Yellow Tail, an Australian wine company, redefined the wine market using "Blue Ocean" thinking by eliminating aspects of traditional wine marketing, reducing complexity, and creating an easy drinking image. They positioned themselves between budget wines and premium wines. This allowed them to own the market.
7. Eliminate
Wine buff jargon
The wine’s age
Mainstream media
marketing
Raise
Price, compared to cheap,
budget wines
Reduce
Different grapes: oaky
flavour only
Different wines: red, white,
rosé
Heritage of vineyard
Create
Easy drinking image (like
beer)
Easier choice: red, white,
rosé
Some fun
18. Knowing the customer
Defining a product that
solves their pain
Qualitative value
Quantitative value
Business model that makes £s
19. Knowing the customer
Defining a product that
solves their pain
Qualitative value
Quantitative value
Business model that makes £s
A plan that creates more
advantage over time
33. Define your customer
• How many customers?
• Who are they (name names?)
• Where are they?
• How do they currently do what
you’re proposing?
• How will they do what they
currently do the way you’re
proposing?
• What is the value (faster, cheaper,
better quality for the same/less)?
• What is the cost of switching from
the old way to the new way?
• What is the individual’s lifespan
budget?
• What is the likelihood of the user
churning?
34. Define your advantages
• What are the alternatives? There’s
always competition.
• What technological advantage do
you have?
• What expertise advantage do you
have?
• What network/contacts advantage
do you have?
• What financial advantages do you
have - if any ;-)?
• What geographic advantage do you
have? Does it matter?
• Could new competitors arrive faster
than you could innovate?
• Who do you threaten? What could
they do? (NHSChoices, MyPolice)
37. What does a tech push company look like?
A new IP or new technology is what leads to the company being formed
Often found in Universities, with technology-focused founders
“We have a great technology”, but use to customer is unclear
There’s a need to add to the team with user-focused skills
(design/business/sales)
38. Why is this tech push?
• Founded out of a university (Stanford)
• Better IP than anyone else (i.e. better search results)
• Focussed, increasingly, on customer need (i.e. cleaner homepages)
• No marcoms budget
• Changed the product range and business model over time as expertise and
IP was added
39. What does a market pull company look like?
Company formed by a frustrated company (think ‘Dragon’s Den’)
First-hand understanding of the user pain
Lack of understanding of closeness of competition
There’s a need to better understand the tech required to solve the problem
There’s a need to add to the team with technology skills
40. What does a market pull company look like?
Company formed by a frustrated company (think ‘Dragon’s Den’)
First-hand understanding of the user pain
Lack of understanding of closeness of competition
There’s a need to better understand the tech required to solve the problem
There’s a need to add to the team with technology skills
47. ______ is the only ____
for___________________
in ___________________
48. ______ is the only ____
for___________________
in ___________________
that _________________
49. ______ is the only ____
for___________________
in ___________________
that _________________
at a time when _______ .
50. ______ is the only ____
for___________________
in ___________________
that _________________
at a time when _______ .
Unlike _______________
51. ______ is the only ____
for___________________
in ___________________
that _________________
at a time when _______ .
Unlike _______________
we __________________
62. Customer Intimate:
Zappos
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative, and
Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest
Relationships with Communication
7. Build a Positive Team and
Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
63. Product Innovation
(which became
Low Price):
Amazon
1. Customer Obsession: We start with the
customer and work backwards.
2. Innovation: If you don't listen to your
customers you will fail. But if you only listen to
your customers you will also fail.
3. Bias for Action: We live in a time of unheralded
revolution and insurmountable opportunity-
provided we make every minute count.
4. Ownership: Owners think long-term, plead
passionately for projects and ideas, are
empowered to respectfully challenge decisions.
5. High Hiring Bar: "Will I admire this person? Will
I learn from this person? Is this person a
superstar?"
6. Frugality: We spend money on things that really
matter and believe that frugality breeds
resourcefulness, self-sufficiency, and invention!
72. What is your
product?
Features
Functions
Quantitative value => Avoid cost+ => What’s the value price?
How do you sell it? Is the marketing “baked in”?
(Building sites no-one has to visit)
ToshNo Limited
digital media | education
73. Segment 1
Segment 1
Segment 1
Segment 2
Segment 2Segment 3
Application 1
Application 2
Application 3
Application 1
Application 2Application 1
Set up your
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74. Book Choice
Book Choice
Book Choice
Media Choice
Media ChoiceElectronics
Books
Personalised
books
Books for
giving
CDs & DVDs
DownloadsCameras
Amazon’s
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