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1 | Bart van Hattum |
Blue Ocean Strategy
& Idea creation
Bart van Hattum
Date: 12.3.2013
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Business Model Generation – mentioned last week
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Blue Ocean Strategy – Agenda
1. Introduction
2. What is the method ?
3. How to use the method ?
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Why Blue Ocean Strategy?
“Make the competition irrelevant!”
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Create value AND lower costs at the same time
Waarde
Kosten
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Why do we stay on this train?
Why do we are in Red Oceans?• We think market boundaries are given• They are reconstructed by the actions & beliefs of industry players
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Video
• Video: http://www.youtube.com/watch?v=QPxLs0Cv4zY
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How to brake loose from the Red Ocean? An example
The Circus
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How to brake loose from the Red Ocean? An example
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What did they do?: increasing customer value at lower cost.
Costs
Value Innovation
Buyer Value
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How to attract a new type of customer?
Second Tier
Third Tier
Your current Market
First Tier
Non-customers who have never thought of your market’s offerings as an option.Non-customers who have never thought of your market’s offerings as an option.
Non-customers who refuse to use your industries offerings. Non-customers who refuse to use your industries offerings.
Your current customersYour current customers
• Define first, second and third tier customers• Define what they want to become a customer• Use those wants as ideas to reduce, eliminate, raise or create
• Define first, second and third tier customers• Define what they want to become a customer• Use those wants as ideas to reduce, eliminate, raise or create
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What to eliminate, create, or change?
Which factors should be
created that the industry has
never offered?
A New Value Curve
Create
Which of the factors that the
industry takes for granted should be eliminated?
Eliminate
Which factors should be
reduced well below industry
standards?
Reduce
Which factors should be raised
well above the industry’s standard?
Raise
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Example: Cirque Du Soleil brings the circus business to the next level. But how?
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Do your own exercise
• Pick a topic, product, campaign, etc.• Fill in the canvas
- 1. What are the key factors on which we compete today?- 2. How do we and competitors score on these factors?- 3. Evaluate all factors and Reduce, Eliminate, Raise and Create
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• compete in existing markets
• beat the competition
• explore existing demand
• make the value/cost trade-off
• align with differentiation OR low cost
• create uncontested markets
• make competition irrelevant
• create & capture new demand
• break value/cost trade-off
• align with differentiation AND low cost
RED OCEAN BLUE OCEAN
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Example: Citizen M
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How did Citizen M create a Blue Ocean?
• Eliminate: Reinvented the hotel concept: Small, standard rooms• Raise: Focus on ‘Mobile Citizens’: wifi, self service, ambassadors• Create: Affordable luxury for the people: design, living room• Reduce: major cost drivers: personnel, prefab building and distribution
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Go take a look! – Citizen M Rotterdam will be at the ‘A’
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Extra – not mentioned in class
• You can take a look at the example of Yellowtail wine:• http://blueoceanstrategy.org/Presentation.ppt#1971• And see the next slide to go through the steps to fill in the Blue Ocean
Canvas (put on ‘presentation’ mode)
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Three steps to fill in the canvas – example Yellowtail wine
High
Low
Price Use of enological
terminology
Above-the-line marketing Aging
quality
Vineyard prestige and legacy Wine
complexity
Wine range
Competitor B
1. What are the key factors on which we compete today?
2. How do we and competitors score on these factors?
“We (Current)”
Competitor A“We NEW”
We have created a blue ocean!
3. Evaluate all factors and make a new line by Reduce, Eliminate, Raise and Create
Easy drinkingEasy drinking
Ease of selectionEase of selection
Fun and adventureFun and adventure
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Templates to try this yourself!
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Eliminate
which factors that the industry takes for granted should be eliminated ?
Reduce
which factors should be reduced well below the industry’s standard ?
Raise
which factors should be raised well above the industry’s standard ?
Create
which factors should be created that the industry doesn’t offer ?
Draw your “to be” strategy canvas
1. What are the key factors on which we compete today?
2. How do we and competitors score on these factors?
3. Evaluate all factors and Reduce, Eliminate, Raise and Create
Steps:
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To conclude on Blue Ocean Strategy
• Blue Ocean Strategy can be used to make the competition irrelevant• It is also a good method to frame your thinking about new products and
markets• But, it gives no solutions for the problems in the Red Oceans (e.g. what
to do with the huge investments in things you already do)• And be aware: Blue Oceans will always become Red Oceans
eventually…
32 | Bart van Hattum |How to come up with the ideas?
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Goed idee? - begin bij het waarom
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Hoe krijg je een goed idee? - vakliteratuur
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Ideeen krijg je niet alleen
• http://www.youtube.com/watch?v=NugRZGDbPFU
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Ontdek het onverwachte via anderen
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Appendix
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Maak van jezelf een Blue Ocean!
• Blue Ocean Strategy is ook toe te passen op jezelf
Volg de stappen• Verhogen: waar ben ik goed in en wil ik nóg beter in worden?• Verlagen: wat kost mij meer moeite dan het oplevert?• Weggooien: welke dingen zijn nutteloos of doet iedereen al?• Toevoegen: wat vind ik gaaf en kan ik me op onderscheiden?
• Door dit dan ook echt te gaan DOEN creëer je je eigen Blue Ocean
SUCCES!