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Blue Ocean Strategy<br />Sailor’sLessons Log<br />© iCanPilot 2010<br />
All markets head towards commodity status <br />
How do you differentiate in a meaningful way?<br />
The commoditizationcurveisgettingdangerous<br />
PRICE ▼<br />It is time for a new track<br />
We know we have got to change something<br />
We need to transform our businesses<br />
NEW<br />BUSINESS<br />MODEL<br />What is bigger: the risk of not changing<br />or the fear of change?<br />
BLUE<br />OCEAN<br />STRATEGY<br />BUSINESS<br />MODEL<br />INNOVATION<br />DISRUPTIVE<br />INNOVATION<br />DESIGN<br />TH...
BLUE OCEAN STRATEGY<br />is the simultaneous pursuit of high value and low cost<br />to create new market space.<br />Sour...
4<br />8<br />Visual <br />Exploration -<br />Reconstruct <br />Market<br />Boundaries<br />1<br />2<br />3<br />5<br />6<...
Tagline: The Speed of a <br />planeattheprice & flexibilityof a car<br />HIGH<br />Southwest<br />Average Airlines<br />Ca...
Lesson #2. Stop focusing only <br />on beating your competition<br />
Blue Ocean Strategy<br />Create uncontested <br />“market space”<br />Ignore & make <br />the competition irrelevant<br />...
How do we<br />reconstruct<br /> the market<br />boundaries?<br />Source: Nintendo Wii<br />Lesson #3. Look at the <br />n...
How do we<br />reconstruct<br /> the market<br />boundaries?<br />Alternatives<br />& substitutes<br />Segments<br />Chain...
Callaway Golf<br />Look at alternatives. <br />
NovoNordisk<br />Source: Novo Nordisk<br />Look at the chain of buyers.<br />
Yellow Tail<br />Lesson #5. Look at the buyer experience cycle.<br />
iCanPilot Case Study<br />
Genesis<br />
CUSTOMERS<br />NON-CUSTOMERS<br />Whatif we offeredthevalue of consulting to thosewhocan’taffordit?<br />
Whatmakespeoplehire a consultant<br />vs. buy a book and do itthemselves?<br />
Eliminate<br /><ul><li> Consultant in sales & delivery    process</li></ul>Create<br /><ul><li> DIY virtual facilitation p...
 Practitioner community
 Affiliate marketing partnerships</li></ul>Reduce<br /><ul><li>Price</li></ul>Raise<br /><ul><li> Ease of purchase
 Ease of use
 Ability to reuse the process</li></ul>ERRC Grid<br />
iCanPilot Strategy Canvas<br />
„It really feels like having Kay in the room with you”<br />Barry Fleck<br />Former client<br />The result<br />
Summary<br />
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Blue Ocean Strategy - example of ICanPilot

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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.

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  • We analyzedfactorsthatmakespeoplehire a consultantvs. buy a book and do itthemselves. (KayPlantes on this photo isactuallyour first expert,withwhom we developed a productthathelpsyouReinventYour Business Model http://www.icanpilot.com/ReinventYourBusinessModel).
  • Transcript of "Blue Ocean Strategy - example of ICanPilot"

    1. 1. Blue Ocean Strategy<br />Sailor’sLessons Log<br />© iCanPilot 2010<br />
    2. 2. All markets head towards commodity status <br />
    3. 3. How do you differentiate in a meaningful way?<br />
    4. 4. The commoditizationcurveisgettingdangerous<br />
    5. 5. PRICE ▼<br />It is time for a new track<br />
    6. 6. We know we have got to change something<br />
    7. 7. We need to transform our businesses<br />
    8. 8. NEW<br />BUSINESS<br />MODEL<br />What is bigger: the risk of not changing<br />or the fear of change?<br />
    9. 9. 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 />
    10. 10. 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 />
    11. 11. 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 />
    12. 12. 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 />
    13. 13. Lesson #2. Stop focusing only <br />on beating your competition<br />
    14. 14. 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 />
    15. 15. 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 />
    16. 16. 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 />
    17. 17. Callaway Golf<br />Look at alternatives. <br />
    18. 18. NovoNordisk<br />Source: Novo Nordisk<br />Look at the chain of buyers.<br />
    19. 19. Yellow Tail<br />Lesson #5. Look at the buyer experience cycle.<br />
    20. 20. iCanPilot Case Study<br />
    21. 21. Genesis<br />
    22. 22. CUSTOMERS<br />NON-CUSTOMERS<br />Whatif we offeredthevalue of consulting to thosewhocan’taffordit?<br />
    23. 23. Whatmakespeoplehire a consultant<br />vs. buy a book and do itthemselves?<br />
    24. 24. Eliminate<br /><ul><li> Consultant in sales & delivery process</li></ul>Create<br /><ul><li> DIY virtual facilitation projectware
    25. 25. Practitioner community
    26. 26. Affiliate marketing partnerships</li></ul>Reduce<br /><ul><li>Price</li></ul>Raise<br /><ul><li> Ease of purchase
    27. 27. Ease of use
    28. 28. Ability to reuse the process</li></ul>ERRC Grid<br />
    29. 29. iCanPilot Strategy Canvas<br />
    30. 30. „It really feels like having Kay in the room with you”<br />Barry Fleck<br />Former client<br />The result<br />
    31. 31. Summary<br />
    32. 32. Every methodlets you see things differently<br />
    33. 33. Often when all is said and done, <br />more is said than done.<br />
    34. 34. The value is in shared language <br />and joint action<br />
    35. 35. www.icanpilot.com<br />
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