Blue Ocean

In a “blue ocean” strategy, startup companies create demand for their offering, rather than fighting over existing (“red ocean”) markets i.e. those with “blood in the water” and many competitors. This strategy involves a rejection of a fundamental tenet of more traditional market analysis: that there must be a trade-off between value and cost. When it comes to blue oceans, successful businesses will most often pursue differentiation and low-cost at the same time.