DON'T GET STUCK IN THE MIDDLE: The customer connection will be handled by those who know and serve.. Small scale companies(or individuals) are connected and will challenge global players in the “small scale game”. Customer involvement in innovation/production will add value in the chain.

1. Small Scale vs. Large Scale stuck in the middle Raimo van der Klein http://contributionmarketing.wordpress.com

4. Examples Customer side “ small scale game” Production side “ large scale game” Pimped car FIAT Production Plant P2P distribution Operator Access Unique design Tee Onlineshop Factory Adidas Zissou Adidas Factories/research Recommendations Amazon Distribution User Generated Content MTV Artists A-brands

5. The Value chain shift Low Transparancy High Open platform Product Facilitation User Generated Products Co creation Customization Customer Relationship bus.* Pr oduct innovation and commercialization Businesses* Infrastructure Management Businesses* Crafting Mass Marketing Brands Standardization Retail Pressure on Innovation Open Innovation Pressure on Production Pressure on Attention Contact Facilitation * John Hagel Outsourcing “ Small Scale Game” “ Large Scale Game”

6. Small Scale Game More tools to add value. Navigation Social Marketplaces Recommendations Customization Profiles Comparisons P2P distribution

7. Large Scale Game Value through scale and openness Customization facilitation Materials Research Direct access/contact China Low cost

8. The Middleman(Brands) PRESSURE.. Adidas Zissou case Customer drives: Innovation Recommendations Reputations Marketing Sales “ Small Scale Game” Production facilitates: Co-creation Customization “ Scientific” innovation Open research “ Large Scale Game” Value moves away How to create TRUE value?

9. Deflation of the Brand’s value in the chain.. Refocus on your contribution in the valuechain.. Do you play the SMALL game or the LARGE game?

10. The choices Define clear connected groups Know them better than they know themselves Create a platform to innovate and co-create Make great products(tools) for this small group you know Serve your public “ small scale game” “ large scale game” Facilitate customization Focus on research Open production(wholesale) Be the best or cheapest Scale matters..

11. Some Exceptions..

12. (Vertical) Icons ?

13. Amazon will facilitate a User Generated Products Platform

14. Power2thePeople