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.