Proper Planning is the Key

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After you have completed your analysis for business model innovation, you have determined two or more distinct capabilities or unique selling propositions (USP) that will allow you to expand within your current audiences and/or to new market segmentations. The central focus of RBS's growth opportunities program is to help you identify undefended and under-defended revenue opportunities.

Undefended markets are those where your USP creates a very specific usage that has yet to be offered by your competitors. For example, during your business model analysis you devised a system that allows your company to deliver fresh, organic cakes 25% cheaper than your competitors. This new price point enables you to offer your cakes to local banks as a value add for their customers. Since no other company is providing cakes to banks, this is an "undefended" market space.

Under-defended market spaces are those where competition exists, but there are opportunities to gain market share because of gaps in their product offerings. For example, using the same bakery, there is a local coffee shop that sells pastries, but they are not organic and are prepackaged. You visit the shop owner and offer to deliver fresh, organic cakes in different flavors daily. Not only does this increase your sales, but it allows the shop owner to differentiate his shop from others that do not offer the same. The next step in your growth opportunities is to tell your story to a larger group of prospective customer using digital marketing.

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