Blue Ocean Strategy
Stop fighting over the same laboratories. Find the markets no competitor is looking at.
What Blue Ocean Strategy is
ElevenGene’s Blue Ocean Strategy identifies uncontested market space — the non-consumer segments no competitor is working, the value combinations no current product offers, and the arguments that make a Brazilian buyer pay for the difference. The output is an actionable Strategic Positioning Plan with a value curve, a non-consumer map and an entry plan for the priority segment.
Competition
Your product competes on price with four other kits in the same segment. Margin falls every year.
Growth
You invest more in sales every year — and growth stays linear, never exponential.
Segment
You are entering Brazil and want to compete in the right segment, not the most obvious one.
Communication
You have a genuine technical advantage — but you cannot express it in a way that makes the buyer pay more for it.
Do any of these sound familiar?
“When everyone is in the same market, fighting over the same customer with the same argument, the only winner is whoever charges least. That is not a strategy — it is a sentence.”
What We Do
| ✓ Strategic briefing: product, track record in Brazil, known competitors, objectives ✓ Market mapping: sizing by segment, registered competing products, current positioning ✓ IVD Value Canvas: the ten attributes that drive the Brazilian laboratory buyer’s decision ✓ Non-Consumer Map for Brazil: Tiers 1, 2 and 3 with quantified potential ✓ ERRC workshop (Eliminate-Reduce-Raise-Create): redesigning the value proposition ✓ New Value Curve: differentiated positioning for the priority segment ✓ Strategic Positioning Plan: actions, owners, indicators and the link to the next packages |
What you receive
| ✓ IVD Market Map and Competitive Radar ✓ IVD Value Canvas comparing current positioning with the new proposition ✓ Quantified Brazilian Non-Consumer Map ✓ ERRC workshop output with the new value proposition ✓ Strategic Positioning Plan — signed PDF plus editable Word file ✓ Slide deck for the board or for investors (20 slides) |
Your biggest market is the one that is not your customer yet. It exists in Brazil — but someone has to go after it first.
