Doing the Right Thing at the Right Time

Strategic PlayCory FoyDirector of Corporate EducationThe Iron Yard@cory_foyfoyc@coryfoy.com

https://www.flickr.com/photos/sashaiw/12625143425/

https://www.flickr.com/photos/brizzlebornandbred/5922102746

Strategy

A high level plan to achieve one or more goals under conditions

of uncertainty.

https://en.wikipedia.org/wiki/Strategy

Foobiotics, Inc.

❖ Builds custom web and mobile solutions for customers using Java and Ruby

❖ Doesn’t do maintenance, generally turns solutions over to the customer

https://www.flickr.com/photos/opensourceway/6006414578

Crowdsourced Weather with IoT

❖ We’ll send people IoT devices

❖ They’ll put them outside and connect to their WiFi

❖ It will send us the weather from their location

❖ ???

❖ Profit!

As a customer, I want to have a device with weather sensors so I

can track the weather

As a customer, I want to connect my device to my WiFi so it can

send data

As a weather person, I want to be able to see data from the various

locations so I can track more accurate data

As a customer, I want to be able to see a history of weather from my device so I can track the weather

at my location

Strategy?

Who What

Where When WhyHow

OODA (Boyd’s Cycle)

OODA and Wardley Mapping

ObserveDetermine Needs

Create Value ChainMap

Orient Challenge if you really need to build itUpdate and adjust your map

Decide

Decide Where to attack (then Why)Methods (How + Approach)

Simple (Break into teams, FIST)Evaluate (Canvas)

Act Act! (Get Stuff Done)Iterate

Making Tea

LeavesHeat SourceCup Water User

Pour

Place

Remove

Add

Wait

Deliver

Valu

e C

hain

Visi

ble

Invi

sibl

e

User

Cup of Tea

Tea

Hot Water

WaterKettle

Power

Genesis CustomBuilt

Product (+ rental)

Commodity(+ utility)

Evolution

http

s://w

ww

.flic

kr.co

m/p

hoto

s/ga

ryha

yes/

4502

0261

70ht

tps:/

/en.

wik

iped

ia.o

rg/w

iki/

Com

pute

r

Valu

e C

hain

Visi

ble

Invi

sibl

eCup of Tea

TeaHot Water

Water

Kettle

Power

Genesis CustomBuilt

Product (+ rental)

Commodity(+ utility)

Evolution

Valu

e C

hain

Visi

ble

Invi

sibl

eIoT Device

Customer

Network

WiFiServer

Security

Configuration

Communication

Measurement

Valu

e C

hain

Visi

ble

Invi

sibl

e

Genesis CustomBuilt

Product (+ rental)

Commodity(+ utility)

Evolution

IoT Device

Network

WiFiServerSecurity

Configuration

Communication

Measurement

Valu

e C

hain

Visi

ble

Invi

sibl

e

Genesis CustomBuilt

Product (+ rental)

Commodity(+ utility)

Evolution

IoT Device

Network

WiFiServerSecurity

Configuration

Communication

Measurement

OODA and Wardley Mapping

ObserveDetermine Needs

Create Value ChainMap

Orient Challenge if you really need to build itUpdate and adjust your map

Decide

Decide Where to attack (then Why)Methods (How + Approach)

Simple (Break into teams, FIST)Evaluate (Canvas)

Act Act! (Get Stuff Done)Iterate

Mar

ket D

iffer

entia

tion

Alignment to Business Purpose

Mar

ket D

iffer

entia

tion

Alignment to Business Purpose

Partner

Parity

Differentiating

Who Cares?

Mar

ket D

iffer

entia

tion

Alignment to Business Purpose

Partner

Parity

Differentiating

Who Cares?

IoT Device

Network

WiFi

Server

Security

Configuration

Communication

Measurement

Configuration

Product Vision Statement

❖ For [target customer]

❖ Who [statement of need]

❖ The [product] is a [product category] that [key benefit]

❖ Unlike [primary competitive alternative] our product [statement of differentiation]

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

1

4

3

2

59

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

4

3

2

59

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

4

3

History of Weather

Increased real-time data points

59

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

4

Sell on web site

History of Weather

Increased real-time data points

59

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

59

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

Sell Devices

Subscription Services

9

7

6

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

Sell Devices

Subscription Services

9

7

TechnologistsSales

Weather ExpertsAnalysts

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

Sell Devices

Subscription Services

9

Low Cost IoTPartnersAnalytics

TechnologistsSales

Weather ExpertsAnalysts

8

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

Sell Devices

Subscription Services

9

Low Cost IoTPartnersAnalytics

TechnologistsSales

Weather ExpertsAnalysts

Manufacturers

Weather Service

Communities

Key Partners Key Activities

Key Resources

Value Propositions Customer Relationships

Channels

Customer Segments

Cost Structure Revenue Streams

Business Model Canvas

Home owners

Meteorologists

Self-Service

Communities

Sell on web site

History of Weather

Increased real-time data points

Sell Devices

Subscription Services

Value-DrivenSubscription-Based

Low Cost IoTPartnersAnalytics

TechnologistsSales

Weather ExpertsAnalysts

Manufacturers

Weather Service

Communities

Cory FoyDirector of Corporate EducationThe Iron Yard@cory_foyfoyc@coryfoy.com

www.businessmodelgeneration.com/canvas/bmc

www.informit.com/articles/article.aspx?p=1384195

blog.gardeviance.org/2015/02/an-introduction-to-wardley-value-chain.html

blog.coryfoy.com/2014/01/product-vision-statements-aka-your-elevator-pitch/

Business Model Canvas

Purpose-Based Alignment Model

Wardley Maps

Product Vision Statements