Instructions

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4-Action Framework
For each of the four quadrants
1. Which of the factors that the industry takes for granted should be eliminated (A1:A15)?
2. Which factors should be reduced well below the industry's standard (A16:A31)?
3. Which factors should be raised well above the industry's standard (B1:B15)?
4. Which factors should be created that the industry has never offered (B16:B31)?
For Non-Customers:
- Soon to be ex-customers
- Skeptics and Laggards
- Unexplored customers
Strategy Canvas (Shows Yellow Tail Wine example from book)
1. Enter differentiators in column A
2. Enter your score and top two competitors score in columns B:D
3. Evaluate opportunities for improvement from chart
Buyer Utility Map
For each of the six utility levers
1. Enter ease of purchase in column C
2. Enter ease of delivery in column D
3. Enter ease of use in column E
4. Enter other requirements in column F

2010 KnowWare International Inc

Sheet
4-Action Framework
Strategy Canvas

2696 S Colorado Blvd Ste 555

Denver, CO 80222

Buyer Utility Map

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PlugtheLeaksBlueOceanStrategy

Eliminate

Raise

Reduce

CreateValue
BuyerUtility
Price
Cost
EaseofAdoption

Page2

PlugtheLeaksBlueOceanStrategy

http://www.amazon.com/ SearchforBlueOceanStrategy

Page3

StrategyCanvas

Your Competitor Competitor

Score
#1Score
#2Score
Price
4
8
2.5
UseofJargon
0.5
8
5
AbovetheLineMarketing
0.5
8
4
AgingQuality
0.5
8
4
Vineyardprestige
3
8
4
Winecomplexity
3
8
4
WineRange
3.5
8
4
EasyDrinking
6
EaseofSelection
6.5
FunandAdventure
7
Differentiator

StrategyCanvas

YourScore
Competitor#1
Score

High 10
9

PremiumWines

8
7
6

CompetitiveFactors

Ranking
5

BudgetWines

4
3
2

0=low,10=high

Low

YellowTail

Factors

Page4

BlueOcean
ValueCurve

BuyerUtilityMap
1.Purchase

2.Delivery

TheSixStagesoftheBuyerExperienceCycle
3.Use
4.Supplements
5.Maintenance

Customer
Productivity

TheSixUtilityLevers

Simplicity

Convenience

Risk

Funandimage

Environmental
Friendliness

Page5

6.Disposal