An Online Marketplace Serving Those Who Serve
By Michael Russell • Sep 13th, 2010
Blake Hall is a man on a mission: to help U.S. military personnel use “Web 2.0” Internet technologies to help one another and themselves. Hall’s no stranger to demanding missions. A decorated former U.S. Army Captain and Airborne Ranger who led a scout platoon in Iraq, he relates how the first time he ever led a combat mission, his battalion commander laid his hand on his shoulder and said ominously, “Hall, don’t screw it up.” And based on the overwhelmingly positive, initial response to his and his co-founders’ new, veteran-owned web venture, TroopSwap.com, an online community and marketplace for active duty U.S. military, reservists, veterans and their families, that battalion commander would be more than proud.
Fresh from his powerful and moving Washington Post article that has attracted international attention, Blake Hall sat down with me to discuss TroopSwap.com at O’Reilly Media’s Government 2.0 Summit, the inspiring two-day mind-meld of technology and public policy innovators last week in Washington, D.C.
TroopSwap.com is intended to be a kind of Craigslist in Camo: a “gated online community” and marketplace exclusively for U.S. military personnel and the businesses who serve them. Members can buy, sell and advertise almost anything related to military life, and connect socially with others posted to locations around the world in a safe and secure setting, with well-defined, consistently-enforced membership criteria.
“The military is a very insular community. It has its own language, schools and culture. It’s tightly-knit, because it’s based on shared values” says Hall. “By making site membership exclusive to military service members, veterans and their families as they transition, you’re able to serve them in a way a site like Craigslist.com that’s oriented towards the general public simply can’t.”
Hall and his co-founders also believe the military-only, gated community business model enables them to eliminate much of the fraud, abuse and predatory business practices that target service members. TroopSwap.com’s application process for prospective business advertisers on the site works hand-in-glove with a socially-enabled feedback system that’s accessible only to the service members themselves. So, advertisers can’t artificially boost their own star-based ratings, or post derogatory comments about competitors.
Initially, the core buy-and-sell section of the site is focused on four, selected categories: real estate, cars, tactical gear, and household goods. Growth plans potentially include a multi-service MWR (Morale, Welfare and Recreation) and FFR (Fleet and Family Readiness) section of the community. “Each presently hosts its own website. Some of them are very good, but others are outdated and difficult to use, forcing you to download event calendars in individual Adobe .pdf files,” says Hall. “TroopSwap.com could potentially consolidate and host all of this information in a single, searchable location that service members anywhere could easily access to improve their quality of life.”
“We’re also looking at a Meetup.com type model,” he continued. “Their most active groups are comprised of stay-at-home moms. Now, in the military, which is [predominantly] male, you’ve got folks in the active-duty component deploying for one year for every two they’re at home, and a lot service members’ spouses are very young. So, they need to connect with one another, whether around shared interests, or just for support. The Army’s answer is the Family Readiness Group. It’s a good support network, but in the social interaction many units tends to parallel the formal command structure. This alternative would democratize social interaction somewhat through events, at which you could potentially interact with whomever you want.”



Training can be addressed by timing and consistency. Recruits should receive their shirt-pocket appliance at the same time they get their rifle. The key to adapting computers in the combat environment is simplicity and persistence. Soldiers should be able to use a variety of computing devices regardless of how the technology changes. The graphic buttons on the appliance would be standard icons that can also apply to desktops, laptops or note pads. with added variations for the individual services. Unique buttons could be designed for specific purposes or for designated individuals. Such proprietary buttons can be programmed using device-specific application programming interfaces. This approach guarantees training continuity over decades.