Crowdsourcing Business Models

Crowdsourcing Business ModelsUnderstanding how organizations work with crowds tocreate value.Shaun Abrahamson@shaunabeshaun@mutopo.com

+ a few ideas from day 1 + what defines crowd_______ business models + a few cases + startup cases (crowd at the core) + large enterprise cases (crowds where it counts) + how can you re-imagine your business model?From Social Media to Social Production

“Re-Imagination of NearlyEverything – Powered by NewDevices, Connectivity + UI +Beauty”“Magnitude of upcomingchange will be stunning”– Mary Meeker, partner KPCB Source: Mary Meeker presentation at All things D.About 50% of this Re-Imagination enabled by crowds

2001 2003 2005 2000 20061991 2000 2004 1996 2001 1999Crowdsourcing classics

2001 2003 2005 2000 20061991 2000 2004 1996 2001 1999More recent examples show the accelerating trend

What defines Crowd______ business models?

Influence Capital Assets Labor DataPeople as brokers of critical resources at internet scale

Open Innovation, Co-Creation, Micro Tasks Sharing, Commenting, Reviewing Crowd Funding, Crowd Lending Collaborative Consumption “Big Data” Influence Capital Assets Labor DataNew ways to access critical resources more efficiently

Influence Capital Assets Labor Data1. What resources are being exchanged?

Ronald Coase “Given that production could be carried on without any organization that is, firms at all, why and under what conditions should we expect firms to emerge?” About 75 years ago Shaun Abrahamson and millions of others like thisWhy do we organize firms a certain way?

Value Created R+D Production Operations Marketing Sales Income/Expenses2. Who is doing the work?

R+D Production Operations Marketing SalesImpact across business functions

3. Is there a fair value exchange?

A few new elements to expect

You need to organize differently

Influence (Klout) My Giving (Crowdtwist) Creative Impact (Jovoto)You need new ways to understand performance

You need to manage and communicate differently

+ AirBnB + TaskRabbit + Mealku + Cuusoo (LEGO)+ BetaCup (Starbucks) + Threadless + GAP + GiffGaff (O2)

A place to stay from the crowd

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what at AirBnB?

Customer to supplier cycle

Very very high cost of trolls

Managing behavior through metrics + reputation

Accessing capital + networks

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what on Kickstarter?

50% of 50,000 projects are completely funded

66,694 people vs 1 Bank (or VC)

50% of 50,000 projects are completely funded

Incentives + Media + Reputation

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what on TaskRabbit?

Simple, fast way to reach lots of qualified workers

Reputation again

Don’t forget the value of the data

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what on Mealku?

The value exchange

Reputation again

Another way of dealing with reputation and trust

Crowdsourcing for product development +communication objectives.

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what during BetaCup?

What tasks can be performed?

R&D Inspiration (Re)Submission Selection Pilots Recruiting Feedback

Concept -> feedback -> store trials

430 ideas 1,500 idea updates 5,000 comments 13,000 ratingsBetacup ecosystem

+ 10,000,000 media impressionsCommunication as a by-product

Social production for a complex service

Homepage hints at how this works

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what on GiffGaff

What tasks can be performed?

Payouts = cash, minutes or donations to charity

How is this growing? Also NPS = 73 (Apple = 79)

Customer led set development and marketing

R+D Production Operations Marketing SalesDifferent organizations for different collaborations

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what on LEGO Cuusoo?

Hijacking or very different path to business development?

WARNING: some new management requirements

Crowd creativity + curation + traditional retail distribution

Value Created R+D Production Operations Marketing Sales Income/ExpensesWho is doing what with Threadless + GAP?

Ensuring that stakeholders are happy

How will the crowd do vs traditional GAP sourcing?

How can you use these ideas for your business?

Influence Capital Assets Labor Data1. What resources are being exchanged?

R+D Production Operations Marketing Sales2. Who is doing what?

3. Is this a fair value exchange?

You need to organize differently

Influence (Klout) My Giving (Crowdtwist) Creative Impact (Jovoto)You need new ways to understand performance

You need to manage and communicate differently

Crowdsourcing Business ModelsUnderstanding how organizations work with crowds tocreate value.Shaun Abrahamson@shaunabeshaun@mutopo.com

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Crowdsourcing Business Models

by Shaun Abrahamson on Jul 03, 2012

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