The Rural Take on the Blue Ocean Strategy

Find that untapped market

Rural entrepreneurs have traditionally faced several challenges, from limited local markets to logistical issues. However, with the advent of digital tools and ecommerce, the global marketplace is now at their fingertips. By combining these resources with the innovative Blue Ocean Strategy, rural entrepreneurs can find uncontested market spaces and create unique value for their customers.

Understanding the Blue Ocean Strategy

The Blue Ocean Strategy, conceptualized by W. Chan Kim and Renée Mauborgne, encourages businesses to look beyond saturated markets (red oceans) and instead explore untapped markets (blue oceans). In a blue ocean, competition is irrelevant because the market space is new.

For rural entrepreneurs, the idea is not just to sell online but to differentiate themselves, offering unique products or services that haven't been explored yet.

Digital Tools: Making the World Smaller

The digital landscape offers a multitude of tools that can help rural businesses expand and thrive:

Ecommerce platforms: Sites like Shopify, WooCommerce, and Etsy allow for easy setup of online stores.

Social media: Platforms like Instagram, Facebook, and Pinterest can be used to build brand identity and reach customers globally.

Digital marketing: Utilize Google Ads, Facebook Ads, and email campaigns to target specific demographics or reach wider audiences.

Identifying Your Blue Ocean

Leverage Local Strengths: Often, rural entrepreneurs have access to unique resources, be it handicrafts, organic produce, or local knowledge. By positioning these unique products/services in a global market, they can create a niche for themselves.

Diversify Offerings: Offer experiences along with products. For instance, if you're selling handmade crafts, offer virtual workshops or classes teaching those crafts.

Build a Story Around Your Brand: Narratives about rural authenticity, tradition, and sustainability can be powerful selling points.

Collaborate and Build Networks

With the world going digital, collaboration has never been easier. Rural entrepreneurs can:

Engage with Influencers: Partner with social media influencers to showcase products or services.

Join Online Communities: Engage in forums and communities relevant to your business. Share knowledge and learn from peers.

Adapting and Evolving

The digital world moves fast. It's essential to:

Stay Updated: Keep an eye on the latest digital tools and ecommerce trends.

Feedback Loop: Encourage reviews and feedback from customers and adapt accordingly.

Continuous Learning: Invest time in understanding market dynamics, studying competitors, and refining your blue ocean strategy.


Rural entrepreneurs have a unique position in today's global market. With digital tools and the Blue Ocean Strategy, they can break barriers, establish a niche, and drive business growth beyond their geographical confines. Remember, it's not just about moving online but creating a space where you're the only player in the game. Dive into your blue ocean and sail towards unprecedented success!