blue ocean hackathon about workspaces (june-17) · 2017-09-24 · blue ocean hackathon about...

mailto:[email protected]


Blue Ocean hackathon about workspaces (June-17)

Cathy DUFOUR

General Secretary

Ameublement français (french furniture industry)

Mail : [email protected]

We got very different and very innovative proposals. For example a modelization kit

with miniatures, and an approach though universe and atmosphere, it’s the very

first time we see that in the workspace industry.

We are very satisfied by this hackathon and everybody around us is very positive

about it.

“”

https://www.youtube.com/watch?v=MA55lRLNwJw


https://www.youtube.com/watch?v=MA55lRLNwJw

CHARACTERISTICSA unique incubator

YOUR ENTREPRENEUR PROFILE

I am looking for my next entrepreneurship project

I am an expert in my industry

I want to revolutionize my industry

I am looking for a totaly innovative idea

I want the best team to launch my business

I am more than 35

I am not « digital addict »

Founders team

Complete industry analysis

Blue Ocean offer

Business Plan

Prototype

Market Validation

Investor meetings

Pitch at the Blue Ocean Awards 2017

WHAT YOU GET AFTER 3 MONTHS

AMBITION

Blue Ocean STARTER is the first incubator in the world

dedicated to the creation of Blue Oceans

We aim to launch several startups a yearwhich revolutionize their industry

SUMMARY

Part 1 The Blue Ocean StrategyPart 2 Incubator organizationPart 3 Incubator programPart 4 Incubator trainers and coachesPart 5 Practical issues

THE BLUE OCEAN STRATEGYPart 1

Blue Ocean Strategy is rooted in:

• Almost 15 years of research and field tests from INSEAD Professors W. Chan Kim and Renée Mauborgne

• 150 cases analyzed covering

• more than 30 industries

• over a century of business activity

Their book has beaten by far the number of translations for Harvard Business Press

Almost four million copies sold

A ROBUST FOUNDATION

SOME SIMPLE AND DIVERGENT PRINCIPLES

• Profitable growth is linked to radical innovations bringing a leap in value for the market

• Innovation is about simplicity, about eliminating or reducing, as much as creating

• Customers might help you to innovate at the margin, non-customers will express experiences leading to divergence

• Management attitude is key in deciding on moving forward with Blue Ocean ideas due to perceived risk

– Beyond industry standards

– Beyond know-how

– Uncertain business model

RED OCEAN VS. BLUE OCEAN

Red Ocean Blue Ocean

The current industry ecosystemis what it is

The industry ecosystem can always be redefined

Corporations need competitivebarriers to beat the competition

Corporations dominating the market make competition irrelevant

Only access to the bulk of the market creates space for growth

The first question is: what wouldhappen if we start from scratch?

Break the value-cost trade-off

Segmenting is the best way to fulfill customers’ needs

Know-how and assets are the sources of strategic leverage

Make the value-cost trade-off

copyright Kim & Mauborgne

WHAT IS BLUE OCEAN STRATEGY?

• Fierce competition

• Saturated market, low prospects for

growth

• Differentiation through price or

certain characteristics proposed by all

the players

Consoles de jeu pré-2006

• 3 acteurs en concurrence frontale

• Marché « gamers », hommes de 12 à 29 ans

• Différenciation par la puissance graphique et

le prix

•End of head-on competition

•New market space

•Differentiation though value

offering

•Access to non-consumers

Example Nintendo Wii in 2006

• Market made of men and women, aged 12-

60, “gamers” and “non gamers”

• Strong accessibility, interactivity, playability,

"natural gesture"

• Graphic power is now considered a

secondary quality.

?

Red Ocean Blue Ocean

HOW TO CREATE A NEW MARKET?

1) Consider the Non-Customers

2nd circle

1st circleTO-BE

3rd circle

ANTI

NON-EXPLORED

Current Consumers

NEW

OFFERING

1. Eliminate

3. Raise

4. Create 2. Reduce

HOW TO CREATE A NEW MARKET?

2) Simplify the offer AND make it divergent

Red Ocean Market : Camcorders (2006)

Standard Offers on the market: Sony, JVC, Panasonic

REACHED NON-CONSUMERS

• To-be: Users willing to record daily life

• Anti: Teenagers: “grandpa’s camcorder”,

social networkers, selfie-addicts

• Non-explored: Sportsmen, VIP

• Video recorded in action:• Water-resistant

• Accessories for embedding it in

my sport

• Selfie-video: social sharing

• Replay (Display Screen)

• Extend memory (External memory slot)

• Internal memory

• Videos 10s-long maximum

• Menu Navigation

• Audio recording quality

• Miniaturization (weight, bulk)

• Sturdiness, shock-proof

• Video resolution

REDUCED

MARKET POTENTIAL

ELIMINATEDCREATED

VALUE PROPOSAL

You can now show yourself in pro videos practicing any of your sports and passions

You become a HERO!

RAISED

Red Ocean Market

Created Market

12M (2006)

2.6M (2013)

HERO Digital

(SQ907 mini-cam)

launched in 2006

GOPRO CREATES THE ACTION CAM MARKET IN 2006

2004 2006 2016Competitors

2009

2010 2011 2012 2013 2014 2015 2016

Camcorders(tape, HDD, DVD)

Action Cam1.45

2.6 3.35 4.2 5.15

10

6.5

4.8 4.2 4.0 3.6 3.3

2017

5.8

3.2

0.5

Source: Futuresource Consulting Ltd

1.92

80%GoPro

60%GoPro

Worldwide Shipments in M. of units

INCUBATOR ORGANIZATIONPart 2

3 month program:• October – December

• February – April• June - August

Selection of participants:• September

• January• May

9 to 12 participants per session

- 10 trainers and coaches who are Blue Ocean, Lean Startup and entrepreneurship experts

1 industry per session

KEY POINTS

- FOOD

- ENERGY

- MOBILITY

- COSMETICS

- TOURISM

- PROFESSIONAL TRAINING

- SILVER ECONOMY

- ...

POSSIBLE COVERED INDUSTRIES

METHODS & TOOLS

BLUE OCEAN STRATEGYBOS MATRICE

LEAN STARTUPMINIMUM VIABLE PRODUCT (MVP)

BUSINESS MODEL CANVASBUSINESS PLAN (BP)

• Market analysis and understanding

• New offer creating a new « Blue Ocean » market

• Business Model

• Value of the new market

2018 2019 2020 2021 2022Résultat Opérationnel

Ventes Déploiement Culture Light 240 000 480 000 960 000 1 920 000 3 840 000

Ventes Déploiement Culture Standard 1 000 000 2 000 000 4 000 000 8 000 000 16 000 000

Ventes Déploiement Culture Full 200 000 400 000 800 000 1 600 000 3 200 000

Location showroom co-working 30 000 60 000 120 000 240 000 480 000

Ventes Objets Déco 144 000 288 000 576 000 1 152 000 2 304 000

Total Résultat Opérationnel 1 614 000,00€ 3 228 000,00€ 6 456 000,00€ 12 912 000,00€ 25 824 000,00€

Coûts de ventes (COGS) 807 000,00€ 1 614 000,00€ 3 228 000,00€ 6 456 000,00€ 12 912 000,00€

Gross Profit 807 000,00€ 1 614 000,00€ 3 228 000,00€ 6 456 000,00€ 12 912 000,00€

Dépenses d'Exploitation (OPEX)

Admin & Publicité 50 000 50 000 50 000 50 000 50 000

Salaires gestion showrooms 180 000 300 000 420 000 540 000 660 000

Location showrooms 420 000 700 000 980 000 1 260 000 1 540 000

Taxes & licences 36 000 60 000 84 000 108 000 132 000

Salaires 240 000 240 000 260 000 360 000 360 000

Utilities 12 000 20 000 28 000 36 000 44 000

Hébergement Site Web

Autre

Total Dépenses d'Exploitation 938 000,00€ 1 370 000,00€ 1 822 000,00€ 2 354 000,00€ 2 786 000,00€

Coûts fixes

Lancement du showroom 600 000 1 000 000 1 400 000 1 800 000 2 200 000

Autres

Total Coûts fixes 600 000,00€ 1 000 000,00€ 1 400 000,00€ 1 800 000,00€ 2 200 000,00€

1 538 000,00€ 2 370 000,00€ 3 222 000,00€ 4 154 000,00€ 4 986 000,00€

Résultat courant avant impôts -731 000,00€ -756 000,00€ 6 000,00€ 2 302 000,00€ 7 926 000,00€

ISS (241 230) (249 480) 1 980 759 660 2 615 580

-489 770,00€ -506 520,00€ 4 020,00€ 1 542 340,00€ 5 310 420,00€

Total COÛTS

RESULTAT NET

• Prototype / Proof Of Concept

• Test and learn

INCUBATOR PROGRAMPart 3

MACRO-PLANNING (3 MONTHS)

1,5 month1 week 3 weeks

~ 40 interviews withconsumers & consumers

+100 ideas BOSMatrix

/Scenario

StrategicCanvas

PitchInvestors & Blue Ocean Awards

Marketanalysis

Exploration IdeationNewoffer

Business PlanPrototype

Market validation

1 2 3 4 5 6

BusinessPlan Prototype

3 weeks

2 weeks

START

ws-1 ws-3ws-2 ws-4 ws-6ws-5

ws : Workshop

ws-0

INDUSTRY ANALYSIS

1. Initiation to the Blue Ocean Strategy2. Who are the Non-Consumers of the

targeted industry?3. Consumer criteria for buying, Non-

Consumers, criteria for not buying4. Strategic canvas of the market5. Offers and competitors analysis in

termes of valueKey factors

Very low

Very high

Medium

High

Low

Leve

l

Strategic Canvas

1OUTPUTS

2 days: ws-01 week

OUTPUTS

1. Initiation to the exploration2. Interviews guidelines3. Consumers, Non-Consumers and

ecosystem targets4. How to analyse the interviews5. Utility map

Interviews guidelines

EXPLORATION (1/2)

2

Ecosystem targets

Non-Consumer targets

1 day: ws-1

1. 30 Consumers & Non-Consumersinterviews and 10 Ecosysteminterviews

2. Analysis of these 40 interviews3. Consumers & Non-Consumers utility

mapping4. Utility map analysis5. Ideas and insights from the

ecosystem

30 Consumers/Non-Consumers interviews

Utility map

EXPLORATION (2/2)

2

10 Ecosystem interviews

Ideas & insights

OUTPUTS

3 weeks

Ideas selection

1. Ideation focus according to the utility map

2. Ideation process according to the Blue Ocean 6-Paths

3. Selection of 3 ideas according to thereinnovation power and time to industry

IDEATION

6-Paths Blue Ocean

3OUTPUTS

Ideation

3 ideas

2 days: ws-21 week

For the 3 offers:

1. Value proposition and tagline2. Targeted Consumers & Non-

Consumers3. Buyer-User Scenario4. Strategic Canvas5. Link with the utility map6. Market potential7. Prototype / MVP

NEW OFFERS

BOS Matrice

Buyer-User scenario

4OUTPUTS

1 day: ws-31 week

BUSINESS PLAN & PROTOTYPE

Business Model Canvas

Lean Startup : MVP

OUTPUTS









Gross Profit 807 000,00€ 1 614 000,00€ 3 228 000,00€ 6 456 000,00€ 12 912 000,00€


Admin & Publicité 50 000 50 000 50 000 50 000 50 000



Taxes & licences 36 000 60 000 84 000 108 000 132 000

Salaires 240 000 240 000 260 000 360 000 360 000

Utilities 12 000 20 000 28 000 36 000 44 000


Autre


Coûts fixes


Autres


1 538 000,00€ 2 370 000,00€ 3 222 000,00€ 4 154 000,00€ 4 986 000,00€


ISS (241 230) (249 480) 1 980 759 660 2 615 580

-489 770,00€ -506 520,00€ 4 020,00€ 1 542 340,00€ 5 310 420,00€

Total COÛTS

RESULTAT NET

Business Plan

MVP

1. Initiation to business model canvas, business plan and lean start-up

2. Business Model Canvas and Business Plan

3. Lean Startup circle4. Test and learn5. Prototype: mobile app, web site, 3D

printing, etc.: prototype development in the Seed-UP FabLab, supoprted by 2 experts during 3 days and having access tothe Fablab for 15 days

5

1 day: ws-4

3 weeks3 days: ws-5

1. Initiation to public speach and pitch2. Individual and team leadership3. Building the investors presentation4. Conducting investor meetings5. Pitching during the Blue Ocean

Awards ceremony

INVESTOR MEETINGS & VISIBILITY

5

Pitch

OUTPUTS

Investors documents

1 day : ws-62 weeks









Gross Profit 807 000,00€ 1 614 000,00€ 3 228 000,00€ 6 456 000,00€ 12 912 000,00€


Admin & Publicité 50 000 50 000 50 000 50 000 50 000



Taxes & licences 36 000 60 000 84 000 108 000 132 000

Salaires 240 000 240 000 260 000 360 000 360 000

Utilities 12 000 20 000 28 000 36 000 44 000


Autre


Coûts fixes


Autres


1 538 000,00€ 2 370 000,00€ 3 222 000,00€ 4 154 000,00€ 4 986 000,00€


ISS (241 230) (249 480) 1 980 759 660 2 615 580

-489 770,00€ -506 520,00€ 4 020,00€ 1 542 340,00€ 5 310 420,00€

Total COÛTS

RESULTAT NET

NewCoBusiness

Plan

INCUBATORS TRAINERS & COACHSPart 4

A TEAM OF EXPERTS

#HEC Paris#Digital

#Mentoring

#Lean Startup#Entrepreneurship

#Digital

#Blue Ocean Strategy#Open Innovation

# Entrepreneurship

#Business Plan#Entrepreneurship

#Lean Startup

#Blue Ocean Strategy#Business Strategy

#Business Plan#Entrepreneurship# Team coaching

#Digital#HEC Paris#Coaching

#Investors#Coaching

# Entrepreneurship#Blue Ocean Strategy

#Equipe#Coaching

Alban ERAL Thierry GILMAIRE Marc BEAUVOIS-COLADON

Vincent RICHARD

Florian MESNY Romain LAVIELLE

Lauriane JEANNicolas BIGNIERStéphane MADOEUFMatthieu GARDE

https://www.linkedin.com/in/albaneral/

https://www.linkedin.com/in/thierrygilmaire/

https://www.linkedin.com/in/marc-beauvois-coladon-b2041012/

https://www.linkedin.com/in/matthieu-garde-lebreton-86b38856/

https://www.linkedin.com/in/rlavielle/

https://www.linkedin.com/in/stephanemadoeuf/

https://www.linkedin.com/in/laurianejean/

https://www.linkedin.com/in/vincentjrichard/

https://www.linkedin.com/in/nbignierculturedentreprise/

https://www.linkedin.com/in/florianmesny/

A TEAM OF EXPERTS

- 3 co-founders in charge of the general organization & the pedagogyAlban ERAL Thierry GILMAIRE Marc BEAUVOIS-COLADON

- 4 trainersMarc BEAUVOIS-COLADON Alban ERALThierry GILMAIRE Matthieu GARDE

- 9 coachsMarc BEAUVOIS-COLADON Alban ERALThierry GILMAIRE Matthieu GARDEStéphane MADOEUF Romain LAVIELLELauriane JEAN Vincent RICHARDNicolas BIGNIER Florian MESNY

- 2 in charge of investor relationsFlorian MESNY Éric LAUVERNAY

TERMS & CONDITIONSPart 5

AXESSIO LAB

AXESSIO CO-CREATION LAB

11 Tronchet Street Paris 8

COLLABORATIVE WORK TOOLS

Documents production through Google DOCS

Communication through Google

Hangouts or Skype

Documents sharing through Google Drive

INCUBATOR FEES

€10,000 / participant (excluding tax)

Free tax is possible for a private individual

The program fees can be half supported by an investor (program partners or of your choice)

Ready to plunge?

Ready to plunge?1st session: October to Décember 2017

[email protected]

START the 2nd of October, 2017