Tampilkan postingan dengan label Innovation. Tampilkan semua postingan
Tampilkan postingan dengan label Innovation. Tampilkan semua postingan

Selasa, 16 Agustus 2011

Does your Mom Understand your Business Plan?


Several months ago Jonathan Goff, CEO at Altius Space Machines, called me.  ASM was preparing for a business plan “sprint” to compete in the 2011 Heinlein Business Plan competition in Silicon Valley (hosted by the Space Frontier Foundation).  Could I help with the business stuff?

Jon had been pitching his new technology – “Sticky Boom” which is a really long tube with glue pads on the end of it.  Only the tube can be rolled in or out and the glue can be turned on or off via an electric current.  Altius knew Sticky Boom had space rendezvous and docking applications (think servicing satellite, grabbing lost wrenches during EVAs, etc.), but could we wrap a business around this cool technology?

Assisting on the Altius Business plan has been a big part of my life over the last few months which is my excuse for light blogging.  

I am pleased with the result (yes, we won the $25K grand prize).  Here is Jon Goff, Altius's CEO, pitching the plan (worth watching to get a better feel for what ASM is really trying to do as a company - about 6 minutes long).

Here are a few highlights the team at Altius and I kept discussing while developing this plan:
  • Is there a problem people will pay you to solve?  If not, you do not have a market.

  •  An attractive Market is even more valuable than an attractive technology.  New space technology is cool to us space nerds, but markets determine how valuable company technology really is.

  • Your customer is the organization that pays you – not necessarily the group that uses your product.

  • Once you have found a market, be cautious before competing head to head with incumbents (those competitors already selling to your market) – how do you take market share away at the edges without drawing an incumbent response – a disruptive strategy .

  • Management team – do you have the right team?  This is so important.  If you get the market and management right (and maybe a little traction), investors know that even if the product or technology changes over time, the company will have a good chance at success.  There is no substitute for the right market and the right team.

  • Money: how much do you need and how are you going to get it?  Banks probably won’t lend to you (at least not at first).  Investor money is an obvious choice but have you thought about govt contracting or strategic partnerships?

  • Few investors understand NewSpace (if you find one that does, keep him/her happy!).  The industry is small and in its infancy.  It is not right to expect Tech and Biotech investors to immediately understand: ISS regulations, LEO vs GEO, terminator tethers, plane changes, lagrange points, etc.  The question becomes how to present your idea in terms/images VC’s will understand while still being concise?  I recommend pitching your deck to your spouse or your mom.  If your Mom doesn’t understand your plan, VC’s won’t take the time to understand it either.  Simplify.  Simplify.  Simplify.

  • The “prize” in most public competitions is the publicity and connections made as a result of winning, not in a the few dollars at stake.  This is what the Google X-Prize teams are fighting over – the media rights!  To highlight the value of publicity, here are a few of the Altius Space Machines articles that have been written since winning the prize.  Ask yourself how long it would have taken to generate this media attention without the win?

List of articles:

  1. Aviation Week

  2. CNBC

  3. The Space Review

  4. Business News Daily

  5. Plus the sites that published the press release or the many posts by NewSpace blogs (thanks guys).

Business plans are like going to College – professors push you to do what you probably could not discipline yourself to do on your own.  This is why we have all-nighters finishing 20-page papers and cramming for tests.  On your own, you would just go to bed.

Business plans are great forcing functions and entrepreneurs learn a lot through the process.  I am glad I got to be apart this journey.

Here was some great advise we tried to follow when preparing the slide deck for the competition:

Selasa, 22 Maret 2011

Low Costs. Rapid Testing. Right-Sized Processes.

XCOR 5K18
Why work with a New Space firm? As a major Prime, why not just build it yourself?  New Space firms won’t have access to the equipment you do.  New Space firms won’t have as diverse of a workforce as you do.

ULA had reasons for working with New Space.

In their announcement this week, United Launch Alliance (LM and Boeing) described the reasons for working with XCOR on a new innovative Aluminum rocket engine technology:
  • Lower Costs: “performance and reliability our customers need at a more affordable price.” The overhead/G&A cost burdens for large companies often makes one hour of effort for a smaller company cost less than at larger aerospace firms - even when you factor in the smaller firm's profit margins. 
  • Faster to Test and Re-test: “rapid turnaround for build and test cycles that drive innovative learning.” A culture built on the idea of “when in doubt, build” rather than a culture built on “when in doubt, PowerPoint”.
  • Right-sized Processes: “small company project management approach.” Larger companies often times have a one-size-fits-all set of processes that may work well for large development efforts but may need to be rethought for smaller, more risk-tolerant efforts. Kudos for ULA/XCOR recognizing the need to match the processes with the effort.

Every industry is replete with examples of large firms working with/buying innovative smaller firms to gain the advantages mentioned above: lower costs, rapid testing, right-sized processes. But first you need to get invited to the dance.  New space firms need to demonstrate enough independent success to get noticed by these larger companies.  But how do you demonstrate that type of independent success? Lower costs. Rapid testing. Right-sized processes.  Congrats, XCOR.

Kamis, 03 Maret 2011

Funding your "Game Changing" Space Innovation

NASA’s Game Changing Technology Division (GCT) within NASA’s Office of the Chief Technologist (OCT) announced this week it is looking for “Unique and Innovative Space Technologies” that helps achieve one of the fourteen Technology Areas (TA’s) on NASA’s Space Technology Roadmap:
  • TA01 Launch Propulsion Systems
  • TA02 In-Space Propulsion Technologies
  • TA03 Space Power and Energy Storage
  • TA04 Robotics, Tele-Robotics and Autonomous Systems
  • TA05 Communication and Navigation
  • TA06 Human Health, Life Support and Habitation Systems
  • TA07 Human Exploration Destination Systems
  • TA08 Science Instruments, Observatories and Sensor Systems
  • TA09 Entry, Descent and Landing Systems
  • TA10 Nanotechnology
  • TA11 Modeling, Simulation, Information Technology and Processing
  • TA12 Materials, Structures, Mechanical Systems and Manufacturing
  • TA13 Ground and Launch Systems Processing
  • TA14 Thermal Management Systems
The GCT is offering five to ten awards up to $5M per year with no individual award valued at more than $3M over three years ($1M per year max?). GCT is looking for technologies at a TRL of 3-4 and wants to mature them to a TRL of 5-6.

One of the challenges facing a new company with an idea is how to fund development of that idea. Seeking external capital too early usually results in interested investors taking a sizeable chunk of ownership for a relatively small investment since the company valuation is so low. And in many cases, these companies don’t even find interested investors. NASA’s GCT is offering an alternative method to jump start development to bring these innovations to market faster.

Here were some of the solicitation quotes I found interesting:

  • "This solicitation is focused upon these types of sudden and unexpected innovations that hold a potential for providing a “game changing” impact on the efficiency and effectiveness of space capability"
  • Speaking of the DARPA-like proposal process, “NASA expects this process to prevent unproductive proposal preparation for technology concepts that are unsuitable for unsuitable under this particular BAA"
  • "While other technology development activities seek the steady and deliberate evolution of well-understood systems, GCT focuses on developing radically new approaches to the Agency’s future space missions and the nation’s significant aerospace needs. Successful products of GCT will provide or lead to revolutionary advances in capability."
  • "Appropriateness for GCT: Does the proposed technology or concept have the potential to make radical improvement s in the way NASA accomplishes its missions?"
The GCT proposal process is also innovative (more DARPA-like). Instead of requiring these innovators to submit a full proposal up front (consuming precious time that could otherwise be devoted to innovating), the GCT contracting process starts small:

  1. A one-page exec summary. If NASA GCT likes it then…
  2. A White-paper describing the technology in more detail. If NASA GCT likes it then…
  3. A full proposal.
And all along the way GCT is offering feedback and improvements.  All you need right now is a “game changing” innovation and an executive summary. Let’s get to work.

Senin, 13 Desember 2010

25 SBIR Winners to Watch

The Small Business Innovation Research (SBIR) Program was created by Congress in 1985 as a tool to promote small business, commercialization, innovation and US competitiveness.

NASA’s version of an SBIR (similar to programs run by other agencies) awards a series of contract “Phases” to small business helping them demonstrate their technologies.  Upon completion of these phases, small businesses would be empowered to independently pursue commercialization of their technologies.

Good for the company: marketable product.
Good for NASA: access to technologies at commercial-off-the-shelf prices

Phase I contracts: $100K (or less) over 6mo.
Phase II contracts: $600K over 24mo.

The SBIR program continues to show great potential, but sadly produces far fewer commercializations then anyone would like. The low commercialization success is driven by several factors (I am sure there are more than these):
  • NASA chooses SBIR technologies that they want commercialized , not necessarily ones that have been analyzed to thrive in the marketplace (SBIRs are more tech development than business development). Check out #24 on my list below for a firm attempting to change this for NASA's biomedical SBIRs.
  • The SBIR program has some companies that win and execute an SBIR through all of its phases, but never commercialize anything preferring the low-risk approach of perpetually submitting new SBIRs without taking the high risk/high reward attempt at commercialization. Have you heard of the term, “SBIR Shop”?
  • Aerospace components don't sell nearly as well as integrated products.  Since SBIRs focus on components (usually), it may take the integration of several SBIR contracts to gain enough components to turn into an integrated product slowing the path to commercialization.

But let’s talk about the good news. Wow, there are a lot of cool ideas in this batch of NASA SBIR Phase I winners. Below is my summary of 25 SBIR Ideas to watch.  To make my list, the SBIR idea had to meet these loose standards:
  • Have a market (I could easily think of) beyond NASA
  • Be hypothetically commercialized by a small firm
  • Demonstrate a space focus (sorry to all of the air-traffic control and UAV SBIR winners, you did not make the list)
Forgive me if I missed the market opportunity from your firm’s SBIR submittal (there were many more winners than the twenty-five I chose):
  1. Advanced Scientific Concepts, Inc. 3D Flash LIDAR real time embedded processing  
  2. Altius Space Machines, Inc. Attractive docking technology
  3. Aspen Aerogels, Inc. Ablative Flexible Aerogel TPS Materials for Mars Aerocapture and Entry
  4. Aurora Flight Sciences Corporation Rendezvous and Docking Technologies for Orbiting Sample Capture
  5. Composite Technology Development, Inc. De-orbit Devices/Technologies for Small Spacecraft
  6. EM Photonics Compressed Sensing for Space-Based High-Definition Video Technologies
  7. Firestar Engineering, LLC Low Cost Carbon-Carbon Rocket Nozzle Development
  8. Gloyer-Taylor Laboratories LLC Reliable, Reusable Cryotank
  9. HKM Enterprises Inc. Interface for grouping multiple secondary payloads into a primary mission
  10. Honeybee Robotics Ltd. Magnetic Bearings for Small Satellite CMG’s & Other Miniature Spacecraft Mechanisms
  11. Hyper-Therm High-Temperature Composites Novel Fabrication Approach for SiC/SiC Thermal Protection System Elements
  12. Innoflight, Inc. CubeSat Power Management Controller and Solar Array Articulation System
  13. Materials Technologies Corporation Durable and Conductive IR witness coatings for High Accuracy IR Thermography
  14. Pacific Design Technologies, Inc. High Performance Space Pump (mentions re-fueling hydrazine on orbit)
  15. Picometrix, LLC Miniaturized Non Destructive Evaluation for In-Orbit Inspection.
  16. Pioneer Astronautics Nitrous Oxide Micro Engines
  17. Powdermet, Inc. Aerogel Modified Structural Thermal Protection System
  18. Rocketstar Robotics Inc Modular Actuators for Space Applications
  19. Sierra Lobo, Inc. A CubeSat-Scale Testbed for Cryogenic Fluid Management Technologies
  20. Technology Applications, Inc. Lightweight Inflatable Cryogenic Tank
  21. Techshot, Inc. Life Science Research Sample Transfer Technology for On Orbit Analysis.
  22. Tethers Unlimited PowerCube: Integrated Power, Propulsion, and Pointing for CubeSats
  23. Tethers Unlimited High Thrust Efficiency MPD Thruster
  24. Virtual Incubation Company, LLC A venture capitalist market assessment of NASA’s Human Research Program Technologies
  25. XCOR Aerospace Cryogenic Composite Tank Fabrication for Reusable Launch Vehicles
Promising Innovations...yes.  But it's long road to commercialization.  Good luck to all of these companies in implementing both their technology and business solutions.

Jumat, 26 November 2010

When It’s Darkest Men See the Stars

"When It’s Darkest Men See the Stars."  ~Ralph Waldo Emerson

Steve Blank is optimistic entrepreneurs have created the, "dawn of a new era for a new American economy built on entrepreneurship and innovation."  His excellent post focuses on why startups have fundamentally changed and are changing the business landscape by serving as the process incubator for the business world. 

Although Steve uses Silicon Valley for his examples, New Space can learn from and be encouraged by his perspective.  Read Steve's post for some rational optimism and insight on the coming decade of the entrepreneur.  I especially like this (long) quote from Steve (emphasis mine):
When James Watt started the industrial revolution with the steam engine in 1775 no one said, “This is the day everything changes.” When Karl Benz drove around Mannheim in 1885, no one said, “There will be 500 million of these driving around in a century.” And certainly in 1958 when Noyce and Kilby invented the integrated circuit, the idea of a quintillion (10 to the 18th) transistors being produced each year seemed ludicrous. 
Yet it’s possible that we’ll look back to this decade as the beginning of our own revolution. We may remember this as the time when scientific discoveries and technological breakthroughs were integrated into the fabric of society faster than they had ever been before. When the speed of how businesses operated changed forever. As the time when we reinvented the American economy and our Gross Domestic Product began to take off and the U.S. and the world reached a level of wealth never seen before.
It may be the dawn of a new era for a new American economy built on entrepreneurship and innovation.  One that our children will look back on and marvel that when it was the darkest, we saw the stars.

Sabtu, 23 Oktober 2010

5 Ways to Make Government Contracting Cheaper

Since 2000, the US has doubled the amount it spends on contracted work (from $200B to $500B). According to the GAO, of the current 95 major defense acquisitions projects, one in four is overrun. Cost growth from these programs is valued at $295B.  In August 2010, the US Secretary of Defense, Robert Gates, announced sweeping efforts to reduce Defense spending. He announced base closures, overhead reduction targets for all branches of the military, the eradication of Joint Forces Command, and many other targeted reductions.

Because of my day job as a contractor, I see first-hand (or have talked to others who have seen) the system of cause and effect that prevents the current government/contractor system from incentivizing and institutionalizing cost savings. Let me explain a few of the forces at play (very simplified) and then elaborate on potential solutions to reduce the cost of NASA (and DoD) programs.

Background - Contractor:
  • Wall Street primarily judges large aerospace companies on three criteria. What are your “Orders”? What are your “Sales”? What is your “EBIT”?
  • Orders are the value of new contracts or the value of contract extensions you have won during this period. Usually orders represent work you have not yet done – kind of like “backlog”.
  • Sales equal the contract costs incurred plus profit you have earned during this period.  This is the value of your labor, your subs’ labor, any material you procured while executing your contract, and your expected profit for those costs.  Sales represents the volume of work you have completed.
  • EBIT is Earnings Before Income Tax – this is the contract profit you earned during the period.
  • With Wall Street quarterly judging large aerospace firms on Orders, Sales, and EBIT, companies insist their program managers meet quarterly Orders, Sales, and EBIT targets. 
  • Cost Plus Award Fee (CPAF) is the preferred contract vehicle for development contracts. Using this contract vehicle, the Government agrees to pay the contractor for their costs. Then periodically during the contract (at least annually), the contractor’s performance for that period will be judged. The resulting Award Fee (AF) score will dictate how much of each period’s award fee pool the contractor keeps as profit (e.g. 90% AF score would earn the contractor 90% of the AF pool for that period). This contract vehicle allows for easy and straightforward government contract scope changes because the contractor’s costs are covered regardless. Customer intimacy tends to be high with this contract type since the contractor is incentivized to work closely with the government to solve even small problems – growing the work scope and contract size in the process.
  • Most development programs are CPAF which means if contractors performing a CPAF contract identify a way to save the Government money, such savings would reduce the contract’s costs which will reduce the company’s Sales and maybe reduce their fee. Saving money on a CPAF contract would reduce at least one (and perhaps two) of the three primary ways Wall Street and upper management judge a program manager and in aggregate, judge the firm.
Background – Government:
  • Future budgets for Government programs are often based on current year spending. If you are not spending enough as a Government program manager, the perception will be that you don’t need as much money the following year. This may or may not be true. But such reductions, when they do happen, are usually seen as a bad thing within the local government program office. 
  • Politically, it is often better for a large development program to be "Low-Risk and High-Cost" rather than "High-Risk and Low-Cost." Cost saving ideas that increase risk to program execution will often be resisted. I am not saying government programs want to overrun. I am saying the penalties for programs that do not achieve their performance objectives are often greater than the penalties for overrunning programs. Dollar savings at the cost of increased program risk is rarely a gamble government program offices feel incentivized to make.
  • As a general rule, corporate profit-making is perceived in a negative light by government personnel. Many within the government feel that profit is the waste in the system.  If profit can be removed, optimum efficiency will be found.  This mindset is changing, but slowly.
5 Ways to Make Government Contracting Cheaper:
  1. Stop using Sales as a method for evaluating company performance. Change Wall Street’s focus from judging the industry on Orders, Sales, and EBIT to evaluating the industry on Orders and EBIT only. I believe the volume measurement that the "Sales" category provided is a faulty measurement anyway, and does not necessarily measure company health.  Orders and EBIT do measure company health.  Wall Street, focus on these. 
  2. Split cost savings between contractor and government. There are examples of this type of contract clause in use today – although it is used sparingly. The concept is this: If contractors can identify a method to save money on a contract and then demonstrate those savings for XX months, then all future savings could be shared equitably between both parties.
  3. Ensure that the government's portion of the cost savings can be kept locally either on the program itself for later enhancements or within the local command as a hedge against future risk. The Secretary of Defense is promising similar treatment of cost savings found in his recent DoD Overhead cost savings efforts. 
  4. Change the perception within the Government that profit is bad. In fact, I argue, the profit motive will drive cost savings. The more you can link cost savings to higher profits the more interest you will garner from for-profit companies.
  5. Increase the rigor of government proposal auditing. The government already evaluates development contract proposals. These auditors are very thorough, but if we start offering contractors the opportunity to make more money through cost savings, the cynics among us will complain, “if we make it possible for contractors to share in cost savings, contractors will simply pad their initial proposals and then a year later, identify their original proposal padding as 'cost savings'. Such behavior will not help the Government save money at all.” Cynic, I hear you! By ensuring optimum contract sizes to begin with, you will lessen the ability of the unscrupulous to cheat this new system I am proposing. Tough up-front proposal audits are key to maintaining a fair system that rewards heroes, not villains.
So here is a short story of my proposed system in action:

Acme Aerospace signs a Cost Plus Award Fee (CPAF) contract for $100M to provide ISR equipment maintenance on the XX military installation for the next five years. Although the company grumbled at the length and intensity of the government proposal audit, they knew this was a needed step. In the first year of the contract, Sally, the program manager, built a strong relationship with the local program office and organized her team to efficiently and effectively honor all aspects of their contract. At the beginning of her second year, working with her now experienced team, Sally identified several maintenance steps that could be streamlined to eliminate two people on her team, a savings of $200,000 per year ($100K each for easy math). Sally approached her counter-part in the government program office highlighting these potential savings. The government liked Sally’s ideas. The program office authorized Sally to make her staffing reductions as a part of a three-month trial.

After three months of monitored implementation, the staffing reductions had, in no way, adversely impacted maintenance efforts (consistent with Acme’s predictions).  The government program office agreed the probationary period was over. 3.75 years worth of cost savings (the amount of time left on the contract) equal to $750,000 ($200K x 3.75) were split evenly between Acme Aero and the US Government. Some within the government complained that Acme just got paid for “doing nothing”, but the program office reminded these critics that the government also got paid for “doing nothing” and encouraged all parties involved to find more savings of this type. Acme got a check for $375,000 which was recorded as EBIT and included in their upcoming quarterly update to Wall Street. Sally remembered a day when achieving such cost savings would have made her miss her quarterly Sales target, and was grateful for the changes in the way Wall Street measured her company and her program. The US Government directed the government’s portion of the savings ($375K) to be retained on the contract to be used to benefit the war fighter at the program office’s discretion which they used to perform a tech refresh on old ISR servers and equipment that were badly out of date.

If we do nothing…

Without such changes, you will continue to see the CPAF contract vehicle and Wall Street reporting requirements incentivizing contractors to spend every penny of each contract which will continue to leave no reserves in case of unexpected technical challenges which will continue to drive overruns.

But by making these changes (and other ideas not mentioned here), you unleash the power of commerce on the problem. I cannot think of more powerful tools than creativity and self-interest to help reduce contractual costs and save NASA and the DoD some money. 

Senin, 04 Oktober 2010

Review: Suborbital Market Overview and Application of Disruption Theory

In a recent paper, Ken Davidian of the FAA Office of Commercial Space Transportation, and Jeff Foust of the Futron Corporation have applied Clayton Christensen’s Disruptive Innovation Theory to the suborbital launch industry, predicting the impact of RLV’s on the suborbital market by describing the impacts from multiple technology introduction strategies. The resulting paper provides significant insight.

First a quick summary of Christensen’s Disruptive Innovation Theory (think of this as three strategic options for RLV companies entering the suborbital launch market):
  1. Sustaining Innovation: As an RLV company, enhance one of the current sounding rocket capabilities. Fly higher, reduce g-forces on payloads, reduce cost of launch, reduce purchase-to-launch cycle times, etc. Competition from incumbents will be high. Marketing Risk will be low (you already know the market exists).
  2. Low-End Disruptive Innovation: As an RLV company, offer a lower price than sounding rockets and offer an inferior product (e.g. by not flying as high as a sounding rocket - early RLV’s will offer fewer minutes of quality micro-gravity). Competition from incumbents will be low since this strategy steals the lower margin portion of the market (those customers wanting “a deal”). The incumbent will instead focus on the high-margin portion of the market. Marketing Risk will be low.
  3. New Market Disruptive Innovation: Offer a new capability not offered by sounding rockets. Fly people, return experiments at mission end, fly more than once per day, etc. Incumbents will not be able to compete in the near-term in most cases since current sounding rockets do not offer such capabilities. Marketing risk will be high since new market disruptive innovation must pursue “non-customers” – those not currently served by sounding rockets.
Here are some nuggets from the paper:
  • The paper argues in favor of Low-End Disruptive Innovation as a preferred strategy for Government customers to support RLV operators – encouraging use of RLV services even before the capabilities of such RLV services fully meet Government needs (or fully matches sounding rocket capabilities). The authors argue this is the best way to help grow a sustainable industry.
  • Quoting studies from Christensen’s book, Innovator’s Dilemma, new RLV companies would garner a significant first mover advantage by pursuing either of the disruptive innovation strategies mentioned above: new entrants in an established market were successful only 6% of the time while “first mover” new entrants pursuing disruptive innovation strategies were successful 37% of the time. The first move advantage is large!
  • The paper considered “low-end” suborbital markets to be: earth remote sensing, astronomical & atmospheric observations, technology demonstrations, educational payloads, and novelty payloads that can be performed with only one minute of quality microgravity.
  • Since 1942, suborbital sounding rocket altitudes are grouped into three categories: 100 kilometers (4 min of microgravity), 300 kilometers (10 min of microgravity), and 300-1500 kilometers (astronomical observation mostly) – with the majority huddled into the 100-300 kilometer range.
  • The paper predicts according to Christensen’s Disruptive Innovation Theory, early RLV’s will use proprietary technology and be highly integrated, but as more RLV competitors join the market, RLV products will become more modular.

If I had a critique, it would be:
The authors assume the suborbital market would have a large enough “high-margin” market segment to allow incumbents to thrive even while surrendering the low-margin segments to RLV’s. Let’s assume the high-end segment of the suborbital market is any mission significantly over 100 kilometers and the low-end segment is 0-100 kilometers. Looking at the powerful graph on page 11 of their paper, it is clear that the suborbital market is already disproportionately skewed toward the “low-end” portion of the market (although the higher altitude market does appear to be growing). Just by eyeballing the graph I would estimate 35-45% of the suborbital market is 100 kilometers or lower. Would incumbent sounding rockets be able to charge a large enough premium for launches above 100 kilometers to justify losing 35-45% of the market and not retaliate through lower prices?

Remember, I am not doubting the success of RLV introduction into the suborbital market. Instead I am raising doubts on one of the authors’ key conclusions that the sounding rocket incumbents will flee up market rather than retaliate with lower prices. I am not sure the market is large enough for the incumbent to do that. If not, I would expect sounding rocket companies to lower prices to compete with RLV’s even up to 100 kilometers. If, as an RLV operator, you agree with my critique, “New Market” disruptive innovation strategies (although higher marketing risk) may actually make more sense since sounding rockets would not be able to emulate the new RLV-enabled capabilities (in the near-term).

I am a big fan of Clayton Christensen and believe his disruptive innovation theories (especially low-end disruptive innovation) would more perfectly apply to an analysis of Nanosat launchers as a disruptive orbital launch technology. But with that said, Davidian and Foust’s paper provides a great overview of Christensen’s theories and provides significant insight into the future of the suborbital market. And let’s not forget, this is primarily a government paper written to provide recommendations to the US Government on how best they can promote this industry – I do very much like that!

Kamis, 23 September 2010

But Then I Remember John Powell

On a recent Space Show, John Powell of JP Aerospace admitted he was forced to seek patent protection for elements of his upper-atmosphere balloon technology to prevent potential competitors from procuring a patent for HIS technology and forcing John to either stop work or pay his competitor a royalty (this topic comes up about 36:30 into the Space Show episode).  Although John was pleased to have the patent, John was more interested in maintaining his ability to work
on his technology free of interference.

I have been thinking about innovation lately and how to encourage innovation within the New Space Family. The latest innovation research has some interesting implications for New Space. Here is a short summary (4 min) of Steve Johnson’s book, Where Good Ideas Come From.



It really is simple math:

Talk MORE about Ideas (inside and outside the company) +
Talk EARLY about Ideas (and early "hunches") =
MORE Innovation

If an entrepreneur approached me and wanted to start a new space company focused on innovation and expanding the “new space market pie”, the Johnson's innovation research from the video above would direct me to prescribe a culture of openness: open about company plans, open about ideas (especially the embryonic ones), open about company successes, open about company failures, etc. Be as open as possible. If the innovation experts are correct this openness would:
  1. Allow others to stand on your ideas (allowing their embryonic ideas to mix with yours to generate new ideas)
  2. Encourage the openness of other firms (allowing your embryonic ideas to mix with theirs to generate new ideas)
  3. Help the firm solve problems through the free input of outside sources (enlisting free engineering help from weekend warriors and the growing army of semi-retired professionals)
  4. Produce tremendous marketing and loyal followers for the company (positioning the firm as the honest broker putting the interest of the industry before the interest of the firm)
But then I remember John Powell – John was forced to seek patents for defensive purposes. Patents don’t seem very open. Does this mean I can’t share an idea (especially embryonic ideas) until after I have a patent? If the most valuable time to share an idea is when the idea is half-baked, then how could I dare do that outside the company and risk losing the idea altogether to patent-wielding technology poachers. The best time to share the idea is before the idea is complete enough to patent.

Hypothetically, if there were no such thing as patents in the aerospace industry, my innovation firm would be just fine. Their continued competitive advantage would come from out-innovating the competition, utilizing an open exchange of ideas to magnify their advantage, and through open sharing of ideas, helping neighboring firms grow their ideas and the industry as a whole. But then I remember John Powell.

Here is a longer (17min) Ted Talk where Steve Johnson speaks about the value in sharing what he calls “hunches.”

Kamis, 16 September 2010

The Power of Video to grow New Space

Do you remember the early updates Armadillo gave on their rocket development progress?  They were open about both their successes and failures.  First the updates were text based.  Then pictures were added.  And then, with flame in the machine shop, came Video.  And video. And Video.

We not only watched the Lunar Lander Challenge live via the web, but in the months leading up to the official attempts to win the prize, Masten and Armadillo both posted videos showcasing their progress.  These videos became bragging rights, milestones, marketing opportunities, insights into their technologies (you better believe Masten and Armadillo disected each other's videos looking for any advantage).  And even after the LLC, the videos continue (maybe not as many as we would like), but..

Armadillo to an altitude of 2,959 feet.  Video.
Masten first to do in-air restarts.  Video.
Armadillo second to do in-air restarts.  Video.
Armadillo first to use retractable landing gear. Video.

And the video is not poor quality.  These companies recognize the marketing power of these videos.
Multiple camera angles.  Video.
High Quality recordings.  Video.

Video has power.  Video connects a community in a way text and pictures cannot.  Below is a Ted Talk by Chris Anderson on the power of video to promote innovation in a community especially those communities whose finished product cannot be emailed to others (think software).  Chris's talk is 18 minutes.  Watch it and ask yourself, just like Masten and Armadillo, how can New Space use this medium to share more and push humanity out to LEO and beyond.  Thanks Chris.  Good stuff.