The market place is saturated with conventional products and services, also known as the red ocean. Re-orientate your focus on results, brutally examine yourself and identify opportunity in the blue ocean space.

1. identify your
BLUE OCEAN SPACE

2. recipe for success
Commodity
Top Quartile
Value Offering
Bottom Quartile
Cost-Efficiency
De-commoditize
Find new space. (Segmenting, Targeting & Positioning)
Take a fresh look at Market
(SWOT, Segmenting & Targeting, Situational Analysis)
A-HA
New Value Offering
Cost, Utility, Communication, Convenience
EMOTIVE TRIGGERS
or
Look out for
your value
offering from
the customers
perspective.

3. The market is saturated with products
which typically differentiate in the
conventional
Red Ocean
Mood
Lifestyle
Product attributes
Where is the opportunity, the
Blue Ocean space?
[Source: Blue Ocean Strategy]
W. Chan Kim & Reneë Mauborgne

4. STRATEGY CANVAS - PRODUCT ATTRIBUTES, LIFESTYLE, MOOD
0
1
2
You're
the
Fire
Unforge3able
Revlon
Pink
Happiness
Impulse
Hoity
Toity
ExclamaEon
Fire
&
Ice
Charlie
Low Offering
Medium Offering
High Offering
(Perfume Example)

5. STRATEGY CANVAS
Plot competitor & own value offering on a scale of low medium and
high.
Low Offering
Medium Offering
High Offering
Identify Blue
Ocean Space
(New Value
Proposition)
The Rest
Attributes / Value Offering

6. -­‐ Supply & Demand
-­‐ Value Drivers
-­‐ Competitive Landscape
-­‐ Commoditization
strategy
pricing