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Blue Ocean Strategy<br />Sailor’sLessons Log<br />© iCanPilot 2010<br />

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All markets head towards commodity status <br />

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How do you differentiate in a meaningful way?<br />

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The commoditizationcurveisgettingdangerous<br />

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PRICE ▼<br />It is time for a new track<br />

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We know we have got to change something<br />

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We need to transform our businesses<br />

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NEW<br />BUSINESS<br />MODEL<br />What is bigger: the risk of not changing<br />or the fear of change?<br />

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BLUE<br />OCEAN<br />STRATEGY<br />BUSINESS<br />MODEL<br />INNOVATION<br />DISRUPTIVE<br />INNOVATION<br />DESIGN<br />THINKING<br />LEAD USER<br />RESEARCH<br />CROWD<br />SOURCING<br />OUTCOME<br />DRIVEN<br />INNOVATION<br />We are all looking for proven recipies & tools<br />that we could apply with confidence <br />

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BLUE OCEAN STRATEGY<br />is the simultaneous pursuit of high value and low cost<br />to create new market space.<br />Source: Kim & Mauborgne<br />

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4<br />8<br />Visual <br />Exploration -<br />Reconstruct <br />Market<br />Boundaries<br />1<br />2<br />3<br />5<br />6<br />Visual <br />Strategy<br />Fair<br />Create Series <br />of “To Be”<br />Strategy<br />Canvases<br />Mapping the<br />Business <br />Portfolio<br />Visualize <br />Current<br />Strategy<br />Understand<br />Customer<br />Experience<br />Identify<br />Non-customer<br />Commonalities<br />Four <br />Actions<br />Framework<br />Six Paths Analysis<br />7<br />“As Is” <br />Strategy Canvas <br />Buyer Experience<br />Cycle<br />3 Tiers of <br />Non-customers<br />“To Be” <br />Strategy Canvas <br />PMS Map<br />4 Actions<br />9<br />Visual <br />Awakening<br />Module 1<br />Visual <br />Exploration<br />Module II<br />Milestone /<br />Calibration<br />Module III<br />Visual <br />Strategy Fair<br />Module IV<br />Final <br />“To Be”<br />Strategy <br />Canvas<br />“To Be” <br />Strategy Canvas <br />Field Work<br />Visual Exploration<br />Field Work<br />Visual Awakening<br />Field Work<br />Visual strategy Creation<br />Source: Kim & Mauborgne<br />Visual Awakening<br />Visual Exploration<br />Visual Communication<br />

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Tagline: The Speed of a <br />planeattheprice & flexibilityof a car<br />HIGH<br />Southwest<br />Average Airlines<br />Car<br />Transport<br />LOW<br />Price<br />Frequent<br />point-topoint<br />departures<br />Meals<br />Seating<br />class<br />choices<br />Lounges<br />Hub<br />connectivity<br />Friendly<br />service<br />Speed<br />Lesson #1. Visualize your current strategy on an AS IS Strategy Canvas<br />

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Lesson #2. Stop focusing only <br />on beating your competition<br />

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Blue Ocean Strategy<br />Create uncontested <br />“market space”<br />Ignore & make <br />the competition irrelevant<br />Create & capture new demand <br />from a new customer base<br />Red Ocean Strategy<br />Compete in existing <br />market space<br />Benchmark to beat <br />the competition<br />Exploit existing demand with <br />the existing customer base<br />Source: Kim & Mauborgne, Blue Ocean Strategy<br />

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How do we<br />reconstruct<br /> the market<br />boundaries?<br />Source: Nintendo Wii<br />Lesson #3. Look at the <br />non-customers of your industry<br />

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How do we<br />reconstruct<br /> the market<br />boundaries?<br />Alternatives<br />& substitutes<br />Segments<br />Chain of buyers<br />Complementary products<br />Emotional vs<br />functional orientation<br />Trends<br />Lesson #4. Use six paths framework to reconstruct market boundaries<br />

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Callaway Golf<br />Look at alternatives. <br />

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NovoNordisk<br />Source: Novo Nordisk<br />Look at the chain of buyers.<br />

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Yellow Tail<br />Lesson #5. Look at the buyer experience cycle.<br />

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iCanPilot Case Study<br />

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Genesis<br />

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CUSTOMERS<br />NON-CUSTOMERS<br />Whatif we offeredthevalue of consulting to thosewhocan’taffordit?<br />

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Whatmakespeoplehire a consultant<br />vs. buy a book and do itthemselves?<br />

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Eliminate<br /><ul><li> Consultant in sales & delivery process</li></ul>Create<br /><ul><li> DIY virtual facilitation projectware

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Practitioner community

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Affiliate marketing partnerships</li></ul>Reduce<br /><ul><li>Price</li></ul>Raise<br /><ul><li> Ease of purchase

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Ease of use

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Ability to reuse the process</li></ul>ERRC Grid<br />

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iCanPilot Strategy Canvas<br />

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„It really feels like having Kay in the room with you”<br />Barry Fleck<br />Former client<br />The result<br />

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Summary<br />

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Every methodlets you see things differently<br />

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Often when all is said and done, <br />more is said than done.<br />

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The value is in shared language <br />and joint action<br />

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www.icanpilot.com<br />