===CHAPTER 5 Reach Beyond Existing Demand===

NO COMPANY WANTS to venture beyond red oceans only to find itself?

in a puddle小水坑.

Companies should challenge two conventional strategy practices.?

One is the focus on existing customers. The other is the drive for

finer segmentation分割 to accommodate使適應(yīng) buyer differences買家差異.?

-

Typically, to grow their share of a market, companies strive to retain and?

expand existing customers. This often leads to finer segmentation and greater?

tailoring of offerings to better meet customer preferences.

通常情況下，為了增加他們?cè)谑袌鲋械姆蓊~，公司努力留住并擴(kuò)大現(xiàn)有的顧客群。這通常

會(huì)導(dǎo)致更細(xì)致的市場細(xì)分和更多的定制化產(chǎn)品，以更好地滿足顧客的偏好。

-★★★

As companies compete to embrace customer preferences through

finer segmentation, they often 【risk creating too-small target markets.】

隨著公司通過更細(xì)致的市場細(xì)分競相迎合顧客偏好，它們往往有造成目標(biāo)市場過小的風(fēng)險(xiǎn)。

Instead of concentrating on customers, they need to look to noncustomers.?

To reach beyond existing demand, think noncustomers before customers;?

commonalities共有 before differences; and desegmentation不細(xì)分

before pursuing finer segmentation細(xì)分.

-The Three Tiers層 of Noncustomers-

Although the universe of noncustomers typically offers big blue ocean

opportunities, few companies have keen insight into who noncustomers are

and how to unlock them.?

First tier: “Soon-to-be” noncustomers who are on the edge of your market,

waiting to jump ship.

Second tier: “Refusing” noncustomers who consciously choose against

your market.

Third tier: “Unexplored” noncustomers who are in markets distant from

yours.

-First-Tier Noncustomers：-

-Second-Tier Noncustomers-

These are refusing noncustomers, people who either do not use or cannot

afford to use the current market offerings because they find the offerings

unacceptable or beyond their means.

What are the key reasons second-tier noncustomers refuse to use the

products or services of your industry? Look for the commonalities平民 across

their responses. Focus on these, and not on their differences. You will glean收集/拾

insight into how to unleash釋放 an ocean of latent★★★潛在的 untapped demand.

-Third-Tier Noncustomers-

-Go for the Biggest Catchment水庫水池：-

★★★

You should not focus on a specific tier but instead should look across綜觀 tiers.?