Reach BeyondExisting DemandMICHAEL MEDRANO

CASEY HARVEY

MASON STONE

JULIO GARCIA

COURTNEY ELLIS

GLEN LESLY

TRAVIS TEMPEL

ROBERTO PADILLA

Key PointsThree tiers of NoncustomersFirst-tier NoncustomersSecond-tier NoncustomersThird-tier NoncustomersGo for the Biggest Catchment

3 Tiers of NoncustomersFirst-Tier Noncustomers “Soon-to-be”

They minimally use current market offerings.

Pret A Manger

Tier-one: Under Armour Ocean of untapped demand waiting to be

released.

“Sweat Everyday” Commercial for Women

Capturing Women Market

3 Tiers of NoncustomersSecond-Tier Noncustomers “Refusing” noncustomers who

choose against your market. Not meeting their needs.

JCDecaux Outdoor advertising

Looking for commonalities.

Tier-two: Under Armour UA’s “refusing” noncustomers.

UA Submit an Idea.

3 Tiers of NoncustomersThird-Tier Noncustomers “Unexplored” noncustomers who are in markets distant from yours.

Not been targeted or thought of by any player in the industry

Joint Strike Fighter F-35 Lightning II

Has three variant aircrafts Marines, Navy and Air Force

http://www.youtube.com/watch?v=7fLnDSA0lws

Tier-two: Under Armour Initial product was for athletes

Compression shorts, shirts, workout gear

Release of general clothing to the public. T-shirts, pants, shorts for all sports

Not just for athletes but everyone.

Biggest Catchment Don’t focus on a specific tier but look across all tiers. “Go

for the largest catchment” Natural Strategic Orientation: Retain existing customers

in the face of competitive pressure. Suggestion to maximize the scale of your blue ocean. Profit from the blue ocean, Create a win-win outcome

Conclusion First Tier Noncustomers Second Tier Noncustomers Third Tier Noncustomers