Incentivizing Reuse

1
Incentivizing Reuse A New MS Business
ModelDoD Modeling and Simulation Conference 09
May 2007

• Jim Hollenbach
• jimh_at_simstrat.com
• 202.543.2538

2
Introduction

• A project is underway to help establish an
  effective DoD-wide business model for the reuse
  of MS resources (data, models, simulations,
  services, etc.)
• A broadly-supported top priority of the AMSWG and
  MS IPT
• Funded by the DoD MS Steering Committee
• Performer Center for Naval Analyses (CNA)
• Lead investigator Dennis Shea
• Project has just begun (May 07)
• This presentation explains the rationale for this
  effort and its scope

3
Common Cross-Cutting Business Plan Objective 2

• Increase reuse of models and simulations and
  the data used by models and simulations. This
  includes making models, simulations and data
  visible and accessible, and establishing policies
  and business models that foster reuse.

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Acquisition MS Master Plan (AMSMP)
Objective 1
Objective 2
Objective 3
Objective 4
Objective 5
Provide necessary policy and guidance
Enhance the technical framework for MS
Improve model and simulation capabilities
Improve model and simulation use
Shape the workforce
2-1 Product development metamodel 2-2 Commercial
SE standards 2-3 Distributed simulation
standards 2-4 DoDAF utility a) DoDAF
2.0Systems Engineering Overlay b) Standards
for depiction interchange 2-5 Metadata
template for reusable resources
5-1 Definition ofrequired MS competencies 5-2
Harvesting of commercial MS lessons 5-3 Assemble
Body of Knowledge for Acqn MS 5-4 MS education
training a) DAU, DAG on-line CLMs b)
Conferences, workshops assist visits 5-5 MSIAC
utility
3-1 Acquisition inputs to DoD MS priorities 3-2
Best practicesfor model/sim development 3-3
Distributed LVC environments a) Standards
b) Sim/lab/range compliance c) Event
services 3-4 Central fundingof high-priority,
broadly-needed models sims a) Prioritize
needs b) Pilot projects c) Expansion as
warranted
4-1 Help defining MS strategy 4-2 MS planning
employment best practices 4-3 Foster reuse a)
Business model b) Responsibilities c)
Resource discovery 4-4 Info availability a)
Scenarios b) Systems c) Threats d)
Environment 4-5 VVA a) Documentation b)
Risk-based c) Examination 4-6 COTS SE
tools 4-7 MS metrics
1-1 MS management 1-2 Model-based systems
engineering collaborative environments 1-3 MS
in testing 1-4 MS planning documentation 1-5 RFP
contract language 1-6 Security certification
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What is a Business Model?

• Its not software
• A business model provides a clear definition of
  expectations, policies, processes, mechanisms,
  incentives, and compensation principles for reuse
  transactions
• thereby helping foster a robust marketplace for
  reusable resources

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The Problem

• Far more negative than positive incentives for
  one government organization to provide reusable
  resources to another
• Added cost to make a resource easily reusable by
  others
• Documentation, user interface improvements,
  software exceptionhandling, metadata, etc.
• Lost staff time to educate and hand-hold new
  users andresolve intellectual property and
  license issues
• Vulnerability to criticism
• Little or no compensation
• Potential consumers have little incentive to
  consider reuseand face many obstacles if they do
• Public law, policy, and guidance largely silent
  regarding reuse
• Little awareness of reuse opportunities
• Easiest to turn to their contractor, who has a
  conflict of interest
• Usually no review by higher authority

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Consequences

• Most resources are not easily reusable
• Not many are offered for reuse repository
  populations low
• Few potential consumers seriously examine reuse
  opportunities
• Little reuse occurs
• Many potential benefits arent realized
• Cost and schedule savings
• Risk avoidance
• Better MS representation capabilities

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Impact of a New MS Business Model

• All MS Communities and DoD Components would be
  users of the business model for intra-government
  transactions
• Will also influence DoD contracting with industry
• e.g., to set expectations regarding fees for
  government-provided MS resources
• May affect where resource development and funding
  responsibility reside
• Effective leverage of the MS Bs

Give me a place to stand and a lever long enough
and I will move the world
Archimedes, 220 BC
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Required Tasks (1 of 3)

• Task 1 Identify and examine all laws,
  regulations and policies (e.g., Federal, DoD,
  Component) that pertain to resource reuse, noting
  the implications of each. (T 2 months / Jul 07)
• Task 2 Survey business models for resource (not
  necessarily just MS resources) reuse that are
  currently followed in the DoD, commercial
  industry, other U.S. Government entities, and the
  governments of allied nations active in MS
  (minimally Australia, Canada, France, Germany,
  Italy, the Netherlands, Sweden, and the United
  Kingdom). For each, note degree of adoption and
  success in stimulating reuse. (T8 / Jan 08)
• Task 3 Synthesize a recommended set of
  principles to be followed in defining a U.S. DoD
  business model for the reuse of MS resources.
  These must consider economic motivations (e.g.,
  supply and demand profit and survival
  incentives) and human nature (e.g., motivational
  theory behavioral modification lessons-learned).
  (T10 / Mar 08)

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Required Tasks (2 of 3)

• Task 4 Develop an initial recommended business
  model for the reuse of MS resources and review
  it with the MS SC members providing oversight.
  (T11 / Apr 08)
• Task 5 Refine the business model by iterative
  vetting with interested parties, to minimally
  include DoD legal, financial, procurement,
  acquisition, testing, training, analysis, NII,
  DISA, Joint Staff J-8, and JFCOM representatives
  the MS IPT and NDIA, SISO, and MORS. The
  objective of this task is to arrive at a business
  model which earns the notional concurrence of
  these parties. Notional concurrence is defined
  as oral agreement that it appears feasible and
  has a reasonable chance of being effective, such
  that implementation is worth pursuing. (T14 /
  Jul 08)

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Required Tasks (3 of 3)

• Task 6 Finalize documentation and depiction of
  the recommended business model for the reuse of
  MS resources. (T14 / Jul 08)
• Task 7 Develop a recommended campaign plan for
  implementing this business model and brief the
  MS SC on the model and plan. (T15 / Aug 08)
• Execution of this implementation plan, which
  will likely include tasks such as policy
  coordination and education, will be a
  discretionary responsibility of the MS SC.
• Task 8 Communicate and coordinate with the
  government project manager as required for
  successful project completion and communication
  of the results to interested parties. (T15 / Aug
  08)

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Q A
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Deliverables

1. A summary of all laws, regulations, and policies
   (e.g., Federal, DoD, Component) that pertain to
   resource reuse, noting implications
2. A survey of business models for resource (not
   necessarily just MS resource) reuse that are
   currently followed in the DoD, commercial
   industry, other U.S. Government entities, and
   within the governments of allied nations active
   in MS (minimally Australia, Canada, France,
   Germany, Italy, the Netherlands, Sweden, and the
   United Kingdom), noting their degree of adoption
   and success in stimulating reuse
3. A recommended set of principles to be followed in
   defining the business model, with rationale
4. Recommended business model for the reuse of MS
   resources
5. Recommended campaign plan for implementing the
   business model
6. Project reviews and progress reports as directed
   by the project manager and a final briefing to
   the MS Steering Committee.

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Other Actions Related to Reuse Project May
Address, But Will Not Accomplish, These Tasks
Objective 1
Objective 2
Objective 3
Objective 4
Objective 5
Provide necessary policy and guidance
Enhance the technical framework for MS
Improve model and simulation capabilities
Improve model and simulation use
Shape the workforce
2-1 Product development metamodel 2-2 Commercial
SE standards 2-3 Distributed simulation
standards 2-4 DoDAF utility a) DoDAF
2.0Systems Engineering Overlay b) Standards
for depiction interchange 2-5 Metadata
template for reusable resources
5-1 Definition ofrequired MS competencies 5-2
Harvesting of commercial MS lessons 5-3 Assemble
Body of Knowledge for Acqn MS 5-4 MS education
training a) DAU, DAG on-line CLMs b)
Conferences, workshops assist visits 5-5 MSIAC
utility
3-1 Acquisition inputs to DoD MS priorities 3-2
Best practicesfor model/sim development 3-3
Distributed LVC environments a) Standards
b) Sim/lab/range compliance c) Event
services 3-4 Central fundingof high-priority,
broadly-needed models sims a) Prioritize
needs b) Pilot projects c) Expansion as
warranted
4-1 Help defining MS strategy 4-2 MS planning
employment best practices 4-3 Foster reuse a)
Business model b) Responsibilities c)
Resource discovery 4-4 Info availability a)
Scenarios b) Systems c) Threats d)
Environment 4-5 VVA a) Documentation b)
Risk-based c) Examination 4-6 COTS SE
tools 4-7 MS metrics
1-1 MS management 1-2 Model-based systems
engineering collaborative environments 1-3 MS
in testing 1-4 MS planning documentation 1-5 RFP
contract language 1-6 Security certification