Three Tiers of Noncustomers
Expand demand by understanding who is not buying yet.
Three tiers of noncustomers: soon-to-be (on edge of market), refusing (consciously opt out), unexplored (distant). Expanding demand means understanding why they stay out.
Red ocean fights over existing demand. Noncustomer insight unlocks new curves and segments.
Blue Ocean work, segment expansion, category creation bets.
- Define current served market.
- Identify soon-to-be noncustomers and barriers.
- Map refusing — what they do instead and why.
- Explore unexplored — adjacent jobs.
- Translate barriers into ERRC actions.
- Concrete barriers per tier.
- Alternatives named for refusing tier.
- Linked to segment or canvas moves.
- Calling everyone a noncustomer.
- No barrier analysis — just labels.
- Ignoring refusing tier's DIY substitutes.
Northvale Systems tier-1 noncustomers: suppliers already on industry network — convert with shared credentials; tier-3: micro vendors — defer until tier-1 stable.
Acme Analytics refusing tier: spreadsheets + BI tools — barrier complexity; soon-to-be: startups hitting first audit — barrier price fear; created starter tier.
Harbor Consulting unexplored: small job shops thinking lean is for OEMs — barrier identity; workshop series lowered barrier.
Clearwater Initiative tier-1: communities using bottled water only at cost — convert with free test proof; tier-3: urban piped areas — out of scope.
/market three-tiers-noncustomers, IDs TNC-T1-01 etc. Links Blue Ocean and segment map.
Related techniques
Sources & further reading
- Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy. Harvard Business Review Press.