1. Finding Your ZAG T&C Surf Designs By Jamie Park Mark Lalic Com 459

10. The Eliminate-Reduce-Raise-Create Grid Example: Town and Country Description: It helps companies have a clear and better drive to creating Blue Oceans. The grid helps companies with four immediate benefits. 1. It pushes them to push for differentiation to break the value-cost trade-off. 2. Stops companies from over engineering products. 3 Easy to understand by managers 4. Because it is a difficult it drives companies to scrutinize every factor in the industry. Create A more focused T&C brand Stores in Hawaii Kai and Kapolei or Kailua Reduce Store clutter Slippers and some other accessories Raise Focus on T-Shirts Better Marketing strategy Awareness T&C surf lifestyle Eliminate Dog clothes Dress and woven shirts One waikiki store

11. Checkpoint 8: Who Loves You? Every brand is built by a community. It is part of an ecosystem in which each participant contributes and each participant benefits. T&C surf’s brand community are its customers. Focusing on superior Customer service is essential in continuing to provide customers with a fun and unique shopping experience. Decide who makes up your community Diagram your brand’s ecosystem Decide how each participant will both contribute and benefit 8 who loves you?

15. Checkpoint 12: How Do You Spread the Word? Make sure you align all communications with your Zag. Only compete at touch points where you can win. 12 how do you spread the word? Unpack the meaning of your name, trueline, and tagline Live Like This Deploy it across a series of touch points where customers come into contact with brand Surf contests Concert sponsors Other event sponsors 8 store locations Surfboard factory Surf team Customers become true believers then brand advocates Brand advocates spread the word about your product to others

16. The Three Tiers of Noncustomers Town and Country Surf Designs First Tier These customers are always searching for something better. Second Tier Also known as refusing noncustomes they find the offerings of markets Unacceptable or beyond their means. Customers are on the edge ready to jump ship if a better market arrives. An Ocean of untapped demand waiting to be released. Third Tier Farthest away from an Industries existing customers. Their needs are always assumed to belong to other markets. Unlimited potential if needs are met

17. Checkpoint 13: How Do People Engage With You? Best practice = Common practice What are you selling and how are you selling it? T&C sells clothing and other accessories that represent surf culture. What can you offer that other competitors can’t or won’t? T&C surf products are made right here in Hawaii Because T&C is still the only locally owned surfshop Map your value against your competitors Which competitions can you avoid? What new things can you add? Blue ocean market Creating a new blue ocean will put you ahead in that market. = 13 how do people engage with you?