Exsilio™  Consultancy HOW  TO  CREATE  UNCONTESTED  MARKET  SPACE

AND  MAKE  THE  COMPETITION  IRRELEVANT

Exsilio Consultancy

We Specialize in Blue Ocean Strategy Tools and Methodology

CreaCng  uncontested  market  space

 

Exsilio  Consultancy  

1.  Reconstruct  market  borders  for  size!  2.  Redraw  strategic  (compe@@ve)  profile  of  your  industry!  3.  Apply  differen@a@on  and  low  cost  simultaneously!  

4.  Define  excep@onal  buyer  value,  strategic  pricing  and  cost  innova@on!  5.  Exsilio  brainstorming  sessions  for  your  guidance  6.  Example:  Curves  US  fitness  gym  

Value  Innova@on  open  profitable  uncontested  markets  for  an  early  acceptance  and  solid  growth  

Reconstruct  the  market  borders  for  size  Value  innova@on  convert  non-­‐customers  into  new  market  demand  /    Cirque  de  Soleil  

Exsilio  Consultancy  

1st  Tier:  “Soon-­‐to-­‐be”  noncustomers  who  are  on  the  edge  of  your  market  (Pret-­‐a-­‐Manger)    2d  Tier:  “Refusing”  noncustomers  who  consciously  choose  against  your  market  (JCDecaux)    3rd  Tier:  “Unexplored”  non  customers  who  are  in  markets  distant  from  yours.  (US  aerospace)  

Market  1st  

2nd  

3rd  

FOR  BIGGEST  CATCHMENT  CHOOSE    •  Non-­‐customers  before  customers  

•  Commonali?tes  before  differences  

•  Desegmenta?on  before  finer  segmenta?on  

 CreaCng  uncontested  market  space  

APSA

Preparing  for  an  early  market  acceptance  based  on  value  innova@on  /  what  does  the  customer  really  want?    

Exsilio  Consultancy  

High  

Low  

Price  

Ameni@es  

Workout  equipment   Workout  

@me  

Availability  of  instructors  

Environment  encouraging  mo@va@on  

Non-­‐treathening  same-­‐sex  environment   Convenience  

Womanly  fun  athmosphere  

Home  excercise  program  

Tradi@onal  health  clubs  

Curves  

Compe&&ve  factors  

Offe

ring  level  

The  E-­‐R-­‐R-­‐C  grid  /  Cirque  du  Soleil

ELIMINATE  (overdesigned?)        RAISE  (no  compromises)    •  Star  performers                    *  Price  •  Animal  shows                    *  Unique  venue  •  Aisle  concession  sales                    •  Mul@ple  show  arenas  

REDUCE  if  useless                    CREATE  sources  of  value    •  Fun  and  humour                    *  Theme  •  Thrill  and  danger                                  *  Refined  environment  

                     *  Mul@ple  produc@ons                        *  Ar@s@c  music  and  dance  

 

1.   Redraw  strategic  profile  of  selected  industry  

2.   Reconstruct  buyer  value  elements  in  craNing  a  new  value  curve  

3.   Break  the  trade-­‐off  between  differenSaSon  and  low  cost  

COST  FAC

TORS

  BUYER  VALU

E  

Divergent  factors  

Courtesy  Yip  &  Lieu  

Exsilio  Consultancy  

Exsilio  Management  Sessions Systema@c  development  and  execu@on  of  a  business  model  to  generate  uncontested  market  space  

Exsilio  Consultancy  

v  Focus  on  the  big  picture  and  not  the  numbers  for  a  winning  market  crea@ng  strategy.  Define  the  As-­‐Is  Strategy.  

v  Reconstruct  your  market  borders  to  maximise  your  market  poten@al  .  

v  Building  a  new  business  model  for  the  To-­‐Be  Strategy  

v  Execu@on  and  visual  communica@on  of  the  strategy.  

v  Sustainability  and  renewal  of  Blue  Ocean  Strategies.  

Excep@onal  Buyer  Value  –  Strategic  Price  –  Cost  innova@on  

Example  ”Curves”

  Market  /  problem:  ◦  The  awerage  woman  in  the  USA  alianated  herself  from  tradi@onal  fitness  gyms.  ◦  They  became  non-­‐users  or  preferred  excersising  at  home.    

◦  The  market  was  considered  to  be  oversaturated.    

  Curves  soluSon:  ◦  Curves  moved  out  to  ask  the  non-­‐users  for  their  reasons  for  not  ahending  conven@onal  gyms.    

◦  Eventually  an  untapped  market  was  created  allowing  for  social  interchange  and  more  lady  privacy.  

◦   Mirrors  where  removed,  machinery  was  exchanged  for  hydraulic  versions  easy  to  use.    

◦  Service  was  reduced  but  focussed  on  the  true  need  of  the  customer.    

◦  Lower  costs  allowed  for  reduced  pricing  that  opened  up  a  market  for  a  broad  mass  of  women.    

 Exsilio  Consultancy  

 Curves  uncontested  market  space  

APSA

Preparing  for  an  early  market  acceptance  based  on  value  innova@on  /  what  does  the  customer  want?    

Exsilio  Consultancy  

High  

Low  

Price  

Ameni@es  

Workout  equipment   Workout  

@me  

Availability  of  instructors  

Environment  encouraging  mo@va@on  

Non-­‐treathening  same-­‐sex  environment   Convenience  

Womanly  fun  athmosphere  

Home  excercise  program  

Tradi@onal  health  clubs  

Curves  

Compe&&ve  factors  

Offe

ring  level  

Example  Curves:  The  Result  

Exsilio  Consultancy  

²  Start-­‐up  costs  reduced  to  a  fracSon.  

²  Variable  costs  considerably  reduced.  

²  This  affordable  franchising  turned  even  quickly.  

²  Worlds  largest  women’s  fitness  franchise.  

 

Courtesy:  Yip  &  Lieu  

 Exsilio  Makes  a  Difference  

APSA

   

   

We  move  (high-­‐tech)  SME’s  from  market  compe@ng  to  market  crea@on  business  models  

   ü  We  evaluate  your  corporate  strategic  intent,  help  analyzing  your  compeSSve  environment  and  defining  the  

innovaSve  values  of  your  business  for  the  strategy  to-­‐be.    ü  We  assist  in  developing  a  business  model  to  open  up  high  poten@al  uncontested  market  space  with  an  early  

market  acceptance  and  profitable  growth  of  the  business.      ü  Opera@vely  we  can  take  part  in  the  search  and  selec@on  of  strategically  right  partners  for  your  choice.    ü  We  also  support  change  management  and  other  opera@ve  tasks  within  your  interna@onaliza@on  process.  

 We  specialize  in  Blue  Ocean  Strategy  tools  and  methodology  

 

Exsilio  Consultancy    

 Board  membership  –  Consultancy  projects  –  Team  membership  

Thank you for your interest

Exsilio  Oy              E-­‐mail:  thomas.tapio@exsilio.fi                    www.exsilio.fi   Courtesy:  W.C.  Kim  &  R.  Mauborgne