Understanding the Three Tiers of Noncustomers PPT

This PPT slide, part of the 26-slide Value Innovation Strategy PowerPoint presentation, presents a framework for understanding noncustomers through the "Three Tiers of Noncustomers" model, which is part of the Blue Ocean Strategy. It categorizes potential market segments into 3 distinct tiers: "Soon-to-be," "Refusing," and "Unexplored."

The "Current Market" is at the center, representing existing customers. The first tier, "Soon-to-be," includes those on the verge of leaving your market. These individuals are likely dissatisfied and may be looking for alternatives. Understanding their needs can help retain them and prevent churn.

The second tier, "Refusing," consists of customers who consciously choose not to engage with your offerings. They may have had negative experiences or perceive your product as misaligned with their needs. Engaging with this group can uncover valuable insights into why they reject your offerings and how to address those concerns.

The third tier, "Unexplored," encompasses noncustomers who are in distant markets. These individuals have not been considered potential customers yet, possibly due to a lack of awareness or relevance of your product. Identifying opportunities in this tier can lead to new markets and revenue streams.

The slide emphasizes that understanding these tiers can provide companies with insights into latent demand, enabling them to create strategies that tap into these segments. This approach can lead to innovative solutions and market expansion, ultimately contributing to growth. The visual representation aids in grasping the relationships between these tiers and the current market, making it a useful tool for strategic planning.

This slide is part of the Value Innovation Strategy PowerPoint presentation.

MBB/Big 4 style presentation that provides a visual guide to enabling a value innovation strategy that aims to make the existing competition irrelevant

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