The presentation uses the case study of iCanPilot (www.icanpilot.com) to present the practical application of the concepts described in "Blue Ocean Strategy" by INSEAD Professors Kim & Mauborgne.

1. Blue Ocean Strategy Sailor’sLessons Log © iCanPilot 2010

2. All markets head towards commodity status

3. How do you differentiate in a meaningful way?

4. The commoditizationcurveisgettingdangerous

5. PRICE ▼ It is time for a new track

6. We know we have got to change something

7. We need to transform our businesses

8. NEW BUSINESS MODEL What is bigger: the risk of not changing or the fear of change?

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

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

11. 4 8 Visual Exploration - Reconstruct Market Boundaries 1 2 3 5 6 Visual Strategy Fair Create Series of “To Be” Strategy Canvases Mapping the Business Portfolio Visualize Current Strategy Understand Customer Experience Identify Non-customer Commonalities Four Actions Framework Six Paths Analysis 7 “As Is” Strategy Canvas Buyer Experience Cycle 3 Tiers of Non-customers “To Be” Strategy Canvas PMS Map 4 Actions 9 Visual Awakening Module 1 Visual Exploration Module II Milestone / Calibration Module III Visual Strategy Fair Module IV Final “To Be” Strategy Canvas “To Be” Strategy Canvas Field Work Visual Exploration Field Work Visual Awakening Field Work Visual strategy Creation Source: Kim & Mauborgne Visual Awakening Visual Exploration Visual Communication

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

13. Lesson #2. Stop focusing only on beating your competition

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

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

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

17. Callaway Golf Look at alternatives.

18. NovoNordisk Source: Novo Nordisk Look at the chain of buyers.

19. Yellow Tail Lesson #5. Look at the buyer experience cycle.

20. iCanPilot Case Study

21. Genesis

22. CUSTOMERS NON-CUSTOMERS Whatif we offeredthevalue of consulting to thosewhocan’taffordit?

23. Whatmakespeoplehire a consultant vs. buy a book and do itthemselves?

25. Practitioner community

27. Ease of use

28. Ability to reuse the processERRC Grid

29. iCanPilot Strategy Canvas

30. „It really feels like having Kay in the room with you” Barry Fleck Former client The result

31. Summary

32. Every methodlets you see things differently

33. Often when all is said and done, more is said than done.

34. The value is in shared language and joint action

35. www.icanpilot.com