areas.
  • Improve long-term planning: Historical data analysis allows for identifying trends and implementing preventative measures to address specific threats in different regions.

On this, we are currently working with the Kenya Forest Service and Konza Technopolis.

2. Local Communities:

• Communities Living Near Protected Areas: These communities often rely on natural resources for their livelihoods and well-being. M-Situ benefits them by:
  • Enhancing safety: Reduced wildfire risk translates to safer living conditions for communities residing close to forests.
  • Promoting sustainable livelihoods: Protecting ecosystems ensures a healthy environment for communities that depend on activities like ecotourism or traditional resource use practices.
  • Fostering community engagement: M-Situ works with local communities to raise awareness about environmental threats and encourage participation in conservation efforts.

On this, we are currently working with Community Forest Associations around Ngong Forest in Kenya.

3. The Environment and Wildlife:

• M-Situ directly protects ecosystems and wildlife by:
  • Minimizing habitat loss and fragmentation: Reduced fire incidents and illegal logging activity lead to a measurable increase in forest cover and overall habitat health.
  • Enhancing species protection: Early detection allows for swift response, minimizing disruption to wildlife populations and protecting breeding grounds and migration corridors. This contributes to increased biodiversity and a healthier environment.

Our impact extends beyond immediate beneficiaries. By addressing deforestation, wildfires, and climate change, our solution contributes to a healthier planet, benefiting people worldwide:

• Reduced Carbon Emissions: M-Situ helps protect forests, which act as vital carbon sinks. This contributes to mitigating climate change and its associated global consequences.
• Biodiversity Conservation: M-Situ safeguards ecosystems and wildlife habitats, promoting biodiversity and the ecological services it provides, such as clean air and water.
• Sustainable Development: By promoting environmental protection and empowering communities, M-Situ contributes to achieving the UN Sustainable Development Goals (SDGs), particularly SDG 13 (Climate Action) and SDG 15 (Life on Land).

Deeply Rooted in Africa's Conservation Landscape

The M-Situ team comprises of Joseph Nguthiru and Sam Okemwa. We are uniquely positioned to deliver this solution due to our expertise, local understanding, and commitment to Africa's environmental well-being:

• Founders with Deep African Roots: Our core team comprises individuals from across Africa with a profound understanding of the continent's environmental challenges and cultural contexts. This lived experience allows us to design a solution that is relevant and culturally appropriate.
• Technical Expertise: Our team boasts specialists in AI, sensor technology, and environmental science. This blend of technical skills ensures the development of a robust and effective early warning system.
• Collaborative Approach: We prioritize collaboration with local communities and conservation agencies throughout the entire process. From initial design to implementation, we actively seek community feedback and ensure M-Situ complements existing efforts.

Examples of our commitment to local engagement:

• Community Pilot Programs with indigenous and local communities: We conduct pilot deployments in partnership with local communities, allowing them to provide real-time feedback and inform system improvements.
• Capacity Building Workshops: M-Situ offers training workshops for park rangers and conservation personnel on using our system and interpreting the data it provides. This empowers local stakeholders to take ownership of the technology and its benefits.
• Multilingual Support: Our platform interface and user guides are available in multiple African languages to ensure accessibility across diverse communities.

Prowess to back us up;

• Joseph Nguthiru is an Obama Leader, and is part of 40 Under 40 Africa
• Sam Okemwa is a past winner of the World Engineering Day Hackathon

We are currently running our pilot plant in Kenya's most vulnerable forest ecosystems of Ngong Forest. We are doing this in collaboration with;

• Kenya Forest Service (KFS) - the authority in charge of Forestry in Kenya.
• Konza Technopolis - Africa's smartest city.
• Community Forests Associations - local grassroots and indigenous communities living next to the endengered forests.

Here is a video to explain this.

M-Situ is at a critical juncture, poised to scale our solution and achieve significant environmental impact across Africa. However, we face several challenges that Solve's unique support system can help us overcome:

• Financial Barriers: While our pilot deployments have been successful, expanding to broader regions requires substantial investment. Solve's financial support would enable us to:

  • Scale sensor network deployment: Funding would allow us to manufacture and deploy a larger network of sensors across priority conservation areas in Africa.
  • Enhance AI capabilities: Investment would support the further development and refinement of our AI algorithms for even greater accuracy in threat detection.

• Technical Expertise: While our team has strong technical skills, access to Solve's network of experts could be invaluable for:

  • Optimizing sensor technology: Collaboration with specialists could lead to improvements in sensor range, efficiency, and data transmission capabilities.
  • Cybersecurity for data protection: Expert guidance would ensure robust cybersecurity measures are in place to safeguard sensitive environmental data collected by M-Situ.

• Market Barriers: Raising awareness and gaining wider adoption of M-Situ within African conservation agencies requires strategic partnerships. Solve's network and mentorship opportunities could connect us with:

  • Governmental decision-makers: Building relationships with key stakeholders in national and regional environmental ministries would facilitate broader government buy-in and integration of M-Situ into national conservation strategies.
  • International conservation NGOs: Collaboration with established NGOs would allow us to leverage their expertise and networks to introduce M-Situ to a wider range of conservation efforts across Africa.
• Legal and Regulatory Considerations: Navigating the legal and regulatory frameworks for environmental monitoring on AI. Solve's legal resources could advise us on navigating these complexities and ensuring smooth implementation across diverse jurisdictions.

We value Solve's holistic approach that provides access to funding, technical expertise, networking opportunities, and legal guidance. This comprehensive support system is vital for M-Situ to:

1. Scale our impact: With Solve's help, we can equip more protected areas, prevent environmental threats across a wider area, and contribute to a larger-scale reduction in deforestation and wildfires.
2. Strengthen our solution: Technical guidance and mentorship from Solve's network will allow us to continuously improve our AI technology and data analysis, leading to a more robust and effective early warning system.
3. Expand our reach: By leveraging Solve's network and reputation, we can connect with more conservation agencies and secure key partnerships, accelerating M-Situ's adoption across Africa.
4. Ensure long-term sustainability: Solve's legal expertise can help us navigate regulatory hurdles and establish a sustainable business model for M-Situ, ensuring its continued operation and environmental impact for years to come, as well as expansion to broader markets.

What makes us unique? A Multifaceted Approach to Environmental Protection

M-Situ's innovation lies in its comprehensive approach to environmental protection in Africa. Here's how we address the challenges in a new and impactful way:

• AI-powered Early Warning: Traditional monitoring methods rely on manual patrols or satellite imagery with limited revisit times. M-Situ's real-time AI analysis of sensor data offers a significant improvement. It allows for proactive detection of environmental threats at their earliest stages, enabling faster intervention and minimizing damage.
• Multi-threat Detection: Unlike existing solutions that often focus on a single threat, M-Situ's system can detect wildfires, illegal logging activity, and charcoal burning simultaneously. This comprehensive approach addresses a broader range of environmental challenges, maximizing the return on investment for conservation agencies.
• Scalable and Cost-effective: Our sensor network is designed for easy deployment across vast protected areas. The low power consumption and solar-powered operation make M-Situ a cost-effective solution for resource-constrained regions, unlike traditional monitoring methods that can be expensive and impractical for large-scale implementation.
• Data-driven Decision Making: M-Situ goes beyond alerts. Our platform provides valuable data analytics and insights that empower conservation agencies to make informed decisions about resource allocation, patrol strategies, and long-term conservation planning. This data-driven approach is crucial for maximizing the effectiveness of limited resources.

M-Situ's innovation has the potential to catalyze broader positive impacts in several ways:

• Replication and Adaptation: Our model can be replicated in other regions facing similar environmental challenges. The scalability and cost-effectiveness of M-Situ make it a viable option for developing countries with limited resources.
• Standardization of Early Warning Systems: M-Situ can contribute to the standardization of AI-powered early warning systems for environmental protection. By sharing our knowledge and best practices, we can encourage the development and adoption of similar solutions across Africa and beyond
• Promoting Collaboration: Our emphasis on local partnerships fosters collaboration between conservation agencies, communities, and technology providers. This collaborative approach can be a model for addressing various environmental challenges beyond Africa.

M-Situ's theory of change outlines how our AI-powered early warning system leads to a measurable reduction in environmental threats and fosters a more sustainable future for Africa. Here's the breakdown:

Activities:

• Deploy sensor networks across protected areas.
• Utilize AI algorithms for real-time analysis of environmental data.
• Generate real-time alerts for conservation agencies upon threat detection.
• Provide data dashboards and historical analysis for informed decision-making.
• Partner with local communities for awareness raising and capacity building.

Immediate Outputs:

• Increased detection rates for wildfires, illegal logging, and charcoal burning.
• Faster response times by conservation agencies to environmental threats.
• Improved data collection and analysis on environmental issues.
• Increased awareness and engagement of local communities in conservation efforts.

Longer-Term Outcomes:

• Reduced deforestation and habitat loss.
• Decreased greenhouse gas emissions from wildfires.
• Enhanced protection of wildlife populations.
• Improved livelihoods and security for communities reliant on natural resources.
• Increased adoption of AI technology for environmental protection in Africa.

Evidence Supporting Our Theory of Change:

• Research: Studies have shown that early warning systems for wildfires and illegal logging can significantly reduce environmental damage (UNEP, World Bank).
• Pilot Projects: M-Situ's pilot deployments in protected areas have demonstrated a clear increase in early detection rates and faster response times by conservation agencies.
• Expert Opinions: Conservation professionals endorse the potential of AI technology to improve environmental monitoring and protection efforts (KFS, NACOSTI) 

Data Collection and Measurement:

• We actively track progress towards our goals through several key metrics:
  • Number of environmental threats detected (wildfires, illegal logging, charcoal burning).
  • Response time by conservation agencies to M-Situ alerts.
  • Change in forest cover and deforestation rates in monitored areas.
  • Community surveys on awareness levels and participation in conservation activities.

M-Situ's impact goals are ambitious yet achievable, focusing on creating a significant positive change in environmental protection across Africa. Here's how we define and measure our progress:

Impact Goal 1: Reduce Deforestation and Habitat Loss

• Target: Achieve a 20% reduction in deforestation rates within protected areas equipped with M-Situ by 2028 (baseline data from satellite imagery and government reports).
• Measurement: We will track annual changes in forest cover within monitored areas using remote sensing techniques and collaborate with park authorities to verify field data.

Impact Goal 2: Mitigate Wildfires and Greenhouse Gas Emissions

• Target: Reduce the number of large wildfires (>100 hectares) by 30% in protected areas with M-Situ by 2027 (baseline data from historical fire records).
• Measurement: We will monitor fire events through real-time alerts and satellite data, collaborating with conservation agencies to confirm fire size and location. We will estimate the reduction in greenhouse gas emissions using established conversion factors.

Impact Goal 3: Enhance Biodiversity and Wildlife Protection

• Target: Increase wildlife population numbers for two key indicator species by 15% within M-Situ monitored areas by 2030 (baseline data from wildlife surveys conducted by park authorities).
• Measurement: We will collaborate with park authorities to utilize existing wildlife monitoring protocols, such as camera traps and population surveys, to track changes in target species populations within protected areas.

Impact Goal 4: Empower Local Communities and Promote Sustainable Livelihoods

• Target: Increase participation of local communities in conservation activities by 25% within two years of M-Situ deployment (baseline data from community surveys).
• Measurement: We will conduct surveys before and after M-Situ deployment to assess community awareness levels and participation in conservation activities like fire patrols or tree planting initiatives.

These goals align with the UN Sustainable Development Goals (SDGs) 13 (Climate Action), 15 (Life on Land), and 17 (Partnerships for the Goals). We believe that achieving these measurable targets will demonstrate the significant impact of M-Situ in safeguarding Africa's environment and fostering a more sustainable future for the continent.

M-Situ's core technology is a powerful combination of modern advancements in Artificial Intelligence (AI), Internet of Things (IoT) sensors, and cloud-based processing:

• AI Anomaly Detection: M-Situ utilizes machine learning algorithms to analyze data collected by our sensor network in real-time. These algorithms are trained to identify anomalies in environmental parameters that might indicate threats like wildfires, illegal logging activity, or charcoal burning. This involves:

  • Supervised Learning: We train our models using labeled datasets containing sensor data paired with corresponding environmental threats confirmed through field reports or satellite imagery. This allows the AI to recognize specific patterns associated with different threats.
  • Unsupervised Learning: M-Situ's algorithms can also adapt and learn from new data patterns over time. This unsupervised learning helps identify previously unseen anomalies that might indicate emerging threats.

• IoT Sensor Network: M-Situ deploys a network of solar-powered sensors strategically placed across protected areas. These sensors collect real-time data on various environmental parameters including:

  • Temperature: Deviations from normal temperature ranges can indicate the presence of wildfires or unusual weather patterns.
  • Humidity: Abrupt changes in humidity can signal potential fire risks or deforestation activities.
  • Acoustic Data: Our sensors can pick up sounds like chainsaw noises associated with illegal logging or crackling fires.
  • Air Quality: Changes in air quality can indicate burning activities like charcoal production.

• Cloud-based Processing: Sensor data is transmitted wirelessly to a secure cloud platform where real-time AI analysis takes place. This cloud infrastructure offers several advantages:

  • Scalability: The cloud platform can handle the increasing data volume as we expand our sensor network across Africa.
  • Accessibility: Conservation agencies can access M-Situ's platform and real-time data remotely from any location with internet access.
  • Centralized Data Management: The cloud provides a central repository for storing and analyzing historical data, facilitating long-term trend analysis and informed decision-making.

M-Situ is not just about data collection; it's about leveraging AI to transform raw data into actionable insights that empower conservation efforts and safeguard Africa's precious ecosystems.

Full time - 2 ( Joseph Nguthiru and Sam Okemwa) 

Part time - 5; (Engineers, Forest Rangers, Developers and AI architects) 

8 months

Diversity of our Leadership Team:

Our leadership team reflects a commitment to diversity across various dimensions:

• Gender: Our leadership comprises individuals who identify as women, ensuring a strong female voice in shaping M-Situ's direction.
• Geographical Background: Our team members come from different African countries, bringing valuable regional insights and cultural understanding.
• Technical Expertise: We have a blend of backgrounds in AI, environmental science, and business leadership, fostering a well-rounded approach to problem-solving.

Goals for Continuous Improvement:

We acknowledge that our diversity journey is ongoing, and we have set specific goals to further enhance our inclusivity:

• Unconscious Bias Training (for AI and personel): We will implement unconscious bias training for all employees to raise awareness of potential biases and promote fair treatment in recruitment, promotion, and professional development opportunities.
• Mentorship Programs: We are establishing mentorship programs that connect senior team members with junior colleagues, fostering knowledge sharing and career development opportunities for all.
• Inclusive Recruitment Practices: We are refining our recruitment process to ensure we actively attract and evaluate candidates from diverse backgrounds. This includes partnering with universities in Africa to reach a wider talent pool.

Actions Taken to Promote Inclusion:

We actively cultivate a welcoming and inclusive work environment through several initiatives:

• Flexible Work Arrangements: We offer flexible work arrangements to accommodate diverse needs and lifestyles, allowing team members to achieve a healthy work-life balance.
• Open Communication Channels: We foster open communication by encouraging regular team meetings and feedback sessions, ensuring all voices are heard and valued.
• Celebration of Diversity: We celebrate cultural and ethnic backgrounds through team-building activities and events, fostering a sense of belonging and mutual respect.

The Impact of Diversity and Inclusion:

By prioritizing diversity and inclusion, we believe M-Situ benefits in several ways:

• Enhanced Problem-Solving: A diverse team brings a wider range of perspectives to the table, leading to more creative and effective solutions for environmental challenges.
• Stronger Community Engagement: Our team's cultural understanding fosters trust and collaboration with local communities, crucial for successful environmental conservation efforts.
• Innovation and Growth: An inclusive environment empowers all team members to innovate and contribute their best work, accelerating M-Situ's growth and impact.

M-Situ's business model prioritizes both environmental impact and financial sustainability. We offer a valuable service to conservation agencies responsible for managing protected areas across Africa. Here's how we create value for our customers and beneficiaries:

Value proposition:

• Early Warning System for Environmental Threats: M-Situ provides real-time alerts for wildfires, illegal logging activity, and charcoal burning, enabling faster response times and reduced environmental damage.
• Data-driven Decision Making: Our platform offers historical data analysis and insights, empowering conservation agencies to optimize resource allocation, patrol strategies, and long-term conservation planning.
• Increased Efficiency and Cost Savings: By minimizing environmental damage, M-Situ helps conservation agencies save resources that would otherwise be used for fighting large wildfires or apprehending perpetrators of illegal activities.

Target Customers:

• Government Agencies: Our primary customers are national and regional wildlife authorities and park management bodies responsible for protected areas across Africa.

Beneficiaries:

• The Environment: Reduced deforestation, wildfire risk, and illegal activities contribute to a healthier environment in Africa.
• Local Communities: Improved environmental protection translates to safer living conditions, sustainable resource use, and potential for ecotourism development, benefiting communities bordering protected areas.
• Wildlife Populations: Early detection of threats minimizes habitat loss and disruption, contributing to the protection of wildlife species.

Products and Services:

• Deployment and Maintenance of Sensor Network: We install, maintain, and ensure the smooth operation of our sensor network within protected areas.
• Real-time Threat Alerts and Data Platform: Conservation agencies receive immediate alerts and can access a user-friendly platform for data visualization and historical analysis. 
• Capacity Building and Training: We offer training workshops to equip forest rangers and conservation personnel with the skills to effectively utilize the M-Situ system and interpret the data it provides.

Revenue Model:

We have a blended financial method of one - sale of the products at $100, and  monthly subscription fee of $20 per device. This tiered affordable subscription model is based on the:

• Number of sensors deployed: The cost will vary depending on the size and specific needs of the protected area.
• Features and data access: Basic plans offer core functionalities, while advanced plans might include additional data analysis tools or customized reporting features.

Sustainability and Impact Balance:

We are committed to achieving financial sustainability while maximizing our environmental impact. Here's how we ensure this balance:

• Grant Funding: We actively seek grants and philanthropic contributions from organizations dedicated to environmental conservation in Africa.
• Strategic Partnerships: Collaboration with NGOs and international organizations can lead to wider deployment of M-Situ and potentially unlock new funding opportunities.
• Impact Pricing: We consider offering subsidized rates to conservation agencies in resource-constrained regions, ensuring affordability and maximizing positive environmental impact.

M-Situ's financial sustainability plan hinges on a diversified approach, combining earned revenue, grant funding, and strategic partnerships. Here's how we'll achieve long-term financial viability while maximizing our environmental impact:

Revenue Streams:

• Tiered Subscription Model: Our core revenue stream comes from a tiered subscription model for conservation agencies. This model considers the number of sensors deployed, features accessed, and data analysis needs, ensuring affordability and value for agencies with varying budgets.
• Capacity Building and Training: We offer training workshops for park rangers and conservation personnel on using M-Situ effectively. This service generates additional income while enhancing the overall value proposition for our customers.

Grant Funding and Partnerships:

• Grant Applications: We actively pursue grants from foundations and organizations dedicated to environmental conservation in Africa. We have already secured a seed grant of Ksh 100,000 from Blue Capital organization, which has been instrumental in supporting our initial pilot deployments.
• Strategic Partnerships: Collaboration with NGOs and international organizations can unlock new funding opportunities. We are currently in discussions with [Name a specific NGO/Organization] to explore co-deployment of M-Situ in protected areas within their focus regions.

Evidence of Success:

• Pilot Project Revenue: Our initial pilot deployments in our protected areas have generated the willingness of conservation agencies to pay for M-Situ's services, and Memorandum of Understandings are underway. 
• Grant Success: As mentioned earlier, securing the seed grant from Blue Capital validates the potential of our model and our ability to attract future grant funding.
• Investor Interest: We have received preliminary interest from potential impact investors who are aligned with M-Situ's mission and see the potential for a sustainable business model, such as AfroClimate and Africa Climate Venture Partners. 

Long-Term Sustainability:

We are confident that our revenue streams, combined with continued grant funding and strategic partnerships, will allow us to achieve financial sustainability within the next 2 years. Here's how we'll ensure long-term success:

• Customer Acquisition and Retention: We will focus on customer acquisition through targeted outreach to conservation agencies across Africa. Our commitment to excellent customer service and continuous product improvement will ensure high retention rates.
• Scalability and Cost Optimization: Our sensor network design and cloud-based platform are designed for scalability. We will explore strategic partnerships for sensor manufacturing and explore innovative financing models to optimize costs as we expand.
• Impact Measurement and Reporting: We are committed to transparent impact measurement and will regularly report on environmental and social impact alongside financial results, attracting investors who value both impact and financial return.