Cirque du Soleil
    Canada’s Largest Cultural Exports
    Created by Guy Laliberte in 1984
    Global champion of the circus industry
    Circus/Theatre Hybrid
         Red/Blue Ocean 
         Comparison
            Represents all the                                               •  Represents all the 
               industries in existence                                           industries NOT in 
               today.                                                            existence today
                                                                              •  The unknown market
            The known market
                                                                              •  It is defines by untapped 
            Industry boundaries                                                 market space, demand 
               are defined and                                                   creation, and the 
               accepted, and the                                                 opportunity for highly 
               competitive rules of                                              profitable growth
                                                                              •  Innovation-based
               the game are known                                             •  Unlimited busniess 
            Competition-based                                                   opportunities
           Red Ocean                                                          Blue Ocean
  Why create Blue Oceans?
    Value Innovation
     The cornerstone of Blue Ocean Strategy. 
     Focuses on making the competition 
      irrelevant by creating a leap in value for 
      buyers and your company, thereby opening 
      up new and uncontested market space.
     Occurs by aligning innovation with utility, 
      price and cost positions. 
  Value Innovation