In any entrepreneurial venture, in order to turn business plans into business processes, they must go through an important step - creating a business model. The business model shows the entire management of the company, the specifics of the company, the way of entering the market, the fight against competition and defines partnerships and customer relationships. Every company has a choice of two strategies to guide the company's management. The strategy of the red ocean, in a market that is saturated with competition, the company selects the existing market and tries to beat the competition. Unlike the red ocean strategy, the blue ocean strategy is based on leaving the red ocean and creating a new space in the market while emphasizing the competitive advantage, ie the differentiation of the value supply. For the survival of any enterprise, it is necessary to introduce innovations, whether through products or services or processes. Innovation is the cornerstone of the blue ocean strategy, which will be explained below. As a way to create a blue ocean strategy, the two most famous tools are explained. The business model canvas, which is a simplified presentation of the company's business, where the value proposition is presented with all the main components that make up the business and a tool of four actions / decisions that question the elements of the existing business model. By choosing a blue ocean strategy, companies do not compete with the competition, they are more adaptable to change and innovate to be ready for the future. The practical part of the thesis explains the two most famous examples of the application of the blue ocean strategy - Cirque du Soleil and Netflix.