This 'portable' toolkit contains tools that can be used to prepare a Blue Ocean-Performance Dashboard. This concept combines two of the most powerful concepts in business management: Blue Ocean Strategy and Balanced Scorecard. The Blue Ocean-Performance Scorecard will help you to visually translate any strategy including a Blue Ocean Strategy into reality. Consequently, with the dashboard the implementation of a Blue Ocean Strategy has a higher chance of success. In addition, the Blue Ocean-Performance Dashboard could be used to answer the following questions: * How does the organization work or do business? * How does the organization generate reveue or profit? * How to create an uncontested customer experience and uncontested marketplace as well as make the competition irrelevant? If you'd like to generate and share ideas on the above question, the Blue Ocean-Performance Dashboard may be your best tool.

1. General Information on the Tool of BLUE OCEAN DASHBOARD
WHAT? WHO? WHERE?
The Blue Ocean-Performance Dashboard Business executives; managers Online:
is a tool that seamlessly integrates the http://businessmodels.ning.com
Business planners; strategic planners
three most powerful tools for business Talks; Seminars
Small, medium, and large enterprises
management: Value (Supply) Chain; Blue Workshops; Training
Practitioners of Blue Ocean Strategy
Ocean Strategy; Balanced Scorecard Consulting
Practitioners of Balanced Scorecard
WHY? WHEN?
‘One-Page Business Management’ Starting a business (from idea stage)
BLUE OCEAN DASHBOARD:
Simpler; Faster; Free; Holistic Generating more revenue
A Simpler and More Profitable Way to
Integrated approach to managing Further reducing cost
Manage Strategies and Business Models
value (supply) chain, strategy, Facing competition in the ‘Red Ocean’
performance, and business model For uncontested customer experience
HOW? HOW MUCH? WHAT NEXT?
“Where currently are you (in the Free online (open innovation): iPhone application for the Blue
industry?)” http://businessmodels.ning.com Ocean-Performance Dashboard
“Where do you want to go?” Otherwise, contact Dr. Rod King: Software/social network for Blue
rodkuhnking@sbcglobal.net Ocean-Performance Dashboard
“How will you get to the Blue Ocean?
Partners for Collaborative Projects
What strategy and business model?”
BOBM8B. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com

2. WHAT? WHO? WHERE?
WHY? WHEN?
QUESTION-TAGS FOR:
HOW? HOW MUCH? WHAT NEXT?
BOBM8B. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com

3. Company Overview of ………………………………………………………………….. Date: …………………………………….………..………..
Author(s): …………………………………………………………………………………….. Ref.: …………………………………..…………………….
COMPANY BACKGROUND INDUSTRY/BUSINESS PRODUCTS/SERVICES
Location: Industry:
Founder(s):
Niche:
Revenue:
No. of Direct Competitors:
Model:
CUSTOMER VALUE PROPOSITION CUSTOMER BENEFITS/EXPERIENCE
COMPANY OVERVIEW OF:
MAIN GOAL/OBJECTIVE/STRATEGY VISION MISSION
BOBM8A. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com

4. Blue Ocean Map (“One-Page Blue Ocean Strategy” for Simply Mapping, Designing, Executing, and Monitoring a Blue Ocean Strategy)
IDEAL BLUE OCEAN (FINAL RESULT) Fractal Market Segmentation of ……………………………………………………………………….
∞
BLUE OCEAN Experience
Revenue
Highly differentiated and
premium-priced/free business model
Blue Ocean Plan
(+): DELIGHT
RED OCEAN Experience
Commoditized and
Strategic
Red Ocean Plan low-cost business model
Choice
(-): PAIN
(Uncontested Experience, Market Space, or New Category) No. of Competitors
BOBM1.1. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & & http://businessmodels.ning.com
BOBM5.1. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net http://businessmodels.ning.com

5. Blue Ocean Dashboard for …………………………………………………………………………………………. Date: ……………………………….
Name of Product/Service/Facility: ……………………………..…………………….. Functionality: …………………………………………………………………….…
Customer Value Proposition: ……………………………………………………………………. Business/Industry: ………………..........…………………..….……………..
Goal/Objective: …………………………………………………………………………………………………………………………………………………………………………………………….
BUSINESS SYSTEM Description Performance Objectives: 20…… Blue Ocean Actions (Tactics/Customer Experience Quotient) Initiatives/
(“SEMPORCE”) of Best Current/ Projects
Cost: - Revenue: + Other Raise Create Reduce Eliminate Other
ELEMENTS Future Resources
($) ($) Criteria (+) (+) (-) (-)
S: Suppliers/Materials
E: Employees/Know-
ledge Assets/Culture
M: Machinery/
Equipment/Facility
P: Processes/
Activities
O: Outputs
- Product
- Service
R: Retailers/
Distributors/Channels
C: Customers/
Consumers
E: Environment
- Competitors
- Non-customers
- Partners
- Investors
- Community/Gov.
BUSINESS MODEL: BUSINESS IDEAL BLUE OCEAN STRATEGY (How to create an uncontested Blue Ocean
(How does the organization work to deliver its EXPERIENCE customer experience and uncontested business model as well Program
ROI (%):
value proposition to customers?) QUOTIENT as make the competition irrelevant?)
BOBM5.1. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com

6. Template for 4 Perspectives and Questions for Balancing a Blue Ocean Dashboard
INVESTOR PERSPECTIVE EMPLOYEE PERSPECTIVE
How will the business make more What attributes, skills, resources, and
outputs should employees have in
money (extraordinary profit)?
order to sustain a workflow and
culture that deliver extraordinary
value to customers and investors?
4 PERSPECTIVES AND
QUESTIONS FOR BALANCING
A BLUE OCEAN DASHBOARD
CUSTOMER PERSPECTIVE PROCESS PERSPECTIVE
How will customers experience the What processes and strategies will
generate extraordinary profit as well
greatest delight and least pain?
as deliver the organization’s value
proposition to customers/consumers?
BOBM5.3. Blue Ocean-Business Models. Copyright 2009.2009.Dr.King. King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.32.Blue Ocean-Business Models. Copyright Dr. Rod Rod rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM8.2.
BOBM6.1. Blue Ocean-Business Models. Copyright 2009.Dr. RodKing. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Dr. King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean-Business Models. Copyright 2009. Rod

7. TOMCAT (Trade-Off Matrix of Customer Aspirations And Troubles): How to Quickly Organize and Document Blue Ocean-Business Models as
well as Determine (Non-)Customer Trade-offs, Value Propositions, Business Opportunities, Strategies, and Design/Brainstorming Objectives
Customer’s Intent/Job: ……………..……………………………………….…………………..……...… (Non-)Customers/Industry: ……………….…………………….……..
Focus of (Non-)Customer: Product/Service/Facility; Purchase/Delivery/Usage/Supplements/Maintenance/Disposal
Breakthrough Question: HOW TO MAKE (THE PRODUCT/ENTERPRISE/INDUSTRY OF) ……………..……………......……….…….....……… IRRELEVANT?
(Non-)Customer Needs (-) 1 2 3 4 5 6 7 8 9 10
Cost Mainten- Time Defects/ Weight/ Effort/ Staff Complexity/ Rigidity/ Pain/
Reduce/Eliminate
ance/ (Delivery/ Complaints/ Size/ Friction/ Depend- Information Inaccess- Barriers/
(Relative to Industry Standard)
Upgrade Aging) Waste Tool Energy ency Overload ibility Pollution
Raise/Create
(+)
Value/Functionality
1
Quality/Automation
2
Performance/Productivity
3
Differentiation/Novelty/
4
Uniqueness/Form/Fractality
Speed/Agility
5
Aesthetics/Visual Appeal/Color
6
Ease of Use/Simplicity
7
Convenience of Use
8
Customer Service/Support
9
Fun/Entertainment/Adventure
10
Star Performers/Celebrities
11
Prestige/Legacy/Amenities
12
Wide Choice/Versatility
13
Hygiene/Cleanliness
14
Integration/Connectivity
15
Power/Strength/Wisdom
16
Accuracy/Reliability
17
Security/Safety/Health
18
Collaboration/Communication
19
Customization/Personalization
20
BOBM7. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com

8. Template for Zoomable Blue Ocean Dashboard
E: EMPLOYEES/KNOWLEDGE ASSETS/ M: MACHINERY/EQUIPMENT/
S: SUPPLIERS/MATERIALS
CULTURE FACILITY
E: ENVIRONMENT P: PROCESSES/STRATEGIES
BUSINESS MODEL (20…….)
Competitors Brand/PR/Marketing Strategy
[Uncontested Customer Experience/
Non-customers/Non-consumers Revenue-generating Strategy
Customer Value Proposition/Business Goal
Partners Cost-reduction Strategy
(“BHAG”)/Strategic Intent/Vision/Ideal
Solution/Revenue, Cost, Profit, and ROI]:
Investors Value Innovation (Trade-off) Strategy
Gov./Community/Society/Env. Competitive Advantage Strategy
R: RETAILERS/DISTRIBUTORS/
C: CUSTOMERS/CONSUMERS O: OUTPUTS/PRODUCT/SERVICE
CHANNELS/INTERFACE
BOBM5.3. Blue Ocean-Business Models. Copyright 2009.2009.Dr.King. King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM8.2.
BOBM6.1. Blue Ocean-Business Models. Copyright Dr. Rod Rod rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Dr. King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean-Business Models. Copyright 2009. Rod

9. Template for a Classic Zoomable Page (for Visual Brainstorming/Documentation)
BOBM8.1. Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com