Professional Documents
Culture Documents
BLUE OCEAN‐PERFORMANCE DASHBOARD
FOR GOOGLE’S SEARCH ENGINE
Dr. Rod King
Consultant & Trainer on Business Model Thinking, Design, and Innovation
rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
General Information on the Tool of BLUE OCEAN‐PERFORMANCE DASHBOARD
WHAT? WHO? WHERE?
The Blue Ocean‐Performance Dashboard • Business executives; managers • Online:
is a tool that seamlessly integrates the • Business planners; strategic planners http://businessmodels.ning.com
three most powerful tools for business • Small, medium, and large enterprises • Talks; Seminars
management: Value (Supply) Chain; Blue • Practitioners of Blue Ocean Strategy • Workshops; Training
Ocean Strategy; Balanced Scorecard • Practitioners of Balanced Scorecard • Consulting
BOBM8B. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Company Overview of GOOGLE INC. – Search Engine Date: April 4, 2009
Author(s): Dr. Rod King (rodkuhnking@sbcglobal.net) Ref.: …………………………………..…………………….
COMPANY BACKGROUND BUSINESS/INDUSTRY PRODUCTS/SERVICES
• Location: Mountain View, California • Industry: Computer (Software); • Internet Search Engine: Google
•
Founder(s): Sergey Brin; Larry Page Advertising Search
• Revenue: US$21.79 billion (2008) • Niche: Internet Search; Online Ads • Online Bidding Platform: Adwords
• No. of Direct Competitors: • Model: Business to Consumer (B2C); • Online Syndicated Ads: Adsense
Business to Business (B2B); Platform • Complementary Apps: Maps, etc.
• Uncluttered, fast, free, accurate • Simple interface/Easy to use
GOOGLE – Search Engine
search engine results and experience • Fast, accurate, and relevant results
• Monetization of web page/site • Free search service
• Targeted, measurable, cost‐effective, • Unobtrusive ads; Site monetization
and relevant online advertising • Targeted ads based on page’s content
BOBM8A. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Blue Ocean Map for GOOGLE’s Search Engine (vs. Classic Search Engines/Portals): Strategic Journey to the Blue Ocean
IDEAL BLUE OCEAN (MODEL) Fractal Market Segmentation of Knowledge/Ad Management Tools
∞
BLUE OCEAN for Google’s
Search Engine/Ad Platform
Revenue
Classic Internet Search Engines/Portals
Blue Ocean Strategy
(+): DELIGHT
RED OCEAN for Traditional
Knowledge/Ad Management
Red Ocean Strategy
BOBM1.1. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
Business Model Dashboard for GOOGLE INC. Date: April 4, 2009
Customer Value Proposition: Accurate results; Targeted ads; Monetization Business/Industry: Computer (Software)/Advertising
Goal/Objective: To create an uncontested customer experience and uncontested business model as well as make the competition irrelevant
INVESTOR PERSPECTIVE EMPLOYEE PERSPECTIVE
• How will the business make more • What attributes, skills, resources, and
money (extraordinary profit)? outputs should employees have in
order to sustain a workflow and
culture that deliver extraordinary
value to customers and investors?
4 PERSPECTIVES AND
QUESTIONS FOR BALANCING
A BUSINESS MODEL
DASHBOARD
CUSTOMER PERSPECTIVE PROCESS PERSPECTIVE
• How will customers experience the • What processes and strategies will
greatest delight and least pain? generate extraordinary profit as well
as deliver the organiation’s value
proposition to customers/consumers?
BOBM5.32. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM6.1. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM8.2. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
BOBM5.3. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
TOMCAT (Trade‐Off) Matrix: Categories of trade‐offs that are resolved by Google’s Search Engine/Opportunities for Blue Ocean Products
Customer’s Intent/Job: Accurate search results; Targeted ads; Monetization (Non‐)Customers/Industry: Search Engine/Advertising
Focus of (Non‐)Customer: Product/Service/Facility; Purchase/Delivery/Usage/Supplements/Maintenance/Disposal
Breakthrough Question: HOW TO MAKE (THE PRODUCT/ENTERPRISE/INDUSTRY OF) CLASSIC SEARCH ENGINES/PORTALS IRRELEVANT?
(Non‐)Customer Needs (‐) 1 2 3 4 5 6 7 8 9 10
Reduce/Eliminate Cost Mainten‐ Time Defects/ Weight/ Effort/ Staff Complexity/ Rigidity/ Pain/
(Relative to Industry Standard) ance/ (Delivery/ Complaints/ Size/ Friction/ Depend‐ Information Inaccess‐ Barriers/
(+) Raise/Create Upgrade Aging) Waste Tool Energy ency Overload ibility Pollution
1 Value/Functionality Google Google Google Google
2 Quality/Automation Google
3 Performance/Productivity Google
4 Differentiation/Novelty/… Google
5 Speed/Agility Google
6 Aesthetics/Visual Appeal/Color
7 Ease of Use/Simplicity Google
8 Convenience of Use Google
9 Customer Service/Support
10 Fun/Entertainment/Adventure (MySpace)
11 Star Performers/Celebrities
12 Prestige/Legacy/Amenities
13 Wide Choice/Versatility Google
14 Hygiene/Cleanliness
15 Integration/Connectivity Google
16 Power/Strength/Wisdom
17 Accuracy/Reliability Google Google Google
18 Security/Safety/Health
19 Collaboration/Communication (Facebook) (Facebook)
20 Customization/Personalization (MySpace)
Eliminated trade‐off (other trade‐offs are partially resolved and therefore present opportunities for innovation)
BOBM7. Blue Ocean‐Business Models. Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com
REFERENCES
1. Battelle, J. (2005) The Search. New York: Portfolio Trade.
2. Jarvis, J. (2009) What Would Google Do? New York: Collins Business.
3. King, R. (2009) The Infinitely Zoomable Page: The Ideal Tool for Blue
Ocean Thinking, Design, and Innovation. Fresno: Ideal‐Solution
Management.
4. Ross, E.; Holland, A. (2006) 100 Great Businesses and the Minds
Behind Them. Illinois: Sourcebooks, Inc.
Dr. Rod King
Consultant & Trainer on Business Model Thinking, Design, and Innovation
rodkuhnking@sbcglobal.net & http://businessmodels.ning.com