This document discusses the concept of co-opetition and introduces the Parts strategy for understanding and playing the business "game". It explains that the Parts strategy analyzes the Players (customers, suppliers, competitors, complementors), Added Value each offers, Rules of the business, and Tactics used within a certain Scope. It then provides examples of how to use each element of the Parts strategy, such as including new Players, changing what value is offered, influencing the Rules contracts are based on, and manipulating perceptions with Tactics. The conclusion emphasizes that business success requires seeing the big picture and considering the long-term future when taking steps in co-opeting with others in the market.

1. U NDERSTANDING C O - OPETITION
USING THE PARTS STRATEGY

2. P RESENTATION E NDEAVOR :
 Concept of co-opetition
 Concept of Value Net
 Introduction to Parts strategy
 Using Players Strategy
 Using Added Value Strategy
 Using Rules Strategy
 Using Tactics
 Using Scope

3. C O -O PETITION
 Business is a game. Played with an win-lose agenda.
 Market is a battle ground
 But the fact is most businesses succeed only if others
also succeed.
 Business is a real game; if only one player can win after
the others fail; all those who fail would not like to
participate in future to play.
 Therefore, in business its worthwhile to cooperate and
compete simultaneously with an intention to not
snatch others share alone but to expand the overall
market pie to be shared by all the players.

4. VALUE NET
Customers
Competitors/supplementors
Complementors
Company
Suppliers

5. PARTS S TRATEGY
 PARTS Strategy as tool to CHANGE THE GAME!
 The BIG PICTURE to be analyzed by any company:
 Understanding the customers, suppliers , competition
and complementors: Players
 Understanding the value they offer: Added Value
 To play the game of business understand its rules:
Rules
 Game is played with: Tactics
 Every game has a scope: Scope(linking PART)

6. P→ P LAYERS
3 Options for using the Players Strategy
Become one Change the
Players
Include/invite
one or more

7. B ECOMING A PLAYER ..
Strong Moderate Weak
Enter with a bang Get paid to play Get paid to play
Enter the bidding game Challenge the Don’t hesitate to
monopoly challenge the
monopoly
E.g.: Holland sweetener v/s NutraSweet
How to get paid Reasons to substantiate the
payment to play
Ask for bidding contributions Time
Request guarantees Money
Ask for information access Fear of Retaliation
Bid for more than one business Customer & competition pressure
Ask the price to capture the Your move may or may not affect
business your competition but will surely
affect yours.

8. B RINGING IN PLAYERS
Who??? How???
Pay them to play
Customers
Educate the market
Suppliers Become your own customer/supplier/competitor/complementor
Subsidize the entry and invite followers
Complementors Form a buying coalition
Patent your technology
competitors
Create sources to encourage buying your technology

9. C HANGING PLAYERS
 Step one: assess your own added value
High= Play as Low= Find ways
you wish to get play

10. A DDED VALUE
Added value
Monopoly Competition
Relationship:
•Monopoly money Competition: Imitation:
Create loyalty
•Virtuous circle Trade off Healthy
Say thank you
•Limiting supply Trade on unhealthy
Low competition
High competition
Changing added value

11. R ULES
 Changing rules is complex as it
includes the risk of:
 Legal penalty
 Exclusion from the market!

12. R ULES CONT..
Rules
Contracts Mass market Government
•Rebates
Customers Suppliers
•MFC: Cust. Perspective •Take contracts
Supplier perspective
•MCC: +ve , -ve •Pay contracts
Note: remember application of any strategy is open to all. Thus all players
are open to change the game the way they wish to

13. TACTICS
-Changing the game by changing the perceptions
Tactics: perception=fog
Lift up the fog Preserve the fog Stir up new fog
•Pass credibility test •Hide information •Create complexity
•Fail credibility test •negotiate •Shape opinions
Eg. : audits,
(disagree to agree) random checks,
bluff, hp printers,
digicam, stock
indices

14. S COPE
-Creating link in PART
Scope
Players Added value Rules Tactics
•Play judo •Length of contract •Threats
•Play sumo •Discounted value •Promises

15. C ONCLUSION
 Business is the game where many winners could
co exist and continue playing.
 Always look at the larger picture
 Any step taken should be backed by a long term
future
 Competition is valuable
 Monopolies are easy targets

16. Thank you!!!