Business model marketing course 3

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Business model marketing course 3

  1. 1. advanced coursebusiness model marketing
  2. 2. session 3
  3. 3. business modelpatterns
  4. 4. last week...Article mobile games, 9 buildingblocks, business model canvas
  5. 5. DIY..-  Take a large piece of paper-  Think of your chosen industry and choose an organization, company, platform or brand from that one-  Sketch the business model canvas grit-  Visualize every building block in order to create an image of the business model of that organization, company, platform or brand-  Prepare a short presentation in which you can explain how the business model you have sketched out works.
  6. 6. presentationsbusiness model canvas
  7. 7. conclusion..-  A BM includes the entire organization (not just marketing / sales)-  Understanding a BM of an organization requires lots of practice and (inside) information-  Not many organizations use the exact same BM-  Small differences between BMs can lead to very big gaps between companies in the future (Nokia vs. Apple)
  8. 8. todaySome more business modelpatterns, business model patterns@ google, the long tail, the ‘free’business model, working on the‘Act different assignment’
  9. 9. Business     models   Earning     Distribu4on   (Co-­‐)crea4on   User   model   models   models   models   Subscrip4on   Bait  and  hook   Tupperware     Online  sales   Mass   Mass-­‐effect   model   model   model   model   customiza4on   model   Freemium     Package     Clicks  &  bricks   Franchise     Open  source   Community     model   deal   model   model   model   model   Service   Adver4sing   Labeling   Mul4-­‐channel   User-­‐generated   Mul4-­‐sided     model   model   model   model   content   plaNorm  Auc4on  based   Brokerage   Affiliate   Open  business   model   model   model   model   Yield     Long  tail    management   model   Unbundeled   Insurance   Sources:  Interac4eve  marke4ng,  Business-­‐ models   model   modellen,  Business  model  genera4on  
  10. 10. distribution models..
  11. 11. Tupperware  model  The  aim  of  the  tupperware  model  is  to  gather  a  small  group  of  interested  buyers  in  a  home  seRng.  The  one  who  organises  a  so  called  ‘party’  earns  money  by  means  of  a  storage  rate.  Distribu4on  costs  are  low  and  there  is  a  social  pressure  to  buy.  …(distribu3on  model)…      Examples:  Tupperware,  Aloë  Vera      Online  sales    model  With  the  internet  a  company  can  easily  get  around  wholesalers  and  retailers.  OZen  the  saving  of  costs  are  in  favour  of  the  consumer.  This  way  it’s  cheaper  to  buy  online.  A  disadvantage  is  the  fact  that  markets  have  become  much  more  transparent.  …(distribu3on  model)…                  
  12. 12. Clicks-­‐and-­‐bricks  model  When  an  organiza4on  uses  the  online  sales  model  all  sales  are  based  on  making  use  of  the  internet.  However  for  some  organiza4ons  the  shop  in  the  street  is  s4ll  very  important  because  its  customers  demand  a  place  where  they  can  meet  the  physical  product.  This  is  why  lots  of  organiza4ons  combine  internet  sales  (clicks)  and  retail  (bricks).  Despite  of  the  fact  that  this  leads  to  higher  costs.  Organiza4ons  are  always  searching  for  the  perfect  internet/retail  propor4on.  …(distribu3on  model)…      Examples:  Bjorn  Borg,  IKEA    Franchise  model  The  franchise  model  aims  at  spreading  a  successful  retail  formula  by  independent  entrepreneurs.  These  entrepreneurs  have  to  follow  strict  rules  in  order  the  keep  the  formula  clear.  This  business  model  is  an  example  of  spreading  risk  for  both  formula  as  the  entrepreneurs.    …(distribu3on  model)…      Examples:  KFC,  supermarkets            
  13. 13.  Labelling  The  labelling  model  is  a  special  kind  of  franchising.  Using  the  labelling  model  means  that  products  that  are  labelled  with  a  specific  strong  brand  are  distributed  by  other  organiza4ons  who  earn  money  with  a  storage  rate.    The  labelling  model  is  oZen  used  for  luxury  brands  for  which  the  brand  is  more  important  than  the  product  itself    …(distribu3on  model)…      Examples:  Disney    Mul3  –  channel  model  Mul4  channel  management  means  op4mizing  the  number  of  communica4on  and  distribu4on  channels  an  organiza4on  has.  Past  years  big  organiza4ons  have  become  more  aware  of  the  fact  that  a  good  mul4-­‐channel  strategy  can  lead  to  cost  reduc4on  and  customer  reten4on.  …(distribu3on  model)…      Examples:  G-­‐star,  Apple              
  14. 14. Affiliate  model  The  aim  of  the  affiliate  model  is  offering  a  product  on  a  large  number  of  places  by  making  use  of  a  network  of  partners.  These  partners  get  a  comission  for  every  new  customer  they  deliver  the  organiza4on.  OZen  the  affiliate  uses  a  buaon,  banner  or  webpage  in  order  to  persuade  consumers  to  buy  a  product.  The  difference  between  the  affiliate  model  and  the  adver4sing  model  is  the  fact  that  the  offering  organiza4on  doesn’t  have  to  pay  for  the  tools  the  affiliate  uses.  They  only  have  to  pay  the  affiliate  for  the  leads  he  delivers.  …(distribu3on  model)…      Examples:  cheapinsurance.com,  mortgage.tv                        
  15. 15. (co) creation models..
  16. 16. Mass  customiza3on  The  mass  customiza4on  model  is  a  good  example  of  a  model  that  lets  organiza4ons  and  consumers  work  together  when  it  comes  to  product  development.  The  organiza4on  has  divided  its  product  in  several  components  that  can  be  altered  by  the  consumer.  The  consumer  can  make  combina4ons  with  these  components  and  this  way  make  its  one  ‘personalized’  product..    …((co)  crea3on  model)…      Examples:  Nike,  Lego      Open  source  model  The  open  source  model  is  oZen  used  in  the  soZware  industry.  It  leads  to  important  but  free  soZware.  SoZware  companies  develop  great  free  soZware  that  can  be  used  by  a  lot  of  customers.  AZer  they  start  using  it  they  oZen  discover  they  want  some  customized  solu4ons.  This  way  the  customer  becomes  a  paid  customer.  …((co)  crea3on  model)…        Examples:  OpenOffice,  Android        
  17. 17.  User  –  generated  content  User-­‐generated  content  is  a  co-­‐crea4on  model  that  is  oZen  designed  as  a  social  network.  The  organiza4on  behind  it  is  facilita4ng  the  service.  The  product  itself  emerges  by  the  energy  invested  by  volunteers.  The  organiza4on  makes  money  by  dona4ons  and  adver4sing.  And  some4mes  also  by  selling  a  premium  service.  …((co)  crea3on  model)…      Examples:  Wikipedia.org,  IMDB.com      Open  –  business  model    Open  business  models  can  be  used  by  organiza4ons  in  order  to  create  value  through  sustainable  partnerships  with  other  organiza4ons.  This  can  be  done  outside-­‐in  (ideas  from  outside  the  company  are  exploited  inside  the  company)  or  inside-­‐out  (ideas  from  the  company  are  exploited  elsewhere).    …((co)  crea3on  model)…      Examples:  Mercedes  &  Swatch,  Philips  &  DE    
  18. 18. user models..
  19. 19.    Mass  effect  model  The  mass  effect  model  applies  to  certain  products  of  which  the  amount  of  users  determines  the  success  immediately.  Because  of  more  and  more  people  become  users  the  product  becomes  an  industry  standard  and  that’s  why  other  consumers  don’t  have  an  actual  choice  anymore.  (user  model)…      Examples:  MicrosoZ  Word,  Whats  app      Community  model  The  community  model  is  special  kind  of  mass  effectmodel.  The  product  /  plaNorm  originates  from  a  community  of  users.  The  plaNorm  oZen  makes  money  with  adver4sing  or  a  freemium  business  model  …(user  model)…      Examples:  Runkeeper,  iphoneclub          
  20. 20.  Mul3  –  sided  plaGorm    Mul4-­‐sided  plaNorms  bring  together  two  or  more  independent  customer  groups  or  segments  (oZen  suppliers  and  consumers).  These  mul4-­‐sided  plaNorm  are  only  interes4ng  for  a  customer  group  when  the  other  group  is  also  using  the  plaNorm.  The  plaNorm  creates  value  by  facilita4ng  interac4ons  and  transac4on  between  the  groups.  The  value  of  a  mul4-­‐sided  plaNorm  grows  when  it  aaracts  more  users,  aZer  which  it  will  automa4cally  aaract  a  new  group  of  suppliers.  …(user  model)…      Examples:    Apple  appstore,  Sony  Playsta4on                  
  21. 21. Business     models   Earning     Distribu4on   (Co-­‐)crea4on   User   model   models   models   models   Subscrip4on   Bait  and  hook   Tupperware     Online  sales   Mass   Mass-­‐effect   model   model   model   model   customiza4on   model   Freemium     Package     Clicks  &  bricks   Franchise     Open  source   Community     model   deal   model   model   model   model   Service   Adver4sing   Labeling   Mul4-­‐channel   User-­‐generated   Mul4-­‐sided     model   model   model   model   content   plaNorm  Auc4on  based   Brokerage   Affiliate   Open  business   model   model   model   model   Yield     Long  tail    management   model   Unbundled   Insurance   Sources:  Interac4eve  marke4ng,  Business-­‐ models   model   modellen,  Business  model  genera4on  
  22. 22. assignment-look at the business model patterns on thescreen-make an overview of the Google products-write down which business model patternsGoogle uses the most
  23. 23. Business     models   Earning     Distribu4on   (Co-­‐)crea4on   User   model   models   models   models   Subscrip4on   Bait  and  hook   Tupperware     Online  sales   Mass   Mass-­‐effect   model   model   model   model   customiza4on   model   Freemium     Package     Clicks  &  bricks   Franchise     Open  source   Community     model   deal   model   model   model   model   Service   Adver4sing   Labeling   Mul4-­‐channel   User-­‐generated   Mul4-­‐sided     model   model   model   model   content   plaNorm  Auc4on  based   Brokerage   Affiliate   Open  business   model   model   model   model   Yield     Long  tail    management   model   Unbundeled   Insurance   Sources:  Interac4eve  marke4ng,  Business-­‐ models   model   modellen,  Business  model  genera4on  
  24. 24. so..-sometimes it’s hard to find outthe differences between patterns…-an organization always usesdifferent patterns at the sametime…-organizations are constantlychanging there strategy that’swhy they always develop newpatterns
  25. 25. designing a new business model
  26. 26. homework last week..Literature/theory/background:-read BMG page 1 till 50Work on the assignment:
  27. 27. act different..-  Dive deep into your future customer segment (s)-  Use the empathy-map (page 126 till 133) to get the right customer perspective-  Figure out (do some research): -  What does the segment want to change? -  What does attract the segment to the product? -  What does the segment hate/love? -  Which problems do the segments stumble upon?-  Go on building your new business model and writing the business plan!
  28. 28. homework next week..Literature/theory/background:-read BMG page 52 t/m 195Opdracht:-go on working on your ‘Actdiffernent assignment’
  29. 29. let’s get to work..
  30. 30. tillnext week!

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