Kinepolis strategy map
9
On the Kinepolis Strategy… Ziya G. Boyacigiller This presentation was created and given by Ziya Boyacigiller who was leading Angel Investor and a loved mentor to many young entrepreneurs in Turkey. We have shared it on the web for everyone’s benefit. It is free to use but please cite Ziya Boyacigiller as the source when you use any part of this presentation. For more about Ziya Boyacigiller’s contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
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Transcript of Kinepolis strategy map
On the Kinepolis Strategy…
Ziya G. Boyacigiller
This presentation was created and given by Ziya Boyacigiller who was leading Angel Investor and a loved mentor to many young entrepreneurs in Turkey. We have shared it on the web for everyone’s benefit. It is free to use but please cite Ziya Boyacigiller as the source when you use any part of this presentation. For more about Ziya Boyacigiller’s contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com
Kinepolis :
Application of Upside- Down Creativity Technique to Generate Value Proposition and Strategy Map
Movie Theater
Location
In cities
Shopping centers
Parking
Limited or no space
Small parking slots
Theater environment
Small, dark, gloomy waiting
area
Limited concession selections
No seated eating area
No game room
Limited and not well kept
restroom stalls
Stuffy and smelly rooms
Viewing experience
Uncomfortable seats
Small screen
Stereo sound system
Big rooms / noisy
Movies
Theaters show 1 or 2 movies
Limited starting times for
blockbusters
Focused on specific movie
themes
Prices
Expensive ticket prices
Paid parking
Expensive concession
prices
Status-Quo Qualities
Movie Theater
Location
Importance:
Satisfaction:
Opportunity:
Parking
Importance:
Satisfaction:
Opportunity:
Theater environment
Importance:
Satisfaction:
Opportunity:
Viewing experience
Importance:
Satisfaction:
Opportunity:
Movies
Importance:
Satisfaction:
Opportunity:
Prices
Importance:
Satisfaction:
Opportunity:
Rating Qualities for Opportunity
opportunity =Importance + max (Importance – Satisfaction, 0)
(I/S: percent of surveyed rated this outcome a 4 or 5)
Possible Opportunity Ratingsimportance
satis
facti
on
0 50 100
0 0 100ok
200excellent
50 0 50 150good
100 0 50 100
Movie Industry AssumptionsSTATUS QUE UPSIDE DOWN
Theaters are in the city Theaters are outside of the city
Theaters show 1 or 2 movies Theaters show 10-20 movies
No or Limited parking spaces Unlimited parking spaces
Parking fees Free parking
Uncomfortable seats Comfortable seats
Stereo sound systems Surround sound systems
Big size viewing rooms Small size viewing rooms
Standard screens Superior screens
Limited starting times for blockbusters Frequent starting times for blockbusters
Focused on movie themes No focus on movie themes
Limited concession selections Wide concession selections
No seated eating area Comfortable seated eating area
No game room Large game room with blockbuster games
Expensive ticket cost Expensive ticket cost
Etc. Etc.
Movie Industry AssumptionsSTATUS QUE UPSIDE DOWN
Theaters are in the city Theaters are outside of the city
Theaters show 1 or 2 movies Theaters show 10-20 movies
No or Limited parking spaces Unlimited parking spaces
Parking fees Free parking
Uncomfortable seats Comfortable seats
Stereo sound systems Surround sound systems
Big size viewing rooms Small size viewing rooms
Standard screens Superior screens
Limited starting times for blockbusters Frequent starting times for blockbusters
Focused on movie themes No focus on movie themes
Limited concession selections Wide concession selections
No seated eating area Comfortable seated eating area
No game room Large game room with blockbuster games
Expensive ticket cost Expensive ticket cost
Etc. Etc.
Use “The 80-20 Rule” to focus on most important changes (differentiation) you will offer as your “value proposition” to target customers
“Value Proposition” Resulting from 20% of the Most Important Ideas
VALUE PROPOSITION - FOCUS AREAS DETAILED AREAS
Free and Easy Parking Theaters are outside of the city
Unlimited parking spaces
Free parking
Superior Seating, Sound & Screen Comfortable seats
Surround sound systems
Small size viewing rooms
Wide & super-reflective screens
Best Pick of Blockbuster Movies Frequent starting times for blockbusters
No focus on movie themes
Theaters show 10-20 movies
Ziya G. Boyacigiller © 2005
Kinepolis Strategy Map resulting from its Value Innovation
High Growth in Revenues & Profits
Ref: C. Kim/R. Mauborgne
Blue Ocean Principles
