BLUE OCEAN SHIFT: Exercise Template

Plotting Your Pioneer-Migrator-Settler Map

Exercise Template

© Chan Kim & Renée Mauborgne. Blue Ocean Shift. All Rights Reserved.
 BLUE OCEAN SHIFT: Exercise Template

Overview:
Plotting Your Pioneer-Migrator-Settler

• BLUE OCEAN SHIFT outlines the process of how to plot your Pioneer-Migrator-Settler Map and
interpret the results

• BLUE OCEAN SHIFT presents sample completed Pioneer-Migrator-Settler Maps for your
reference

• To aid you in completing this step and all the other steps in BLUE OCEAN SHIFT we strongly
recommend using the online BLUE OCEAN STUDIO, which is available for a 30 days free trial
here.

© Chan Kim & Renée Mauborgne. Blue Ocean Shift. All Rights Reserved.
 BLUE OCEAN SHIFT: Exercise Template

The Pioneer-Migrator-Settler Map

Pioneer
Value Innovation

Migrator
Value Improvement

Settler
Value Imitation

Key for plotting:

Large revenues Small revenues

© Chan Kim & Renée Mauborgne. Blue Ocean Shift. All Rights Reserved.
 BLUE OCEAN SHIFT: Exercise Template

The Pioneer-Migrator-Settler Map

Current Planned
Portfolio Portfolio

Pioneer
Value Innovation

Migrator
Value Improvement

Settler
Value Imitation

© Chan Kim & Renée Mauborgne. Blue Ocean Shift. All Rights Reserved.
 BLUE OCEAN SHIFT: Exercise Template

Key Insights

© Chan Kim & Renée Mauborgne. Blue Ocean Shift. All Rights Reserved.