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long tail
business models
reflections for business
strategists!
a concept coined by
Chris Anderson in…
it’s about selling less of
more…
focusing on a small
           number of products
           with large volume!
sales




        number of products
focusing on a large
           number of products
           with low volume!
sales




        number of products
what does this
mean for
business models?   ?
example: music
business
focusing on a small
           number of products
           with large volume!
sales




        number of products
PARTNER           KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES           RELATIONSHIPS      ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER            CUSTOMER          CUSTOMER
  NETWORK         ACTIVITIES                 ...
PARTNER           KEY                 OFFER            CUSTOMER          CUSTOMER
  NETWORK         ACTIVITIES            ...
compare that to…
focusing on a large
           number of products
           with low volume!
sales




        number of products
PARTNER           KEY        OFFER     CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES           RELATIONSHIPS      ...
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                  RELAT...
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                  RELAT...
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                  RELAT...
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                  RELAT...
PARTNER           KEY           OFFER         CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                  RELAT...
PARTNER           KEY           OFFER            CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY           OFFER            CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY           OFFER            CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY           OFFER            CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY           OFFER            CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER             KEY           OFFER            CUSTOMER           CUSTOMER
 NETWORK           ACTIVITIES              ...
PARTNER              KEY           OFFER            CUSTOMER           CUSTOMER
 NETWORK            ACTIVITIES            ...
we moved from a…
marketing &
distribution business
            for stars!
to an..
enabling and
match-making
business for new
& niche talent!
so this is how a long tail
business model looks…
PARTNER           KEY            OFFER          CUSTOMER          CUSTOMER
NETWORK         ACTIVITIES                    R...
PARTNER           KEY            OFFER          CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                    ...
PARTNER           KEY            OFFER           CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER           KEY            OFFER           CUSTOMER           CUSTOMER
NETWORK         ACTIVITIES                   ...
PARTNER            KEY            OFFER           CUSTOMER           CUSTOMER
 NETWORK          ACTIVITIES                ...
PARTNER             KEY            OFFER           CUSTOMER           CUSTOMER
  NETWORK           ACTIVITIES             ...
thanks for
your attention!
check out my blog for more:
http://business-model-design.blogspot.com
or contact me for a
conference or workshop
engagement


alex@businessmodeldesign.com
Longtailbusinessmodels 1220483276425737 9
Longtailbusinessmodels 1220483276425737 9
Longtailbusinessmodels 1220483276425737 9
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Longtailbusinessmodels 1220483276425737 9

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The New Marketplace - “Selling Less of More“ -Chris Anderson

Transcript of "Longtailbusinessmodels 1220483276425737 9"

  1. 1. long tail business models reflections for business strategists!
  2. 2. a concept coined by Chris Anderson in…
  3. 3. it’s about selling less of more…
  4. 4. focusing on a small number of products with large volume! sales number of products
  5. 5. focusing on a large number of products with low volume! sales number of products
  6. 6. what does this mean for business models? ?
  7. 7. example: music business
  8. 8. focusing on a small number of products with large volume! sales number of products
  9. 9. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  10. 10. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star ! artists & hits KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  11. 11. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  12. 12. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  13. 13. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  14. 14. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS finding talent! super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  15. 15. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS finding talent! marketing! super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  16. 16. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS finding talent! marketing! super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! protected content! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  17. 17. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS finding talent! marketing! super-star mass ! artists & hits distribution market! channel! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! protected content! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists!
  18. 18. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS finding talent! marketing! super-star mass ! artists & hits distribution market! channel! KEY DISTRIBUTION RESOURCES CHANNELS retail outlets! protected content! ! radio & TV COST STRUCTURE REVENUE STREAMS talent huge revenu es “production” ! marketing! from few artists!
  19. 19. compare that to…
  20. 20. focusing on a large number of products with low volume! sales number of products
  21. 21. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  22. 22. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platform for musicians & fans/buyers! KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  23. 23. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platform for musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  24. 24. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS niche platform for segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS niche segments! COST STRUCTURE REVENUE STREAMS
  25. 25. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS niche platform for segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with taste! niche segments! COST STRUCTURE REVENUE STREAMS
  26. 26. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS niche platform for segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with taste! niche segments! COST STRUCTURE REVENUE STREAMS music subscription service!
  27. 27. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS niche platform for segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with taste! niche segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  28. 28. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS niche platform for segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  29. 29. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS ies! niche platform for communit segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  30. 30. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS ies! niche platform for communit segments! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with breadth of taste! online! niche platform! segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  31. 31. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS ies! niche platform platform for communit segments! management! musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with breadth of taste! online! niche platform! segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  32. 32. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS ies! niche platform platform for communit segments! management! musicians & fans/buyers! content niche producers! KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with breadth of taste! online! niche platform! segments! COST STRUCTURE REVENUE STREAMS small revenu music es from many subscription artists! service!
  33. 33. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS ies! niche platform platform for communit segments! management! musicians & fans/buyers! content niche producers! KEY DISTRIBUTION segments! RESOURCES CHANNELS match- making with breadth of taste! online! niche platform! segments! COST STRUCTURE REVENUE STREAMS small revenu music platform es maintenan from many subscription ce! artists! service!
  34. 34. we moved from a…
  35. 35. marketing & distribution business for stars!
  36. 36. to an..
  37. 37. enabling and match-making business for new & niche talent!
  38. 38. so this is how a long tail business model looks…
  39. 39. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platforms for niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments focus on match-making COST STRUCTURE REVENUE STREAMS
  40. 40. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platforms for niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments focus on match-making COST STRUCTURE REVENUE STREAMS selling little of more
  41. 41. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS online platforms for interaction & communities niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments focus on match-making online and information rich channels COST STRUCTURE REVENUE STREAMS selling little of more
  42. 42. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS match-making online platforms for interaction & platform communities management niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments focus on platform match-making online and information rich breadth & channels reach COST STRUCTURE REVENUE STREAMS selling little of more
  43. 43. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS match-making online platforms for interaction & content platform communities producers management niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments communities focus on platform match-making online and information rich breadth & channels reach COST STRUCTURE REVENUE STREAMS selling little of more
  44. 44. PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS match-making online platforms for interaction & content platform communities producers management niche products and services large breadth KEY DISTRIBUTION of niche RESOURCES CHANNELS segments communities of focus on interest platform match-making online and information rich breadth & channels reach COST STRUCTURE REVENUE STREAMS platform development selling little & maintenance of more
  45. 45. thanks for your attention!
  46. 46. check out my blog for more: http://business-model-design.blogspot.com
  47. 47. or contact me for a conference or workshop engagement alex@businessmodeldesign.com

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