We report the experience of the FucoSan InterReg project that had the ambition to generate commercialization opportunities for biotechnology research in a marine environment. Fucoidan, a promising biomarine polysaccharide extracted from seaweed, offers a broad array of potential applications; however, the supporting innovation value chain is still under development. We explore how the use of business modelling tools can contribute to building a shared understanding of commercialization opportunities across a diverse range of research and development actors. We analyze data (interviews, workshops, and surveys) from a German-Danish network of actors involved in the FucoSan InterReg project to identify how the tools contribute to setting up a base to support future activities across a potential innovation value chain. The results point towards the direct and indirect positive effects of engaging in the co-creation of a shared understanding of the functionality and possibilities of promising biomarine products. The findings support the idea that interdisciplinary and multilateral interactions help actors to identify the necessary connections and interdependencies to build a sustainability-driven innovation value chain.