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

BUSINESS MODEL HACKING (BMH): Integrate Strategic/Business Planning, Business Model Design, and Project Management
q  Future (To Do) q  Present (Doing) q  Past (Done) WHEN:

HACKING
(Ambidextrous Accoun?ng/Project Management)
BUSINESS PLANNING/STRATEGY
(Deliberate; Emergent or Adap?ve)
BUSINESS MODEL HACKING
(BMH)
Business Model
Canvas
Business Model
Strip
WHERE:
2
3
1
Environment (Local/Global)
DESIGN: Innovate/Improve
q BUSINESS MODEL ENTERPRISE
o  One-sided Market (Pipe)
o  Two-sided Market (V-Pla1orm)
o  Mul?-sided Market (Network-Pla1orm)
q BUSINESS MODEL ECOSYSTEM
q BUSINESS MODEL ECONOMY (SECTOR)
q BUSINESS MODEL ENVIRONMENT

BUSINESS MODEL DESIGN
(Pipe; PlaRorm)
PLAN: Innovate/Improve
q  Bus; For-Proﬁt Org.
q  Company; Firm
q  Dept.; Industry
q  Non-Proﬁt Org.
q  Supply/Value Chain
q  Personnel; Compe?tor
q  Industry/Sector
Lean Startup
Method
IMPLEMENT: Discover/Validate
q  Customer: Pain Discovery; Segmenta?on; Behavior/Habits
q  Pain: Mul?level Pain Discovery & Elimina?on
q  Fitness: Pain-Solu?on; Product-Market; Business Model
q  Growth: Trac?on; Strategic/Tac?cal Scaling
q  Mentor-Hero’s Journey
Author of the World’s Most Paradigm-Shi]ing Business Book: “Business Model Canvas: A Good Tool With Bad Instruc=ons?”
hFps://Inyurl.com/mf4wku4 Dr. Rod King. rodkuhnhking@gmail.com & @rodKuhnKing
Business Model Hacking
(BMH) is a mul9level
mapping methodology that
uses the unit of analysis of a
business model to rapidly
discover and eliminate pain
in the lifecycle of any
system, project, and/or
business model.

Tools of
Business Model Hacking (BMH)
Note: The tool of the Business Model Strip is excluded.

4-Box (2x2) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
Environment (Local/Global BACKGROUND): …...............................................................................
PROBLEM SPONSOR (Value Recipient: Beneﬁciaries): ..........................................................................................................
PROBLEM (Big Urgent Market Pain (BUMP)): ….....................................................................................................................
GOAL/JOB TO GET DONE (Market/Objec?ve): …...................................................................................................................
SOLUTION-BOUNDARIES (Constraints): ................................................................................................................................
SOLUTION-PROVIDER (Value Creator): .................................................................................................................................

VALUE ENGINE (Trade-oﬀ):
Pain vs. Delight

LOW PAIN:
Cost
(Waste;
Complexity;
Delay)

HIGH PAIN:
Cost
(Waste;
Complexity;
Delay)
LOW DELIGHT:
DifferenIaIon (Quality; Performance; Benefit)
1 10
1
10
HIGH DELIGHT:
DifferenIaIon (Quality; Performance; Benefit)
BLUE OCEAN
(VALUE INNOVATION)
Tools/
Strategy/Business Model
RED OCEAN
(COMMODITIZATION)
Tools/
LUXURY SPOT
(HIGH DIFFERENTIATION)
Tools/
DISRUPTIVE INNOVATION
(LOW COST & GOOD ENOUGH)
Tools/
Pain vs. Delight
Ideal Value
Proposi9on
(IVP):
Maximize
Delight;
Minimize Pain

2x2 MAP (Trade-oﬀ)

3x3 MAP (Trade-oﬀ)

POKER CANVAS (Trade-oﬀ)

Supersystem
Problem Solving Theater: Rapidly Collect Organize, Present, & Evaluate Ideas for Any Problem or Hacking Project

BACKGROUND
(Context/Story/Ques?on)
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
Beneﬁt (Revenue) +
SOLUTION-BOUNDARIES
(Output/Prototype: Solu9on Criteria)
SOLUTION PROVIDER
(Value Creator)
PROBLEM/CHALLENGE
(Job To Get Done)
Impact
FOUNDATION SUPERSTRUCTURE (Body) ROOF
System (Business Model/Project) & Elements
PROBLEM SPONSOR
(Value Recipient)
IMPACT OR TRADE-OFF
(Feedback)
PROJECT TITLE

2x2 Value Engine Map (VEM) for
#JMU (Hacking for Defense):
DEEP CLEARANCE SITUATIONAL
AWARENESS

PROBLEM SPONSOR (Value Recipient: Beneficiaries): 75th Ranger Regiment
PROBLEM (Big Urgent Market Pain (BUMP)): prevalence of improvised explosive devices, booby traps and personnel in
for9fied figh9ng posi9ons or hiding in depth
GOAL/JOB TO GET DONE (Market/Objec?ve): Gain situa9onal awareness inside a natural or man-made enemy or
poten9al enemy sanctuary
SOLUTION-BOUNDARIES (Constraints): Logis9c complica9ons – weight; ba]eries; terrain; physical obstruc9ons; etc.
2x2 Value Engine Map (VEM) for #JMU (Hacking for Defense): DEEP CLEARANCE SITUATIONAL AWARENESS
q  Future (To Do) ü  Present (Doing) q  Past (Done) WHEN:
Complexity vs. Universality
Environment (Local/Global BACKGROUND): Theater of (Asymmetrical) War

PROBLEM (Big Urgent Market Pain (BUMP)): Prevalence of improvised explosive devices, booby traps and personnel in
Size (Weight) vs. Awareness

BLUE OCEAN
(VALUE INNOVATION)
Tools/
RED OCEAN
(COMMODITIZATION)
Tools/
LUXURY SPOT
Tools/
Tools/
LOW PAIN:
Size (Weight)
(Waste;
Complexity;
Delay)

HIGH PAIN:
Size (Weight)
(Waste;
Complexity;
Delay)
LOW DELIGHT:
DiﬀerenIaIon (Depth of Situa?onal Awareness)
1 10
1
10
Ideal Value
Proposi9on
(IVP):
Maximize
Delight;
Minimize Pain
Size (Weight) vs. Awareness
PROBLEM (Big Urgent Market Pain (BUMP)): Prevalence of improvised explosive devices, booby traps and personnel in

Problem Solving Theater for #JMU (Hacking for Defense): DEEP CLEARANCE SITUATIONAL AWARENESS

BACKGROUND
Due to the prevalence of improvised explosive devices, booby traps and personnel in for?fied figh?ng posi?ons or hiding in depth,
the ability to clear these areas without exposing Soldiers and/or cri?cal capability to unnecessary risk is a major force protec?on
issue. Figh?ng posi?ons are not limited to structures – tunnels, karez systems, caves, buildings, etc. A variety of robots/drones
have been used with limited success due to terrain, lack of geo-posi?oning systems and/or line-of-sight communica?ons, and
enemy fire.
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
SOLUTION-BOUNDARIES
o  Logis?cs complica?ons with poten?al solu?ons: weight,
baieries, etc.
o  Robots and drones restricted by terrain, physical obstruc?ons,
line-of-sight communica?ons, or mesh ad-hoc networks
tethering abili?es.
o  Robots easily suscep?ble to enemy fire.
o  Ability of robots and drones to carry the necessary sensors/
tools/payloads to provide adequate intelligence
o  Consider standoff distance from entrance of structure and
length of ?me exposed for force protec?on purposes.
o  Consider how the intelligence is presented to the user:
weight, baieries, light discipline, control while maintaining a
figh?ng posture.
o  Determine the layout/floor plan of the en?re structure or
“hide site”.
o  Determine the presence and loca?ons of enemy personnel.
o  Detect improvised explosive devices or other hazards
PROBLEM SPONSOR
(Value Recipient)
75th Ranger Regiment
SOLUTION PROVIDER
(Value Creator)
PROBLEM/CHALLENGE
(Job To Get Done)
Gain situa?onal awareness inside a natural
or man-made enemy or poten?al enemy
sanctuary.
#JMU DEEP CLEARANCE SITUATIONAL AWARENESS
IMPACT OR TRADE-OFF
(Feedback)

#SU11 (Hacking for Defense):
COUNTER IMPROVISED-THREAT
FRAMEWORK

Environment (Local/Global BACKGROUND): Iraq and Afghanistan
PROBLEM SPONSOR (Value Recipient: Beneficiaries): Joint Improvised-Threat Defeat Organiza9on (JIDO)
PROBLEM (Big Urgent Market Pain (BUMP)): Growing threat of improvised explosive devices (IEDs)
GOAL/JOB TO GET DONE (Market/Objec?ve): Understand and categorize the problem set of counter-improvised threats
SOLUTION-BOUNDARIES (Constraints): Simple framework; Interagency lexicon for on and off-ba]lefield IED’s
2x2 Value Engine Map (VEM) for #SU11 (Hacking for Defense): COUNTER IMPROVISED-THREAT FRAMEWORK

Environment (Local/Global BACKGROUND): Iraq and Afghanistan
BLUE OCEAN
(VALUE INNOVATION)
Tools/
RED OCEAN
(COMMODITIZATION)
Tools/
LUXURY SPOT
Tools/
Tools/
PROBLEM SPONSOR (Value Recipient: Beneficiaries): Joint Improvised-Threat Defeat Organiza9on (JIDO)
PROBLEM (Big Urgent Market Pain (BUMP)): Growing threat of improvised explosive devices (IEDs)
GOAL/JOB TO GET DONE (Market/Objec?ve): Understand and categorize the problem set of counter-improvised threats
SOLUTION-BOUNDARIES (Constraints): Simple framework; Interagency lexicon for on and off-ba]lefield IED’s
LOW PAIN:
Complexity
(Waste;
Complexity;
Delay)

HIGH PAIN:
Complexity
(Waste;
Complexity;
Delay)
LOW DELIGHT:
DifferenIaIon (Universality of Classifica?on System)
1 10
1
10
HIGH DELIGHT:
DifferenIaIon (Universality of Classifica?on System)
2x2 Value Engine Map (VEM) for #SU11 (Hacking for Defense): COUNTER IMPROVISED-THREAT FRAMEWORK
Ideal Value
Proposi9on
(IVP):
Maximize
Delight;
Minimize Pain

Problem Solving Theater for #SU11 (Hacking for Defense): COUNTER IMPROVISED-THREAT FRAMEWORK

BACKGROUND
The Joint Improvised Explosive Device Defeat Organiza?on, or JIEDDO, was established in 2006 to counter the growing threat of
improvised explosive devices (IEDs) being experienced in Iraq and Afghanistan. JIEDDO has since demonstrated the capability to
provide solu?ons to rapidly changing IED problems in less than two years. In 2015, the DOD chose to preserve JIEDDO’s
responsiveness by making the organiza?on a Combat Support Agency, and expanding it’s mission to counter-improvised threats, in
addi?on to IEDs.

Pain (Constraints)
- Cost (Budget)
Delight (Gains)
SOLUTION-BOUNDARIES
A simple framework is preferred to a complex
one.

The framework will be used to derive a lexicon
for improvised threats across interagency and
government boundaries

The framework should also be applicable to IEDs

The framework should be encompass
improvised threats both on and oﬀ the
baileﬁeld
PROBLEM SPONSOR
(Value Recipient)
Joint Improvised-Threat Defeat Organiza?on
(JIDO)
SOLUTION PROVIDER
(Value Creator)
PROBLEM/CHALLENGE
(Job To Get Done)
Develop a framework for JIDO to understand
and categorize the
counter-improvised threat problem set.
#SU11 COUNTER IMPROVISED-THREAT FRAMEWORK
IMPACT OR TRADE-OFF
(Feedback)

#SU27 (Hacking for Defense):
DETECTION AND MONITORING OF
ILLICIT MARITIME ACTIVITIES

Environment (Local/Global BACKGROUND): Central & South America as well as the Caribbean
BLUE OCEAN
(VALUE INNOVATION)
Tools/
RED OCEAN
(COMMODITIZATION)
Tools/
LUXURY SPOT
Tools/
Tools/
PROBLEM SPONSOR (Value Recipient): U.S. Southern Command (SOUTHCOM), Technology, Innova9on & Solu9ons – J72
PROBLEM (Big Urgent Market Pain (BUMP)): Illicit ac9vi9es in broad mari9me areas such as the Eastern Pacific
GOAL/JOB TO GET DONE (Market/Objec?ve): Detect and monitor illicit mari9me ac9vi9es
SOLUTION-BOUNDARIES (Constraints): Commercial, Off-the-Shelf Solu9ons & low-cost solu9ons; varying sea states; etc.
LOW PAIN:
Cost
(Waste;
Complexity;
Delay)

HIGH PAIN:
Cost
(Waste;
Complexity;
Delay)
LOW DELIGHT:
DifferenIaIon (Detec?on; Monitoring)
1 10
1
10
HIGH DELIGHT:
DifferenIaIon (Quality of Detec?on/Monitoring)
2x2 Value Engine Map (VEM) for #SU27 (H4D): DETECTION AND MONITORING OF ILLICIT MARITIME ACTIVITIES
Cost vs. Quality (of Detec9on)
Ideal Value
Proposi9on
(IVP):
Maximize
Delight;
Minimize Pain

Problem Solving Theater for #SU27 (H4D): DETECTION AND MONITORING OF ILLICIT MARITIME ACTIVITIES

BACKGROUND
There are many challenges and opportuni?es associated with security in the geographical area comprised of Central and South
America, and the Caribbean. One challenge is combatng illicit ac?vi?es that affect mari?me safety and security such as human
and weapon smuggling, narco-trafficking, and illegal fishing. A larger goal is to take advantage of innova?ve tools and emerging
technologies that can be used by the U.S. Government and Interna?onal Partners for working together to counter these
challenges. The Technology, Innova?on, and Solu?on Division of U.S. Southern Command (USSOUTHCOM), a Department of
Defense organiza?on, is exploring solu?ons to detect and monitor illicit ac?vi?es in mari?me areas.
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
SOLUTION-BOUNDARIES
Describe technical thresholds: Preference is
placed on Commercial, Off-the-Shelf Solu?ons
and low-cost solu?ons, including new ways of
approaching exis?ng technologies and taking
advantage of open-source so]ware whenever
possible.
Environmental Condi?ons: Mari?me areas and
varying sea states.
Technologies that might be relevant: over the
horizon radar, unmanned surface vehicles,
unmanned aerial vehicles, advanced sensors and
communica?on packages, and informa?on
sharing technologies.
PROBLEM SPONSOR
(Value Recipient)
U.S. Southern Command (SOUTHCOM),
Technology, Innova?on and Solu?ons –J72
SOLUTION PROVIDER
(Value Creator)
PROBLEM/CHALLENGE
(Job To Get Done)
Develop the capability for U.S. Southern
Command, other U.S. Government
organiza?ons, and Interna?onal partners to
detect and monitor illicit ac9vi9es in broad
mari9me areas such as the Eastern Pacific.
#SU27: DETECTION AND MONITORING OF ILLICIT MARITIME ACTIVITIES
IMPACT OR TRADE-OFF
(Feedback)

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

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