1. advanced course
business model
marketing

2. Session 6

3. business
model
strategy

4. Now that you created a new
business model...
What does it mean for the
marketing strategy?

5. so what is a marketing
strategy?

6. Blue ocean strategy
(a company strategy)

8. Red
ocean
Blue
ocean
Exis%ng
markets
New
markets
Current
customer
segments
New
customer
segments
Heavy
compe%%on
No
compe%%on
(for
now)
Very
li>le
to
no
space
on
the
market
Infinite
market
space
Exis%ng
market
rules
Developing
new
market
rules
No
real
innova%ons
Value
innova%ons
Killing
compe%%on:
the
blood
that
flows
Infinite
open
space:
The
blue
depths
of
the
ocean

9. Blue ocean strategy
-creating completely new industries
(blue oceans)
-by fundamental differentation
-creating value innovation
(creating new benefits+services,
reducing costs by remong less
valuable features+services)
-use of the ‘four actions framework’

10. Four actions framework
1. Which of the factors that the
industry takes for granted should be
eliminated?
2. Which factors should be reduced well
below the industry standard?
3. Which factors should be raised well
above the industry standard?
4. Which factors should be created
that the industry never offered?

11. testing Business models
Is the new business model ready
to stand up against it’s
environment?

12. theoretic models to use

14. Business model
environment
-market forces
-industry forces
-key trends
-macro-economic forces

15. Market forces
-market issues
-market segments
-needs and demands
-switching costs
-revenue attractiveness

16. Industry forces (porter)
-competitors
-new entrants
-substitute products
-suppliers and others
-stakeholders

17. Key trends (destep)
-technology trends
-regulatory trends
-societal and cultural trends
-socioeconomic trends

18. Macro economic forces
-global market conditions
-capital markets
-commodities and resources
-economic infrastructure

19. Business model evaluation
-Business Model Assessment
-SWOT -analyse

20. business
model
presentation

21. presentation..
-how are you going to tell a
convincing story?

22. presentation..
-visualizing with drawings
-visualize with post-it’s
-telling a visual story (p. 158/159)
-prototyping: sketch, BM-canvas,
excel calculations, market
research? (p. 165)

23. storytelling..
-introducing new ideas
-overwinning resistance by telling
a clear story
-good stories clarify the BM-
canvas
-good stories involve listeners
-good stories are told to others

26. of video..
Link

27. use your business model
canvas!