Gratitude and Growth: Reflections on the Climatebase Capstone
Exploring Market Solutions for the Sustainable Seaweed Industry
Hello. A ripple of welcome from beneath the turbulent waves impacting our nation.
While it’s impossible to write this newsletter without acknowledging the challenges this new administration poses to those of us in the climate industry, I want to offer a message of hope. Even in these uncertain times, I’m reminded that through collaboration and shared purpose, we can navigate the long and difficult road toward progress through communal resilience and support.
For me, this hope came through my participation in the 6th cohort of the Climatebase Fellowship, an educational and networking platform for climate professionals.
Through the fellowship, I had the amazing opportunity to lead a capstone project centered around my seaweed startup ideas. I worked with a team of industry professionals who volunteered their time and unique expertise to support my vision — and the reason I started this newsletter — to spread the word about seaweed and its many benefits to the world.
This capstone project has been a labor of love, and I couldn’t have done it without my amazing team. A huge thank you to Daisy Zhao, Jillian Prusa, Mona Rawat, Robin Winburn, Robert Luciano, Janssen Wee, Samuel Cuthell, Sara Bermingham, and Lexi Yan. We did it!
The Problem
A few months ago, Seagreen Insights published an excellent report about the challenges of marketing seaweed products in the U.S. The Seagreen Insights study highlights major challenges for seaweed producers, including the need for clearer product differentiation, robust safety standards, and stronger representation through trade associations.
When asked about major needs to support their marketing and sales efforts, the top response was industry representation.
Additionally, when asked if these companies required more marketing assistance to increase sales, 100% of respondents said yes.
The Solution
That’s where we come in!
While not a traditional trade association, the platform we’re building has the potential to play a key role in consumer education and awareness, supporting the broader goals of seaweed industry representation.
We’ve been exploring the concept of an e-commerce platform to showcase sustainable seaweed products and promote their many uses—from nutritious foods to eco-friendly cosmetics and innovative biomaterials.
During the Climatebase Fellowship, I pitched my startup idea, SeaWise Market, and led a team to research and validate whether a tool like this could help address the marketing challenges faced by seaweed producers.
The Project
This project began with a database made possible by the incredible work of Steven Hermans, creator of the free resource Phyconomy.net, which catalogs over 1,300 organizations in the global seaweed industry.
Our team identified U.S.-based businesses selling sustainable seaweed products, initiated outreach, and conducted 30- to 60-minute interviews to gain insights on marketing strategies and challenges.
The feedback on the SeaWise concept was overwhelmingly positive. Half of the companies we interviewed were eager to learn more or potentially test the concept, while others expressed interest but needed to grow their capacity for online sales.
Some responses we received included:
“Absolutely. The more avenues to get the message out, the better.”
“We’re in this bizarre pickle of having brand recognition but struggling to reach customers outside our own website.”
“We don’t have the bandwidth to do this but - social media is definitely an effective tool for communication. That will be a catalyst in my opinion.”
“I think that’s a brilliant idea.”
Wait, What About the Whale in the Kiddy Pool?
As exciting as these responses are, there’s a big question: How will we get potential customers to visit our website? In a world dominated by the e-commerce giant Amazon, what makes SeaWise even remotely competitive?
While I could bore you with my enthusiastic thoughts about inbound marketing, AI agents, and SEO strategy, I’ll leave those conversations for another time. I know the core of this plan hinges on creating successful education campaigns and influential content that inspires people to say, “Seaweed is sustainable—and cool!”
By leaning into my strengths as an energetic and persuasive storyteller, I’m building up the confidence to finally embrace the powerful reach of platforms like YouTube, where short-form videos have the potential to inspire, educate, and connect with audiences in ways I’ve only begun to explore.
I’m scared to put myself out there so publicly, but as Brené Brown teaches, vulnerability is where courage begins, and it’s time to embrace this next chapter in the entrepreneurial journey.
Next Steps
During this Thanksgiving season, I’m reflecting on the progress we’ve made and planning a road map for what’s next:
Building a test platform on Shopify. (Hello, bootstrapping life) Shopify is a user-friendly, affordable platform that will initially host a curated selection of sustainable seaweed products for a small group of stakeholders we’ve already connected with to test and provide feedback.
Joining the RIHub Venture Mentoring Service. We’ll be working with volunteer mentors in Rhode Island to support our growth as first-time founders.
Forming an Advisory Committee. This will include collaborators and supporters from our network to guide SeaWise’s development.
Expanding our online presence. Vulnerability is a strength, and we’re committed to posting video content to connect with a wider audience.
Leveraging grant-writing expertise. We’ll continue collaborating with seaweed producers and ocean nonprofits to secure funding and build partnerships. If you’re a seaweed startup in need of funding support, feel free to reach out!
Want to get involved?
If you’re a startup mentor, e-commerce expert, video content creator, or just someone passionate about sustainable oceans and healthy communities, we’d love to hear from you. Let’s embrace the Seaweed Revolution together!
To my incredible team: thank you again for believing in this project. Your hard work and support mean the world to me, and I look forward to seeing where we go next!
Anchored in appreciation,
Beck (aka That Seaweed Girl)
Congratulations to you and your team on the Climatebase Capstone! You learned valuable information and hopefully it will be put to good use soon!