Beneficiaries in the DOD/DHS/IC
H4D Advance Lecture One
• Key teaching point
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The Mission Model Canvas
Common Mistakes
Problems w/Users (Beneficiaries)
The Value Proposition Canvas
Get Specific!
Meeting the goal of 10 Interviews per week
Mission Model Canvas
• The right side of the canvas
makes sure you are building
the right thing.
• The left-side of the canvas
makes the right-side possible.
It’s the “back-stage” activities.
• The bottom makes the top
achievable and that’s how
problems get solved
Common Mistakes in Identifying Beneficiaries
1. The most common mistake made
is in listing organizations as
beneficiaries
2. The second most is common
mistake is in interviewing too few
beneficiaries.
Concept to winning the fight!
In the commercial world winners
ship products!
In the DOD world people who win
wars field products faster than the
other guy!
In the DHS world people who deter,
prevent, or respond products faster
then the other guy, makes this
nation more secure!
Today it doesn’t matter how
good your equipment is when
you show up for a fight. If you
don’t win on day one, the
winner will be the one that
learns to change the fastest.
The Problem with Users
(Beneficiaries)
Command 1: Don’t bog me down with the
details, just give me something
Two Infantrymen: I don’t need you to
research this,
we need a trip to Toys-R-Us
Command 2:
Does this come in different
sizes?
The value proposition canvas works – use it!
Get Specific!
• A Marine Infantryman is not the
same as an Army Infantryman!
• Common jobs and traits on the
battlefield when it comes to dealing
with IEDs on the battlefield, are not
the same at home!
• A common mistake amongst teams
is to list a bunch of organizations in
the beneficiaries
• The more interviews you do, the
better your questions will become.
Finding 10-15 people a week with value added
knowledge is hard!
Class 2 presentation:
Slide 1: Title/Intro Slide
Slide 2: Weekly Customer Discovery Summary Table
Slide 3: Customer Discovery Photos
Slide 4: MMC
Slide 5: Value Proposition Canvases + beneficiary Archetypes (One for each
Beneficiary)
Slide 6: Customer Workflow
Slide 7: MVP (+ Experiments conducted)
Beneficiary Discovery Proof
Mission Model Canvas
Value Proposition Canvases* + Beneficiary Archetypes*
Beneficiary Workflow
Building MVP’s not Demo’s (+Experiments conducted)