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A Business Revolution: Free or Fee?

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Slides from our Book Rapper webinar as derived from Chris Anderson's Free. Learn (1) why the 'new' Free is unlike any previous Free and (2) how to apply it to your business.

Published in: Business, Technology
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A Business Revolution: Free or Fee?

  1. 1. Free or Fee?Geoff McDonald @IdeasMarketing #ideaslunch
  2. 2. Ideas Architect Book RapperFollow the conversation on Twitter: @ideasmarketing
  3. 3. ?Geoff McDonald @IdeasMarketing #ideaslunch
  4. 4. Part 1Free You!Geoff McDonald @IdeasMarketing #ideaslunch
  5. 5. Do you do free or fee?Geoff McDonald @IdeasMarketing #ideaslunch
  6. 6. Our story...Geoff McDonald @IdeasMarketing #ideaslunch
  7. 7. $$$ High Low Free RelationshipThe Ideas Marketing Curve : see previous webinars
  8. 8. Free is not newNot new AND completely different!
  9. 9. Free is a multi-billion dollar industryThe Free Paradox
  10. 10. ?Geoff McDonald @IdeasMarketing #ideaslunch
  11. 11. Part 2The BookGeoff McDonald @IdeasMarketing #ideaslunch
  12. 12. Chris AndersonChris Anderson • @chr1sa • diydrones.com/
  13. 13. Chris Anderson • @chr1sa • On Ted, not Ted
  14. 14. Chris Anderson • @chr1sa • On Ted, not Ted
  15. 15. Chris Anderson • @chr1sa • On Ted, not Ted
  16. 16. Chris Anderson • @chr1sa • diydrones.com/
  17. 17. Free is a new economic modelGeoff McDonald @IdeasMarketing #ideaslunch
  18. 18. Part 3Digital Economics - a free guideGeoff McDonald @IdeasMarketing #ideaslunch
  19. 19. Atoms and BitsThe New Economy
  20. 20. Abundance scimonocEEconomics = the social science of choice under scarcity
  21. 21. Atoms and BitsDifferent games, different rules, different tactics.
  22. 22. Atoms and BitsAtoms = Prices go up, Bits = Prices go down
  23. 23. Processing • Storage • BandwidthCosts approaching zero
  24. 24. Scarce AbundantGeoff McDonald @IdeasMarketing #ideaslunch
  25. 25. Scarce Abundant Shelf spaceGeoff McDonald @IdeasMarketing #ideaslunch
  26. 26. The Long TailBook Rapper : Make Money From Niches
  27. 27. Scarce Abundant Shelf space Attention FoodGeoff McDonald @IdeasMarketing #ideaslunch
  28. 28. Abundant Scarce FREE FEEBusiness Basics : Always was, always will be...
  29. 29. Bits Atoms FREE FEEGeoff McDonald @IdeasMarketing #ideaslunch
  30. 30. Content Attention FREE FEEGeoff McDonald @IdeasMarketing #ideaslunch
  31. 31. General Personal FREE FEEGeoff McDonald @IdeasMarketing #ideaslunch
  32. 32. Information Experience FREE FEEGeoff McDonald @IdeasMarketing #ideaslunch
  33. 33. What’s Scarce? What’s Abundant?Geoff McDonald @IdeasMarketing #ideaslunch
  34. 34. Part 4Fours FreesGeoff McDonald @IdeasMarketing #ideaslunch
  35. 35. ➊ Direct Cross SubsidiesFour Ways to Be Free
  36. 36. ➊ Direct ➋ Three Cross Party Subsidies SubsidiesFour Ways to Be Free
  37. 37. ➊ Direct ➋ Three Cross Party Subsidies Subsidies ➌ FreemiumFour Ways to Be Free
  38. 38. ➊ Direct ➋ Three Cross Party Subsidies Subsidies ➍ Non ➌ Freemium Money PaymentsFour Ways to Be Free
  39. 39. Four Frees➊ Direct Cross SubsidiesGeoff McDonald @IdeasMarketing #ideaslunch
  40. 40. One Pays For The Other➊ Direct Cross Subsidies
  41. 41. Free Services, Fee Products➊ Direct Cross Subsidies : Apple Genius Bar
  42. 42. Free Products, Fee Services➊ Direct Cross Subsidies : Cheap phone, pay for calls
  43. 43. Free This, Fee That➊ Direct Cross Subsidies : Free shipping from Book Depository
  44. 44. Free Entry, Fee Consumption➊ Direct Cross Subsidies : Strip club
  45. 45. Free Consumption, Fee Entry➊ Direct Cross Subsidies : Casino Shows
  46. 46. What’s your profit centre?➊ Direct Cross Subsidies
  47. 47. Four Frees➋ Three Party SubsidiesGeoff McDonald @IdeasMarketing #ideaslunch
  48. 48. Just the Free of Us!➋ Three Party Subsidies
  49. 49. Content Ads Audience Classic Media➋ Three Party Subsidies
  50. 50. Hardware Music Software Apple➋ Three Party Subsidies
  51. 51. Exhibits Children Parents Museums➋ Three Party Subsidies
  52. 52. Content Referral Traffic Affiliate Marketing➋ Three Party Subsidies
  53. 53. Define Your Network➋ Three Party Subsidies : Match buyers and sellers
  54. 54. Four Frees➌ FreemiumGeoff McDonald @IdeasMarketing #ideaslunch
  55. 55. Most free, few fee➌ Freemium = Free + Premium
  56. 56. Trial Period➌ Freemium : Grow in value over Time?
  57. 57. Lite and Premium➌ Freemium : Easy divide between Features?
  58. 58. One Free, More Fee➌ Freemium : More Seats (Accounts) for a Pro?
  59. 59. Free Schools, Fee Business➌ Freemium : Different Customer Types?
  60. 60. Free Time, Free Full➌ Freemium : Similar Choices - Screenflow and Camtasia
  61. 61. Four Frees➍ Non Money PaymentsGeoff McDonald @IdeasMarketing #ideaslunch
  62. 62. Free Fee What’s your currency?➍ Non Money Payments
  63. 63. Help me, help you➍ Non Money Payments : Exchange your labour
  64. 64. ➍ Non Money Payments : Boost your reputation
  65. 65. Promoting Piracy?➍ Non Money Payments : Build your audience
  66. 66. Donate or not...➍ Non Money Payments : Feel good about your contribution
  67. 67. What are you really selling?➍ Non Money Payments : Google does search to sell ads
  68. 68. ?Geoff McDonald @IdeasMarketing #ideaslunch
  69. 69. Part 5What’s Next?Geoff McDonald @IdeasMarketing #ideaslunch
  70. 70. What’s your free?Geoff McDonald @IdeasMarketing #ideaslunch
  71. 71. Read this!http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all
  72. 72. Buy the book!Chris Anderson : Free
  73. 73. And this book!bookrapper.com/Issues/Book_Rapper_Money_Niches.pdf
  74. 74. $$$ High Low Free RelationshipCreate a Visual Marketing Plan : see previous webinars
  75. 75. Skip a week! Next Webinar Design Your Business GameOctober 13th 12:30-1:15pm Facebook.com/IdeasMarketing
  76. 76. Next Webinar Which book?October 27th 12:30-1:15pm Facebook.com/IdeasMarketing
  77. 77. Workshop: How to Design, Build and Sell Your IdeaMelbourne 14 October 8:30am - 5:00pm
  78. 78. $450 +GST Ideas Hour Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  79. 79. $450 +GST Ideas Hour Workshop: How to Design, Build and Sell Your IdeaMore: IdeasMarketing.com.au/Workshops
  80. 80. IdeasMarketing.com.au/WebinarsGeoff@IdeasMarketing.com.au
  81. 81. NASA Curiosity RoverTo know and not do is not to know

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