Chapter 6: Blue Ocean Strategy
Build a robust business model to ensure that you make a healthy profit on your blue ocean idea
Buyer utility
Price
Cost
Adoption
Focus on
revenue of the company
Buyer utility and price
Creates a leap in value for itself in the for of profit
Cost
Unless technology makes buyers life better in anyway it will not attract masses
Buyers experience cycle
Purchase
Delivery
Use
Supplements
Maintenance
Disposal
Utility levers
Customer productivity
Simplicity
Convenience
Risk
Fun and image
Environmental friendless
How Long it take to find? is the place of purchase attractive and accessible? How secure is the transaction environment? How rapidly can you make it?
How long does it takes? How difficult is to unpack?Do buyers have to arrange delivery system themselves?
Requires assistant? Is it easy to store? How affective are the functions? Is it overdone?
Do you need anything else to make it work? if so how costly, how much time, how much pain and how easy?
Does it need it? Is it easy to maintain and actualize? How costly?
Does it creates waste? How easy is to dispose the product? Are they legal requirements? How costly?
Know from the start what price will attract the mass
Volume generate higher returns
To a buyer the value of a product may be closely tied with the number of people using it
The cost and risk of an idea are borne in the initiator
The price should attract buyers and retain them
Star with a price buyers can´t refuse and discourage any free-riding immitation
Strategic price
1_ Identify the price corridor of the target mass
2- Specify a price level within the corridor
Upper level priceing
Mid-level pricing
Lower level pricing
High degree of of legal and resource protection, difficult to imitate
Some degree of legal and resource protection
Lowe degree of legal and resource protection. Easy to imitate
List of products
Different form but same function
different form and function but same overarching objective
Price - costing and not cost plus pricing
Structure that is profitable and hard to match
Levers
streamlining operation and introducing cost innovations from manufacture to distribution
Meet their target cost by partnering
Changing the pricing model
Time-share
slice-share
Freemium
Employeers
Business partners
General public
Address the concerns about the impact of the strategy in their lives and livelihoods
They fear their revenues streams or market positions are threatened by a new business idea
If treatheneds social of political norms
Key is engage in an open discussion