business model  marketing
bmm,   anadvanced course
goal-to   recognize new business models-to   discover new marketing tools-to   learn more about the industry-to   create a...
me?-John Verhoeven, 33-dutch-lecturer marketing & branding-development group CE IEMES-researcher lectureship-freelance mar...
and you?-name?-background?-expectations?
hello, is theresomebody out there?-J.Verhoeven@fontys.nl-room 1.02-ma, di, do-0031 6-57 31 21 14
todayintroduction, definitions, the goal,getting to know each other,p l a n n i n g , h e t i m po r t a n c e a drelevanc...
TO INSPIRE             L	  
changing the rules of the       game…
and changing the game…
but.. has this game got rules         anyway?…
When you thought that marketing is  about numbers and rational           decisions…           It is not!        marketing ...
Marketing is lookingaround you and learning from the successes and    mistakes of others     and of yourself!
overview advanced course-2: business model canvas       (BMG 52 / 121)-3: business model patterns       (BMG 122 / 195)-4:...
about the book..-Alexander Osterwalder    & Yves Pigneur-(@alexosterwalder)-5 chapters-1 method-lots of examples-real life!
Osterwalder:“   you canʼt write about    business model innovation    without an innovative    business model             ...
sharing knowledge..-book ‘Business model generation’-businessmodelmarketing.wordpress.com-facebook page-slides/articles/ba...
DIY..-exercise “act different”-go through the business model designprocess-stay within the creative industry-pick an exist...
why thiscourse?..
“…the present economical, ecological andtechnological changes are so big and also sofundamental, that you cannot deny that...
which leads to..-”branding and brand activation”-”blue ocean strategy”-”the long tail”-”the experience economy”-”the chall...
businesschanges..
.. the traditional model..Competitors: Sony, MicrosoftTarget group: hardcore-gamersBuying criteria: graphics, game quality...
.. the traditional model..         New game consoleà      attracting game playersà   attract new game developers à     ...
.. the Wii-model..Target group: very big group casual gamersBuying criteria: fun, simple, familyAverage price: console €13...
“…Wii doesn’t intend to be abest-of-breed videogame console.Nintendo is trying to bring noncore gamers back to gaming with...
organisationschange, becausebusiness models    change..
totally neworganisations  emerge ..
a group coupon“…Groupon negotiates hugediscounts—usually 50-90% off—withpopular businesses. We send thedeals to thousands ...
but how does it work?..
free music?“..Spotify launched in Europe threeyears ago, and in the U.S. this pastAugust. The basic idea behind thecompany...
how does it work?..
how does it work?..
and what about the artists?“..ondanks de vele fans zijn er ook mensen die minder blij zijn metSpotify. Spotify zou namelij...
new organisations with totally new business models     emerge
looking for the ‘five’!    “..leave this room and start        searching for five (new)  organisations with a totally new ...
definitions..-  Earning model-  Business model-  Organisation model-  Selling model-  Publishing model-  Advertising model...
new   business models..-  In every part of the world-  In every industry-  In big and small organisations-  Profit and non...
huh?   “.. the definitions in management    science confuse entrepreneurs            and marketeers.     How often don’t w...
so what is a business   model exactly?
revenue generation?  “..a business model makes clearhow an organisation generates its   revenues in order to survive..”Bro...
but also..-distribution model: how does theorganisation deliver the product?-(co-) creation model: how do theproducts orig...
Business	  	                                                                                     models	                  ...
act different..Exercise:-in groups-deadline January 11th-businessplan-a new or existing organisation-making use of the mod...
homework..Literature/theory/background-study today’s slidesAct different:-read the hand-out-pick your industry and search ...
till next week!  (9 o’clock)
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
Business model marketing course 1
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Business model marketing course 1

  1. 1. business model marketing
  2. 2. bmm, anadvanced course
  3. 3. goal-to recognize new business models-to discover new marketing tools-to learn more about the industry-to create a holistic view-to fire up entrepreneurship-to stimulate creativity-to cooperate-to inspire
  4. 4. me?-John Verhoeven, 33-dutch-lecturer marketing & branding-development group CE IEMES-researcher lectureship-freelance marketing advisor-freelance tour manager-musician
  5. 5. and you?-name?-background?-expectations?
  6. 6. hello, is theresomebody out there?-J.Verhoeven@fontys.nl-room 1.02-ma, di, do-0031 6-57 31 21 14
  7. 7. todayintroduction, definitions, the goal,getting to know each other,p l a n n i n g , h e t i m po r t a n c e a drelevance, looking at businessmodels, searching for businessmodels, changing markets,changing people
  8. 8. TO INSPIRE L  
  9. 9. changing the rules of the game…
  10. 10. and changing the game…
  11. 11. but.. has this game got rules anyway?…
  12. 12. When you thought that marketing is about numbers and rational decisions… It is not! marketing is NOT an exact science
  13. 13. Marketing is lookingaround you and learning from the successes and mistakes of others and of yourself!
  14. 14. overview advanced course-2: business model canvas (BMG 52 / 121)-3: business model patterns (BMG 122 / 195)-4: business model design (BMG 196 /261)-5: business model strategy + process (BMG 262 /273 + presentation)-6: business model presentations
  15. 15. about the book..-Alexander Osterwalder & Yves Pigneur-(@alexosterwalder)-5 chapters-1 method-lots of examples-real life!
  16. 16. Osterwalder:“ you canʼt write about business model innovation without an innovative business model ”
  17. 17. sharing knowledge..-book ‘Business model generation’-businessmodelmarketing.wordpress.com-facebook page-slides/articles/background info/movies
  18. 18. DIY..-exercise “act different”-go through the business model designprocess-stay within the creative industry-pick an existing organisation-or come up with a new organisation-you will create a total business plan-making use of several BMG figures-working in groups-exercise = 50% of your final grade-more info later
  19. 19. why thiscourse?..
  20. 20. “…the present economical, ecological andtechnological changes are so big and also sofundamental, that you cannot deny that we are in the middle of a system shift. But now matter how you look at it, fact is that many structures are rapidly eroding. Big organisations are busy looking for new markets and alternative ways to keep existing markets profitable. And smaller organisations question themselves how to react on the fast changing environment..”Source: Businessmodellen.. Houtgraaf en Bekkers
  21. 21. which leads to..-”branding and brand activation”-”blue ocean strategy”-”the long tail”-”the experience economy”-”the challenge economy”-”the conversation manager”Lots of theories…But what does really happen?
  22. 22. businesschanges..
  23. 23. .. the traditional model..Competitors: Sony, MicrosoftTarget group: hardcore-gamersBuying criteria: graphics, game quality andprocessor speedAverage price: console: €400 game: € 88 Result: production of expensive consoles, which are sold with a loss, earnings from their own game and licences sold to third parties (e.g. EA-games)
  24. 24. .. the traditional model.. New game consoleà attracting game playersà attract new game developers à offer of games àattractiveness of console increases à attracting game playersà etc. Result: heavy competition and Nintendo almost bankrupt
  25. 25. .. the Wii-model..Target group: very big group casual gamersBuying criteria: fun, simple, familyAverage price: console €135 game €30Competitors: ?Result: production of cheap consoles, sellingconsoles with profit, also earnings fromtheir own games and and licences sold tothird parties
  26. 26. “…Wii doesn’t intend to be abest-of-breed videogame console.Nintendo is trying to bring noncore gamers back to gaming withthe Wii. Wii won’t equal videogame but Wii aims at meaning fun.Nintendo focuses on theconsumer’s feeling rather thanits product…” (source: Nintendo)
  27. 27. organisationschange, becausebusiness models change..
  28. 28. totally neworganisations emerge ..
  29. 29. a group coupon“…Groupon negotiates hugediscounts—usually 50-90% off—withpopular businesses. We send thedeals to thousands of subscribersin our free daily email, and wesend the businesses a ton of newcustomers. Thats the Grouponmagic…” L  
  30. 30. but how does it work?..
  31. 31. free music?“..Spotify launched in Europe threeyears ago, and in the U.S. this pastAugust. The basic idea behind thecompany isnt brand new. Musicstreaming services — sites whereyou pay a monthly fee for access tozillions of songs — have been aroundfor a decade. But theyve neverbroken through to a mass market..” L  
  32. 32. how does it work?..
  33. 33. how does it work?..
  34. 34. and what about the artists?“..ondanks de vele fans zijn er ook mensen die minder blij zijn metSpotify. Spotify zou namelijk weinig per stream uitbetalen aanplatenmaatschappijen en artiesten. De precieze cijfers zijn nietbekend, maar naar schatting krijgen de maatschappijen voor hetafluisteren van een nummer via Spotify maar een duizendste vanwat ze krijgen als iemand een nummer downloadt via iTunes.Woordvoerder Butcher wil niet praten over geld. Niet overhoeveel geld het bedrijf verdient aan abonnementen enadvertenties, noch over wat het de platenmaatschappijenbetaalt. "We hebben ze sinds de start meer dan honderd miljoenbetaald, dat is alles wat ik zeg."Hoeveel het ook is, artiesten als Adele, Coldplay en The BlackKeys, vinden het te weinig. Zij gaven aan hun muziek niet meer tewillen delen. In november trok ook het Britse ST Holdings 238labels terug van Spotify. Volgens de platenmaatschappij zou hetde verdiensten van traditionele digitale diensten (iTunes, red.)kannibaliseren..”
  35. 35. new organisations with totally new business models emerge
  36. 36. looking for the ‘five’! “..leave this room and start searching for five (new) organisations with a totally new business model..” “..try to find out how theseorganisations earn their money and in which way they can distinguishthemselves from other competitors..” “..make a drawing of the business model (like the spotify example)..”
  37. 37. definitions..-  Earning model-  Business model-  Organisation model-  Selling model-  Publishing model-  Advertising model (zie boek Interactieve marketing)-  Branding model (zie boek Interactieve marketing)
  38. 38. new business models..-  In every part of the world-  In every industry-  In big and small organisations-  Profit and non-profit-  Totally new business models are created-  With a totally new shape or-  By simply altering the current model
  39. 39. huh? “.. the definitions in management science confuse entrepreneurs and marketeers. How often don’t we use the definition ‘business model’, hoping our listener understands us..”Source: Business modellen, focus en samenhang in organisaties, D. Houtgraaf enM. Bekkers
  40. 40. so what is a business model exactly?
  41. 41. revenue generation? “..a business model makes clearhow an organisation generates its revenues in order to survive..”Bron: Interactieve marketing, H. Janssen, M. Van Reijsen & T. Zweers
  42. 42. but also..-distribution model: how does theorganisation deliver the product?-(co-) creation model: how do theproducts originate?-user model: what about the powerof the customers?
  43. 43. Business     models   Earning     Distribu5on   (Co-­‐)crea5on   User   model   models   models   models   Subscrip5on   Bait  and  hook   Tupperware     Online  sales   Mass   Mass-­‐effect   model   model   model   model   customiza5on   model   Freemium     Package     Clicks  &  bricks   Franchise     Open  source   Community     model   deal   model   model   model   model   Service   Adver5sing   Labeling   Mul5-­‐channel   User-­‐generated   Mul5-­‐sided     model   model   model   model   content   plaNorm  Auc5on  based   Brokerage   Affiliate   Open  business   model   model   model   model   Yield     Long  tail    management   model   Unbundling   Insurance   Bronnen:  Interac5eve  marke5ng,  Business-­‐ models   model   modellen,  Business  model  genera5on  
  44. 44. act different..Exercise:-in groups-deadline January 11th-businessplan-a new or existing organisation-making use of the models from ‘BMG’-exercise = 50% of final grade-read the hand-out thoroughly
  45. 45. homework..Literature/theory/background-study today’s slidesAct different:-read the hand-out-pick your industry and search forarticles about trends that maylead to opportunities and threats(1 a4 + min. 3 articles)
  46. 46. till next week! (9 o’clock)

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