Blue Ocean Strategy is included in the Professional plan and higher, and pay-as-you-go accounts can run it too. It carries the Advanced badge. On Free and Essential, its card shows Upgrade instead of Select. See Strategy plans.
When to use it
- Your market is crowded and competing on price or features is wearing down margins.
- You suspect your industry takes things for granted that customers don’t value.
- You’re looking for customer groups the industry currently ignores.
What you get
The result opens on the Components tab. Framework Summary gives an Executive Summary, and Sources lists what the analysis cited. Under Framework Details, the analysis has two parts. The four actions, each a separate section:- Eliminate
- Reduce
- Raise
- Create
Standard and Deep runs also fill the Momentum tab (trends affecting the company), which means Essential and higher plans, or pay-as-you-go at Standard or Deep. Deep runs add the Assumptions tab (what the analysis depends on, by risk), which means Professional, or pay-as-you-go at Deep. See Work with framework results and Analysis depth.
Run it
1
Open Generate Framework
In the side menu, under Quick Frameworks, click Generate Framework.
2
Select Blue Ocean Strategy
Under Select Framework, find Blue Ocean Strategy in the Market & Product Strategy group and click Select.
3
Describe the business
Fill in the Business Context fields: company name, business summary, industry, target customer and so on. See Generate a framework for what each field needs, and for loading a saved company or autofilling from a document.Then, under Framework Inputs (Optional), answer the questions specific to Blue Ocean Strategy:
Click Continue.
4
Pick a depth and generate
On a subscription plan there’s no depth choice here: the framework runs at the deepest depth your plan includes. On pay-as-you-go, choose Quick Scan, Standard or Deep under Analysis depth. Click Generate Framework. The app shows the processing time for that depth, from ~2 min for Quick Scan to ~8 min for Deep.