Reach Beyond Existing Demand MICHAEL MEDRANO CASEY HARVEY MASON STONE JULIO GARCIA COURTNEY ELLIS GLEN LESLY TRAVIS TEMPEL ROBERTO PADILLA.

Reach BeyondExisting DemandMICHAEL MEDRANO

CASEY HARVEY

MASON STONE

JULIO GARCIA

COURTNEY ELLIS

GLEN LESLY

TRAVIS TEMPEL

ROBERTO PADILLA

Key PointsThree tiers of NoncustomersFirst-tier NoncustomersSecond-tier NoncustomersThird-tier NoncustomersGo for the Biggest Catchment

3 Tiers of NoncustomersFirst-Tier Noncustomers “Soon-to-be”

They minimally use current market offerings.

Pret A Manger

Tier-one: Under Armour Ocean of untapped demand waiting to be

released.

“Sweat Everyday” Commercial for Women

Capturing Women Market

3 Tiers of NoncustomersSecond-Tier Noncustomers “Refusing” noncustomers who

choose against your market. Not meeting their needs.

JCDecaux Outdoor advertising

Looking for commonalities.

Tier-two: Under Armour UA’s “refusing” noncustomers.

UA Submit an Idea.

3 Tiers of NoncustomersThird-Tier Noncustomers “Unexplored” noncustomers who are in markets distant from yours.

Not been targeted or thought of by any player in the industry

Joint Strike Fighter F-35 Lightning II

Has three variant aircrafts Marines, Navy and Air Force

http://www.youtube.com/watch?v=7fLnDSA0lws

Tier-two: Under Armour Initial product was for athletes

Compression shorts, shirts, workout gear

Release of general clothing to the public. T-shirts, pants, shorts for all sports

Not just for athletes but everyone.

Biggest Catchment Don’t focus on a specific tier but look across all tiers. “Go

for the largest catchment” Natural Strategic Orientation: Retain existing customers

in the face of competitive pressure. Suggestion to maximize the scale of your blue ocean. Profit from the blue ocean, Create a win-win outcome

Conclusion First Tier Noncustomers Second Tier Noncustomers Third Tier Noncustomers