Project Hiu

What Project Hiu does

Project Hiu is an Australian-registered marine conservation non-profit (Project Hiu Foundation Ltd) founded in 2017 and headquartered in Melbourne, with operational headquarters at a physical retail store in Kuta Lombok, Indonesia. The organization runs a hybrid business model combining conservation-tourism experiences (week-long expeditions priced at IDR 28 million / approximately USD $1,700 per person, plus day trips) with a global e-commerce merchandise operation selling organic cotton clothing, dive gear, hats, bags, buffs, and stickers. All trips are led alongside former shark fishermen who have been retrained as crew and tourism guides, and the organization runs a microloan program for women in the fishing community alongside a sponsorship pathway for freediving equipment. Revenue is generated through trip fees, merchandise sales (shipped worldwide from Australia via Australia Post with PayPal processing), direct donations, gift vouchers, and a crew fins donation program. The technical core of the conservation work is a shark tagging program — Project Hiu placed ten tags on the first ever tagged tiger sharks in Indonesia — supplemented by vessel repurposing that, by 2025, had saved more than 2,700 sharks by converting former shark fishing boats into tourism vessels. The organization is volunteer-based with 1–10 team members, founder-led by Madison Stewart ("Shark Girl"), and operates with GOTS, Carbon Trust, Fair Wear Foundation, and Soil Association certifications on its organic cotton line. Distribution runs through three channels: a Squarespace-hosted global online store, the Kuta Lombok retail showroom, and limited placement at Drifter surf shops in Uluwatu and Seminyak, Bali. Customer segments are exclusively consumer-side, comprising conservation-minded travelers, ocean enthusiasts and divers, and shark conservation supporters who cannot travel but want to contribute financially.

Name

Project Hiu

Legal name

Project Hiu Foundation Ltd

Website

https://projecthiu.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Project Hiu is a Melbourne-based marine conservation non-profit operating in Lombok, Indonesia that transitions shark fishermen into tourism, funds its work through week-long expeditions and global merchandise sales, and runs the first tiger shark tagging program in Indonesia.

Ownership category

akta.pro rank

Product category

Marine Conservation Tourism

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Water (487210), Nature Parks and Other Similar Institutions (712190)

akta.pro primary industry

Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching) (THAAAAAJ)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Dive & Snorkel Equipment Rental, Retail & Boat Services (compressors, gear hire) (THAAAIAL)

Keywords

• Marine conservation tourism
• Shark conservation expeditions
• Freediving merchandise
• Ocean advocacy nonprofit
• Ethical diving trips

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Others

Revenue model

1. Merchandise Sales: Online and in-store sales of branded merchandise including clothing, dive gear, accessories. Products include t-shirts, hoodies, hats, buffs, fins, dry bags, dive masks, and stickers. Ships worldwide from Australia. Prices in AUD.
2. Expedition Trips: Week-long expeditions (IDR 28 million ~ USD $1,700 per person) and day trips to Lombok, Indonesia. Includes accommodation at 5-star twin-share hotel, diving, community visits, and shark conservation experiences. Non-refundable $500 deposit to secure booking.
3. Donations: Direct donations to support shark conservation, boat repurposing, crew support, and community projects in Lombok, Indonesia.
4. Gift Vouchers: Digital gift cards sold at various denominations ($100+) for merchandise or trip bookings.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Project Hiu is a marine conservation nonprofit that runs immersive conservation expeditions and sells branded merchandise to fund its mission of transitioning Lombok shark fishermen into marine tourism. Core paid offerings are week-long and day trips to Lombok, alongside organic-cotton clothing, dive gear, accessories, gift vouchers, and digital downloads sold via an online store and a physical shop in Kuta Lombok.

Product overview

Project Hiu is a shark conservation organization operating in Lombok, Indonesia, that offers a combination of merchandise products and experiential tourism services. The merchandise portfolio includes organic cotton clothing (t-shirts, hoodies, long sleeves), headwear (hats, caps, bucket hats), bags and waterproof dry packs, buffs and face coverings, stickers, and dive gear (fins, masks, straps). Dive gear includes freediving fins featuring shark artwork collaborations with artists like Mike Coots and Larks Art. The experience offerings include Day Trips and Week-Long Expeditions that provide immersive shark conservation experiences, community engagement, and shark research participation. Additional products include digital downloads (Hammerhead Tattoo Download), gift vouchers, and a crew fins donation program. Merchandise profits fund the organization's mission to transition shark fishermen into sustainable tourism livelihoods.

Differentiator

Problem solved

Functional benefit

Products and services

• Week-Long Expeditions

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Shark Fishermen of LombokcoreStrategic or Co-development PartnerProject Hiu works directly with Lombok shark fishermen, transitioning them from shark fishing to marine tourism. The fishermen join as crew members, participate in shark research, and receive equipment and training. This community partnership is fundamental to Project Hiu's conservation model.
• Women of Lombok Fishing CommunityminorStrategic or Co-development PartnerProject Hiu provides microloans to women in the fishing community to support textile/sarong businesses. The organization commits to reselling their products to increase household income.
• PayPalminorOthersPayment processor for online merchandise transactions. Handles payment data including card numbers and security codes.
• Australia PostminorOthersPrimary courier for domestic Australian and international shipping. Orders shipped from Australia with estimated 2 weeks processing time.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sea Shepherd Conservation Society: Global marine conservation organization that funds operations through donations and merchandise, runs ship-based campaigns, and partners with local communities. Direct peer in marine conservation action and donor- and merch-funded operating model.
• 4ocean: Ocean cleanup company that funds its operations primarily through e-commerce merchandise (bracelets, apparel) and donations. Comparable to Project Hiu's strategy of using purpose-driven retail to fund marine conservation.
• Marine Megafauna Foundation: Marine research and conservation nonprofit focused on large marine species, combining scientific research with community-based programs. Comparable research-and-conservation dual mandate.
• Oceanic Preservation Society (OPS): Marine conservation organization using storytelling and expeditions to drive donor engagement. Comparable in mission and in using immersive content to convert audiences into supporters.
• Bite-Back: UK-based shark and marine conservation campaign organization focused on reducing shark fin trade. Most directly comparable on shark-specific conservation mandate and advocacy-driven model.

Emerging players

• Lonely Whale: Ocean conservation organization running campaigns and product collaborations with consumer brands. Comparable on mission-driven brand partnerships and donor-supported programming.

Broad incumbents

• WildAid: Wildlife conservation nonprofit running large-scale campaigns on marine species including sharks. Broader portfolio than Project Hiu but overlapping donor base and shark conservation messaging.

Regional players

• White Shark Africa: Shark cage diving and marine conservation tour operator in South Africa, combining wildlife tourism with conservation funding. Direct peer on shark-focused experiential tourism, but operates in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/projecthiu
• Xx.com/Project_Hiu
• Facebookfacebook.com/projecthiupage

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Project Hiu