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

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

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Longtailbusinessmodels 1220483276425737 9 Longtailbusinessmodels 1220483276425737 9 Presentation Transcript

  • 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 SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star ! artists & hits KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS super-star mass ! artists & hits market! KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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 SEGMENTS KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platform for musicians & fans/buyers! KEY DISTRIBUTION RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • PARTNER KEY OFFER CUSTOMER CUSTOMER NETWORK ACTIVITIES RELATIONSHIPS SEGMENTS platform for musicians & fans/buyers! niche KEY DISTRIBUTION segments! RESOURCES CHANNELS COST STRUCTURE REVENUE STREAMS
  • 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
  • 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
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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!
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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