1. Blue Ocean Strategy - a review of online information, some of this may be subject to copyright.

2. Nick, Dan Jo
Mike Lorrin Sarah
All presentation on each other’s business thoughts (everyone has a copy of each others)
Steve to present background to Blue Ocean inc. zero sum game, value vs cost
Read prep sheets (I’ll give you these when you arrive)
All fill in own value vs cost sheet, draw arrow to Blue Ocean
Lorrin explain strategy canvas, work in pairs to create own strategy canvases (as is)
Steve to describe 6-path framework, work in pairs to discuss possible new blue oceans and summarise in table
Mike to describe ERRC grid, work in pairs to fill in ERRC grid for own business
Sarah to describe three tiers of customers, work in pairs to describe three tiers of customers for your business
All to consider new value curves and summarise on ipad app
Steve to present on next steps, open discussion on how to progress

3. W. Chan Kim & Renee Mauborgne
Studied business launches across 108 companies.
86% were incremental improvements within the existing market place, giving 62% of total revenues and 39% of total profits.
92 launches = 39% profit
14% were aimed at creating new blue oceans. These accounted for 38% of total revenues and 61% of total profits.
16 launches = 61% profit

4. Yuk!

6. Traditional strategy – win market share
Assess value vs cost
High
Value
Low
High
Low
Cost

7. Traditional strategy – win market share
Where are your competitors?
High
Value
Low
High
Low
Cost

8. Traditional strategy – win market share, military approach, zero sum game.
Assess value vs cost
High
Blue Ocean
Value
Low
High
Low
Cost

9. Structuring the development of a Blue Ocean strategy

10. 1. Understand where you are now
2. Explore your market boundaries
3. Develop your strategy
4. Consider your implementation
5. Launch your strategy

11. Phase 1 – understand where you are now

14. Phase 2 – Explore your market boundaries

17. Phase 3 – Develop your strategy

19. What are the commonalities across your non-customers?

20. Apply the Four-Action Framework

22. Phase 4 – Consider your implementation

24. Phase 5 – Launch your strategy

25. Appendix

26. Buyer Utility Map

28. Value innovation
Value improvements
Value imitation

29. Value innovation
Value improvements
Value imitation