Blue Ocean Map

A Trade-off Page for Simply Mapping, Designing, Executing, and Monitoring a Blue
Ocean Strategy
IDEAL BLUE OCEAN (FINAL
RESULT)
∞

Revenue
BLUE
OCEAN
Highly differentiated and
premium-priced/free business
model

(+):
DELIGHT

RED
OCEAN and
Lowly differentiated
Red Ocean low-cost business model
Strategy

(Uncontested Market Space or New (-): No. of

Category) PAIN Competitors
Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
http://businessmodels.ning.com
 BENEFITS OF BLUE
OCEAN MAP
Simpler

Faster

Free

More versatile and scalable in areas of application:

business/personal life

More visual and logical in illustrating trade-offs

Democratizes the paradigm, theory, and application of the

classic Blue Ocean Strategy
Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
http://businessmodels.ning.com
 MAP:
Revenue vs. No. of
Competitors
 Shows uncontested and contested market spaces

 Illustrates concept of “Ideal Blue Ocean” where the competition

is irrelevant

 Objectively shows location of “Red Ocean” &“Blue Ocean” in a

marketplace

 Indicates that there are more than two types of oceans in a

marketplace

 Shows the best path on journey towards a Blue Ocean

 Can be used to facilitate visual design of a Blue Ocean Strategy

 Can be used to facilitate visual design of a Blue Ocean-Business

Model
Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
http://businessmodels.ning.com
 3 QUESTIONS FOR BLUE
OCEAN MAP
1. WHERE ARE YOU AT THE MOMENT (IN THE
INDUSTRY)?
- Current Revenue: ……………………………………..
- Current No. of Competitors: ……………………………………..

2. WHERE WOULD YOU LIKE TO BE (IN 1/2/3

YEARS)?
- Future (Desired) Revenue: ……………………………………..
- Future No. of Competitors: ……………………………………..

3. HOW WILL YOU GET TO THE BLUE OCEAN?

- Design, Test, and Validate Blue Ocean Strategy
- Design , Test, and Validate Blue Ocean-Business Model
- Implement and Monitor Blue Ocean Strategy as well as
Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
Blue Ocean-Business Model
http://businessmodels.ning.com
 RADIAL STRATEGY
CANVAS FOR
Blue Ocean Strategy Book vs. Blue Ocean Map

Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
http://businessmodels.ning.com
 STRATEGIC CHOICES FOR A
STARTUP BUSINESS
IDEAL BLUE OCEAN (FINAL
RESULT)
∞

Revenue
BLUE
OCEAN
Highly differentiated and
premium-priced/free business
model

(+):
DELIGHT

RED
OCEAN and
Lowly differentiated
STARTUP Red Ocean low-cost business model
Strategy

(Uncontested Market Space or New (-): No. of

Category) PAIN Competitors
Blue Ocean-Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &
http://businessmodels.ning.com