What is a Pioneer-Migrator-Settler Map (PMS Map)?

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Steven, UK

What is a Pioneer-Migrator-Settler Map (PMS Map)?

In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler Map? I read it is a key tool in the Blue Ocean Strategy process that involves plotting each offering or product as to whether it is a:
- Pioneer, (diverting from the competition, high growth and profit potential, Blue Ocean)
- Settler (little growth or profit potential, lots of competition, Red Ocean)
- Migrator (has potential to be Blue Ocean, but isnít at this point).
Who can contribuite some more information about the PMS Chart? Many thanks...

  Anonymous
 

Pioneers-Migrators-Settlers Map Example

Settlers are defined as me-too businesses, migrators are business offerings better than most in the marketplace, and a company's pioneers are the businesses that offer unprecedented value.
Here's a screenshot how it looks like:

 

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