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On the Kinepolis Strategy…
Ziya G. Boyacigiller
This presentation was created and given by Ziya
Boyacigiller who was leadi...
Kinepolis :
Application of Upside- Down
Creativity Technique to Generate
Value Proposition and Strategy Map
Movie Theater
Location
In cities
Shopping
centers
Parking
Limited or no
space
Small parking
slots
Theater
environment
Smal...
Movie
Theater
Location
Importance:
Satisfaction:
Opportunity:
Parking
Importance:
Satisfaction:
Opportunity:
Theater
envir...
Possible Opportunity Ratings
importance
satisfaction
0 50 100
0 0 100
ok
200
excellent
50 0 50 150
good
100 0 50 100
Movie Industry Assumptions
STATUS QUE UPSIDE DOWN
Theaters are in the city Theaters are outside of the city
Theaters show ...
Movie Industry Assumptions
UPSIDE DOWN
Theaters are outside of the city
Theaters show 10-20 movies
Unlimited parking space...
“Value Proposition” Resulting from
20% of the Most Important Ideas
VALUE PROPOSITION - FOCUS AREAS DETAILED AREAS
Free and...
Ziya G. Boyacigiller © 2005
Kinepolis Strategy Map resulting from its
Value Innovation
High Growth in Revenues & Profits
R...
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Kinepolis strategy map

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Kinepolis strategy map

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Kinepolis strategy map

  1. 1. On the Kinepolis Strategy… Ziya G. Boyacigiller This presentation was created and given by Ziya Boyacigiller who was leading Angel Investor and a loved mentor to many young entrepreneurs in Turkey. We have shared it on the web for everyone’s benefit. It is free to use but please cite Ziya Boyacigiller as the source when you use any part of this presentation. For more about Ziya Boyacigiller’s contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
  2. 2. Kinepolis : Application of Upside- Down Creativity Technique to Generate Value Proposition and Strategy Map
  3. 3. Movie Theater Location In cities Shopping centers Parking Limited or no space Small parking slots Theater environment Small, dark, gloomy waiting area Limited concession selections No seated eating area No game room Limited and not well kept restroom stalls Stuffy and smelly rooms Viewing experience Uncomfortable seats Small screen Stereo sound system Big rooms / noisy Movies Theaters show 1 or 2 movies Limited starting times for blockbusters Focused on specific movie themes Prices Expensive ticket prices Paid parking Expensive concession prices Status-Quo Qualities
  4. 4. Movie Theater Location Importance: Satisfaction: Opportunity: Parking Importance: Satisfaction: Opportunity: Theater environment Importance: Satisfaction: Opportunity: Viewing experience Importance: Satisfaction: Opportunity: Movies Importance: Satisfaction: Opportunity: Prices Importance: Satisfaction: Opportunity: Rating Qualities for Opportunity opportunity =Importance + max (Importance – Satisfaction, 0) (I/S: percent of surveyed rated this outcome a 4 or 5)
  5. 5. Possible Opportunity Ratings importance satisfaction 0 50 100 0 0 100 ok 200 excellent 50 0 50 150 good 100 0 50 100
  6. 6. Movie Industry Assumptions STATUS QUE UPSIDE DOWN Theaters are in the city Theaters are outside of the city Theaters show 1 or 2 movies Theaters show 10-20 movies No or Limited parking spaces Unlimited parking spaces Parking fees Free parking Uncomfortable seats Comfortable seats Stereo sound systems Surround sound systems Big size viewing rooms Small size viewing rooms Standard screens Superior screens Limited starting times for blockbusters Frequent starting times for blockbusters Focused on movie themes No focus on movie themes Limited concession selections Wide concession selections No seated eating area Comfortable seated eating area No game room Large game room with blockbuster games Expensive ticket cost Expensive ticket cost Etc. Etc.
  7. 7. Movie Industry Assumptions UPSIDE DOWN Theaters are outside of the city Theaters show 10-20 movies Unlimited parking spaces Free parking Comfortable seats Surround sound systems Small size viewing rooms Superior screens Frequent starting times for blockbusters No focus on movie themes Wide concession selections Comfortable seated eating area Large game room with blockbuster games Expensive ticket cost Etc. Use “The 80-20 Rule” to focus on most important changes (differentiation) you will offer as your “value proposition” to target customers
  8. 8. “Value Proposition” Resulting from 20% of the Most Important Ideas VALUE PROPOSITION - FOCUS AREAS DETAILED AREAS Free and Easy Parking Theaters are outside of the city Unlimited parking spaces Free parking Superior Seating, Sound & Screen Comfortable seats Surround sound systems Small size viewing rooms Wide & super-reflective screens Best Pick of Blockbuster Movies Frequent starting times for blockbusters No focus on movie themes Theaters show 10-20 movies
  9. 9. Ziya G. Boyacigiller © 2005 Kinepolis Strategy Map resulting from its Value Innovation High Growth in Revenues & Profits Ref: C. Kim/R. Mauborgne Blue Ocean Principles

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