business model, business model canvas, mission model, mission model canvas, customer development, hacking for defense, H4D, lean launchpad, lean startup, stanford, startup, steve blank, pete newell, bmnt, entrepreneurship, I-Corps, Security, NSIN, DPAS, Vehicle Fleet Readiness, Joe Felter, Air Force, DOD

1. Jeff Jang
MBA
Jordi Vila
MBA
Jack Hochschild
MS AA,
PhD CEE
Tommy Poa
MS MS&E
Dilan Nana
BSc CS
Interviews
“Air Force Fleet Management and Analysis
(FM&A) personnel need a way to quickly and
easily ascertain the functionality of vehicles
across their fleet in order to better prioritize
resources and manage maintenance
workflows.”
“Low levels of vehicle fleet readiness negatively
impact flight operations. Vehicle Management
personnel need tools that automate fleet data
insights and identify optimal maintenance
priorities in order to improve Estimated Time in
Commission (ETIC) accuracy and minimize
Non-Mission Capable (NMC) rates.”
Problem Sponsor
4th Logistics Readiness Squadron (LRS),
Seymour-Johnson Air Force Base
11
4
Original Problem Statement: Final Problem Statement:
Business Mentor: Eric Schrader
Defense Mentor: Col. Denny Davies

2. AIR FORCE VEHICLE FLEET MANAGEMENT HAS UNIQUE DEMANDS
Seymour Johnson Air Force Base has 600+ ground vehicles
supporting 17 units
The Air Force utilizes thousands of vehicles for operations that all require
unique maintenance demands.
Objective: ensure that vehicles are running when they are needed

3. BACKGROUND: INITIAL UNDERSTANDING OF SPONSOR’S PROBLEM
Defense Property
Accountability
System (DPAS)
Complex Manual
Excel spreadsheets
One-size-fits-all
approach without
robust data analysis
Ad hoc solution
by end user
Unpopular (not user-
friendly)
“Digesting these
spreadsheets is hell”
- Vehicle Management
Superintendent

4. BACKGROUND: INITIAL UNDERSTANDING OF SPONSOR’S PROBLEM
Defense Property
Accountability
System (DPAS)
Complex Manual
Excel spreadsheets
One-size-fits-all
approach without
robust data analysis
Ad hoc solution
by end user
Unpopular (not user-
friendly)
“Digesting these
spreadsheets is hell”
- Vehicle Management
Superintendent

5. BACKGROUND: INITIAL UNDERSTANDING OF SPONSOR’S PROBLEM
Defense Property
Accountability
System (DPAS)
Complex Manual
Excel spreadsheets
One-size-fits-all
approach without
robust data analysis
Ad hoc solution
by end user
Unpopular (not user-
friendly)
“Digesting these
spreadsheets is hell”
- Vehicle Management
Superintendent
Hours and hours of
manual work
Requires “Excel Expert”
Rife with inefficiencies
Prone to human error

6. 10
9
8
7
6
5
4
3
2
1
Weeks
Build & Deploy
Design MVP
Define the problem + Discovery
114
Interviews
14
Survey Responses
89x Beneficiaries
7x Cybersecurity/
Deployment Experts
8x Commercial Fleet
Managers
10x Procurement Experts
5x Former H4D
Students
9x Enterprise
Solutions Experts
THREE PHASES TO OUR APPROACH

7. DEFINING THE PROBLEM + DISCOVERY = EXTENSIVE CUSTOMER INTERVIEWS
HYPOTHESES TO VALIDATE:
● Primary beneficiary: FM&A are beneficiaries most
impacted by current problem
● Leadership visibility: LRS Command lacks a unified
quick-reference dashboard to show vehicle fleet
status
● Operator inefficiencies: Home-grown excel
spreadsheets lack real-time, lack automation and
prone to human error/requires significant user
training
10
9
8
7
6
5
4
3
2
1
Weeks
Define the problem + Discovery

8. WE THOUGHT FM&A WERE OUR ONLY BENEFICIARIES…
Logistics Readiness
Squadron (LRS)
Mechanic Shops
Other Units on
AF Base
(Vehicle Control
Officers)
Fleet Management &
Analysis (FM&A)
Vehicle
Management Flight

9. BUT WE REALIZED MANY MORE STAKEHOLDERS WOULD BENEFIT
Logistics Readiness
Squadron (LRS)
Mechanic Shops
Other Units on
AF Base
(Vehicle Control
Officers)
Fleet Management &
Analysis (FM&A)
Vehicle
Management Flight

10. ✔ 4th Logistics Readiness
Squadron (LRS) (our
sponsors) to iterate on
product market fit,
especially during
prototyping
✔ Other LRSs, VSCOS, VCOs
to understand metrics and
dashboards they care
about
✔ Cybersecurity experts for
base-wide deployment
(Tesseract, Software
Factories)
✔ Software Engineering
❏ Consolidate data into one
centralized database
❏ Automate prioritization
process
❏ Data visualization and analyses
✔ Design
❏ Easy-to-use customer facing
tool
❏ Flexible customization and
adaptability for new vehicles
and other bases
❏ Secure access control
✔ Modular web platform: to
upload, visualize and generate
reports on fleet data
✔ Secure local hosting server: to
keep fleet data secure
✔ Secondary computer to
connect to DPAS (connect via
hotspot)
✔ Security clearance & IT
accreditation and approval: to
gain access to DoD platforms
✔ Provide a centralized
vehicle-status data
repository that consolidates
data from DPAS/Excel (1, 2, 3)
✔ Offer web-based
visualization tools to assess
and update status of the
fleet (dashboards for data
analytics and download
summaries, and reports) (1, 2)
✔ Track the end-to-end
maintenance process to
minimize vehicle downtime
(1, 2, 3, 4)
✔ Real-time feedback/status
platform to report vehicle
issues to central chain of
command across bases(1, 2,
4)
✔ Predictive Scheduled
Maintenance to estimate up
to 90 days in advance when
vehicles will need regular
service, based on historical
usage data (1,2,3,4)
✔ IT support to get authentication
rights to real-time access
vehicle fleet and vehicle
readiness statuses
✔ 4th LRS sponsor support to
fully understand current
infrastructure and pain-points
✔ Buy-in from 4th LRS to deploy
and receive timely feedback
Customer Segmentation
✔ Primary: Fleet
Management &
Analysis (FM&A)
✔ Secondary: Vehicle
Maintenance Flight
HQ (Commander)
✔ Tertiary: Squadron
HQs (Commander)
✔ And beyond:
Maintenance Shops,
VCOs, and end user
customers (units on
base)
✔ Initial product deployed
Seymour Johnson AFB
✔ Scale to other bases with
different protocols and
requirements
✔ Stand-alone machine
read spreadsheets from
DPAS, implement Local
Solution
✔ Platform development: software development costs and maintenance of
technology offering
✔ Variable Cost: travel to Seymour Johnson Air Force Base, Travis AFB
✔ Timeline to deploy: tangible MVP by end of Week 6 in order to have
sufficient time to iron out bugs, iterate new versions, and ensure CSAT
✔ Funding opportunities: SBIR, STTR and AFWERX
✔ Centralized Platform: consolidate all necessary data from current sources (excel, DPAS)
✔ Increase Efficiency: reduce the average Estimated Time in Completion (ETIC), which is the
estimated date vehicle will be out of maintenance
✔ Automated Workflow: optimize work order management by automatically prioritize resources
based on ETIC and mission-critical levels
✔ Increased Visibility: through automated dashboards, data analytics, summaries, and reports
✔ New Capabilities: Compare MELs across bases for quick vehicle deployment, predict
maintenance schedule to allocate airmen work, standardization across bases
Air Force vehicle maintenance tracking
Team Fleetwise 04/23/21 4
WE REDEFINED OUR BENEFICIARIES
✔ Long Term plans
WEEK 1 WEEK 4
Customer Segmentation
✔ Primary: Daily users at
the Unit-level
maintenance
organizations (e.g. 4th
LRS)
✔ Secondary: The Air
Force and all its bases
involving vehicles and
maintenance
✔ Tertiary: Other branches
of the military where
maintenance of vehicles
is relevant (i.e. army
bases, navy bases etc.)
b/c this platform is not
confined to work only on
‘Air Force vehicles’
✔ And beyond: Any
organization wanting
data analysis and access
to the status and
maintenance of their
vehicles.

11. MANAGING DIGITAL WORKFLOWS IS KEY
What we learned so far:
● DPAS acts as a central database
for fleet maintenance
● Many pain points exist due to lack
of actionable insights from data
● FM&A and LRS Leadership desire
platform that provides automated
analytics from DPAS database
What leadership shared:
“DPAS stores the data, but
doesn’t serve us to conduct our
mission. That’s why everyone
has these spreadsheets.”
- LRS Commander

12. DESIGN THE SOLUTION: MARKET ANALYSIS & MVP REQUIREMENTS
HYPOTHESES TO VALIDATE:
● Adjacent efforts: There are no other ongoing
efforts to solve the LRS pain points
● Automated Dashboard: We can replace
manually-generated tracking spreadsheets with
an automated dashboard
10
9
8
7
6
5
4
3
2
1
Weeks
Design MVP

13. IS ANYONE ALREADY TRYING TO DO THIS?
DoD Contractors
DPAS is a broad system;
providing detailed
analytics on maintenance
is not priority

14. IS ANYONE ALREADY TRYING TO DO THIS?
DoD Contractors
DPAS is a broad system;
providing detailed
analytics on maintenance
is not priority
Air Force Software Factories
Solving for F-35 aircraft
maintenance (not vehicles)

15. IS ANYONE ALREADY TRYING TO DO THIS?
+
DoD Contractors
DPAS is a broad system;
providing detailed
analytics on maintenance
is not priority
DoD Organizations
Developing a custom app
for vehicle inspections
Air Force Software Factories
Solving for F-35 aircraft
maintenance (not vehicles)

16. MVP: WE CAN IMPROVE UPON COMPLEX SPREADSHEETS
Through interviews:
● Find out what metrics
decision-makers care about
● Iterate design and get user
feedback
Metrics-focused MVP:
● ETIC (Estimated time in
commission)
● NMC (Non-mission capable) rates

17. ● Two types of
maintenance: scheduled
and unscheduled
● Current unscheduled
maintenance almost 3x
industry standard:
PIVOT FROM DASHBOARD TO BUSINESS INTELLIGENCE TOOL

18. “Predictive maintenance is the
true game changer”
- LRS Commander
“Predictive maintenance would inform us
on what types of items to buy so that they
are already on shelves... looking ahead 60
days would be amazing.”
- VM Flight Commander

19. ✔ 4th Logistics Readiness
Squadron (LRS) (our
sponsors) to iterate on
product market fit,
especially during
prototyping
✔ Other LRSs, VSCOS, VCOs
to understand metrics and
dashboards they care
about
✔ Cybersecurity experts for
base-wide deployment
(Tesseract, Software
Factories)
✔ Software Engineering
❏ Consolidate data into one
centralized database
❏ Automate prioritization
process
❏ Data visualization and analyses
✔ Design
❏ Easy-to-use customer facing
tool
❏ Flexible customization and
adaptability for new vehicles
and other bases
❏ Secure access control
✔ Modular web platform: to
upload, visualize and generate
reports on fleet data
✔ Secure local hosting server: to
keep fleet data secure
✔ Secondary computer to
connect to DPAS (connect via
hotspot)
✔ Security clearance & IT
accreditation and approval: to
gain access to DoD platforms
✔ Provide a centralized
vehicle-status data
repository that consolidates
data from DPAS/Excel (1, 2, 3)
✔ Offer web-based
visualization tools to assess
and update status of the
fleet (dashboards for data
analytics and download
summaries, and reports) (1, 2)
✔ Track the end-to-end
maintenance process to
minimize vehicle downtime
(1, 2, 3, 4)
✔ Real-time feedback/status
platform to report vehicle
issues to central chain of
command across bases(1, 2,
4)
✔ Predictive Scheduled
Maintenance to estimate up
to 90 days in advance when
vehicles will need regular
service, based on historical
usage data (1,2,3,4)
✔ IT support to get authentication
rights to real-time access
vehicle fleet and vehicle
readiness statuses
✔ 4th LRS sponsor support to
fully understand current
infrastructure and pain-points
✔ Buy-in from 4th LRS to deploy
and receive timely feedback
Customer Segmentation
✔ Primary: Fleet
Management & Analysis
(FM&A)
✔ Secondary: Vehicle
Maintenance Flight HQ
(Commander)
✔ Tertiary: Squadron HQs
(Commander)
✔ And beyond:
Maintenance Shops,
VCOs, and end user
customers (units on
base)
✔ Platform development: software development costs and maintenance of
technology offering
✔ Variable Cost: travel to Seymour Johnson Air Force Base, Travis AFB
✔ Timeline to deploy: tangible MVP by end of Week 6 in order to have sufficient
time to iron out bugs, iterate new versions, and ensure CSAT
✔ Funding opportunities: SBIR, STTR and AFWERX
✔ Centralized Platform: consolidate all necessary data from current sources (excel, DPAS)
✔ Increase Efficiency: reduce the average Estimated Time in Completion (ETIC), which is the
estimated date vehicle will be out of maintenance
✔ Automated Workflow: optimize work order management by automatically prioritize resources
based on ETIC and mission-critical levels
✔ Increased Visibility: through automated dashboards, data analytics, summaries, and reports
✔ New Capabilities: Compare MELs across bases for quick vehicle deployment, predict
maintenance schedule to allocate airmen work, standardization across bases
Air Force vehicle maintenance tracking
Team Fleetwise 04/23/21 4
PREVIOUSLY: NEBULOUS VALUE PROPS & MISSION ACHIEVEMENT
✔ Long Term plans
✔ Initial product deployed
Seymour Johnson AFB
✔ Scale to other bases with
different protocols and
requirements
✔ Stand-alone machine
read spreadsheets from
DPAS, implement Local
Solution

20. ✔ 4th Logistics Readiness
Squadron (LRS) (our
sponsors) to iterate on
product market fit,
especially during
prototyping
✔ Other LRSs, VSCOS, VCOs
to understand metrics and
dashboards they care
about
✔ Cybersecurity experts for
base-wide deployment
(Tesseract, Software
Factories)
✔ Software Engineering
❏ Consolidate data into one
centralized database
❏ Automate prioritization
process
❏ Data visualization and analyses
✔ Design
❏ Easy-to-use customer facing
tool
❏ Flexible customization and
adaptability for new vehicles
and other bases
❏ Secure access control
✔ Modular web platform: to
upload, visualize and generate
reports on fleet data
✔ Secure local hosting server: to
keep fleet data secure
✔ Secondary computer to
connect to DPAS (connect via
hotspot)
✔ Security clearance & IT
accreditation and approval: to
gain access to DoD platforms
✔ Increase Mission Capability
Rates (MCR) for each vehicle
category, ensuring that
vehicle downtime doesn’t
impact flying missions (1, 2,
3)
✔ Offer web-based
visualization tools that
consolidates data from DPAS
to assess status of the fleet
(dashboards, graphs,
summaries, reports) (1, 2)
✔ Prioritize maintenance
tasks to minimize vehicle
downtime (1, 2, 3, 4)
✔ Predictive Scheduled
Maintenance calendar to
estimate when vehicles will
need regular service or be
below MEL, predicted
inspection intervals and
mileage (1, 2, 3)
✔ Real-time feedback/status
platform to report issues (1,
2, 4)
✔ IT support to get authentication
rights to real-time access
vehicle fleet and vehicle
readiness statuses
✔ 4th LRS sponsor support to
fully understand current
infrastructure and pain-points
Customer Segmentation
✔ Primary: Fleet
Management & Analysis
(FM&A)
✔ Secondary: Vehicle
Maintenance Flight HQ
(Commander)
✔ Tertiary: Squadron HQs
(Commander)
✔ And beyond:
Maintenance Shops,
VCOs, and end user
customers (units on
base)
✔ Platform development: software development costs and maintenance of
technology offering
✔ Variable Cost: travel to Seymour Johnson Air Force Base, Travis AFB
✔ Timeline to deploy: tangible MVP by end of Week 6 in order to have sufficient
time to iron out bugs, iterate new versions, and ensure CSAT
✔ Funding opportunities: SBIR, STTR, AFWERX and OTA
✔ Better functionality of data sources: consolidate all necessary data from current sources (excel,
DPAS) to better assess and maintain MEL levels of different vehicle types and eliminate the need
for various homegrown products
✔ Predictive than reactive scheduling: based on historical maintenance data, predict future
maintenance schedule and optimize with ongoing operations
✔ Increased Visibility: through automated dashboards, data analytics, summaries, and reports
✔ Increase Efficiency: automate work order management by ETIC and mission-critical levels
Air Force vehicle maintenance tracking
Team Fleetwise 05/02/21 6
ITERATIVE DESIGN PROCESS ALLOWED US TO UNDERSTAND THESE
✔ Long Term plans
✔ Initial product deployed
Seymour Johnson AFB
✔ Scale to other bases with
different protocols and
requirements
✔ Stand-alone machine
read spreadsheets from
DPAS, implement Local
Solution

21. OUR DEPLOYMENT APPROACH IS BOTTOM-UP FROM THE MAIN USER
GOALS:
● Validate MVP features: deploy MVP features and
predictive scheduling to end users (for LRS
workflow) to validate MVP offering
● Validate secondary use case: identify additional
industries that share LRS pain points
● Determine next steps: product and team
feasibility
10
9
8
7
6
5
4
3
2
1
Weeks
Build & Deploy

22. DEPLOYED MVP TO 4TH LRS @ SEYMOUR JOHNSON AIR FORCE BASE
“This is badass!”
- FM&A section chief
Shipped:
Metrics-focused dashboard
to bring ETIC & NMC rate
visibility
Features in development:
● MEL Status
● Manning Report
● Predictive Maintenance

23. END USERS LOVED IT - AWESOME!
“This sounds exactly like what we’ve
been looking for. How can we help?”
- LRS Commander
“I wouldn’t have to worry about
slides anymore”
- VM Flight Commander
"Our base has the 4th most-utilized
fleet in the entire Air Force … so
changes like this really matter. What
can we do to implement this?"
- VM Flight Commander
“This wouldn’t be [just] another tool,
but something that actually enables
us to do our work.”
- LRS Commander

24. ADOPTION RISK: LACK OF BUY-IN FROM PURCHASING AUTHORITY
Purchasing Authority
Beneficiaries
See the value of the tool
We have a problem!
And we know how to
solve it.
Need to understand the
impact of the tool
We can support you!
But we don’t see a
problem.

25. MITIGATE ADOPTION RISK: DEMONSTRATE PRODUCT VALUE USING DATA
Purchasing Authority
Beneficiaries
See the value of the tool
Need to understand the
impact of the tool
Survey & collect user data
to quantify impact of tool
We have a problem!
And we know how to
solve it.
We can support you!
But we don’t see a
problem.

26. MITIGATE ADOPTION RISK: DEMONSTRATE PRODUCT VALUE USING DATA
“This tool will assist every level of Vehicle Management to make better
and more timely decisions. It will help us budget our time and
resources in a more efficient way.”
- FM&A Section Lead

27. WE THINK THERE IS A COMMERCIAL MARKE
Stanford
University
City of
Austin
City of San
Francisco
City of
Dallas
“A lot of analysis I do is pieced
together by pulling data and working
in tools like Excel and Access that
people tend to look down on.”
- Municipal Fleet Manager
Consistent Pain Points across military &
commercial use cases:
● Mandated to use enterprise-wide asset
management system not designed for fleet
management
● Platform doesn’t provide analytics insights
● Requires time-consuming manual analysis

28. ATTRACTIVE OPPORTUNITIES IN THE FLEET MANAGEMENT MARKET
$19.9
Billion
$34
Billion
ANNUAL
GROWTH
RATE
11.3%
2020 2025
● Globally, fleet management market projected to reach
$34.0B by 2025, for a compound annual growth rate
(CAGR) of 11.3%
● Growth attributed in part due to rise in the adoption of
cloud-based solutions
● Need for operational efficiency by fleet owners is also
driving the fleet management market
Source: https://www.marketsandmarkets.com/Market-Reports/fleet-management-systems-market-1020.html

29. ✔ 4th Logistics Readiness
Squadron (LRS) (our
sponsors) to iterate on
product market fit,
especially during
prototyping
✔ Other LRSs, VSCOS, VCOs
to understand metrics and
dashboards they care
about
✔ Platform One for Air Force-
wide deployment
✔ Tesseract for strategic
partnership (accelerator)
✔ Software Engineering
❏ Consolidate data into one
centralized database
❏ Automate prioritization
process
❏ Data visualization and analyses
✔ Design
❏ Easy-to-use customer facing
tool
❏ Flexible customization and
adaptability for new vehicles
and other bases
❏ Secure access control
✔ Modular web platform: to
upload, visualize and generate
reports on fleet data
✔ Secure local hosting server: to
keep fleet data secure
✔ Secondary computer to
connect to DPAS (connect via
hotspot)
✔ Security clearance & IT
accreditation and approval: to
gain access to DoD platforms
✔ Offer web-based visualization
tools that consolidates data
from DPAS to assess status of
the fleet (dashboards, graphs,
summaries, reports) (1, 2)
✔ Increase Mission Capability
Rates (MCR) for each vehicle
category, ensuring that vehicle
downtime doesn’t impact flying
missions (1, 2, 3)
✔ Prioritize maintenance tasks
to minimize vehicle downtime
(1, 2, 3, 4)
✔ Predictive Scheduled
Maintenance calendar to
estimate when vehicles will
need regular service or be below
MEL, predicted inspection
intervals and mileage (1, 2, 3)
✔ Supply Chain Integration to
minimize parts ETA, cost, and
sourcing time (1, 2, 3, 4)
✔ Real-time feedback/status
platform to report issues (1, 2, 4)
✔ 4th LRS sponsor support to
fully understand current
infrastructure and pain-points
✔ IT support to get authentication
rights to real-time access
vehicle fleet and vehicle
readiness statuses
Customer Segmentation
1. Primary: Fleet
Management & Analysis
(FM&A)
1. Secondary: Vehicle
Maintenance Flight HQ
(Commander)
1. Tertiary: Squadron HQs
(Commander)
1. And beyond:
Maintenance Shops,
VCOs, and end user
customers (units on
base)
1. Dual-Use: Oracle eAM
users (Universities and
Municipal Fleet
Management)
✔ Platform development: software development costs and maintenance of technology offering
✔ Platform deployment: $35k -$150K to deploy AF-Wide with Platform One + maintenance costs
✔ Variable Cost: travel to Seymour Johnson Air Force Base, Travis AFB
✔ Timeline to deploy: tangible MVP by end of Week 6 in order to have sufficient time to iron out
bugs, iterate new versions, and ensure CSAT
✔ Funding opportunities: SBIR, STTR, AFWERX, OTA, discretionary funding (spark cells), UFR
✔ Better functionality of data sources: consolidate all necessary data from current sources (excel,
DPAS) to better assess and maintain MEL levels of different vehicle types and eliminate the need
for various homegrown products
✔ Predictive than reactive scheduling: based on historical maintenance data, predict future
maintenance schedule and optimize with ongoing operations
✔ Increased Visibility: through automated dashboards, data analytics, summaries, and reports
✔ Increase Efficiency: automate work order management by ETIC and mission-critical levels
Air Force vehicle maintenance tracking
Team Fleetwise 05/31/21 10
MISSION MODEL CANVAS - WEEK 10 (FINAL)
✔ Long Term plans
✔ Initial product deployed
Seymour Johnson AFB
✔ Scale to other bases with
different protocols and
requirements
✔ Stand-alone machine
read spreadsheets from
DPAS, implement Local
Solution

30. ● Don’t jump to solutions
● Hustle for interviews
● Map out the entire workflow
● Be diplomatic in communication
Great learning experience that we will use for the rest of our
lives
On repeat
week after
week
TAKEAWAYS FROM H4D & LEAN LAUNCHPAD METHODOLOGY

31. HELP US BUILD FLEETWISE

32. MSgt McCarthy, 4th LRS - Problem
sponsor
Eric Shrader - Business mentor
Col. Denny Davies - Defense mentor
Nick Mirda - Team TA
H4D teaching team
...and everyone interviewed
SPECIAL THANK YOU TO ...