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Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
Engr 245 Session 06  revenues
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Engr 245 Session 06 revenues

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  • 1. E245 Revenue Model<br />Ann Miura-Ko<br />February 2011<br />
  • 2. value proposition<br />customer relationships<br />key activities<br />customer segments<br />key partners<br />cost structure<br />revenue streams<br />key <br />resources<br />channels<br />2<br />images by JAM<br />
  • 3. Test Hypotheses:<br /><ul><li>Demand Creation</li></ul>Test Hypotheses:<br /><ul><li>Problem
  • 4. Customer
  • 5. User
  • 6. Payer</li></ul>Agile Development<br />Test Hypotheses:<br /><ul><li>Product
  • 7. Market Type
  • 8. Competitive</li></ul>Test Hypotheses:<br /><ul><li>Channel
  • 9. (Customer)
  • 10. (Problem)</li></ul>Customer Development Team<br />Test Hypotheses:<br /><ul><li>Channel</li></ul>Test Hypotheses:<br /><ul><li>Pricing Model / Pricing</li></ul>Test Hypotheses:<br /><ul><li>Size of Opportunity/Market
  • 11. Validate Business Model</li></li></ul><li>REVENUE STREAMS<br />what are customers really willing to pay for? how? <br />are you generating transactional or recurring revenues?<br />
  • 12. Two types of companies<br />Companies that care about revenues<br />Companies that don’t<br />
  • 13. Companies that care about revenues<br />Time to doublings for monthly revenues<br />Key questions:<br />When will I get to $100k/month in revenues?<br />When will I get to $1M/month in revenues?<br />What assumptions about my business am I making when I reach these milestones?<br />
  • 14. Companies that don’t care<br />If you say your business is advertising based:<br />How do you get to 10M monthly users <br />How do you become one of the top 5 websites visited?<br />
  • 15. This lecture is for those that care about REVENUES…<br />
  • 16. Key Questions<br />What are my customers paying for?<br />What capacity do my customers have to pay?<br />How will you package your product ?<br />How will you price the offerings?<br />What constitutes cost for the company?<br />What are the key financials metrics for your business model?<br />What are the risks involved?<br />
  • 17. Other words we use in the place of price<br />Fee<br />Commission<br />Subscription<br />Toll<br />Interest<br />Rent<br />Tax<br />Shipping<br />Tiotopm<br />
  • 18. Common categories of pricing<br />
  • 19. Asset Sale<br />Sale of ownership right to a physical product<br />
  • 20. Usage Fee<br />Usage of service. Fee is proportional to the usage of the service.<br />
  • 21. Subscription Fee<br />Fee for continuous access to a service<br />
  • 22. Renting<br />Fee for temporary access to a good or service<br />
  • 23. Licensing<br />Fee for use of some IP (including software)<br />
  • 24. Intermediation Fee<br />Often found in marketplaces of various types, a fee for bringing together two or more parties involved in a transaction<br />
  • 25. Advertising<br />Fee paid by brands and companies to get in front of potential customers<br />
  • 26. Additional components of pricing<br />Exclusive vs. non-exclusive<br />What do you price? What do you give away for free?<br />How does cost vary at different production levels?<br />
  • 27. Common approaches to pricing<br />Cost + markup<br />Typically not a strategic way to price<br />Driven by internal economics and not customer insight<br />Cost based<br />Based on buyer’s perception of value (e.g. time saved, new efficiency created,etc.)<br />Customers don’t necessarily feel that they want to pay this way<br />Value based<br />
  • 28. Pricing is strategic<br />$50k lighthouse program<br />Freemium<br />
  • 29. Competition as an influence<br />Pure competition<br />Oligopoloy<br />Monopoloy<br />Nature of Market<br />What is their product?<br />What are their costs and prices?<br />“What pricing will make them feel the worst?”<br />How they will react?<br />
  • 30. Customer Archetypes<br />Buyer’s name<br />Position / title<br />Discretionary budget (name of budget and amount)<br />How this person is evaluated / promoted / compensated<br />What motivates them?<br />
  • 31. Example Customer Archetype<br />
  • 32. Next Week Deliverables<br />Identify your core customer archetypes<br />Submit interview notes, present results in class.<br />Identify what it takes to get to $100k/month in revenues within 12 months and $1M/month in revenues within 24 months<br />Did anything change about Value Proposition or Customers/Users, Channel, Demand Creation, Revenue Model?<br />

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