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

1. Team Sentinel
● Team members:
○ Jared Dunnmon
○ Darren Hau
○ Atsu Kobashi
○ Rachel Moore
● Cumulative # of interviews: 85 + 15
○ Users: 3 Experts: 12
● What we do: Enable rapid, well-informed decisions for anti-IUU and future C2 by combining
effective UI with high data density, local storage, and analytics
○ Open and automated data aggregation (i.e. incorporate open source data)
○ Flexible layering and filtering with improved UI/UX
○ Enhanced intel through contextualization and easily accessible, common database
○ Identifying deviations from baseline by utilizing historical data
○ Shareable, socializable conclusions visible up and down chains of command
● Why it matters:
○ Outdated platforms not built for current generation--21st century C2 needed
○ A2/AD prevents timely deployment of traditional ISR--need rapid conclusions from available data
○ Data aggregation platforms and database access in PACOM are extremely manual
● Military Liaisons
○ --- (Colonel, US Army)
○ --- (Commander, US Navy)
● Problem Sponsor
○ --- (Lieutenant, US Navy 7th Fleet)
● Tech Mentors include:
○ --- (Palantir)

4. QUOTE OF THE WEEK
“We might need to start charging quarters if the
budget gets cut.”

5. Contents
1. Customer Discovery
2. Key Activities, Resources, and Partners
3. Mission Model Canvas
4. Value Props
5. Mission Achievement
6. MVP
7. Procurement + Deployment

6. Hypotheses Experiments Results Action
7th Fleet, PacFlt,
PACOM have
procurement arms +
processes we can
leverage
REFINED
- Interview with PacFlt
strategic thinker
- Visit to Commander
3rd Fleet → interviews
with N8/9, S&T
advisors, testing
program PoC
- PacFlt has an experimentation arm
(N9), but have authority only for
operational expenses.
- Navy: NAVSEA, NAVAIR, SPAWAR
- To become PoR, needs to be such
a game-changer that funding is pulled
from another program
- Talk with S&T
advisors - they are
the way in
- Determine if there is
an existing program
we can partner with
We should try to
augment existing
tools to make a
quick impact
INVALIDATED
- Visit to Commander
3rd Fleet → interviews
with 3rd Fleet N8/9,
S&T advisors, testing
program PoC
- Patching something broken will only
prolong the problem. 3rd Fleet thinks
we should create the next generation
C2 system that works for millennials.
- Think bigger about
how we want C2-F to
look like
- Can still use illegal
fishing analog
Tools are tied to
legacy hardware
due to PoR
contracts
VALIDATED
- Visit to USS
Sampson → interviews
with Fire Control
officers + other CIC
operations folks
- One system has to use a 9 GB hard
drive that isn’t even commercially
available anymore.
- They liked MarineTraffic! Would like
to see that in the CIC.
- Confirm feasibility of
deploying modular
hardware that
contains application +
interfaces with CIC.
Customer Discovery

7. Activity Resources Partners
Acquiring Data APIs for accessing data (e.g. API
for Global Fishing Watch, AIS),
$$$ needed to access this
SeaVision, Sea Scout, Capella,
TerraSAR
Brainstorming what “Command
and Control of the Future” (C2F or
“MTC2-F”) would be
Ideas and feedback from young
sailors.
Junior officers, young enlisted
personnel from Navy, Coast Guard
who use current tools
Software and algorithm
development
AWS, programmers, $$$ for both,
subject matter expertise on
phenomenology of ships, activities
Palantir, Skytruth, Coast Guard,
NPS
Information Assurance certification Personnel to provide certification /
approval for testing
Contact in CG who knows IA
people
Prototype testing and Acquisitions Military Sealift Command ships,
7th Fleet experimentation ships
and personnel
NWDC, ONR S&T Advisors, C7F
N2, C7F CIG, C3F N8/9, PACOM
CSIG, OPNAV N2/N6
Key Activities, Resources, and Partners

8. Data & Analytics
- Compile existing data
resources/scope out future ones
- Develop flexible data
fusion/analytics algorithms
Defining C2-F
- Brainstorming what “Command
and Control of the Future” (C2-F or
“MTC2-F”) would be
- Interviewing (customer discovery)
for younger sailors
Software Development
Prototype Testing/Acquisitions
Pursue Information Assurance
Certification
USN Strategic Decision
Makers
USN Analysts (N/J2)
USN Operators (N/J3)
Anti-IUU Fishing Enforcers
(USCG, Partner Nations,
etc.)
Anti-IUU Fishing
Stakeholders (NGOs, Legal
Fishing)
(Commercial entities that
use/would benefit from
enhanced C2-type systems)
USN
- Timely, accurate operational decisions
- Decreased time to predict hot spots, ID & differentiate threats
- Increased engagement and effectiveness of younger sailors
- Up-to-date, reliable info in frontline environment
Anti-IUU Fishing
- Reduction in IUU fishing worldwide due to better deterrence
- Better allocation of scarce / expensive interdiction resources
- Widespread engagement of operators, governments, and the public
USN
- Work with fleet sponsor to get C2-F system on fleet needs list
- Ensure C2-F makes it into FIMES database, engage S&T bridge
personnel to talk with key decision makers
- Work with NWDC, ONR S&T, PACFLT LOEs to test solution
- Engage PACFLT N8/N9 shops to implement modular operational
deployment & update pathways
Anti IUU Fishing
- Work with NGOs, gov’t departments, USCG, operators, etc. to find
key influencers/stakeholders
- Deploy solution where possible,
Fixed
- Existing Software tools/APIs
- Evaluation of commercial products
- Information assurance process
steps
Data & Analytics
- APIs for accessing data (e.g. API for
Global Fishing Watch, AIS), $$$
needed to access this
Defining C2-F
-Ideas/feedback from young sailors
- Need commanding officer to
confirm decision-making benefits
- Need intelligence officers from ONI
/ N2 and operators from N3 to
confirm effectiveness of insights
- Need IT approvals to integrate into
systems
- Need support of commercial
partners if we want to leverage their
platforms
-Need support of existing
PMOs/S&T personnel to make sure
we’re not duplicating work
Beneficiaries
Mission Achievement
Mission Budget/Costs
Buy-In
Deployment
Value
Proposition
Key Activities
Key Resources
Key Partners
Military
- PACFLT (7th/3rd Fleet, young E- and
O- who use current C2 tools)
- Program Office for MCT2 (PMW 150)
- Information Assurance Personnel
- NWDC, ONR S&T Advisors, C7F N2,
C7F CIG, C3F N8/9, PACOM CSIG,
OPNAV N2/N6 (Acquisition/Testing)
Anti-IUU Fishing Stakeholders
- IUU fishing + anti-smuggling
stakeholders (i.e. Coast Guard, PNA)
Data/Software/Algorithms
- Data: Skytruth, Pew, Global Fishing
Watch, Capella, TerraSAR
-Software: Palantir Skytruth, USCG,
NPS/ONR, SeaVision, Sea Scout
-Algorithms: Universities (e.g.
Vanderbilt), NPS/ONR, NGOs
Mission: Creating C2-F--Enabling Rapid Decisions from Heterogeneous Data
Software Development
-AWS, programmers, $$$ for both,
subject matter expertise on
phenomenology of ships, activities
Prototype Testing/Acquisition
- Military Sealift Command ships, 7th
Fleet experimentation ships and
personnel
Information Assurance Certification
-Access to personnel to provide
certification / approval
Variable
- Travel for site visits, pilots,
interviews with sailors
- R&D personnel
- Development
- Data and APIs
- AWS & Distributed Computing
IMPROVE USN DECISIONS &
OPS VIA C2-F WITH IMPROVED
DATA HANDLING, UI/UX,
COMMS, AND HARDWARE
(1) Rapid Strategic
Decisionmaking via Improved
Reporting, Coordination, Visibility
(2) Improved Tactical Decision
Making via Timely, Accurate
Information Sharing
(3) More Effective Analysis via
Searchable, Visualizable, Source-
Flexible Data Integration
(Layering & Filtering)
(4) Increased Analyst Bandwidth
via Predictive Intel and Alerts
(e.g. Machine Learning) Flexibly
Applied to Available Data
(5) Improved Collection of
Existing Data Streams
(6) Increasing Morale &
Engagement for Millenial Sailors
ENHANCE ANTI-IUU FISHING
CAPABILITIES
(1) Improved Detection Using
Data Fusion/Analytics
(2) Enhanced Enforcement via
Improved Communication
(3) Lower Barriers to Engaging
Civilians in Reporting IUU Fishing
Activities

9. Products
& Services
- Timely data
- Good UI/UX
for
presenting
data
- Streamlined
reporting process
- Improved
coordination across
ranks
- Utilizes current tool
pipeline
Customer
Jobs
Gains
Pains
Gain
Creators
Pain
Relievers
- Good UI/UX
- Platform incorporates
more data streams
- Platform is robust
and can handle drop
out of data streams
- Allocate assets
- Identify, eliminate
threats
- Predict hot spots
- Safety and morale
of team
- Projecting peace,
stability in region
- More informed
decisions
- Faster decisions
- Decisions made
on most up-to-
date info
- Poor quality/lack of
data
- Latency of data ->
insight
Admiral/Strategic Decision Maker
Value Proposition Canvas
Customer persona:
● 3 or 4 star admiral
● Born in late 1950’s
● Have their own office on-base
● Gives out challenge coins
● Responsibility for well-being of
their entire organization (e.g. 7th
Fleet)
● 30,000 ft view thinker
● Spent entire professional career
in Navy (deeply ingrained
culture)

10. Products
& Services
- Contextualized,
object-oriented
database
- Algorithms for
processing,
analyzing data
- Ability to search for trends
across database
- Integration of disparate data
sources
- Automation of data analysis
- Improved UX/UI enabling
greater engagement
- Predictive notifications
- Filtering and layering features
- Tool architecture is flexible and
intelligent
Customer
Jobs
Gains
Pains
Gain Creators
Pain
Relievers
- Compatible data format
- Incorporate multiple data
streams with existing
object-oriented database
- Integration into current
processes is simple
- Collect & analyze
data
- Communicate
findings
- Piece together
contextualized
awareness
- More actionable insights
- Faster identification & response times
- Easy-to-use
- Information continues to be processed
and visualized even if data streams
are added/dropped (no Christmas
Light effect)
- Incorporation of context is
manual/mental
- Poor quality / lack of data
- Latency of data -> insight
- Long onboarding processes
Analyst (N2)
Value Proposition Canvas
Customer persona:
● 18-35 years old, described as “19-year old from Oklahoma”
● Sits in front of computer 12 hours per day
● Job usually boring with bursts of activity
● Regimented daily process, but schedules could change drastically day-
to-day

11. Products
& Services
- N/A
- Actually a common
operating picture!
- Data is actually synced
across databases
- Tool architecture is flexible
and intelligent
- UI/UX that is much more
intuitive for the millennial
sailor
Customer
Jobs
Gains
Pains
Gain Creators
Pain
Relievers
- No hardware to deploy so
no risk of asset or
personnel loss
- Fewer change orders
- Training and integration
with current processes is
simple
- Utilize assets and
human capital in
order to obtain
ISR data on
adversary or
regions of interest
- Timely and enhanced allocation
and deployment of assets
- Information continues to be
processed and visualized even if
data streams are added/dropped
(no Christmas Light effect)
- Increased engagement
- High manpower, time
- Operator error
- Safety concern for deploying
in unfriendly territory
- Struggle to redeploy systems
on short notice (<12 hours) =
frustration
- Long onboarding processes
Operations (N3)
Value Proposition Canvas
Customer persona:
On Ship
● 18-35 years old
● Follow preset “if-then” procedures
● When passing through high-risk
area, very jumpy
Customer persona:
Head of N3
● 40-55 years old
● General sense that N2 and N6
“work” for them
● Frustrated by changing demands

12. - Crowd-sourced data
collection
- Better COP with partner
nations
- Enable fast response with
better allocation of assets
Customer
Jobs
Gains
Pains
Gain Creators
Pain
Relievers
- Better intel = more
effective use of assets
- Locate IUU
fishing activity
- Apprehend the
individuals
involved
- Easier to communicate
insights
- Increased buy-in from
partner nations
- Improved deterrence
- Inability to detect “dark”
targets
- Expensive interdiction
vehicles sent to verify IUU
fishing
Anti-IUU Fishing Enforcers (USCG)
Value Proposition Canvas
Customer persona:
Intel (works in MIFC)
● 25-40 years old
● Deep domain expertise - interfaces with
partner nations, NGOs
● Develops internal tools
● May be re-assigned by HR to unrelated roles
Products
& Services
- Contextualized,
object-oriented
database
- Algorithms for
processing,
analyzing data
Customer persona:
Operator (on ship)
● 20-30 years old
● Is law-enforcement presence - can direct
entire Navy ship for related tasks
● Domain expertise or not???

13. Anti-IUU Fishing Stakeholders
Value Proposition Canvas
● PLACEHOLDER
● We are gathering more info on:
○ NGO’s
○ Fisheries
○ Partner nations
○ +other potential Anti-IUU Fishing Stakeholder beneficiaries
Commercial Entities
● PLACEHOLDER
● We are gathering more info on:
○ Fisheries (as a customer)
○ Amazon (also as they look to develop their drone delivery
capabilities)
○ Commercial Shipping companies
○ O&G companies

14. Mission Achievement
Beneficiaries Mission Achievement
Strategic Decision Makers
(Admirals)
- Better, faster decisions despite uncertain information
- Improved COP with analysts + operators = save manpower/bandwidth
resources associated with preparing PPT
- Better understanding of what data contributed to analysis in CUB, and
reliability of that information
Analysts (N/J2) - Predictive analytics based on historical baselines eliminates tedious
elements of workflow → more engagement
- Data aggregation into common database decreases time to insights
Ship CIC Operators (N3) - Up-to-date, reliable information in frontline environment
- Easy to share COP with analysts + strategic decision makers
- Next-generation user interface which is intuitive + leverages familiarity
with commercial tech → more engagement
Anti-IUU Fishing Enforcers
(USCG, w/ support from USN)
- Better allocation of scarce / expensive interdiction resources
- Faster response = better deterrent
Anti-IUU Fishing Stakeholders
(Partner nations, NGOs, legal
fishers)
- Ensure economic + food security
- Reduce # of illegal fishers + associated IUU catch
- Improve working conditions / reduce human trafficking

15. MVP
CIC PACOM
Surface radar contact
but no AIS… This is
odd. Let me ALERT
others.

16. MVP
CIC PACOM
Surface radar contact
but no AIS… This is
odd. Let me ALERT
others.
I see an ALERT from
DDG102. Lets share
the C2 screen and
take a look

17. MVP
CIC PACOM

18. MVP
CIC PACOM

19. Procurement + Deployment Schedule
Activity Timeline Funds People + Resources
Continue Customer Discovery w/ Gov’t May - Sept
2016
$0 Sentinel, H4D cohort,
Navy, USCG, OSD
Customer Discovery with Commercial Entities May - Dec
2016
$0 Sentinel, Teaching
Team, Chris Robinette,
GSB network
Continue Technical Development of MVP May - Dec
2016
$0 Sentinel, AWS(?)
6 month Period of Performance SBIR/BAA/etc tailored to our
MVP is released and awarded to us
Sept - Dec
2016
$0 Sentinel, Rich LeBron,
NWDC(?), DHS(?)
Work on SBIR/other contract and commercial product in
parallel
Jan - June
2017
$250k - $70k Sentinel
Lay framework for DoD acquisition (i.e. build relationships, iron
out process, LOE, etc)
Jan - June
2017
$0 Sentinel, Rich LeBron,
influencers and
acquisition DoD people
Identify and develop relationships/partnerships with key early
adopter/early supporter entities (i.e. commercial companies,
NGO’s)
Jan - June
2017
$0 Sentinel, TBD
Close acquisition and sales deals with DoD and early adopter
commercial companies!
June - August
2017
$1MM -
$3MM, for
each contract
Sentinel, DoD (specifics
TBD), TBD

20. Procurement + Deployment Methods
● This references the italicized line in the schedule
● For Navy, one potential deployment avenue is latch onto a program of record
already in the Fleet Experimentation Info Management System
● We can also leverage SBIR contract as a way to set up for eventual acquisition
● We know that the Coast Guard brings in technology for evaluation (on the path
to acquisition) relatively frequently throughout the year
○ We just need to determine how we insert ourselves into that funnel
● In terms of implementation, we propose an external hard drive that has
historical data pre-loaded in addition to our software solution
○ In addition to the solution, this is beneficial because of bandwidth issues
and memory issues (and our customer discovery has intensely validated
these needs)
○ This avoids having to deal with deploying our software on their hardware
while maintaining modularity and flexibility of our solution
○ It also gives us a fully vetted avenue by which to test and roll out updates in
modular fashion

21. Thank you!
Any questions?

22. MVP

23. MVP: Modular Intake, Algorithm, and Display

24. MVP: Modular Intake, Algorithm, and Display

25. MVP: Modular Intake, Algorithm, and Display

26. MVP: Modular Intake, Algorithm, and Display

27. Customer Discovery - Get/Keep/Grow Diagram
Awareness Interest Consideration Purchase Keep Unbundling Up-sell Cross-sell Referral
Activity
&
People
- Evangelist &
advocate from
originator Flt
- ???
Corey
Hesselberg,
CDR Jason
Schwarzkopf,
MIOC watch
standers
- Buy-in from
flag officers
- ADM Swift,
VADM Aucoin,
RADM Piersey
- N8/9
- Dave
Yoshihara
(PacFlt N9)
- 7th Fleet ???
- Maintainers
(N6)
- Bob Stevenson
(PacFlt N6)
- 7th Fleet ???
N/A Expanding
COP & intel
extensions /
functionality
within 7th
Fleet
Expanding
user base
within 7th
Fleet
Expanding
tool set to
other fleets
Metrics % people who
have heard of
program
before vs after
*how to
reassess?
# people who
say “we want
this”
Seems
binary… any
recommendati
ons?
# Systems
outfitted
?? ?? ?? # users within
7th Fleet using
tool
# fleets using
tool

28. Map of System Functions and Needs
QUELLFIRE
GCCS (1)
FOBM
STORAGE/
COMMS
CST
GCCS (3)GCCS (2)
STORAGE/
COMMS
STORAGE/
COMMS
Sensors Sensors Sensors
.oth-.json Translator
Visualization
Analytics
Ship-to-Ship Sharing
Long-Term Storage
KEY NEEDS
FUNCTIONS
&
PROGRAMS
SHIP 2 SHIP 3SHIP 1

29. MVP: Software Domain Awareness
Program POC Organization
Function &
Goals
To be used
by whom?
Security
Level Status Contract History Inputs
Technical
Details
CSII
Insight
MTC2
Quellfire
DCGS-N
Increment 2
C2PC
HAMDD
SeaVision
GCCS
EWBM
RC2
(Resilient
C2)

30. Sample In-Development Product: ONR/CTI EWBM Tool

31. MVP (3 weeks ago)

32. MVP (3 weeks ago)

33. MVP (3 weeks ago)

34. MVP (4 weeks ago)
AIS Weather

35. MVP (4 weeks ago)
AIS Weather

36. MVP (4 weeks ago)
AIS Weather

37. Customer Workflow
N2
N3
N2
(“owns”
the
intel)
N3
(“owns”
the
assets)
Ready-To-Use DataDeployment
Data
Acquisition
Data
Analysis
Data
Order/Decision

38. Customer Workflow

39. Key Acquisition Paths
○ Linking in with an existing POR (PMW-150, etc.)
■ Pros: Allocated funding, long-term integration plans
■ Cons: Long timescale, getting in the door
■ POCs: ONI, SPAWAR (Stan Kowalski), Primes
■ Source of Excitement: TBD
○ Rapid Acquisition Pathways (Limited Objective Experiments, Rapid Reaction
Technology Office)
■ Pros: Speed, Close to user, Don’t have to go through Navy (other services
work)
■ Cons: Limited spending authority
■ POCs: 7th Fleet (Jason Knudson), DHS (Chuck Wolf)
■ Source of Excitement: Rapid deployment, changed acquisition model
○ DARPA
■ Pros: Development mindset, existing programs (Insight) that are well-aligned,
deployment authority/capability to pay for deployment to end-users

40. Sample Deployment Path (Software, POR Path)
1. Operational testing to make sure meets military specs (engage SPAWAR for this)
a. Ensure NSA-standard Information Assurance (IA)
i. Lock down system and code
ii. Make sure no category 1,2,3 in code - backdoors, exceptions, etc.
b. Observe appropriate NIST protocols (TBD)
2. First, limited deployment to evaluate functionality (on testbed system or specific asset)
3. Then, if integrated into a POR:
a. Deployed on whatever platform is needed
b. Moves into sustainment phase
c. Think about disposal & replacement--we want continuous improvement!
4. IT installs where required
a. Technical support install software and make sure up and running
b. Maintains communications systems and networks
5. Personnel training for system operation and maintenance
a. CTMs focus on maintaining classified systems & special collections abilities
WE WILL BE GETTING MORE DETAIL ON THIS GOING
FORWARD!