Our Intellectual Property.
HOBA Tech Ltd is the creator and owner of the HOBA® framework — the House of Business Architecture — and the HOBA Pro® platform. Our intellectual property is the product of more than a decade of original work, in use with private clients years before it was ever published, and it is protected by trade marks, registered designs, patent filings and copyright. This page sets out the public record.
Ten Years in the Room Before It Was Ever on the Shelf
HOBA was not created in a workshop to be sold. It was built in practice — developed, tested and refined inside real business transformations for private clients, for more than ten years before a single page of it was made public.
We only published when we had to. On two separate occasions, in two separate client boardrooms, the framework was presented back to its own creator — by consultants who had taken his name off his work and presented it as their own.
That was the moment the decision was made: if the work was going to be shown to the world, it would be shown by the person who created it, with his name on it. The Business Transformation Playbook was published in December 2018. The trade marks, designs and patent filings on this page formalised what had already existed in practice for years.
We don't state this to settle scores. We state it because the record matters — and the record is public.
Created by Us. Registered by Us. On the Record Since 2016.
Long before the business transformation framework market became crowded, HOBA existed on paper, in registries, and in print. The dates below are not claims — they are entries in public registers that anyone can verify: the UK Intellectual Property Office (UKIPO), Companies House, and Espacenet.
We publish this timeline for a simple reason: from time to time, third parties misrepresent the origins of our work. The public record does not misrepresent anything.
Our work has also been recognised independently by industry awards — see our Awards and Recognition page.
The Timeline
| Date | Event |
|---|---|
| c. 2003 – 2016 | HOBA developed and used in practice with private clients across real business transformations — more than a decade before public release. |
| 12 May 2016 | HOBA® trade mark filed (word mark, Class 35 — business consultancy and advisory services). The HOBA "house" framework diagram was registered as a graphic design with the UKIPO on the same day. |
| 24 October 2016 | HOBA TECH LTD incorporated in England & Wales. |
| 16 May 2017 | HOBA PRO® (Class 9 — software) and House of Business Architecture® (Class 35) trade marks filed. |
| 18 May 2017 | The original HOBA® mark formally assigned to HOBA Tech Ltd. |
| 23 June 2017 | The HOBA house logo registered as a graphic design. |
| October 2017 – July 2018 | Trade mark family extended: Transformation Academy®, Transformator®, Transformation Scorecard®, Certified Business Transformator®, HOBA TECH®, Business Transformator® and Business Transformation Playbook®. |
| 24 October 2018 | UK patent application filed — "System and method to modelling and managing enterprise architecture utilizing artificial intelligence and machine learning" — applicant HOBA Tech Ltd, inventor Heath Joseph Gascoigne. |
| December 2018 | The Business Transformation Playbook by Heath Gascoigne — first published. Copyright © 2018 Heath Gascoigne. ISBN 978-0-9957779-0-3 (Paperback) · 978-0-9957779-1-0 (Ebook) · 978-0-9957779-2-7 (Audiobook) · 978-0-9957779-3-4 (Hardcover). |
| January 2019 | The Business Transformation Playbook released in hard copy. |
| 2020 – 2021 | Portfolio extended: HOBA Academy®, HOBA Projects®, Certified HOBA Business Architect® and CHBA®. |
| 2026 | HOBA Pro — the platform that operationalises the HOBA framework — launches publicly. |
Our Trade Mark Portfolio
The following marks were filed to the UKIPO register by HOBA Tech Ltd and its founder. Filing dates are shown as recorded in the register — they are the permanent public record of when each mark was claimed.
| Mark | Application no. | Filed | Class(es) | Register entry |
|---|---|---|---|---|
| HOBA | UK00003164311 | 12 May 2016 | 35 | Registered |
| HOBA PRO | UK00003231384 | 16 May 2017 | 9 | Registered |
| House of Business Architecture | UK00003231392 | 16 May 2017 | 35 | Registered |
| Transformation Academy | UK00003267417 | 31 October 2017 | 41 | Registered |
| Transformator | UK00003268399 | 5 November 2017 | 35 | Registered |
| Transformation Scorecard | UK00003284992 | 24 January 2018 | 41 | Registered |
| Certified Transformator | UK00003289918 | 13 February 2018 | 41 | Filed 2018 |
| Certified Business Transformator | UK00003292352 | 23 February 2018 | 41 | Registered |
| HOBA TECH | UK00003295174 | 7 March 2018 | 9, 16, 41, 42 | Registered |
| Business Transformator | UK00003324640 | 15 July 2018 | 35 | Registered |
| Business Transformation Playbook | UK00003324642 | 15 July 2018 | 35 | Registered |
| BTBOK | UK00003336683 | 6 September 2018 | 41 | Registered |
| Business Transformation Book of Knowledge | UK00003353250 | 14 November 2018 | 41 | Registered |
| Transformology | UK00003358163 | 3 December 2018 | 35 | Registered |
| Transformation Architected Startup | UK00003463329 | 2 February 2020 | 35 | Registered |
| Transformation Driven Organisation | UK00003463331 | 2 February 2020 | 35 | Filed 2020 |
| Agile Transformation Accelerator | UK00003493049 | 24 May 2020 | 41 | Filed 2020 |
| Business Transformation Accelerator | UK00003493051 | 24 May 2020 | 41 | Filed 2020 |
| HOBA Academy | UK00003495213 | 30 May 2020 | 41 | Registered |
| Business Transformation Academy | UK00003495235 | 30 May 2020 | 41 | Filed 2020 |
| HOBA Projects | UK00003549790 | 29 October 2020 | 9 | Registered |
| Certified HOBA Business Architect | UK00003596347 | 16 February 2021 | 41 | Registered |
| CHBA | UK00003605644 | 6 March 2021 | 41 | Registered |
| Transformation Ready | UK00003762289 | 5 March 2022 | 35 | Filed 2022 |
| Transformation Ready Scorecard | UK00003804164 | 28 June 2022 | 35 | Filed 2022 |
Registered Designs
| Design | No. | Filed | What it protects |
|---|---|---|---|
| The HOBA "house" framework diagram | 5002900 | 12 May 2016 | The original six-element HOBA framework graphic |
| The HOBA house logo | 6014311 | 23 June 2017 | The HOBA house/temple brand device |
Patents
United Kingdom. On 24 October 2018, HOBA Tech Ltd filed UK patent application GB1817305.4, "System and method to modelling and managing enterprise architecture utilizing artificial intelligence and machine learning", naming Heath Joseph Gascoigne as inventor. The application was published by the UK Intellectual Property Office on 5 August 2020 under publication number GB2580866A and is publicly searchable on Espacenet.
Copyright & Intellectual Property — Our Policy, Restated
HOBA Tech Ltd respects the intellectual property of others, and we require the same in return.
This website and all of our materials — including but not limited to the HOBA® framework, the six HOBA models, the HOBA "house" diagrams, The Business Transformation Playbook, the Business Transformation Book of Knowledge (BTBOK®), the HOBA Pro® platform, all text, graphics, diagrams, templates, scorecards, videos, course materials and software — contain copyrighted material, trade marks and other proprietary information. The entire content of this website is protected as a collective work under UK and international copyright laws. HOBA Tech Ltd owns the copyright in the selection, coordination, arrangement and enhancement of all such content.
You may not modify, publish, transmit, reproduce, participate in the transfer or sale of, create derivative works from, distribute, perform, display, or in any way exploit any of the content, in whole or in part, without the prior written authorisation of HOBA Tech Ltd. Unauthorised use of any HOBA Tech material — including presenting our framework, models, diagrams or methodology as your own work — constitutes a breach of copyright and trade mark law, and we enforce our rights.
For the avoidance of doubt: HOBA® and the House of Business Architecture® were created by Heath Gascoigne and are owned by HOBA Tech Ltd. The public registers cited on this page establish that record. Any representation to the contrary — by any person or organisation — is incorrect.
Documents supplied to you as part of a purchase of our products or services are licensed for your own legitimate internal use only and may not be sold or offered for sale to third parties, in whole or in part. Certain materials are licensed under Creative Commons Attribution-ShareAlike 4.0 where expressly stated.
Permission requests for reproduction, licensing or partnership use: [email protected]
Copyright infringement notifications may be sent to [email protected] or by letter to HOBA Tech Ltd, 82 Great Eastern Street, London, EC2A 3JF, United Kingdom, and must include: (1) identification of the copyrighted work; (2) identification of the infringing material and its location; (3) your contact information; (4) a good-faith statement; (5) a statement, under penalty of perjury, that the information is accurate and that you are authorised to act for the owner; (6) a physical or electronic signature.
For the full legal notice, read our Copyright and Intellectual Property page.
Any rights not expressly granted here are reserved.