Business Model Hacking (BMH) is a methodology that uses business models as the unit of analysis to rapidly discover and eliminate pain points in systems, projects, or business models. It integrates strategic planning, business model design, and project management. BMH utilizes various mapping and visualization tools, including a 2x2 Value Engine Map, 9-Box Value Engine Map, Business Model Canvas, and Problem Solving Theater technique. These tools help identify different positioning strategies and business models.
Lucia Ferretti, Lead Business Designer; Matteo Meschini, Business Designer @T...
BMH Integrates Strategic Planning, Design and Project Management
1. 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.
4. 4-Box (2x2) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
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): .................................................................................................................................
5. 4-Box (2x2) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
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
6. 4-Box (2x2) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
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/
Strategy/Business Model
LUXURY SPOT
(HIGH DIFFERENTIATION)
Tools/
Strategy/Business Model
DISRUPTIVE INNOVATION
(LOW COST & GOOD ENOUGH)
Tools/
Strategy/Business Model
VALUE ENGINE (Trade-off):
Pain vs. Delight
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): .................................................................................................................................
Ideal Value
Proposi9on
(IVP):
Maximize
Delight;
Minimize Pain
7. 4-Box (2x2) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
2x2 MAP (Trade-off)
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): .................................................................................................................................
8. 9-Box (3x3) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
3x3 MAP (Trade-off)
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): .................................................................................................................................
9. 9-Box (3x3) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
POKER CANVAS (Trade-off)
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): .................................................................................................................................
10. 9-Box (3x3) VALUE ENGINE MAP: 4 Posi?oning Strategies/Business Models for Every Product, Business, Industry, or System
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global BACKGROUND): …...............................................................................
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
POKER CANVAS (Trade-off)
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): .................................................................................................................................
12. Supersystem
Problem Solving Theater: Rapidly Collect Organize, Present, & Evaluate Ideas for Any Problem or Hacking Project
q Future (To Do) q Present (Doing) q Past (Done) WHEN:
Environment (Local/Global)
BACKGROUND
(Context/Story/Ques?on)
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
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
18. Problem Solving Theater for #JMU (Hacking for Defense): DEEP CLEARANCE SITUATIONAL AWARENESS
q Future (To Do) ü Present (Doing) q Past (Done) WHEN:
Environment (Local/Global)
BACKGROUND
(Context/Story/Ques?on)
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.
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
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
Benefit (Revenue) +
SOLUTION-BOUNDARIES
(Output/Prototype: Solu9on Criteria)
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)
22. Problem Solving Theater for #SU11 (Hacking for Defense): COUNTER IMPROVISED-THREAT FRAMEWORK
q Future (To Do) ü Present (Doing) q Past (Done) WHEN:
Environment (Local/Global)
BACKGROUND
(Context/Story/Ques?on)
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.
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
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
Benefit (Revenue) +
SOLUTION-BOUNDARIES
(Output/Prototype: Solu9on Criteria)
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)
25. Problem Solving Theater for #SU27 (H4D): DETECTION AND MONITORING OF ILLICIT MARITIME ACTIVITIES
q Future (To Do) ü Present (Doing) q Past (Done) WHEN:
Environment (Local/Global)
BACKGROUND
(Context/Story/Ques?on)
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.
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
Pain (Constraints)
- Cost (Budget)
Delight (Gains)
Benefit (Revenue) +
SOLUTION-BOUNDARIES
(Output/Prototype: Solu9on Criteria)
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)