identify your BLUE OCEAN SPACE

recipe for success Commodity

Top Quartile Value Offering

Bottom Quartile Cost-Efficiency

De-commoditize

Find new space. (Segmenting, Targeting & Positioning) Take a fresh look at Market (SWOT, Segmenting & Targeting, Situational Analysis) A-HA

New Value Offering Cost, Utility, Communication, Convenience

EMOTIVE TRIGGERS

or

Look out for your value offering from the customers perspective.

The market is saturated with products which typically differentiate in the

conventional

Red Ocean Mood

Lifestyle Product attributes

Where is the opportunity, the

Blue Ocean space?

[Source: Blue Ocean Strategy] W. Chan Kim & Reneë Mauborgne

STRATEGY CANVAS - PRODUCT ATTRIBUTES, LIFESTYLE, MOOD

0  

1  

2  

You're  the  Fire  

Unforge3able  

Revlon  Pink  Happiness  

Impulse  

Hoity  Toity  

ExclamaEon  

Fire  &  Ice  

Charlie  

Low Offering

Medium Offering

High Offering (Perfume Example)

STRATEGY CANVAS Plot competitor & own value offering on a scale of low medium and high.

Low Offering

Medium Offering

High Offering

Identify Blue Ocean Space (New Value Proposition)

The Rest

Attributes / Value Offering

-­‐  Supply & Demand -­‐  Value Drivers -­‐  Competitive Landscape -­‐  Commoditization strategy pricing