Blue Ocean Strategy Tools | blue ocean four action
Afteryoudefinethethreetiersofnoncustomers,theideaisthatyoupollthesenoncustomersandfindoutwhatitwouldtaketopurchaseyourproductorservice.Forexample,Nintendoaskedpeopleintheirthreetierswhytheydidn’tplaygames.Thentheyaskedwhatwouldenticethemtoplay.TheytooktheanswerstothosequestionsanddesignedtheNintendoWii.Ithasbeenahugehit,attractingnoncustomerswhoneverbeforeplayedelectronicgames.Thetypicalelectronicgamewasveryhightechanddifficulttolearn,whichthrilledtheyoungantisocialmalesinthatmarket,butturne...
After you define the three tiers of non customers, the idea is that you poll these noncustomers and find out what it would take to purchase your product or service. For example, Nintendo asked people in their three tiers why they didn’t play games. Then they asked what would entice them to play. They took the answers to those questions and designed the Nintendo Wii. It has been a huge hit, attracting noncustomers who never before played electronic games.
The typical electronic game was very high tech and difficult to learn, which thrilled the young antisocial males in that market, but turned everyone else off. The average person wanted something easy to learn and have fun with. Looking at the competitive factors researched for electronic games (see Creating Your Strategy Canvas, May 11, 2009), we find out the following regarding the noncustomers we researched from the Three Tiers:
1. They thought the price ...