To assist you in implementing the Blue Ocean Strategy, you can use this appendix and its templates and worksheets. In addition, it contains essential tools discussed throughout the guide. These resources can help you systematically apply the principles of the Blue Ocean Strategy and develop a unique, market-creating offering.
A.1. Strategy Canvas Template
The Strategy Canvas visually represents your organization’s current value proposition compared to your competitors. Use this template to plot the key factors that affect customer decisions and evaluate how your organization stacks up against competitors:
- Create a two-dimensional graph with the horizontal axis representing the key factors and the vertical axis representing the level of offering in each factor.
- Plot your organization’s and competitors’ offerings along the horizontal axis, using different colours or markers for each competitor.
A.2. Four Actions Framework Worksheet
The Four Actions Framework helps you redefine your value proposition by identifying which factors to eliminate, reduce, raise, or create. Use this worksheet to brainstorm and list the key factors in each category:
- Eliminate: ____________________
- Reduce: ____________________
- Raise: _______________________
- Create: ____________________
A.3. ERRC Grid Template
The Eliminate-Reduce-Raise-Create (ERRC) Grid is a tool for visualizing the changes you propose in the Four Actions Framework. Use this template to map the key factors you’ve identified in each category:
-
Eliminate Reduce Raise Create -
Factor 1 -
Factor 2 -
Factor 3
A.4. Buyer Utility Map Template
The Buyer Utility Map helps you identify the points of greatest customer value across the six stages of the buyer experience cycle and the six utility levers. Use this template to map the points of customer value and identify opportunities for improvement:
-
Stage 1: Purchase Lever 1: ____ Lever 2: ____ … Lever 6: ____ -
Stage 2: Delivery Lever 1: ____ Lever 2: ____ … Lever 6: ____ - …
-
Stage 6: Disposal Lever 1: ____ Lever 2: ____ … Lever 6: ____
A.5. Price Corridor of the Mass Worksheet
The Price Corridor of the Mass helps you determine the optimal price point for your offering by analyzing the prices of various products or services that target the mass of buyers. Use this worksheet to list the prices of different products or services and calculate the range for your offering:
-
Product/Service 1: _______ Price: ____ -
Product/Service 2: _______ Price: ____ - …
- Price Corridor of the Mass: ____ to ____
Bibliography
Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business School Press.
Kim, W. C., & Mauborgne, R. (2017). Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth. Hachette Books.