Capella Space Lessons Learned H4D Stanford 2016

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agile, bmnt, business model, corporate innovation, customer development, diux, dod, h4d, hacking for defense, lean, lean launchpad, lean startup, nsa, stanford, steve blank

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Capella Space Lessons Learned H4D Stanford 2016

  1. Capella Space Reliable & consistent imagery from space Week 1 Build and sell satellites that provide global coverage to customers around the world Week 10 Sell information from space with an initial focus on equatorial countries DoD USCG CommercialOther many interviews later... 93 18 16 33 26 Redacted Redacted Redacted Redacted Redacted Redacted Redacted
  2. Commercial Geo-Intelligence Hedge Funds Port Authorities Oil & Gas USCG Law Enforcement Search & Rescue DoD DIUx NGA USAF Navy 93 Other NASA Foreign Governments Researchers VCs 18 16 33 26 Redacted Redacted Redacted Redacted Redacted
  3. The Team Payam Banazadeh M.S Management, Science & Engineering ‘16 I have designed and built CubeSats for the past 8 years. Timon Ruban M.S. Electrical Engineering ‘17 I use machine learning to process satellite images. Isaac Matthews M.S Management, Science & Engineering ‘17 I am a rocket scientist and worked at NASA Ames; expertise in power conversion. Will Woods PhD Electrical Engineering ‘16 My PhD expertise is in radar and remote sensing. Jose Ignacio del Villar M.S Management, Science & Engineering ‘16 I use my experience in finance and entrepreneurship to build great products.
  4. Week # 1 2 3 4 5 6 7 8 9 10 Emotional Journey USCG Office of Law Enforcement is possible beneficiary Pivot to stopping illegal maritime activities in equatorial countries Surprise ending! Tests of satellite payload in preparation for launch ahead Search for the right beneficiary - Navy, Oil & Gas, Insurances and more Redacted Redacted Redacted Redacted
  5. We came into the class with a technology and a preconceived solution to what we thought was a big problem We are building satellites! Redacted
  6. We thought this was a huge problem and needed to be fixed … 50% night coverage 50% cloud coverage 75% invisible to optical imagery Redacted Redacted RedactedRedacted Redacted
  7. Redacted
  8. Low Cost High Revisit Rate Night & Day Clouds & No Clouds Redacted
  9. • Vendor coordination • Integration and testing • UI design and implementation • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers • US Military • US Border Control • Insurance companies • Land/resource managers • Hedge fund managers • Infrastructure managers • Power companies • Telecoms • Oil companies • Solar/wind power companies • Foreign space agencies • Foreign governments • Provide global EO radar data 10-100 times cheaper than current providers • Revisit global targets many times per day (currently impossible) • Global radar coverage with 15 minute revisit achieved • Widespread commercial adoption for resource allocation • Deploy 1st satellite for single customer • Deploy additional satellites to serve multiple customers • Final constellation, customers globally • Ground/airborne demonstration: 100k • First satellite: $6 million • Subsequent satellites: $3 million each • Final constellation: $300 million total • Funding to perform first demonstration • Letters of intents to prove market viability • Oracle for US defense priorities • Airborne radar testing platforms • US military for confirmation of target classification Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redacted
  10. • Vendor coordination • Integration and testing • UI design and implementation • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers Everyone Global coverage with low revisit rate >1 hour Sell Satellites • Deploy 1st satellite for single customer • Deploy additional satellites to serve multiple customers • Final constellation, customers globally • Ground/airborne demonstration: 100k • First satellite: $6 million • Subsequent satellites: $3 million each • Final constellation: $300 million total • Funding to perform first demonstration • Letters of intents to prove market viability • Oracle for US defense priorities • Airborne radar testing platforms • US military for confirmation of target classification Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redacted
  11. We thought: With so many applications, we will have customers around the world in no time! Redacted
  12. But then we started getting out of the building to test our hypotheses
  13. Instead of this We were doing this But in the beginning...
  14. Big Idea - Week 1 Stop pitching, start listening!
  15. So our journey from one Beneficiary to the next began...
  16. US Navy 7th Fleet We were sure that the Navy 7th Fleet would fight to get our technology We were not on their priority list We thought In reality Week 1 & 2 Phone Interviews Redacted Redacted
  17. USCG Search & Rescue Our technology can solve the problem of locating ships and resource allocation in Search & Rescue missions The problem is not big enough in $ to justify a satellite constellation We thought In reality Week 3 & 4 Visited on site “The real question is: what is out there?” LCDR Nathaniel Johnson Redacted Redacted Redacted RedactedRedacted Redact ed
  18. Port Authorities Our technology can help global port authorities monitor and identify ships coming into port, and can improve port traffic management. They have very sophisticated knowledge of what happens in the port and do not need our technology We thought In reality Week 5 Cold called Redacted Redacted Redacted Re da cte d
  19. We had many leads, but no big problem that would justify building and launching a global constellation of satellites. Redacted Redacted
  20. • Construction of payload for testing • Development of image analysis algorithms • Construction of satellite under required constraints • Data Analytics providers (Orbital Insight, Omni Earth, etc) • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers • Acquire government customers in Equatorial States • Grow commercial interest in Capella’s SAR data • Adoption of Capella technology by the DHS and other government departments • - USCG: successful drug interdiction and S&R using Capella • Deploy 1 to 3 satellites and sell the images by September 2017. • Finish the deployment of 40 satellites by 2020. • Summer ground demonstration: $100k • First satellite: $6 million (including operations) • Subsequent satellites: $3 million each • Final constellation: $150 million total over 3 years • Funding for summer 2016 payload test • Government advocacy for our tech: DHS • Contacts in the State Dept., Equatorial state leaders. Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition USCG - Stop drugs from entering US ports - Reduce the cost of drug interdiction, SAR NGA Provide actionable intelligence to other agencies/services Commercial Satellite Imagery Resellers: they can offer better and more diverse products Illegal fishing: tracking suspicious non-AIS ships at sea. Better law enforcement. Government sector driving demand (Indonesia, Nigeria, Ecuador, Colombia) Coast Guard Deputy Commandant for Operations (CG-DCO) Commercial -Satellite imagery resellers - Illegal fishing in Indonesia, Indian Ocean - Oil bunkering in Nigeria - Piracy in E Africa USCG Law Enforcement DO Information Watch Officer NGA Intelligence Analysts Services in the DoD?? SOCOM ??? Beneficiaries Before After US Military US Border Control Insurance companies Land/resource managers Hedge fund managers Infrastructure managers Power companies Telecoms Oil companies Solar/wind power companies Foreign space agencies Foreign governments Redacted Redacted Redacte d Redacted Redacted Redacted Redacted Redacted
  21. Big Idea Challenge your preconceived assumptions
  22. What were we offering? Satellite constellation of 40 satellites Global coverage with a revisit rate of less than 1 hour Solve problems for everyone Redacted
  23. Main learnings - Week 5-8 For the DoD to buy from us, we need to prove commercial viability The USCG has a clear need and don’t have the capabilities to patrol everywhere “We are subject to the tyranny of distance” CDR Steve Schultz “We’re thinking about it, we’ll buy the data when you have the satellites up” NGA Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redact ed Redact ed
  24. Our Wireframe MVP
  25. Illegal fishing Possible illegal fishing Legal Licensed activitiesSuspicions nets/activities Redacted
  26. Ship size: 30 m Last seen: 7N, 128E 8:03am Priority level: 1 Note: No AIS, drifting, fish net Illegal fishing Possible illegal fishing Legal Licensed activitiesSuspicions nets/activities Redacted
  27. Ship size: 30 m Last seen: 7N, 128E 8:03am Priority level: 1 Note: No AIS, drifting, fish net Illegal fishing Possible illegal fishing Legal Licensed activitiesSuspicions nets/activities Redacted
  28. But their problem is not big enough... Are we thinking about this in the correct way? We banged our heads against the wall and we needed to find something that works.
  29. Pivot Redacted Redacted
  30. Pivot Redacted Redacted
  31. Focus on Equatorial orbit What changed? Our initial applications involve ships at sea We can achieve revisit rates of less than 1 hour with a fraction of the satellites (40 - > 3 satellites!) Countries like Indonesia, Nigeria, Colombia and Ecuador have many problems at sea that we can help with “The sea is vast” CAPT Edward Sandlin Redacted Redacted
  32. Our interviews changed our Value Proposition as we understood the customer needs
  33. • Construction of payload for testing • Development of image analysis algorithms • Construction of satellite under required constraints • Data Analytics providers (Orbital Insight, Omni Earth, etc) • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers • Acquire government customers in Equatorial States • Grow commercial interest in Capella’s SAR data • Adoption of Capella technology by the DHS and other government departments • - USCG: successful drug interdiction and S&R using Capella • Deploy 1 to 3 satellites and sell the images by September 2017. • Finish the deployment of 40 satellites by 2020. • Summer ground demonstration: $100k • First satellite: $6 million (including operations) • Subsequent satellites: $3 million each • Final constellation: $150 million total over 3 years • Funding for summer 2016 payload test • Government advocacy for our tech: DHS • Contacts in the State Dept., Equatorial state leaders. Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition USCG - Stop drugs from entering US ports - Reduce the cost of drug interdiction, SAR NGA Provide actionable intelligence to other agencies/services Commercial Satellite Imagery Resellers: they can offer better and more diverse products Illegal fishing: tracking suspicious non-AIS ships at sea. Better law enforcement. Government sector driving demand (Indonesia, Nigeria, Ecuador, Colombia) Coast Guard Deputy Commandant for Operations (CG-DCO) Commercial -Satellite imagery resellers - Illegal fishing in Indonesia, Indian Ocean - Oil bunkering in Nigeria - Piracy in E Africa USCG Law Enforcement DO Information Watch Officer NGA Intelligence Analysts Services in the DoD?? SOCOM Images are the product Decision Makers want images that provide actionable insights (processed images) SAR data we are offering does not exist: we are able to meet customer needs with only a few satellites Satellites are the product Users want to do their own image analysis (raw images) We should start by offering users processed images Value Proposition Before After Redacted Redacted Redacted Redacted Redacted Redacted Redacted
  34. The changes are reflected in our Mission Achievement objectives
  35. • Construction of payload for testing • Development of image analysis algorithms • Construction of satellite under required constraints • Data Analytics providers (Orbital Insight, Omni Earth, etc) • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers • Acquire government customers in Equatorial States • Grow commercial interest in Capella’s SAR data • Adoption of Capella technology by the DHS and other government departments • - USCG: successful drug interdiction and S&R using Capella • Deploy 1 to 3 satellites and sell the images by September 2017. • Finish the deployment of 40 satellites by 2020. • Summer ground demonstration: $100k • First satellite: $6 million (including operations) • Subsequent satellites: $3 million each • Final constellation: $150 million total over 3 years • Funding for summer 2016 payload test • Government advocacy for our tech: DHS • Contacts in the State Dept., Equatorial state leaders. Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition USCG - Stop drugs from entering US ports - Reduce the cost of drug interdiction, SAR NGA Provide actionable intelligence to other agencies/services Commercial Satellite Imagery Resellers: they can offer better and more diverse products Illegal fishing: tracking suspicious non-AIS ships at sea. Better law enforcement. Government sector driving demand (Indonesia, Nigeria, Ecuador, Colombia) Coast Guard Deputy Commandant for Operations (CG-DCO) Commercial -Satellite imagery resellers - Illegal fishing in Indonesia, Indian Ocean - Oil bunkering in Nigeria - Piracy in E Africa USCG Law Enforcement DO Information Watch Officer NGA Intelligence Analysts Services in the DoD?? SOCOM USCG use imagery to stop drug smuggling Customer in the equatorial region uses imagery to combat illegal fishing/piracy Global radar coverage & widespread commercial adoption Mission Achievement Before After Redacted Redacted Redacted Redacted Redacted Redacted
  36. Current thinking To gather data we need satellites in orbit To provide those insights we need data We will provide our analysts and decision makers with actionable insights Redacted Redacted Redacted
  37. • Construction of payload for testing • Development of image analysis algorithms • Construction of satellite under required constraints • Data Analytics providers (Orbital Insight, Omni Earth, etc) • Sponsors (military and commercial) • Satellite structure providers • Satellite component providers • Orbital communication providers • Satellite launch providers • Acquire government customers in Equatorial States • Grow commercial interest in Capella’s SAR data • Adoption of Capella technology by the DHS and other government departments • - USCG: successful drug interdiction and S&R using Capella • Deploy 1 to 3 satellites and sell the images by September 2017. • Finish the deployment of 40 satellites by 2020. • Summer ground demonstration: $100k • First satellite: $6 million (including operations) • Subsequent satellites: $3 million each • Final constellation: $150 million total over 3 years • Funding for summer 2016 payload test • Government advocacy for our tech: DHS • Contacts in the State Dept., Equatorial state leaders. Beneficiaries Mission AchievementMission Budget/Costs Buy-In/Support Deployment Key Activities Key Resources Key Partners Value Proposition USCG - Stop drugs from entering US ports - Reduce the cost of drug interdiction, SAR NGA Provide actionable intelligence to other agencies/services Commercial Satellite Imagery Resellers: they can offer better and more diverse products Illegal fishing: tracking suspicious non-AIS ships at sea. Better law enforcement. Government sector driving demand (Indonesia, Nigeria, Ecuador, Colombia) Coast Guard Deputy Commandant for Operations (CG-DCO) Commercial -Satellite imagery resellers - Illegal fishing in Indonesia, Indian Ocean - Oil bunkering in Nigeria - Piracy in E Africa USCG Law Enforcement DO Information Watch Officer NGA Intelligence Analysts Services in the DoD?? SOCOM Redacted Redacted Redacted Redacted Redacted Redacted Redacted Redacted RedactedRedacted
  38. Big Changes Beneficiaries Value Proposition Mission Achievement Week 1 Week 10 Everyone Global Coverage Sell Satellites USCG - Law Enforcement Equatorial Region Coverage Use Insights from Images Equatorial countries (Indonesia, Nigeria, etc.) Redacted Redacted Redacted Redacted Redacted Redacted
  39. IRL 1 IRL 4 IRL 3 IRL 2 IRL 7 IRL 6 IRL 5 IRL 8 IRL 9 First pass on MMC w/Problem Sponsor Complete ecosystem analysis petal diagram Validate mission achievement (Right side of canvas) Problem validated through initial interviews Prototype low-fidelity Minimum Viable Product Value proposition/mission fit (Value Proposition Canvas) Validate resource strategy (Left side of canvas) Prototype high-fidelity Minimum Viable Product Establish mission achievement metrics that matterTeam Assessment: IRL 9
  40. And... We closed a $200k angel round! Redacted
  41. Capella Current Status Design Up to today Feasibility design completed, market assessment, satellite design underway, customer development Angel Investment Closed - $200k Build, integrate, and test the payload, demonstrate the product, sign LOIs Seed Aug/Sept ’16 $3M - $5M Procure satellite hardware, expand the team, secure launch vehicle, launch first 2 satellites Series A June ’17 $10M Launch additional 9 satellites in polar constellations, expand analytics platform Redacted Redacted Redacted Redacted Redacted Redacted Redacted
  42. Roadmap to launch Demo Setup Design Freeze *Procure demo equipment *Finalize experiment setup *Integrate payload on ground bench *Moving car experiment *Develop analytics demo for use case 1 *Demo analytics with acquired data *V1 design freeze *Procure satellite components *First delivery of satellite flight units *Engineering models delivered $200k $5M Payload Demo Procure & Integrate May June July Aug Sept Oct Nov Dec Jan Feb Mar *Integration completed April May June July Aug Sept *Ground test completed *Flight unit delivery to LV *Launch of Capella 1 and Capella 2 into orbit Integrate Test & Delivery $10M Total 40-80M additional capital requirement Redacted Redacted Redacted Redacte d
  43. Thank you! H4D-teaching team: Steve, Jackie, Joe, Pete, Tom H4D Course Assistants: Kim, John, Chris, Ben, Konstantine Our Course Mentors: Garrett, Bucky, Cory Malstrom, Chris Conley, Karen Diener, Beal AFB personnel, and all of our military liaisons US Coast Guard - 11th District Dan Pickles, Nate Johnson, and all the people there that helped us along the way Redacted Redacted
  44. EXTRA SLIDES
  45. Navy 7th Fleet USAF NGA Oil&Gas USCG Hedge Funds Insurances Disaster Relief Port Authorities Satellite image resellers Foreign Governments Search&Rescue USCG Law Enforcement Redacted

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