1. My Path
   1. No Strategy
      1. Business as usual
      2. Externalising stock purchase
   2. Bounded Strategy
      1. Aspiring to brands sold by competitors
      2. Concentrating on similarities
      3. Lesser brands
   3. Unbounded strategy
      1. Searching for weak competition in cognitively distant areas
         1. Services
         2. Tuition
         3. Examination of emerging sectors
         4. The vertical value chain