BLUEOCEANPERFORMANCEDASHBOARD FORGOOGLESSEARCHENGINE

Dr.RodKing Consultant&TraineronBusinessModelAnalysis,Design,andInnovation
rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

GeneralInformationontheToolofBLUEOCEANDASHBOARD
WHAT? TheBlueOceanPerformanceDashboard isatoolthatseamlesslyintegratesthe threemostpowerfultoolsforbusiness management:Value(Supply)Chain;Blue OceanStrategy;BalancedScorecard WHO? Businessexecutives;managers Businessplanners;strategicplanners Small,medium,andlargeenterprises PractitionersofBlueOceanStrategy PractitionersofBalancedScorecard WHERE? Online: http://businessmodels.ning.com Talks;Seminars Workshops;Training Consulting

WHY? OnePageBusinessManagement Simpler;Faster;Free;Holistic Integratedapproachtomanaging value(supply)chain,strategy, performance,andbusinessmodel

BLUEOCEANDASHBOARD:
ASimplerandMoreProfitableWayto ManageStrategiesandBusinessModels

WHEN? Startingabusiness(fromideastage) Generatingmorerevenue Furtherreducingcost FacingcompetitionintheRedOcean Foruncontestedcustomerexperience

HOW? Wherecurrentlyareyou(inthe industry?) Wheredoyouwanttogo? HowwillyougettotheBlueOcean? Whatstrategyandbusinessmodel?

HOWMUCH? Freeonline(openinnovation): http://businessmodels.ning.com Otherwise,contactDr.RodKing: rodkuhnking@sbcglobal.net

WHATNEXT? iPhoneapplicationfortheBlue OceanPerformanceDashboard Software/socialnetworkforBlue OceanPerformanceDashboard PartnersforCollaborativeProjects

BOBM8B.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

CompanyOverviewofGOOGLEINC.SearchEngine Author(s):Dr.RodKing(rodkuhnking@sbcglobal.net)
COMPANYBACKGROUND Location:MountainView,California Founder(s):SergeyBrin;LarryPage Revenue:US$21.79billion(2008) No.ofDirectCompetitors: BUSINESS/INDUSTRY

Date:April4,2009 Ref.:...

PRODUCTS/SERVICES InternetSearchEngine:Google Search OnlineBiddingPlatform:Adwords OnlineSyndicatedAds:Adsense ComplementaryApps:Maps,etc.

Industry:Computer(Software); Advertising Niche:InternetSearch;OnlineAds Model:BusinesstoConsumer(B2C); BusinesstoBusiness(B2B);Platform

CUSTOMERVALUEPROPOSITION Uncluttered,fast,free,accurate searchengineresultsandexperience Monetizationofwebpage/site Targeted,measurable,costeffective, andrelevantonlineadvertising

COMPANYOVERVIEWOF:
GOOGLESearchEngine

CUSTOMERBENEFITS/EXPERIENCE Simpleinterface/Easytouse Fast,accurate,andrelevantresults Freesearchservice Unobtrusiveads;Sitemonetization Targetedadsbasedonpagescontent

MAINGOAL/OBJECTIVE/STRATEGY BlueOceanStrategy:toprovideahighly desirableanduncontestedcustomer experiencewhilemakingthecompetition irrelevant

VISION Searchengineplatform;Softwareas aService(platform) Advertisingplatform Gatewaytoworldsknowledgebase

MISSION Toorganizetheworld'sinformation andmakeituniversallyaccessibleand useful

BOBM8A.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

BlueOceanMapforGOOGLEsSearchEngine(vs.ClassicSearchEngines/Portals):StrategicJourneytotheBlueOcean
IDEALBLUEOCEAN(FINALRESULT) BLUEOCEANExperience: GooglesSearchEngine/AdPlatform ClassicInternetSearchEngines/Portals
Highly differentiated and premium-priced/free business model

FractalMarketSegmentationofKnowledge/AdManagementTools

Revenue

BlueOceanStrategy

(+):DELIGHT

REDOCEANExperience:Traditional Knowledge/AdManagement Strategic Choice

Lowly differentiated and low-cost business model

RedOceanStrategy

(UncontestedExperience,MarketSpace,orNewCategory)

():PAIN

No.ofCompetitors

BOBM1.1.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

BlueOceanDashboardforGOOGLEINC. NameofProduct/Service/Facility:GoogleSearchEngine/AdPlatform

Date:April4,2009

Functionality:SearchEngine/AdvertisingPlatform Business/Industry:Computer(Software)/Advertising

CustomerValueProposition:Accurateresults;Targetedads;Monetization

Goal/Objective:Tocreateanuncontestedcustomerexperienceanduncontestedbusinessmodelaswellasmakethecompetitionirrelevant
BUSINESSSYSTEM (SEMPORCE) RELATIONSHIPS S:Suppliers/Materials E:Employees/Know ledgeAssets/Culture M:Machinery,etc. P:Processes/Activities O:Outputs Product Service Description ofBestCurrent/ FutureResources PerformanceObjectives:2008 Cost ($) Revenue ($) Other Criteria
Defects Productivity Innovation Defects Quality;ROI Customer Experience Quotient(EQ) ServiceEQ

BlueOceanActions(RelativetoIndustryStandard) Raise (+)

No.offiled patents/IP Revenue Easeofuse Speed Relevance

Create (+)
Fun/play R&D Customers Unobtru siveads Otherapps

Reduce ()
Absenteeism Waste Cost Clutter Complexity ITcosts

Eliminate ()
Defects Turnover Delays Defects Defects Purchased rankingfor websites

Other

Initiatives/ Projects

Highlyproductive/ creativeworkers Efficientdatacenters PageRank;etc. GoogleSearchEngine/ Bidding&advertising platform/OtherApps Searchplatform; Adwords;Adsense Websiteowners Webusers;Website owners;Advertisers; Enterprises(Search) Yahoo/AOL/AltaVista/ Lycos/MSN Usersofclassicsearch engines/portals Websiteowners/Affili ates/Contentproviders

R:Retailers/Channels C:Customers/ Consumers E:Environment Competitors Noncustomers Partners

Investors Community/Gov. BUSINESSMODEL:GoogleInc.SearchEngine US$21.79b (Howdoestheorganizationworktodeliverits ROI(%): valuepropositiontocustomers?)

Freesearch Saleofads (appliance) Freesearch Saleofads Saleofads ChannelEQ Saleofads: CustomerEQ CostPerClick &Retention Saleofproduct Env.quality (CostPer Marketshare Impression) No.of prospects Saleofads: PartnerEQ Jointventures CostPerClick Share price No.ofProjects

(SixSigma) (BlueOcean Strategy/ Innovation)

Retention

Loyalty

Psychological Inertia/ Friction Bargaining power;Risks

Exit/Entry barriers

Exit/Entry barriers

Entry/Exit barriers

Threatof substitutes Entry barriers

(Competitive Strategy)

Alliances Affiliates (Local)

IDEALBLUEOCEANSTRATEGY(Howtocreatean uncontestedcustomerexperienceanduncontestedbusiness modelaswellasmakethecompetitionirrelevant?)

BlueOcean Program

BOBM5.1.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

Checkliston4PerspectivesandQuestionsforBalancingaBlueOceanDashboard
INVESTORPERSPECTIVE Howwillthebusinessmakemore money(extraordinaryprofit)? EMPLOYEEPERSPECTIVE Whatattributes,skills,resources,and outputsshouldemployeeshavein ordertosustainaworkflowand culturethatdeliverextraordinary valuetocustomersandinvestors?

4PERSPECTIVESAND QUESTIONSFORBALANCING ABLUEOCEANDASHBOARD

CUSTOMERPERSPECTIVE Howwillcustomersexperiencethe greatestdelightandleastpain?

PROCESSPERSPECTIVE Whatprocessesandstrategieswill generateextraordinaryprofitaswell asdelivertheorganiationsvalue propositiontocustomers/consumers?

BOBM5.32.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com BOBM8.2.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com BOBM6.1.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com BOBM5.3.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com BOBM5.3.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

TOMCAT(TradeOff)Matrix:CategoriesoftradeoffsthatareresolvedbyGooglesSearchEngine/OpportunitiesforBlueOceanProducts CustomersIntent/Job:Accuratesearchresults;Targetedads;Monetization (Non)Customers/Industry:SearchEngine/Advertising

Focusof(Non)Customer:Product/Service/Facility;Purchase/Delivery/Usage/Supplements/Maintenance/Disposal BreakthroughQuestion:HOWTOMAKE(THEPRODUCT/ENTERPRISE/INDUSTRYOF)CLASSICSEARCHENGINES/PORTALSIRRELEVANT?
(Non)CustomerNeeds() Reduce/Eliminate (RelativetoIndustryStandard) (+) Raise/Create 1 Value/Functionality 2 Quality/Automation 3 Performance/Productivity 4 Differentiation/Novelty/ 5 Speed/Agility 6 Aesthetics/VisualAppeal/Color 7 EaseofUse/Simplicity 8 ConvenienceofUse 9 CustomerService/Support 10 Fun/Entertainment/Adventure 11 StarPerformers/Celebrities 12 Prestige/Legacy/Amenities 13 WideChoice/Versatility 14 Hygiene/Cleanliness 15 Integration/Connectivity 16 Power/Strength/Wisdom 17 Accuracy/Reliability 18 Security/Safety/Health 19 Collaboration/Communication 20 Customization/Personalization 1 Cost 2 Mainten ance/ Upgrade 3 Time (Delivery/ Aging) Google 4 Defects/ Complaints/ Waste 5 Weight/ Size/ Tool 6 Effort/ Friction/ Energy 7 Staff Depend ency 8 Complexity/ Information Overload Google 9 Rigidity/ Inaccess ibility Google 10 Pain/ Barriers/ Pollution

Google Google Google Google Google Google Google (MySpace) Google Google Google (Facebook) (MySpace)

Google

Google (Facebook)

Eliminatedtradeoff(othertradeoffsarepartiallyresolvedandthereforepresentopportunitiesforinnovation)

BOBM7.BlueOceanBusinessModels.Copyright2009.Dr.RodKing.rodkuhnking@sbcglobal.net&http://businessmodels.ning.com


REFERENCES
1. 2. 3. Battelle,J.(2005)TheSearch.NewYork:PortfolioTrade. Jarvis,J.(2009)WhatWouldGoogleDo?NewYork:CollinsBusiness. King,R.(2009)TheInfinitelyZoomablePage:TheIdealToolforBlue OceanThinking,Design,andInnovation.Fresno:IdealSolution Management. Ross,E.;Holland,A.(2006)100GreatBusinessesandtheMinds BehindThem.Illinois:Sourcebooks,Inc.
Dr.RodKing Consultant&TraineronBusinessModelAnalysis,Design,andInnovation
rodkuhnking@sbcglobal.net&http://businessmodels.ning.com

4.