Value Curve
Analysis Examples
Learn from companies that redefined their industries
What is Value Curve Analysis?
Value Curve Analysis (also known as Strategy Canvas) is a diagnostic and action framework for building a compelling blue ocean strategy. It captures the current state of play in the known market space and helps you understand where the competition is investing, what factors the industry competes on, and what customers receive.
Eliminate
Remove unnecessary features
Reduce
Lower below industry standard
Raise
Increase above the norm
Create
Add new value factors
Industry Examples
Budget Airlines
How Southwest Airlines revolutionized air travel by eliminating frills and focusing on efficiency.
Key Blue Ocean Moves:
- •Made flying accessible to bus and car travelers
- •Competed on speed and convenience rather than luxury
Streaming Services
How Netflix disrupted the entertainment industry by eliminating schedules and creating on-demand viewing.
Key Blue Ocean Moves:
- •Shifted from appointment viewing to on-demand consumption
- •Made premium content affordable and accessible
Fast Fashion
How Zara revolutionized fashion retail by reducing time-to-market and increasing style variety.
Key Blue Ocean Moves:
- •Made high fashion accessible at moderate prices
- •Created urgency to buy through scarcity
Budget Hotels
How citizenM redefined budget hotels by eliminating traditional services while raising design and technology.
Key Blue Ocean Moves:
- •Targeted mobile citizens who value style over space
- •Made luxury design affordable
Fitness Centers
How Planet Fitness created a judgement-free zone by eliminating intimidation and lowering prices.
Key Blue Ocean Moves:
- •Targeted 80% of population who don't go to gyms
- •Made fitness accessible to casual exercisers
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