Value Proposition Canvas H4D Advance Lecture 2 Hacking 4 Defense (H4D) Solving National Security Issues with Lean Launchpad Value Proposition Canvas H4D Advance Lecture 2

Key Points for Advanced Lecture 2: The most common mistakes made with value propositions is making broad generalizations about value with out asking enough questions of enough people. Remember, this is a journey. The more questions you ask the better directions you will get. The second most common mistake is confusing a set of features as a value proposition. It’s the effect the features of a product have on a work flow that count, not the features.

Expeditionary Engineering in Afghanistan Present video at: https://youtu.be/hzGGNyMjvgg?t=10s Watch this video and try to listen carefully to each of the people talking. See if you can’t figure out what the pain and gains are for the sergeant and capture your notes on a Value Proposition Canvas MRAP VALVE STEM GUARD Expeditionary Engineering in Afghanistan

Value Proposition Maintenance Sergeant Once you’ve completed your VPC based on what you heard, compare notes with those around you. Did everything you captured come from the sergeant himself or did you learn other things by listening the other speakers? Did you understand everything they said? If not did you capture acronyms and terms you didn’t understand so that you could ask about them later or get help from a mentor understanding them?

Are there any new beneficiaries identified? What’s the Value Proposition? To the sergeant? Use the VPC on the pervious slide and work through a group response To the mechanics? To the base commander? To Exponent (the lab guy)? To the vehicle program manager In addition to what the Sergeant had to say, can you identify any other people who might be beneficiaries of the solution? Think up the chain of command, what would the next higher level above them gain from this solution? What about the organization that was doing the prototyping, what is their Value Proposition for being in Afghanistan doing the work to begin with? Why would they want to help the Sergeant? What about the vehicle manufacturer? Are they a beneficiary of the solution or could they be a saboteur? Key takeaways from this exercise: You have to listen carefully to what people have to say in order to understand them. Sometimes its best to do interviews in pairs, with one person responsible for asking questions and interacting with the beneficiary and another taking notes and only asking clarifying questions at the end. Even when its not obvious, there will likely be other beneficiaries, this is why it is important to map work flows of each beneficiary Saboteurs lurk in the shadows. If you are working on a problem it may be because someone elected not to fix it. You need to ask the question.

Class 3 Presentation: Slide 1: Title/Intro Slide Slide 2: Weekly Customer Discovery photos or insights Slide 3: MMC Slide 4: Value Proposition Canvases + Beneficiary Archetypes (One for each Beneficiary) Slide 5: Beneficiary Discovery Table Slide 6: MVP (+ Experiments conducted) Your requirement for next week is to: Talk to 10-15 Beneficiaries Capture your weekly beneficiary discovery experience in a chart Draw a Value Proposition Canvas for each beneficiary Draw the archetype for each beneficiary Draw their workflow Show your MVP and the experiments you conducted

Tell us your biggest aha moment this week? Explain how it changed your MMC? Show us the results, create a table like todays table, we want to know your insight to the project! Show your expanded understanding of your beneficiaries workflow At the outset of your presentation we want to hear about your biggest insights of the week. For the rest of the presentation you can point to the insight and show us how it drove change in the MMC and in your understanding of the sponsor and their problem. The evidence to support this insight will be in the Beneficiary Discovery Table like the one you produced for this today’s class

Who is the beneficiary? What makes them special, or not! Most Military personal who are in a special job (MOS) will not brag about themselves, ask questions towards solving the problem, they will open up and revel all. If they ask for you not to share or repeat some information, honor that request, it will build trust and helpful in success in your project. Its not enough to just get out of the building. You need to get into your beneficiaries life! Spend time learning who your beneficiary is in addition to what they do. If you do not understand who they are as human beings you cannot effectively address their pains. Understanding the group of people the solution is for will give the value propositions more context. Example provided by Stanford University Team Aqua Link

Continue to create MVPs and actually show them to your beneficiaries.