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MA2017 | Raj Kumar | Blue Ocean Shift: Proven Steps to Inspire Confidence and Seize New Growth

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Malaysian Global Innovation and Creativity Centre ( MaGIC)
Malaysian Global Innovation and Creativity Centre ( MaGIC)

Blue Ocean Shift is a framework that combines the insights of human psychology with practical market-creating tools and real-world guidance on guiding organisations and their teams to move beyond competing (market creation), inspire team’s confidence, and seize new growth. Whether you are a cash-strapped start-up, large established company, non-profit or national government, you will learn how to move from red to blue oceans in a way that builds your people’s confidence so that they own and drive the process. With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical for business leaders, managers, and entrepreneurs alike. You’ll learn what works, what doesn’t, and how to avoid the pitfalls along the way. The framework will empower you to succeed as you embark on your own blue ocean journey. This one-hour talk on Blue Ocean Shift will showcase the framework and tools through sharing case studies of success stories. For further information, visit our website at ma2017.mymagic.my. Facebook - Facebook.com/magic.cyberjaya Twitter - Twitter.com/MagicCyberjaya Instagram - Instagram.com/magic_cyberjaya/ LinkedIn - my.linkedin.com/in/magiccyberjaya YouTube - https://www.youtube.com/channel/UCIT_ihmWh5f3MCobvEwWMaA

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Page 1© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Shift Beyond Competing, Towards Creating
Page 2© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. RED OCEAN Compete in existing market space Exploit existing demand Differentiation OR Low Cost (Value / Price Improvement) BLUE OCEAN Create uncontested market space Create and capture new demand Differentiation AND Low Cost (Value Innovation)
Page 3© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Was there a pattern? 1920s 1980s 2000s onwards Wii (Nintendo)Cirque du soleil Model T (Ford) Real-time news (CNN) Southwest Airlines NTT DoCoMo’i-mode Curves [Yellow Tail] Computing Tabulating Recording Corporation Palace Theatre (NY 1920) Square CitizenM
Page 4© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Creating Uncontested Market Space (or Blue Oceans) Prof. W. Chan Kim & Renee Mauborgne There is no such thing as a permanently great company, nor a permanently great industry. But there are permanently great strategic moves… Proven Steps to inspire confidence and seize new growth
Page 5© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
Page 6© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Move in the Hotel industry A Case Study Walk Thru
Page 7© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Understand Understand your industry Mobilize Your Team Understand where are you now
Page 8© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Founders of citizenM Rattan Chadha and Michael Levie (2008)
Page 9© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Star Rated Hotels… The Star Hotel classification sets the customer’s expectations. i.e. Can you have a small swimming pool in a 5-star hotel ?
Page 10© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. How do you create a Blue Ocean in the Hotel Industry?
Page 11© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Luxury 3 Star LOW HIGH “As is” Strategy Canvas of the industry Understand your industry
Page 12© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
Page 13© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Plan /Review Check in Stay Sleep Dine Check Out Customer Productivity Bias Reviews Limited Internet & Entertainment Long Process Simplicity Types of room Complicated Convenience Location of Hotel Limited Choices Risk Reduction Price fluctuation Poor Quality of Bed & Shower Price (Expensive Room Service) Fun & Image Long & boring Poor Service (Rigid Staff) Poor Design Boring Environmental Friendliness Paper Paper Addressing the pain points of the Customers & Industry Understand Pain Points
Page 14© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Look for noncustomers Underserved Travellers Budget (Smart) Travellers Best Bargain & Looking for affordable ‘luxury’ Millennials Looking for Social Interaction/Tech and Mobile Savvy Culture Seekers Minimum time in the room & seeking experience Back Packers Looking for a longer Stay Look for Noncustomers
Page 15© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
Page 16© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 1: Look Across Alternative Industries Blue OceanRed Ocean Path 2 : Look Across Strategic Groups within your industry Path 3 : Look Across the Chain of the Buyers/Redefine Buyers Path 4 : Look Across Complementary Product/Service Offerings (Provide Total Solution) Path 5 : Rethink the Functional - Emotional Orientation Path 6 : Participate in shaping external trends over time The Six Paths Framework : How it works to open up a new Value Cost Frontier
Page 17© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 2: Looking across Strategic Groups SLEEPING EXPERIENCE CLEANLINESS & SECURITY PRICE (AFFORDABLE) PRICE (EXPENSIVE) INCONSISTENCY (EXPECTATION) NOISE LACK STYLE & DESIGN VALUE FOR MONEY THEME BATHROOM LOCATION LOCATION Luxury Hotels 3 Star Hotels Six Path To Reconstruct
Page 18© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. LUXURY BUT LACK STYLE & DESIGN Path 5: Rethink Functional or Emotional Appeal
Page 19© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 6: Shaping external trends over time INCREASE OF SOCIAL CITIZENS MORE PEOPLE ARE FLYING BECAUSE OF BUDGET AIRLINES INSURGENCE OF SMART & VALUE FOR MONEY TRAVELLERS TECHNOLOGY SAVVY (MOBILE)
Page 20© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create Your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
Page 21© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Tune Hotels video
Page 22© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Costs Buyer Value Value Innovation is the cornerstone of BOS Eliminate Reduce Raise Create Value Innovation
Page 23© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. ERRC Grid Eliminate Raise Front Desk and Concierge service Bellhops and doormen Full Service restaurant and room service Lobby Sleeping Environment – Extra large bed, luxurious linens, quietness , shower power Prime location Free movies on demand, phone calls at VOIP, free high speed internet speed Lots of plugs (for Gadgets) Reduce Create Guestroom Types Room Size Price vis-a-vis luxury Hotel Cost of Building (Modular) Kiosks for one-to- three minute self check-ins Communal living environment with 24/7 bar & pantry Multitasking “ambassadors” –hired for warmth and can-do attitude -No Scripted staff
Page 24© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Luxury Citizen M 3 Star LOW HIGH Eliminate Reduce Raise Create “To be” Strategy Canvas of citizenM Tagline: Affordable Luxury for the People New Business Model (ERRC)
Page 25© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Affordable Luxury for the People
Page 26© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Various Lobbies
Page 27© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Room Size
Page 28© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 24/7 Self Service Bar & Canteen
Page 29© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. citizenM key figures
Page <N>Page 30© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Strategy is… … seeing what everybody else has seen but thinking what nobody else has thought through a systematic process
Page 31© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Let’s Talk! @ucsiconsulting#bethebos www.ucsiconsulting.com UCSI CONSULTING GROUP SDN BHD (774433-W) Q Sentral, Suite 28-13, Jalan Stesen Sentral, KL Sentral, 50470 Kuala Lumpur +603 9212 4044 / +6016 289 4984 raj@ucsiblueoceanstrategy.com UCSI Blue Ocean Strategy Consulting is a certified member of the global Blue Ocean Strategy Community of Practice, Focusing in: Australia | Canada | China| India | Indonesia | Malaysia | Middle East | Singapore
Page 32© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. In reality, there are three different strategic thinking approaches that companies can apply Create new markets, target different customers & Buyers STRATEGIC INNOVATION (BLUE OCEAN STRATEGY) Developing breakthrough business opportunities and create markets that don’t yet exist Develop new products and assets INCREMENTAL INNOVATION (ADJACENCY EXPANSION ) Expanding from existing business into “new to the company” businesses Add incremental products and assets Enter adjacent markets, serve adjacent customers HOW TO WIN Use existing products and assets MARGINAL INNOVATION (RED OCEAN COMPETITIVE) Optimizing existing products for existing customers Serve existing markets and customers WHERETOPLAY 2. Source: HBR, May 2012, Managing Your Innovation Portfolio

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MA2017 | Raj Kumar | Blue Ocean Shift: Proven Steps to Inspire Confidence and Seize New Growth

  • 1. Page 1© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Shift Beyond Competing, Towards Creating
  • 2. Page 2© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. RED OCEAN Compete in existing market space Exploit existing demand Differentiation OR Low Cost (Value / Price Improvement) BLUE OCEAN Create uncontested market space Create and capture new demand Differentiation AND Low Cost (Value Innovation)
  • 3. Page 3© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Was there a pattern? 1920s 1980s 2000s onwards Wii (Nintendo)Cirque du soleil Model T (Ford) Real-time news (CNN) Southwest Airlines NTT DoCoMo’i-mode Curves [Yellow Tail] Computing Tabulating Recording Corporation Palace Theatre (NY 1920) Square CitizenM
  • 4. Page 4© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Creating Uncontested Market Space (or Blue Oceans) Prof. W. Chan Kim & Renee Mauborgne There is no such thing as a permanently great company, nor a permanently great industry. But there are permanently great strategic moves… Proven Steps to inspire confidence and seize new growth
  • 5. Page 5© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
  • 6. Page 6© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Move in the Hotel industry A Case Study Walk Thru
  • 7. Page 7© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Understand Understand your industry Mobilize Your Team Understand where are you now
  • 8. Page 8© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Founders of citizenM Rattan Chadha and Michael Levie (2008)
  • 9. Page 9© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Star Rated Hotels… The Star Hotel classification sets the customer’s expectations. i.e. Can you have a small swimming pool in a 5-star hotel ?
  • 10. Page 10© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. How do you create a Blue Ocean in the Hotel Industry?
  • 11. Page 11© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Luxury 3 Star LOW HIGH “As is” Strategy Canvas of the industry Understand your industry
  • 12. Page 12© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
  • 13. Page 13© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Plan /Review Check in Stay Sleep Dine Check Out Customer Productivity Bias Reviews Limited Internet & Entertainment Long Process Simplicity Types of room Complicated Convenience Location of Hotel Limited Choices Risk Reduction Price fluctuation Poor Quality of Bed & Shower Price (Expensive Room Service) Fun & Image Long & boring Poor Service (Rigid Staff) Poor Design Boring Environmental Friendliness Paper Paper Addressing the pain points of the Customers & Industry Understand Pain Points
  • 14. Page 14© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Look for noncustomers Underserved Travellers Budget (Smart) Travellers Best Bargain & Looking for affordable ‘luxury’ Millennials Looking for Social Interaction/Tech and Mobile Savvy Culture Seekers Minimum time in the room & seeking experience Back Packers Looking for a longer Stay Look for Noncustomers
  • 15. Page 15© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
  • 16. Page 16© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 1: Look Across Alternative Industries Blue OceanRed Ocean Path 2 : Look Across Strategic Groups within your industry Path 3 : Look Across the Chain of the Buyers/Redefine Buyers Path 4 : Look Across Complementary Product/Service Offerings (Provide Total Solution) Path 5 : Rethink the Functional - Emotional Orientation Path 6 : Participate in shaping external trends over time The Six Paths Framework : How it works to open up a new Value Cost Frontier
  • 17. Page 17© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 2: Looking across Strategic Groups SLEEPING EXPERIENCE CLEANLINESS & SECURITY PRICE (AFFORDABLE) PRICE (EXPENSIVE) INCONSISTENCY (EXPECTATION) NOISE LACK STYLE & DESIGN VALUE FOR MONEY THEME BATHROOM LOCATION LOCATION Luxury Hotels 3 Star Hotels Six Path To Reconstruct
  • 18. Page 18© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. LUXURY BUT LACK STYLE & DESIGN Path 5: Rethink Functional or Emotional Appeal
  • 19. Page 19© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Path 6: Shaping external trends over time INCREASE OF SOCIAL CITIZENS MORE PEOPLE ARE FLYING BECAUSE OF BUDGET AIRLINES INSURGENCE OF SMART & VALUE FOR MONEY TRAVELLERS TECHNOLOGY SAVVY (MOBILE)
  • 20. Page 20© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 3 Steps to Creating your own Blue Oceans (Blue Ocean Shift) Create Create Your new strategic move New Business Model (ERRC) Six Path To Reconstruct Imagine Imagine where you could be Look for Noncustomers Understand Pain Points Understand Understand your industry Mobilize Your Team Understand where are you now
  • 21. Page 21© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Tune Hotels video
  • 22. Page 22© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Costs Buyer Value Value Innovation is the cornerstone of BOS Eliminate Reduce Raise Create Value Innovation
  • 23. Page 23© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. ERRC Grid Eliminate Raise Front Desk and Concierge service Bellhops and doormen Full Service restaurant and room service Lobby Sleeping Environment – Extra large bed, luxurious linens, quietness , shower power Prime location Free movies on demand, phone calls at VOIP, free high speed internet speed Lots of plugs (for Gadgets) Reduce Create Guestroom Types Room Size Price vis-a-vis luxury Hotel Cost of Building (Modular) Kiosks for one-to- three minute self check-ins Communal living environment with 24/7 bar & pantry Multitasking “ambassadors” –hired for warmth and can-do attitude -No Scripted staff
  • 24. Page 24© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Luxury Citizen M 3 Star LOW HIGH Eliminate Reduce Raise Create “To be” Strategy Canvas of citizenM Tagline: Affordable Luxury for the People New Business Model (ERRC)
  • 25. Page 25© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Affordable Luxury for the People
  • 26. Page 26© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Various Lobbies
  • 27. Page 27© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Room Size
  • 28. Page 28© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. 24/7 Self Service Bar & Canteen
  • 29. Page 29© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. citizenM key figures
  • 30. Page <N>Page 30© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Blue Ocean Strategy is… … seeing what everybody else has seen but thinking what nobody else has thought through a systematic process
  • 31. Page 31© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. Let’s Talk! @ucsiconsulting#bethebos www.ucsiconsulting.com UCSI CONSULTING GROUP SDN BHD (774433-W) Q Sentral, Suite 28-13, Jalan Stesen Sentral, KL Sentral, 50470 Kuala Lumpur +603 9212 4044 / +6016 289 4984 raj@ucsiblueoceanstrategy.com UCSI Blue Ocean Strategy Consulting is a certified member of the global Blue Ocean Strategy Community of Practice, Focusing in: Australia | Canada | China| India | Indonesia | Malaysia | Middle East | Singapore
  • 32. Page 32© UCSI Blue Ocean Strategy Consulting @ UCSI Consulting Group. All Rights Reserved. In reality, there are three different strategic thinking approaches that companies can apply Create new markets, target different customers & Buyers STRATEGIC INNOVATION (BLUE OCEAN STRATEGY) Developing breakthrough business opportunities and create markets that don’t yet exist Develop new products and assets INCREMENTAL INNOVATION (ADJACENCY EXPANSION ) Expanding from existing business into “new to the company” businesses Add incremental products and assets Enter adjacent markets, serve adjacent customers HOW TO WIN Use existing products and assets MARGINAL INNOVATION (RED OCEAN COMPETITIVE) Optimizing existing products for existing customers Serve existing markets and customers WHERETOPLAY 2. Source: HBR, May 2012, Managing Your Innovation Portfolio