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cirque du soleil adding the artistic
element to the value eliminating animals from
KP KA VP CR CS proposition changes the show substantially
star performers activities & costs reduces costs
artistic
development animal shows
animal care
animal care aisle consession
sales
multiple show
arenas the value proposition
combines elements from
KR fun & humor CH focus on families circus, theater & opera,
thrill & danger focus on theater which allows catering to
& opera visitors higher end customers who
theme
animals
animals refi ned pay higher ticket prices
star performers
star performers environment
refi ned
refi ned mutliple
environmentenvironment productions
artistic music &
dance
unique venue 229
C$ costly animal maintenance R$ ticket price increase eliminate
costly star performer fees star performers
aisle concession sales animal shows
artistic production aisle concession sales
multiple show arenas
reduce
Cirque du Soleil features prominently among Blue Ocean refi ned music. This revamped Value Proposition allowed fun & humor
Strategy examples. Next we apply the blended Blue Cirque du Soleil to broaden its appeal to theatergoers and thrill & danger
Ocean and Business Model Canvas approach to this other adults seeking sophisticated entertainment, rather raise
intriguing and highly successful Canadian business. than the traditional circus audience of families. unique venue
First, the Four Actions Framework shows how Cirque As a consequence, it was able to substantially raise create
du Soleil “played” with the traditional elements of the cir- ticket prices. The Four Actions Framework, outlined in theme
cus business Value Proposition. It eliminated costly ele- blue and gray in the business model canvas above, illus- refi ned environment
multiple productions
ments, such as animals and star performers, while adding trates the effects of changes in the Value Proposition. artistic music & dance
other elements, such as theme, artistic atmosphere, and

Source: Adapted from Blue Ocean Strategy.

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