The document outlines Cirque du Soleil's blue ocean strategy for reinventing the circus. It describes their value innovation focus of eliminating traditional circus elements like animal acts and concessions, while increasing their unique venue and creating new productions with music and dance themes. The strategy canvas shows how they targeted new customer segments like adults and corporations and delivered the product through premium ticket sales and media partnerships to experience live entertainment in an artistic show format.

1. Industry/Market/Customer
Goal
(Job
To
Get
Done):
Problem
Pain:
(Un)Known
PROFIT
(Key
Metrics)
9
7
5
3
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Inputs/
Partners
Channels
&
RelaKon-­‐
ships
Product/
Service
9
7
5
3
COST
(STRUCTURE)
REVENUE
(STREAMS)
Price
Star
Performers
Concessions
Mul:ple
Arenas
Fun
&
Humor
Theme/
Music
&
Dance/…
Unique
Venue
Thrill
&
Danger
1
i
ii
iii
iv
v
vi
vii
viii
1
i
ii
iii
iv
v
vi
vii
viii
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Circus-­‐Theater
q Adults
q Corporate
Clients
q Family
q Children
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
BOS:
Six
Principles
Four
AcDons
F’work
q E:
Eliminate
Star
Performers/
Animal
Shows/
Aisle
Concessions/
Mul:ple
Arenas
q R:
Reduce
Fun
&
Humor/Thrill
&
Danger
q I:
Increase
Unique
Venue
q C:
Create
Theme/
Music
&
Dance/
Mul:ple
Prodn
High
Profit
Margin
q Ticket
Sale
(Premium)
Low
Profit
Margin
To
experience
live
entertainment
1
2
3
4
5
Dynamic
Dynamic
Strategy
Canvas
(“As
Is”)
Strategy
Canvas
(“To
Be”)
Decision-­‐Making
Dashboard
Decision-­‐Making
Dashboard

2. Industry/Market/Customer
Goal
(Job
To
Get
Done):
Problem
Pain:
(Un)Known
PROFIT
(Key
Metrics)
9
7
5
3
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Inputs/
Partners
Channels
&
RelaKon-­‐
ships
Product/
Service
9
7
5
3
COST
(STRUCTURE)
REVENUE
(STREAMS)
Price
Star
Performers
Concessions
Mul:ple
Arenas
Fun
&
Humor
Theme/
Music
&
Dance/…
Unique
Venue
Thrill
&
Danger
1
i
ii
iii
iv
v
vi
vii
viii
1
i
ii
iii
iv
v
vi
vii
viii
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Circus-­‐Theater
q Adults
q Corporate
Clients
q Family
q Children
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
BOS:
Six
Principles
Four
AcDons
F’work
q E:
Eliminate
Star
Performers/
Animal
Shows/
Aisle
Concessions/
Mul:ple
Arenas
q R:
Reduce
Fun
&
Humor/Thrill
&
Danger
q I:
Increase
Unique
Venue
q C:
Create
Theme/
Music
&
Dance/
Mul:ple
Prodn
High
Profit
Margin
q Ticket
Sale
(Premium)
Low
Profit
Margin
To
experience
live
entertainment
1
2
3
4
5
Dynamic
Dynamic
Strategy
Canvas
(“As
Is”)
Strategy
Canvas
(“To
Be”)
Decision-­‐Making
Dashboard
Decision-­‐Making
Dashboard

3. In
this
PresentaDon,
Cirque
du
Soleil’s
Blue
Ocean
Strategy
is
Featured
Using
A
Business
Model
Yacht
Invented
by
Dr.
Rod
King,
a
Business
Model
Yacht
refers
to
a
Kmeline-­‐
storymap
for
comprehensively
documenKng,
analyzing,
planning,
strategizing
about,
execuKng,
and
managing
a
business
model
(as
well
as
value
chain
or
any
project)
in
space
and
Kme.

4. Industry/Market/Customer
Goal
(Job
To
Get
Done):
…
……………………………..………………….
1
2
3
4
5
(Done)
(To
Do/Vision)
(Doing)

5. Industry/Market/Customer
Goal
(Job
To
Get
Done):
…
……………………………..………………….
1
2
3
4
5
(Done)
(To
Do/Vision)
(Doing)
Problem
Pain:
(Un)Known
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known

6. Industry/Market/Customer
Goal
(Job
To
Get
Done):
………………………………..………………….
Problem
Pain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
#VCYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine
(ProposiDon/Strategy)
Internal
Resources
Inputs/
Partners
Channels
&
RelaKon-­‐
ships
Product/
Service
I
n
n
o
v
a
t
I
o
n
A
c
c
co
u
n
t
i
n
g
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

7. What
is
the
customer’s
main
goal
(Job
To
Get
Done:
Problem
Pain:
(Un)Known
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
What
are
soluKons/
gains/benefits?
Who
is
the
customer?
What
are
problems/
barriers/obstacles?
How
is
product/service
delivered
to
customer?
What
is
the
product/service?
What
is
the
big
urgent
problem/pain
(soluDon/benefit)?
What
are
key
ac:vi:es
or
processes
of
the
organiza-­‐
:on?
What
are
internal
resources
(people;
infra’;
tech-­‐
nology)?
What
are
key
inputs/
partners?
Physical/Intellectual/EmoDonal/Spiritual
Hierarchy)?
1
2
3
4
5
6
7 8 9
10
COST
(STRUCTURE)
REVENUE
(STREAMS)
PROFIT

8. Example

9. Problem
Pain:
(Un)Known
q Agents
for
ArDsts
q Suppliers
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

10. Problem
Pain:
(Un)Known
q Agents
for
ArDsts
q Suppliers
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

11. Problem
Pain:
(Un)Known
New
Entrants
(Startups)
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
SubsD-­‐
tutes
(Incumbents)
q Agents
for
ArDsts
q Suppliers
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

12. Problem
Pain:
(Un)Known
New
Entrants
(Startups)
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
SubsD-­‐
tutes
(Incumbents)
Outdoor
Sports/Games
Theater
Musical
(Electronic
Games)
q Agents
for
ArDsts
q Suppliers
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

13. Problem
Pain:
(Un)Known
New
Entrants
(Startups)
Outdoor
Sports/Games
Theater
Musical
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Agents
for
ArDsts
q Suppliers
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
SubsD-­‐
tutes
(Incumbents)
Comple-­‐
mentors
Influenc-­‐
ers
(Electronic
Games)
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

14. Problem
Pain:
(Un)Known
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
Forces
Against
Forces
For
q Agents
for
ArDsts
q Suppliers
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

15. Problem
Pain:
(Un)Known
High
Profit
Margin
q Adults
q Corporate
Clients
q Family
q Children
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
Internal
Resources
Channels
&
RelaKon-­‐
ships
Product/
Service
q Ticket
Sale
(Premium)
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine:
Value
Innova:on-­‐focus
(ProposiDon:
“We
Reinvent
the
Circus”)
Blue
Ocean
Strategy
q Employees
q Brand/Culture
q FaciliDes/
Equipment/
MulDple
ProducDons
q Circus-­‐Theater
Entertainment
q ArDsDc
Show
q Circus-­‐Theater
q Employees
q FaciliDes/
Equipment/Rent
q MarkeDng
&
Sales
S:
Strengths
O:
Opportuni-­‐
Des
W:
Weaknesses
T:
Threats
q Agents
for
ArDsts
q Suppliers
q Ticket
Office
q Face-­‐to-­‐Face
q Radio
q TV;
Other
Media
q Newspapers
q Fringe
FesDvals
Industry/Market/Customer
Goal
(Job
To
Get
Done):
To
experience
live
entertainment
1
2
3
4
5
PROFIT
(Done)
(To
Do/Vision)
(Doing)

16. Stage/Tollgate
Theme/Project
1.
ConcepKon
(Problem/JTGD)
2.
Pretotype
(ChaoDc)
3.
Prototype
(Complex)
4.
Pilot
(Complicated)
5.
Full
Scale
(Simple)
NATURE
Fill
a
Niche/DNA:
Solve
Problem/
Resolve
Trade-­‐off
in
Ecosystem
RINGLING
BROS.
Red
Ocean
Circus:
Create/Launch
a
Classic
Circus
Business
“The
Greatest
Show
on
Earth”
Classic
Traveling
Circus
Tollgate
Criteria
(Level
of
Interest)
CIRQUE
DU
SOLEIL
Blue
Ocean
Circus:
Create/Launch
a
Circus-­‐Theater;
“We
Reinvent
the
Circus”
Traveling
Street
Performers:
2
No.
Traveling
Street
Performers:
Small
Ensemble
Traveling
Circus-­‐
Theater:
Large
Ensemble
Resident
Circus-­‐
Theater
with
Own/
Permanent
Venue
for
Entertainment
Tollgate
Criteria
(Level
of
Interest)
Every
Great
Idea
or
Industry
Sai
ls
Through
a
Lifecycle
of
5
Stages

17. Industry/Market/Customer
Goal
(Job
To
Get
Done):
………………………………..………………….
RED
OCEAN
1
2
3
4
5
BLUE
OCEAN
(To
Do/Vision)
SoluKon
Gain:
(Un)Known
(Done)
Problem
Pain:
(Un)Known
Method
Disrupt
a
leading
product/
service/business
model
to
create
a
really
different
and
valuable
experience
(Doing)
(Strategy)
Develop,
test,
and
validate
a
massive
level
of
customer
interest
(for
each
stage
of
the
idea
lifecycle)
1 2
Make
extraordinary
profit
(margin)
3
#VCYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing

18. Every
Great
Idea
Sails
Thro
ugh
a
Lifecycle
of
5
Stages
1.
CONCEPT
(PROBLEM/IDEA)
2.
PRETOTYPE
3.
RED
OCEAN
(ExisKng)
COMPETITORS
PROTOTYPE
4.
PILOT
5.
FULL
SCALE
1
2
3
4
5
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing

19. Enterprise
Periodic
Table
(EPT)
of
Business
Model
Elements:
10
QuesDons
For
Visually
Designing
and
Using
Tools
Such
as
Brainstorming,
Experiment
Board,
Business
Model
Canvas,
Lean
Canvas,
Value
Chain,
and
SIPOC
Process
Diagram
ELEMENT
ICON
DESCRIPTION
SYMBOL
THEME:
QUESTION
CUSTOMER
CS
Who
is
the
customer?
PRODUCT
PS
What
is
the
product/service?
CHANNEL
CH/CR
How
is
the
product/service
delivered
to
customer?
GOAL/JOB
JTGD
What
is
the
customer’s
main
goal
(Job
To
Get
Done:
Physical/Intellectual/EmoKonal/Spiritual
Hierarchy)?
PROBLEM
Prob
What
are
problems/pains/barriers/obstacles?
VALUE
VP
What
is
the
big
urgent
problem/pain
(soluKon/benefit)?
INPUT
KP
What
are
key
inputs/partners?
INTERNAL
RESOURCES
KR
What
are
internal
resources
(people;
infra’;
technology)?
PROCESS
KA
What
are
key
acCviCes
or
processes
of
the
organizaCon?
SOLUTION
Soln
What
are
soluKons/gains/benefits?
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
1
2
3
4
5
6
7
8
9
10

20. Enterprise
Periodic
Table
(EPT)
of
Business
Model
Elements:
10
QuesDons
For
Visually
Designing
and
Using
Tools
Such
as
Brainstorming,
Experiment
Board,
Business
Model
Canvas,
Lean
Canvas,
Value
Chain,
and
SIPOC
Process
Diagram
ELEMENT
ICON
DESCRIPTION
SYMBOL
THEME:
CUSTOMER
CS
PRODUCT
PS
CHANNEL
CH/CR
GOAL/JOB
JTGD
PROBLEM
Prob
VALUE
VP
INPUT
KP
INTERNAL
RESOURCES
KR
PROCESS
KA
SOLUTION
Soln
#BMYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
1
2
3
4
5
6
7
8
9
10

21. Industry/Market/Customer
Goal
(Job
To
Get
Done):
………………………………..………………….
Problem
Pain:
(Un)Known
Customer
Segments
Processes/
AcKviKes
u LEARN
Big
Urgent
Market
Problem
(BUMP)
u MEASURE
Engagement/
Acquisi:on/Ac:va:on/
Reten:on/Referral/Revenue
Pretotype/Prototype/Pilot/
Full
Scale
#VCYacht.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h:p://businessmodels.ning.com
&
h:p://twi:er.com/RodKuhnKing
RED
OCEAN
BLUE
OCEAN
SoluKon
Gain:
(Un)Known
COST
(STRUCTURE)
REVENUE
(STREAMS)
Value
Engine
(ProposiDon/Strategy)
Internal
Resources
Inputs/
Partners
Channels
&
RelaKon-­‐
ships
Product/
Service
u BUILD
I
n
n
o
v
a
t
I
o
n
A
c
c
co
u
n
t
i
n
g
1
2
3
4
5
(Done)
(To
Do/Vision)
(Doing)
PROFIT