@AuManufacturing Conversations episode 12 — Phil West from Siren Cameras

In episode 12 of @AuManufacturing Conversations with Brent Balinski, we hear from Phil West, co-founder of Siren Cameras.

West comes from a family of fishers, and moved to Australia from Scotland a decade ago. A few years back he was out bluewater fishing, caught nothing all day, then found himself in a 15-minute battle with what must have been a splendid fish before he lost it.

This was the inspiration for the startup’s camera for anglers, so there would be no mystery as to what they’re reeling in. This evolved into a dual lens camera, for footage of fishers as well as fish, with the ability to collect environmental data.

West tells us about the invention, which he hopes will also eventually enable better decisions about fishery management.

After beginning his company in 2018, he’s hoping to get the Siren X-1 camera into anglers’ hands, with a Kickstarter campaign going live this Wednesday at 7 pm (Brisbane time.)

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Episode guide

1:25 — Introduction.

2:35 — Being a first-time manufacturer.

4:25 — The inspiration and the occasional frustration of fishing: “You’re effectively questioning whether this was all worth it.”

6:00 — The classic fisherman’s tale.

7:05 — The original concept.

8:30 — Adding features over time.

9:55 — Underestimating how much work it would take to develop it.

10:55 — “Punching in the dark” and seeking outside help.

12 — The decision to get patent protection.

13:45 — Getting dreamy and thinking about the potential of data collection.

16:20 — The possibility of AI for fish identification and discussions with Griffith University about this.

18:10 — The all-important interface of industrial design, electronics and software. Help from Entech Electronics and Ingenuity Design.

20:40 — Where they will assemble their cameras and the challenges of doing this in Australia.

23 — The Lucky Country.

24:40 — Needing the funds to put together a production line. Looking to Kickstarter to help get through the commercialisation Valley of Death.

Pictures: supplied

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