1. Knowing a Winning Business Idea Harvard Business Review September/October 2000 W. Chan Kim W. Chan Kim & Renée MauborgneRenée Mauborgne

2. Knowing a Winning Business Idea Three analytical tools The buyer utility map The price corridor of the mass The business model guide

3. Knowing a Winning Business Idea The Buyer Utility Map

4. Knowing a Winning Business Idea Creating exceptional utility Buyer experience cycle Purchase Delivery Use Supplements Maintenance Disposal

5. Knowing a Winning Business Idea

6. Creating exceptional utility Six utility levels Customer productivity Simplicity Convenience Risk Fun and image Environmental friendliness

7. Knowing a Winning Business Idea How successful innovators have staked out new spaces on the map. Using a new utility lever at the same stage. Using the same utility lever in a new stage. Using a new utility lever in a new stage.

8. Knowing a Winning Business Idea

9. Setting a strategic price Price must help retain – not merely attract – customers in large numbers. Step 1: Identify price corridor of mass Different form, same function Different form and function, same objective Step 2: Specify a level within the price corridor

10. Knowing a Winning Business Idea

11. Building a profitable business model What is the cost target? Who can we partner with? Which price model should we use?

12. Knowing a Winning Business Idea Overcoming adoption hurdles Employees Business partners The general public