Creating a New Business Using AI and MVOSSTE Part V - Strategy
The fifth part of the MVOSSTE (Mission, Vision, Objective, Situation Analysis, Strategy, Tactics and Execution) is strategy. Creating a new business requires the founders/leaders to understand that any new business must determine the product to offer, the price customers will pay, how the customers will learn of the product and how the product will be delivered to the customer. These are the Price, Place, Product and Promotion fundamentals of marketing, usually referred to as the 4Ps.
Developing a strategy is using the 4Ps of marketing to create value for the company, the customers and the collaborators (the 3Cs),
In Part II of this series of blogs we discussed the vision statement. It differed from the mission statement in that it described how our business was going to create value for itself, its customers and its collaborators. Our vision statement was: To become the leading innovator in mobility and protection solutions—creating value by empowering customers with intelligently designed products that simplify their lives, enabling collaborators to thrive through shared innovation and growth, and building a sustainable, profitable enterprise known for excellence, adaptability, and trust."
In our vision statement we identified how we thought we would create value for each of the 3Cs. Now we must set about identifying the 4Ps which will allow us to fulfill that vision.
It is at this point we must be fully aware that each of the three Cs will have competing goals for each of the for Ps. For example, a customer may want a very low price while the company may want to maximize profits and need a high price. An outsourced manufacturer may want high production volumes to maximize production efficiency while the company may want short production runs for certain market segments. These conflicts will affect each of the 4Ps for each of the 3Cs.
This usually results from the market forces described by Michael Porter and depicted in the five forces graphic below.
These forces can be mitigated or addressed by several approaches. Renee Mauborgne and Chan Kim suggested in their research that new markets could be created that would make competition irrelevant. Clayton Christensen in his seminal work on disruptive innovation suggested that market leaders could be displaced by offering "good enough" products that would serve customers overlooked by market leaders.
In the Venn diagram below each of the 4Ps is shown as a circle for each of the 3Cs. The overlapping areas are the areas where each of the 3Cs needs are satisfied. The larger the overlapping areas are means that there is more common ground between the 3Cs making it easier to find solutions that benefit all of the 3Cs. Blue Ocean Strategies and disruptive innovation are two approaches that can lessen the market forces described by Porter and increase the common ground between the 3Cs. If you combine the overlapping areas for each of the 4Ps, you have created the optimal marketing strategy. That is, price, place product and promotion strategies that satisfy the company, the customers and the collaborators.
The research in the previous step of the MVOSSTE should have given the founders/leaders the information needed to begin identifying the best combination of the 4Ps that will provide the most value for each to the 3Cs.
You can AI to use the research and the personas you chose to identify a 4P strategy that provides value to the 3Cs. It might look like the following:
Based on the research insights and personas, here's a comprehensive go-to-market strategy using the 4Ps (Product, Price, Place, Promotion) framework that aligns with your mission and vision. This approach delivers value to customers (needs met), the company (revenue, brand equity), and collaborators (channel/partnership opportunities).
🔧 PRODUCT STRATEGY
🎯 Focus: Lean launch with modular, mission-driven protective solutions for high-impact users
Start with 2–3 flagship offerings tailored to your top personas’ jobs-to-be-done.
| Product | Target Persona | Description | Key Features | Value |
|---|---|---|---|---|
| ModuCase Pro | Maya (Creator) & Liam (Tech Pro) | Modular hard case with removable inserts | Shockproof, waterproof, customizable dividers, branding optional | Safeguards fragile gear, adaptable to daily tools |
| MediPack Lite | Dr. Jerome (Medical) | Mobile medical organizer backpack | Lockable, wipe-clean interior, device sleeves, removable med pouches | Secure, hygienic, compliant transport |
| TradeVault | Angela (Field Pro) | Rugged case with trays and belts | Heavy-duty build, magnetic base tray, weather-resistant | Organizes tools and withstands field conditions |
Future Add-ons (Year 2+):
Smart tracking tags
App-based gear inventory management
Subscription inserts (custom-fit modules)
💰 PRICE STRATEGY
🎯 Focus: Tiered pricing for access and premium feel; blend of cost-plus and value-based pricing
| Product | MSRP (USD) | Pricing Justification |
|---|---|---|
| ModuCase Pro | $119–$149 | Competitive with Peak Design, Pelican but adds modularity |
| MediPack Lite | $129 | Value-based for essential, regulated use |
| TradeVault | $99–$139 | Durable alternative to rigid toolboxes |
Tiers to Include:
Entry (barebones version for budget buyers)
Standard (most features, sweet spot)
Pro (adds personalization, accessories)
🛒 PLACE (DISTRIBUTION) STRATEGY
🎯 Focus: DTC for control and margin, plus targeted wholesale/channel partners for credibility
Primary Channels:
Your own eCommerce website (Shopify or Webflow-based)
Amazon Launchpad (for reach & reviews)
Kickstarter or Indiegogo (build early buzz & raise funds)
Secondary Channels (partner collaborators):
Medical gear suppliers (for MediPack)
Creative/pro gear platforms (e.g., B&H, Moment)
Trade supply stores (TradeVault via Lowe’s, Grainger)
Physical Trials / Pop-Ups (optional):
Select co-working spaces (WeWork, The Wing)
Creator events, medical expos, tradesperson shows
📣 PROMOTION STRATEGY
🎯 Focus: Build trust, educate, and show real use-cases; lean into UGC, partnerships, and digital storytelling
| Tactic | Channel | Description |
|---|---|---|
| Persona-driven content | Instagram, YouTube, TikTok | Show Maya packing for a shoot, Dr. Jerome doing house calls, Angela at a job site |
| Affiliate/Creator Partnerships | YouTube, Instagram | Partner with gear reviewers and field pros to share authentic use |
| Email Funnels | Website capture → segmented journeys | Education-driven storytelling with CTA for purchase |
| Launch Offer | DTC site + Kickstarter | Early access, bundle deals, referrals, loyalty points |
| Press & PR | Tech and gear blogs, trade press | "Startup protects the protectors" angle—makers, medics, pros |
🤝 VALUE CREATED
| Stakeholder | Value Delivered |
|---|---|
| Customers | Peace of mind, personalization, mobility, quality |
| Company | Efficient GTM strategy, early revenue, brand trust |
| Collaborators | Revenue share, channel exclusives, co-branded credibility |
Great move—integrating Blue Ocean Strategy will differentiate your offering from crowded, price-based competition by creating uncontested market space. Here's how we can enhance your 4P strategy to move away from the "red ocean" of traditional carrying cases and into a "blue ocean" of jobs-to-be-done innovation and emotional resonance.
🧭 BLUE OCEAN STRATEGY ENHANCEMENTS
🔍 Step 1: Eliminate – Reduce – Raise – Create (ERRC Grid)
| Action | Strategic Move |
|---|---|
| Eliminate | Over-featured "one-size-fits-all" case designs that confuse or intimidate users; bulky legacy cases for niche use |
| Reduce | Industry focus on materials innovation alone (e.g., carbon fiber, titanium) without addressing functional adaptability |
| Raise | Focus on emotional value: protection, self-expression, mobility, professional pride, and mission-critical reliability |
| Create | A Modular, Mission-Driven Protection System with aesthetic appeal, embedded tech options, and story-driven branding |
🔵 BLUE OCEAN STRATEGY ALIGNED 4Ps
🧰 1. Product – Redefine the Category
Position your business not as a "case manufacturer" but as a "Mobility & Protection Systems Innovator".
Create:
Smart Modularity: Interchangeable compartments, QR-coded inventory tracking
Personal Identity & Expression: Style kits, colors, mission badges
Subscription-based Inserts: For evolving needs of medics, creators, or technicians
Digital Experience Layer: App-connected case (e.g., packing lists, alerts, community)
💡 New Market Space: Empower mobile professionals to feel proud and prepared while personalizing their protective systems
💵 2. Price – Value Innovation Over Price Competition
Avoid traditional price wars by offering value innovation bundles that increase usefulness while keeping costs predictable.
Options:
Tiered kits (Starter, Pro, Mission-Ready)
Modular upgrades sold separately (inserts, charging trays, cable organizers)
Subscription or “Case as a Service” for enterprises or medical orgs
Custom branding for teams and institutions (low MOQ)
💡 New Value: Mix utility and self-expression—like Apple meets Pelican
🛍️ 3. Place – Build Ecosystems, Not Just Channels
Go beyond e-commerce and retail—build partnership ecosystems that create value at touchpoints of trust.
Strategies:
Co-develop with communities (YouTubers, medics, tradespeople)
White-label for universities, clinics, creator studios
Launch in non-obvious blue ocean spaces like:
Hospital gift shops (MediPack)
Co-working spaces (ModuCase)
Pop-ups at creator expos and trade shows
💡 New Channel Insight: Where people prepare for mission-critical moments is often overlooked—place your product where readiness is formed.
📢 4. Promotion – Emotional Differentiation, Tribe Creation
Speak to values and identity, not just utility. Position the brand around protection, pride, and purpose.
Messaging Themes:
“Protect What Powers You”
“Built for the Field, Designed for You”
“Your Gear. Your Mission. Our Case.”
Blue Ocean Tactics:
Founders’ stories + customer vignettes
Tribe-based campaigns (“Gearheads,” “First on Site,” “Makers in Motion”)
Brand extensions: badge system, ambassador roles, limited edition collabs
💡 New Promotional Leverage: A movement, not just a message—own the emotional space of purpose-driven mobility.
🎯 Strategy Canvas Snapshot (Compared to Industry)
| Strategic Factors | Traditional Cases | Your Blue Ocean Offering |
|---|---|---|
| Price-based competition | High | Eliminated |
| Aesthetic personalization | Low | High |
| Functionality for specific roles | Medium | High |
| Embedded tech/digital utility | Low | High |
| Modularity and upgrade path | Low | High |
| Emotional connection/identity | Low | High |
🧩 Outcome: Compelling Value Innovation
Customers get utility + identity + confidence
Company earns margin + loyalty + word-of-mouth growth
Collaborators gain brand equity + niche revenue + low churn
Here’s the ERRC Grid (Eliminate–Reduce–Raise–Create) tailored for your business that leverages the job-to-be-doneinsight and Blue Ocean Strategy principles for mission-driven protective solutions:
🔵 ERRC Grid for the Mission-Centric Protection Business
| Eliminate | Reduce | Raise | Create |
|---|---|---|---|
| ❌ Focus on “one-size-fits-all” carrying cases with generic compartments | 🔽 Overengineering of materials that drive up cost without added user value | 🔼 Personalization for function, identity, and style | 🆕 A modular protection ecosystem with interchangeable inserts |
| ❌ Dependence on traditional retail shelf sales | 🔽 Emphasis on pure aesthetics with little functional differentiation | 🔼 Emotional connection through mission-driven branding | 🆕 “Protection-as-a-Service” model (subscriptions, accessories, smart modules) |
| ❌ Fragmented accessory add-ons with no brand consistency | 🔽 Focus on rigid form factors that limit usability | 🔼 Support for niche roles (e.g., medics, field techs, creators) | 🆕 Embedded tech (e.g., smart tracking, digital packing lists) |
| ❌ Competing in the race-to-the-bottom pricing game | 🔽 Siloed use-case products (camera bags, medical cases, toolboxes) | 🔼 Utility + confidence in readiness | 🆕 Partnered community for co-creation, testing, and feedback |
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