uncontested market space,

and make your competition

Who's working on your
Blue Ocean Strategy?

Blue Ocean is an essential strategic planning method suitable for any business, large or small, public or private.
It integrates initiatives across strategy, new product development, innovation, leadership and change management.

In fact, our tools and methods are taught at nearly 3,000 prestigious universities and business schools around the world, and Blue Ocean Strategy is the only strategic planning method recognised in both of Harvard Business Review’s Ten Must Reads on Strategy and Ten Must Reads on Change Management.

Our national and international network of consultants and trainers have developed and implemented Blue Ocean strategies for businesses and organisations of all sizes, across all industries in Australia and New Zealand. as well as throughout Asia, Europe and North America.

For a free and confidential discussion about your business challenges
and how the Blue Ocean Strategy Australia team can assist you.

Blue Ocean Strategy 2 Day Public or Custom Workshops

This workshop will show you how to grow your business by creating new market space, instead of competing head to head.

We focus on the essentials of creating a Blue Ocean Strategy for your business by aligning Value, Profit and People in the search for non-customers and the creation of new markets.

This is a comprehensive strategic planning offsite. Our public workshops are ideal for executive teams of 2-4 people, for a start-up entrepreneur, or a sole practitioner business. We have successfully run custom courses for executive teams of 5-100 people.

Get your team straight onto the task of applying Blue Ocean Strategy thinking and tools directly to your existing or new products, services and business units.

For more information and to register, click the image above.

Designing & Driving Growth & Innovation Programmes

If you are responsible for sales, marketing, products, services, growth or innovation, Blue Ocean Strategy is an essential part of a modern business toolkit.

Blue Ocean Strategy is an academically rigorous, practical and proven methodology. It is relevant whether you are pursuing industry disruption or not, or both.

Integrating Blue Ocean Strategy into your innovation, sales and marketing programmes offers a common language for clarity of communication and ease of understanding. It uses simple planning tools and principles that will make sense to all the professionals in your team, across a wide range of disciplines.

We have built successful corporate innovation, sales and marketing programmes for businesses of all sizes from many industries, spanning four continents.

Click the image for more information.

Supporting & Mentoring Owners, Executives & Boards

The business leaders of the present and the future are all being versed in this break-through strategic thinking and planning methodology.

Harvard Business Review recognises Blue Ocean Strategy as the only strategic planning method that successfully integrates strategy, innovation and change management.

Our proven and consistent approach to mentoring, either face-to-face or via video conferencing, provides a sounding board for experienced managers working to educate and align their teams on Blue Ocean Strategy execution.

If you want to be a disrupter, rather than the disrupted, upskill your senior leaders and incorporate Blue Ocean thinking into your plans before someone else uses it more effectively against you and your industry.

Click on the image for more details.

Reference Books, Free Content & Not-So-Free Content

There are now four essential books in the Blue Ocean Strategy series and numerous business articles, particularly

Blue Ocean Strategy

Blue Ocean Shift

Blue Ocean Leadership


Beyond Disruption

Blue Ocean Strategy is the only strategic planning method recognised in both of Harvard Business Review’s HBR Ten Must Reads on Strategy and HBR Ten Must Reads on Change Management

If you are here to self-educate, see our recommended reading, videos, podcasts, webinars, websites, slideshares, software and more to inform your journey.

And please feel free to ask us a question.


Our Consultants and Partners help businesses chart a course and set sail to their new Blue Ocean market opportunities.

Custom Projects

Your Projects, Scoped & Delivered

On Demand

  • Company Strategy Offsites & Customised Training
  • New Product & Service Development
  • Market Entry Strategies
  • Innovation Team Selection & Development
  • Market Research
  • BOS Driven Strategic Planning Cycles
  • Innovation Sprints & Programmes
  • Investor Readiness & Capital Raising
  • Custom Strategy Training Programmes
Got a question?

Blue Ocean Workshops

2 Day Workshop + eLearning + Coaching


  • Learn & Apply Blue Ocean Strategy to your Business
  • Identify and Commercialise Non-Customers & Uncontested Market Space
  • Simultaneously Drive Costs Down and Customer Value Up
  • Inspire and Align your Team
  • Experienced Facilitator & Strategy Adviser to Support You
  • Includes 2 x 1 Hour Follow-Up Re-inforcement Meetings
  • Counts for many professional CPD programmes
  • * For One Attendee, Materials, Lunch & Refreshments Included. Travel and Accomodation excluded.
  • * With Early Bird Discounts + GST
Learn More & Register

Blue Ocean Navigation

Insourced Strategy & Innovation - For SMEs


  • Our Experts will identify your Blue Ocean market spaces
  • We, You and Your Team will Implement through our Facilitation and Drive
  • We will Develop, Document and Deliver on Agreed Action Plans
  • Your Strategy, Culture, R&D, Continuous Improvement & Innovation will be Aligned
  • Your Team will develop new Skills and Engagement will lift
  • Customer Experience, Growth, New Products & Services, and Efficiency is the Focus
  • Implementation Tracking and Fine Tuning is Included
  • Coordination Across Sales, Marketing, IT, Finance & Operations is Included
  • The Results will be High Impact, Low Cost and Rapid to Deploy
  • *Subject to Negotiation on Scope *Plus 10% GST

Captains' Table

Individual Coaching


  • Foundations - We examine the business together and steady the ship
  • Quick Wins - Across sales, marketing, costs, pricing etc.
  • Blue Ocean - Together we chart a course to uncontested waters
  • Weekly 1:1 Business & Personal Coaching Sessions - face to face, in person or tele/video conferencing
  • Captains Table meetings - collaborate and learn with others
  • Educational and thought provoking webinars - live and recorded
  • Trigger point coaching - on immediate issues of importance
  • Free Business Innovation Software
  • *Plus 10% GST
Contact A Coach

Key Points

About Us
  • Local & Global Network

    We are Australia's only network of qualified and accredited Blue Ocean Strategy® advisers. We have people throughout the country with backgrounds in a variety of disciplines including finance, legal, change management, sales and marketing, and access to a global network of experienced Blue Ocean Strategy Consultants.

  • All Industries

    The original Blue Ocean Strategy research examined over 30 industries over 100 years. We have since expanded that with experience applying Blue Ocean Strategy across a wide range of industries including manufacturing, financial services, professional services, retail, wholesaling, transport and logistics, mining and mining services, utilities, construction, hospitality, franchising and IT.

  • All Organisations & Sizes

    Our advisers have worked with organisations ranging from startups, through small to medium private and family enterprises, up to ASX listed and Fortune 500 multinationals. We have also worked with Governments, Government owned enterprises and charitable institutions.

    All organisations can benefit from the use of Blue Ocean through the identification of uncontested market space and the application of value innovation (ie. simultaneous value up, cost down and strategic pricing).

  • Evidence Based

    Blue Ocean Strategy® is based on a combination of rigorous academic research and sound professional market applications.

    The original research was conducted over 10 years, involving over 130 strategic moves by various companies, over a period of 100 years, from over 30 industries.


Some Of Our Satisfied Clients

Case Studies

Click an image for more information
  • Annual & Special Purpose Conferences

    Case 1: A major financial services industry body, which holds an annual conference in Australia each year, approached Blue Ocean Strategy Australia to provide an engaging keynote speaker.  Combining presentation materials, videos, table-based exercises and immediate audience survey tools, this was the most highly attended and best rated break-out session of the conference.

    Case 2: A tourism industry body arranged for a Blue Ocean Strategy Australia consultant to attend their annual international conference in Asia.  Our consultant ran a series of short daily workshops for attendees, that culminated in a draft Blue Ocean Strategy for each attendee’s business and follow-up research and fieldwork to follow through with implementation.

    Case 3: A Fortune 500 company operating in the Middle East engaged Blue Ocean Strategy Australia to arranged a 4 day executive team strategy, creativity and innovation conference in the Middle East.  A range of speakers, locations and activities where arranged that took the team members into different environments to explore and network with different businesses and expert, such as a start-up incubator, tours and meetings with complementary product and service providers and potential new clients and partners.  Topics covered included customer experience, competitor research, partnering, technological trends and personal healthcare and mindfulness.

    Annual & Special Purpose Conferences
  • Sales Team Alignment

    This national property development and management business found its sales team focused almost solely on price.

    They needed to re-focus their sales team’s efforts on other financial and non-financial features, but they needed the sales team to own it.

    Bringing the team together we progressed them through a fair process of engagement that valued their intellectual and emotional input to the challenges they faced in the market, and their ideas on how to tackle them.

    We aligned the team, awakened them to the nature of their common challenges, inspired them to explore for new ideas and solutions, and validated them in the market with research and field work.

    By initiating motivated behavioural change, we were able to re-invigorate the sales teams efforts and get them focused on not only winning in new ways with newly defined differentiation, but also in searching for ways to increase demand by bringing new non-customers into the market, with new and insightful offerings, that in some cases also adopted emerging digital sales and marketing technologies that had been proven elsewhere in the business.

    Sales Team Alignment
  • Engaging Teams

    Engaging Teams
  • Aligning Leadership & Purpose

    The CEO and Head of Strategy of this large and diversified Australian ASX listed business were concerned to ensure the leaders of its very varied divisions were aligned on key common issues of strategy and collaboration across divisions.  They also wanted to explore their sense of purpose.

    At a corporate strategy offsite, Blue Ocean Strategy Australia provided several accredited BOS facilitators working as a team, with each allocated to a separate division.

    Portfolio maps were created for each division, highlighting the key areas of concern and drivers of expected growth.

    The maps were shared and compared, particularly with a whole-of-business portfolio map developed by the CEO and his immediate team.

    Strategic dialogues continued post the offsite around key areas of Customer Value, Business Models, People and Technology, further exploring, sharing and aligning views and identifying areas that required further and continued investigation.

    Aligning Leadership & Purpose
  • The Strategy & Innovation Trade Show

    In preparation for their annual strategic planning offsite, this national construction and engineering firm engaged Blue Ocean Strategy Australia to work with the CEO, Head of Strategy and Divisional Leaders.

    The task was to firm up and clarify both business-as-usual and disruptive strategies, and expose the leaders to creative innovation methods of ideation, validation and execution.  This was achieved through a series of individual and group meetings in the lead up to the offsite.

    At the offsite, after the usual round of morning presentations, the team adjourned for lunch.  But when they returned they found the conference space transformed into a trade show.  Strategies were displayed and shared with each division having their own stand.  This allowed all participants to engage in an educative, fun and creative, collaborative exploration and sharing of ideas, without the usual boring death by powerpoint strategy presentations.  It provided for careful contemplation and consideration, with questions and ideas captured in real time through verbal and written feedback.

    The Strategy & Innovation Trade Show
  • Inspiring 70 Global Leaders

    This international logistics business brought 70 of its divisional leaders together for their annual conference.

    Amongst the topics for discussion was of course strategy.

    In a highly commoditised and competitive industry, regardless of where you look in the world, the Global Strategy Director was keen to expose the senior executive to new styles of strategic thinking.

    Blue Ocean Strategy Australia was engaged to run a brief strategic thinking challenge for the 70 leaders.

    Using the Strategy Canvas as the basis of the challenge, individuals working in small teams shared and explored common and unique issues regarding competition, regulatory environments, technological disruption, change management and operations.

    After an engaging and inspiring conference, divisional leaders continued to expand on the use of Blue Ocean Strategy methods in their regions, and to share experiences and learning across the group.

    Inspiring 70 Global Leaders
  • Financial Services Product Innovation

    Financial Services Industry – The Revenue Challenge

    A major Australian financial services business came to Blue Ocean Strategy Australia with a challenge.  Help us develop a series of new Blue Ocean Strategy creating products to fill a multi-million dollar gap in our revenue forecasts.

    The organisation had completed an extensive review of all existing and future planned products and services.  It had developed plans to extract as much revenue from these as possible by pursuing highly competitive but generally incremental product improvements.  This still left with a revenue gap measuring in the tens of millions of dollars per annum.

    With a small but diverse team from across the organisation, over a period of 12 weeks, and utilising Blue Ocean Strategy techniques facilitated by the BOS Australia team, the client developed a list of over 100 ideas.

    Using the Blue Ocean Strategy litmus test, these were refined to the four largest and most commercially viable.

    By their own estimates, two of these four ideas had the potential to far exceed the identified financial gap on their own, while the other two had potential to meet or significantly contribute towards closing the gap.

    After a series of internal roadshows to present, test and refine the ideas, a senior management group of approximately 20 people met to review the ideas, during which broad strategic and implementation overlays devised by the management group were applied and the organisation is now engaged in implementation.

    The most common reaction from those exposed to the Blue Ocean Strategy ideas, was to express how logical, how obvious, and how potentially disruptive these ideas seemed in hindsight, with some disbelief that no-one had thought of them before.  A hallmark of good Blue Ocean Strategies.

    Learn more about Blue Ocean Strategy:

    • WEBINARS – Attend a webinar or listen to a pre-recorded one

    • WORKSHOPS – Attend one of Plunge or Deep Dive workshops

    Financial Services Product Innovation
  • Internal Value Innovation Workshops

    Sometimes innovation needs to be focused on changing things internally, not just at end customers.

    Usually it is to drive efficiency and continuous improvement.

    This client operates in a remote part of the world and has many interdependent parts to its operations.

    But each separate business unit was so siloed and isolated, and monopolistic (there were no competitors or alternatives to turn to), that although there was good social interaction and camaraderie, there was still opportunities for operational improvement.

    Instead of applying the whole Blue Ocean Strategy methodology, such as the emphasis on non-customers, we focused on Value Innovation.  Looking up and down the production and value chain to find areas to improve understanding and collaboration around pain points.  The aim was to change the culture to treat each other as internal customers and suppliers.

    With an Internal Value Innovation Program in place, the early improvements were strikingly obvious and significant.

    The success of the program in one region has seen this multinational looking to expand the program into other operations and territories.

    Learn more about Blue Ocean Strategy:

    • WEBINARS – Attend a webinar or listen to a pre-recorded one

    • WORKSHOPS – Attend one of Plunge or Deep Dive workshops


    Internal Value Innovation Workshops
Go Back

Our Team

Qualified and Accredited Members of the Official Blue Ocean Strategy Community of Practice
Andrew Nelson
Andrew Nelson
Managing Director & Qualified Practitioner, Melbourne, Vic
Andrew has been Managing Director of Blue Ocean Strategy Australia since 2010. He is also an Investor/Owner, Director and Advisory Board Member of several other businesses associated with BOSA and some of its clients.

He has previously worked in consulting, management, sales and marketing roles at various multinational firms such as Mercer, BDO Chartered Accountants & Deloitte.

Sice joining Blue Ocean Strategy Australia his clients have included major financial services, professional services, manufacturing, construction, mining and FMCG businesses throughout Australia, Europe, Asia, the Middle East and North America.
Ursula Dauenhauer
Ursula Dauenhauer
Qualified Practitioner, Sydney, NSW
With over 25 years’ experience, Ursula’s forte is the development and execution of go-to-market strategies for organisations in complex, fast moving markets. An early adopter of Blue Ocean Strategies, she has applied the methodology in many client scenarios. Her consulting style is outcome oriented and approaches organisations in a holistic and systemic way. Ursula’s qualifications include Business Management Studies in Germany, Masters of Marketing (MGSM), Postgraduate Diploma in Social Science & NLP (ACAP).
Bob Johnson
Bob Johnson
Principal Consultant, Melbourne, Vic
Bob is a highly experienced senior executive, chairman, non-executive director, and strategy & organisational change consultant. As a CEO, he grew a business from AUD$500m pa turnover to AUD$800m in 6 years. Since then, we has had more than 15 years practice as a director of public and private companies, including chairing an ASX listed company, three privately owned companies, and CEO Institute Syndicates whose members come from both the commercial and not-for-profit sectors.
James Ford
James Ford
Lawyer and Principal Consultant, Sydney, NSW
James is a lawyer qualified to practice in Australia, New Zealand and California. He is also a leading specialist in the application Ai technology to professional practice.
Tony Manso
Tony Manso
Principal Consultant, Perth, WA
Tony is a highly experienced Chartered Accountant and Business Advisor, who previously led EY’s National Mid-Market Strategy Consulting Unit.
Michael Yacoub
Michael Yacoub
Principal Consultant, Gold Coast Qld
Michael is a serial entrepreneur. Having successfully built and sold a number of significant businesses of his own, Michael turned his skills to advising others and has been instrumental in assisting many small and mid sized businesses and entrepreneurs to take their businesses to the next level with well planned and executed strategic plans and marketing campaig

Get in touch

We and our partners provide training, coaching and consulting services. We develop corporate innovation programmes and run customised strategy off-sites. We use a combination of creative, innovation, disruption and growth focused strategic planning methods, to assist you to develop and implement your own systematic, repeatable and actionable processes for identifying and creating new demand, products, services and market space.

Prof Chan Kim & Prof Renee Mauborgne are the universal copyright owners of all the Blue Ocean Strategy tools, frameworks and principles.
(c) Kim & Mauborgne. All rights reserved.