Use ERRC to avoid a copycat entry
Use Strategy Canvas and ERRC prompts to identify a differentiated market-entry wedge.
What does a Strategy Canvas show? The factors an industry competes on and the relative offering level buyers receive from each competitor. For entry, the canvas reveals whether you are differentiated or just copying the incumbent curve. ERRC What does ERRC ask you to change? Four prompts for shaping a new value curve. Blue Ocean prompt Copycat entry vs wedge entry Compare Discounting is not a strategy if the value curve remains the same. Sales says, "Buyers expect all incumbent features, so we need parity before entry." The chosen beachhead segment uses only a narrow part of the incumbent suite.…
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