White Space Market Innovation Strategy ©2008 White Space Strategy

Market Forces 02/21/2006 ©2006 White Space Strategies People Assets Products Markets New Enablers Technology Value Chains Business Models Competition Environment

New Enablers

Technology

Value Chains

Business Models

White Space Creation - Value Innovation 02/21/2006 ©2006 White Space Strategies Adoption Cost Customer Value Adoption Cost Customer Value Drive Value Up Drive Cost Down Value Innovation White Space

Three Opportunity Perspectives 02/21/2006 ©2006 White Space Strategies Micro White Spaces within your current markets Current customers’ unrecognized or unsatisfied needs Incremental revenue from current customers Adjacent White Spaces around your current markets Adjacent prospects’ unrecognized or unsatisfied needs New revenue from new adjacent customers Macro White Spaces between your markets and adjacent markets Multiple market adjacent prospects’ unrecognized or unsatisfied needs New revenue from multiple customer adjacencies

Contact Us Visit our web site to learn more about White Space and White Space Consulting Widgets and Consulting Tweets for Start-Ups, as well as Market Creation Strategies for Enterprises. To find out more about our approach, our experience and our founder please visit us at www.whitespacestrategy.com Email us at [email_address] Call us at 415-202-7833 ©2008 White Space Strategy

Visit our web site to learn more about White Space and White Space Consulting Widgets and Consulting Tweets for Start-Ups, as well as Market Creation Strategies for Enterprises. To find out more about our approach, our experience and our founder please visit us at

www.whitespacestrategy.com

Email us at

[email_address]

Call us at 415-202-7833