Can BUSINESS MODEL HACKING Instantly Save the National Defense & Intelligence Communities THOUSANDS OF LIVES & MILLIONS OF DOLLARS?

BUSINESSMODELHACKING(BMH):IntegrateStrategic/BusinessPlanning,BusinessModelDesign,andProjectManagement

q  Future(ToDo) q  Present(Doing) q  Past(Done)WHEN:

HACKING(AmbidextrousAccoun?ng/ProjectManagement)

BUSINESSPLANNING/STRATEGY(Deliberate;EmergentorAdap?ve)

BUSINESSMODELHACKING(BMH)

BusinessModelCanvas

BusinessModelStrip

WHERE:

2

3

1

Environment(Local/Global)

DESIGN:Innovate/Improveq BUSINESSMODELENTERPRISEo  One-sidedMarket(Pipe)o  Two-sidedMarket(V-Pla1orm)o  Mul?-sidedMarket(Network-Pla1orm)q BUSINESSMODELECOSYSTEMq BUSINESSMODELECONOMY(SECTOR)q BUSINESSMODELENVIRONMENT

BUSINESSMODELDESIGN(Pipe;PlaRorm)

PLAN:Innovate/Improveq  Bus;For-ProfitOrg.q  Company;Firmq  Dept.;Industryq  Non-ProfitOrg.q  Supply/ValueChainq  Personnel;Compe?torq  Industry/Sector

LeanStartupMethod

IMPLEMENT:Discover/Validateq  Customer:PainDiscovery;Segmenta?on;Behavior/Habitsq  Pain:Mul?levelPainDiscovery&Elimina?onq  Fitness:Pain-Solu?on;Product-Market;BusinessModelq  Growth:Trac?on;Strategic/Tac?calScalingq  Mentor-Hero’sJourney

AuthoroftheWorld’sMostParadigm-Shi]ingBusinessBook:“BusinessModelCanvas:AGoodToolWithBadInstruc=ons?”hFps://Inyurl.com/[email protected]&@rodKuhnKing

BusinessModelHacking(BMH)isamul9levelmappingmethodologythatusestheunitofanalysisofabusinessmodeltorapidlydiscoverandeliminatepaininthelifecycleofanysystem,project,and/orbusinessmodel.

ToolsofBusinessModelHacking(BMH)

Note:ThetooloftheBusinessModelStripisexcluded.

2x2ValueEngineMap(VEM)

4-Box(2x2)VALUEENGINEMAP:4Posi?oningStrategies/BusinessModelsforEveryProduct,Business,Industry,orSystem

q  Future(ToDo) q  Present(Doing) q  Past(Done)WHEN:Environment(Local/GlobalBACKGROUND):…...............................................................................


PROBLEMSPONSOR(ValueRecipient:Beneficiaries):..........................................................................................................PROBLEM(BigUrgentMarketPain(BUMP)):….....................................................................................................................GOAL/JOBTOGETDONE(Market/Objec?ve):…...................................................................................................................SOLUTION-BOUNDARIES(Constraints):................................................................................................................................SOLUTION-PROVIDER(ValueCreator):.................................................................................................................................





VALUEENGINE(Trade-off):Painvs.Delight




LOWPAIN:Cost

(Waste;Complexity;

Delay)

HIGHPAIN:Cost

(Waste;Complexity;

Delay)

LOWDELIGHT:DifferenIaIon(Quality;Performance;Benefit)

1 10

1

10

HIGHDELIGHT:DifferenIaIon(Quality;Performance;Benefit)

BLUEOCEAN(VALUEINNOVATION)

Tools/Strategy/BusinessModel

REDOCEAN(COMMODITIZATION)


LUXURYSPOT(HIGHDIFFERENTIATION)


DISRUPTIVEINNOVATION(LOWCOST&GOODENOUGH)


VALUEENGINE(Trade-off):Painvs.Delight


IdealValueProposi9on

(IVP):MaximizeDelight;

MinimizePain




2x2MAP(Trade-off)





3x3MAP(Trade-off)





POKERCANVAS(Trade-off)





POKERCANVAS(Trade-off)


ProblemSolvingTheater(PST)

Supersystem

ProblemSolvingTheater:RapidlyCollectOrganize,Present,&EvaluateIdeasforAnyProblemorHackingProject

q  Future(ToDo) q  Present(Doing) q  Past(Done)WHEN:

Environment(Local/Global)BACKGROUND(Context/Story/Ques?on)


Pain(Constraints)

-Cost(Budget)Delight(Gains)

Benefit(Revenue)+

SOLUTION-BOUNDARIES(Output/Prototype:Solu9onCriteria)

SOLUTIONPROVIDER(ValueCreator)

PROBLEM/CHALLENGE(JobToGetDone)

Impa

ct

FOUNDA

TION

SUPERSTR

UCTURE

(Bod

y)

ROOF

System

(BusinessM

odel/Project)&

Elements

PROBLEMSPONSOR(ValueRecipient)

IMPACTORTRADE-OFF(Feedback)

PROJECTTITLE

EXAMPLES

2x2ValueEngineMap(VEM)for#JMU(HackingforDefense):

DEEPCLEARANCESITUATIONALAWARENESS


PROBLEMSPONSOR(ValueRecipient:Beneficiaries):75thRangerRegimentPROBLEM(BigUrgentMarketPain(BUMP)):prevalenceofimprovisedexplosivedevices,boobytrapsandpersonnelinfor9fiedfigh9ngposi9onsorhidingindepthGOAL/JOBTOGETDONE(Market/Objec?ve):Gainsitua9onalawarenessinsideanaturalorman-madeenemyorpoten9alenemysanctuarySOLUTION-BOUNDARIES(Constraints):Logis9ccomplica9ons–weight;ba]eries;terrain;physicalobstruc9ons;etc.SOLUTION-PROVIDER(ValueCreator):.................................................................................................................................

2x2ValueEngineMap(VEM)for#JMU(HackingforDefense):DEEPCLEARANCESITUATIONALAWARENESSq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:

VALUEENGINE(Trade-off):Complexityvs.Universality

Environment(Local/GlobalBACKGROUND):Theaterof(Asymmetrical)War


PROBLEMSPONSOR(ValueRecipient:Beneficiaries):75thRangerRegimentPROBLEM(BigUrgentMarketPain(BUMP)):Prevalenceofimprovisedexplosivedevices,boobytrapsandpersonnelinfor9fiedfigh9ngposi9onsorhidingindepthGOAL/JOBTOGETDONE(Market/Objec?ve):Gainsitua9onalawarenessinsideanaturalorman-madeenemyorpoten9alenemysanctuarySOLUTION-BOUNDARIES(Constraints):Logis9ccomplica9ons–weight;ba]eries;terrain;physicalobstruc9ons;etc.SOLUTION-PROVIDER(ValueCreator):.................................................................................................................................



VALUEENGINE(Trade-off):Size(Weight)vs.Awareness










LOWPAIN:Size(Weight)

(Waste;Complexity;

Delay)

HIGHPAIN:Size(Weight)

(Waste;Complexity;

Delay)

LOWDELIGHT:DifferenIaIon(DepthofSitua?onalAwareness)

1 10

1

10



MinimizePain


VALUEENGINE(Trade-off):Size(Weight)vs.Awareness

PROBLEMSPONSOR(ValueRecipient:Beneficiaries):75thRangerRegimentPROBLEM(BigUrgentMarketPain(BUMP)):Prevalenceofimprovisedexplosivedevices,boobytrapsandpersonnelinfor9fiedfigh9ngposi9onsorhidingindepthGOAL/JOBTOGETDONE(Market/Objec?ve):Gainsitua9onalawarenessinsideanaturalorman-madeenemyorpoten9alenemysanctuarySOLUTION-BOUNDARIES(Constraints):Logis9ccomplica9ons–weight;ba]eries;terrain;physicalobstruc9ons;etc.SOLUTION-PROVIDER(ValueCreator):.................................................................................................................................


ProblemSolvingTheaterfor#JMU(HackingforDefense):DEEPCLEARANCESITUATIONALAWARENESSq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:

Environment(Local/Global)BACKGROUND(Context/Story/Ques?on)Duetotheprevalenceofimprovisedexplosivedevices,boobytrapsandpersonnelinfor?fiedfigh?ngposi?onsorhidingindepth,theabilitytocleartheseareaswithoutexposingSoldiersand/orcri?calcapabilitytounnecessaryriskisamajorforceprotec?onissue.Figh?ngposi?onsarenotlimitedtostructures–tunnels,karezsystems,caves,buildings,etc.Avarietyofrobots/droneshavebeenusedwithlimitedsuccessduetoterrain,lackofgeo-posi?oningsystemsand/orline-of-sightcommunica?ons,andenemyfire.


Pain(Constraints)


Benefit(Revenue)+

SOLUTION-BOUNDARIES(Output/Prototype:Solu9onCriteria)o  Logis?cscomplica?onswithpoten?alsolu?ons:weight,

baieries,etc.o  Robotsanddronesrestrictedbyterrain,physicalobstruc?ons,

line-of-sightcommunica?ons,ormeshad-hocnetworkstetheringabili?es.

o  Robotseasilysuscep?bletoenemyfire.o  Abilityofrobotsanddronestocarrythenecessarysensors/

tools/payloadstoprovideadequateintelligenceo  Considerstandoffdistancefromentranceofstructureand

lengthof?meexposedforforceprotec?onpurposes.o  Considerhowtheintelligenceispresentedtotheuser:

weight,baieries,lightdiscipline,controlwhilemaintainingafigh?ngposture.

o  Determinethelayout/floorplanoftheen?restructureor“hidesite”.

o  Determinethepresenceandloca?onsofenemypersonnel.o  Detectimprovisedexplosivedevicesorotherhazards

PROBLEMSPONSOR(ValueRecipient)75thRangerRegiment



Gainsitua?onalawarenessinsideanaturalorman-madeenemyorpoten?alenemysanctuary.

#JMUDEEPCLEARANCESITUATIONALAWARENESS


2x2ValueEngineMap(VEM)for#SU11(HackingforDefense):

COUNTERIMPROVISED-THREATFRAMEWORK

Environment(Local/GlobalBACKGROUND):IraqandAfghanistan


PROBLEMSPONSOR(ValueRecipient:Beneficiaries):JointImprovised-ThreatDefeatOrganiza9on(JIDO)PROBLEM(BigUrgentMarketPain(BUMP)):Growingthreatofimprovisedexplosivedevices(IEDs)GOAL/JOBTOGETDONE(Market/Objec?ve):Understandandcategorizetheproblemsetofcounter-improvisedthreatsSOLUTION-BOUNDARIES(Constraints):Simpleframework;Interagencylexiconforonandoff-ba]lefieldIED’sSOLUTION-PROVIDER(ValueCreator):.................................................................................................................................

2x2ValueEngineMap(VEM)for#SU11(HackingforDefense):COUNTERIMPROVISED-THREATFRAMEWORKq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:


Environment(Local/GlobalBACKGROUND):IraqandAfghanistan










PROBLEMSPONSOR(ValueRecipient:Beneficiaries):JointImprovised-ThreatDefeatOrganiza9on(JIDO)PROBLEM(BigUrgentMarketPain(BUMP)):Growingthreatofimprovisedexplosivedevices(IEDs)GOAL/JOBTOGETDONE(Market/Objec?ve):Understandandcategorizetheproblemsetofcounter-improvisedthreatsSOLUTION-BOUNDARIES(Constraints):Simpleframework;Interagencylexiconforonandoff-ba]lefieldIED’sSOLUTION-PROVIDER(ValueCreator):.................................................................................................................................

LOWPAIN:Complexity(Waste;

Complexity;Delay)

HIGHPAIN:Complexity(Waste;

Complexity;Delay)

LOWDELIGHT:DifferenIaIon(UniversalityofClassifica?onSystem)

1 10

1

10

HIGHDELIGHT:DifferenIaIon(UniversalityofClassifica?onSystem)

2x2ValueEngineMap(VEM)for#SU11(HackingforDefense):COUNTERIMPROVISED-THREATFRAMEWORKq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:




MinimizePain

ProblemSolvingTheaterfor#SU11(HackingforDefense):COUNTERIMPROVISED-THREATFRAMEWORKq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:

Environment(Local/Global)BACKGROUND(Context/Story/Ques?on)TheJointImprovisedExplosiveDeviceDefeatOrganiza?on,orJIEDDO,wasestablishedin2006tocounterthegrowingthreatofimprovisedexplosivedevices(IEDs)beingexperiencedinIraqandAfghanistan.JIEDDOhassincedemonstratedthecapabilitytoprovidesolu?onstorapidlychangingIEDproblemsinlessthantwoyears.In2015,theDODchosetopreserveJIEDDO’sresponsivenessbymakingtheorganiza?onaCombatSupportAgency,andexpandingit’smissiontocounter-improvisedthreats,inaddi?ontoIEDs.


Pain(Constraints)


Benefit(Revenue)+

SOLUTION-BOUNDARIES(Output/Prototype:Solu9onCriteria)Asimpleframeworkispreferredtoacomplexone.TheframeworkwillbeusedtoderivealexiconforimprovisedthreatsacrossinteragencyandgovernmentboundariesTheframeworkshouldalsobeapplicabletoIEDsTheframeworkshouldbeencompassimprovisedthreatsbothonandoffthebailefield


JointImprovised-ThreatDefeatOrganiza?on(JIDO)



DevelopaframeworkforJIDOtounderstandandcategorizethe

counter-improvisedthreatproblemset.

#SU11COUNTERIMPROVISED-THREATFRAMEWORK


2x2ValueEngineMap(VEM)for#SU27(HackingforDefense):

DETECTIONANDMONITORINGOFILLICITMARITIMEACTIVITIES

Environment(Local/GlobalBACKGROUND):Central&SouthAmericaaswellastheCaribbean










PROBLEMSPONSOR(ValueRecipient):U.S.SouthernCommand(SOUTHCOM),Technology,Innova9on&Solu9ons–J72PROBLEM(BigUrgentMarketPain(BUMP)):Illicitac9vi9esinbroadmari9meareassuchastheEasternPacificGOAL/JOBTOGETDONE(Market/Objec?ve):Detectandmonitorillicitmari9meac9vi9esSOLUTION-BOUNDARIES(Constraints):Commercial,Off-the-ShelfSolu9ons&low-costsolu9ons;varyingseastates;etc.SOLUTION-PROVIDER(ValueCreator):.................................................................................................................................

LOWPAIN:Cost

(Waste;Complexity;

Delay)

HIGHPAIN:Cost

(Waste;Complexity;

Delay)

LOWDELIGHT:DifferenIaIon(Detec?on;Monitoring)

1 10

1

10

HIGHDELIGHT:DifferenIaIon(QualityofDetec?on/Monitoring)

2x2ValueEngineMap(VEM)for#SU27(H4D):DETECTIONANDMONITORINGOFILLICITMARITIMEACTIVITIESq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:

VALUEENGINE(Trade-off):Costvs.Quality(ofDetec9on)



MinimizePain

ProblemSolvingTheaterfor#SU27(H4D):DETECTIONANDMONITORINGOFILLICITMARITIMEACTIVITIESq  Future(ToDo) ü  Present(Doing) q  Past(Done)WHEN:

Environment(Local/Global)BACKGROUND(Context/Story/Ques?on)Therearemanychallengesandopportuni?esassociatedwithsecurityinthegeographicalareacomprisedofCentralandSouthAmerica,andtheCaribbean.Onechallengeiscombatngillicitac?vi?esthataffectmari?mesafetyandsecuritysuchashumanandweaponsmuggling,narco-trafficking,andillegalfishing.Alargergoalistotakeadvantageofinnova?vetoolsandemergingtechnologiesthatcanbeusedbytheU.S.GovernmentandInterna?onalPartnersforworkingtogethertocounterthesechallenges.TheTechnology,Innova?on,andSolu?onDivisionofU.S.SouthernCommand(USSOUTHCOM),aDepartmentofDefenseorganiza?on,isexploringsolu?onstodetectandmonitorillicitac?vi?esinmari?meareas.


Pain(Constraints)


Benefit(Revenue)+

SOLUTION-BOUNDARIES(Output/Prototype:Solu9onCriteria)Describetechnicalthresholds:PreferenceisplacedonCommercial,Off-the-ShelfSolu?onsandlow-costsolu?ons,includingnewwaysofapproachingexis?ngtechnologiesandtakingadvantageofopen-sourceso]warewheneverpossible.EnvironmentalCondi?ons:Mari?meareasandvaryingseastates.Technologiesthatmightberelevant:overthehorizonradar,unmannedsurfacevehicles,unmannedaerialvehicles,advancedsensorsandcommunica?onpackages,andinforma?onsharingtechnologies.


U.S.SouthernCommand(SOUTHCOM),Technology,Innova?onandSolu?ons–J72



DevelopthecapabilityforU.S.SouthernCommand,otherU.S.Government

organiza?ons,andInterna?onalpartnerstodetectandmonitorillicitac9vi9esinbroadmari9meareassuchastheEasternPacific.

#SU27:DETECTIONANDMONITORINGOFILLICITMARITIMEACTIVITIES
