The Burger Menu Business Model - Overview & Highlights for busy business owners

The ´Burger Menu
Business Model´
What is ´The Burger Menu
Business Model´ really about … ? :
© HyperSynectics.com, 2021

Central terms and definitions:
• Pre-defined, fixed product combinations
• Pre-defined packages
• Core products and services
• Add-on products/services/charges/fees
• Ancillary revenue
• Ancillary products and services
The Burger Menu Business Model

Characteristics of ancillary products &
services ... :
• It does not make sense just buying the ancillary products and
services separately, by themselves.
• Instead, it only makes sense to buy the ancillary products and
service in combination with the ´basic products´

The Burger Menu Business Model is a ... :
 Business model
 Business Model for up-sales, down-sales & side-sales
 Strategy for selling & marketing services &
products
 Framework for conceptualization of
products and services
 Customer acquisition
model

Here it is … !
Model & graphics adapted by HyperSynectics.com
The Burger Menu
Business Model

The Burger Menu Business Model and the
unbundling process is already well-known
from ... :
 Automation
 Industrialization
 Production streamlining
 Franchising

Bonus effects from using
the Burger Menu Business Model :
 A clear product differentiation for both value, price & customer
engagement
 Customer segmentation according to Ability to Pay (ATP)
 Customer segmentation according to Willingness to Pay (WTP)
 Price differentiation among customers with heterogenous tastes
 Inherent possibilities for up-selling, cross-selling & down selling
 An inherent sales funnel as a basic element of the model

The Burger Menu Business Model is
especially useful for :
 Products/services in a highly competitive market
 Products/services with an automated
production facility
 Immaterial products/services
- e.g. consulting services
 Products/services sold and marketed
via self-service and online-sales
 Visualization of services which seem
to be intangible to the client
 Complex or compound products
 Complex Products/services with a high
level of individual customization options

Best Practice – Example - I :

Best Practice – Example - II :

Best Practice – Example - III :
“ I will create an amazing favicon of your logo “

Best Practice – Example - IV :
“SkyCube: The First Satellite Launched by You!“

When isn´t ´The Burger Menu Business
Model´ working properly ... ?
 When the cost of the customer
handling is too expensive, relative
to the ancillary products/services
provided
 When the products/services provided
don´t match the special needs, wants
and requirements of the clients

When isn´t ´The Burger
Menu Business Model´
relevant ?
• When you have a ´monolithic´
product which can´t be unbundled
• When you provide truly unique
products/services
Photo from : http://www.forbes.com/2003/11/19/cx_np_1119feat.html

Why are customers happy about ´The
Burger Menu Business Model´ - I ?
 A wide range of possibilities for product
customization – both for basis products and
for exclusive products
 The product can be aligned with the customer
preferences, both for wanted ´flavour´ and price
 Buy-in for part of the target group to perceive
themselves as ´VIP´ or ´Exclusive´.
 Opt-in for buying additional/subsequent/relevant
services/features on demand/as needed

Unbundling … ? – How to … ?
6 Steps to make a
product package by
using ´The Burger
Menu Business Model´
-
Steps

A. Choose one of your
products/ services
B. Choose one of your
target groups for this
specific product

Choose and describe the
most comprehensive
version/ scope/ delivery
of the product/service

Perform a breakdown of the most
comprehensive version of the
product in all of its ´sub-products´/
´sub-steps´/ ´sub-processes´/all its
´ancillary services´ *)
*) Continue with the break-down of the
sub-products into smaller sub-products
& ancillary products/services, as long as
it makes sense

Define and identify the smallest/
the most basic sub-product,
which will constitute a basic,
meaningful product/service(´the
basic product´) for the selected
target group

Define all possible, relevant,
meaningful, individual,
ancillary services for the
´basic product´, based on the
break-down of the full
product into its ´subproducts´

Evaluate the possibility of making
´combo packages´. I.e. ´bundles´
of basic products and ancillary
services.

A.) Add a snappy title for naming your
product package.
B.) Add some great photos to your
product package.
C.) Add some great product description to
your product package.
Graphics from : http://farm3.static.flickr.com/2743/4078608218_cd948eb285.jpg

Time for celebration 
Now you are all set to go !
Go and present your new product
package to the world and your
raving fans 

 You (only) get what you pay for …
 Free choice according to Ability to Pay (ATP)
 Free choice according to Willingness to Pay (WTP)
 A wide appeal to ´no-frills´ customers
 If you want something extra, you only pay for the
specific ancillary services you want and need
 Appeal to ´VIP´ customers
Why are customers happy about
´The Burger Menu Business Model´ - II ?

More info :
 Books :
- ´The E-Myth Revisited´
by Michael E. Gerber
 Useful Links :
-- https://www.pinterest.com/highspiritdk/business-product-conceptualization/

More info - I :
 Books :
- ´Free – The Future of
A Radical Price´,
by Chris Anderson
 Useful Links :
-- http://www.pinterest.com/highspiritdk/business-the-freemium-model/

More info - II :
 Books :
- ´The Handbook on
the Psychology of
Pricing´, by Dr. Markus
Husemann-Kopetzky
Useful Links :
-- http://www.pinterest.com/highspiritdk/business-the-freemium-model/

 Get inspired, look at
some of the best in
their field :
Ask HyperSynectics :
- We are ready to make The Burger Menu Business Model
work for your business also :-)
 Web :
-- www.hypersynectics.com
 E-mail:
-- connect@hypersynectics.com
How to make it work for your
company & your products also ?

Questions ?

The Burger Menu Business Model - Overview & Highlights for busy business owners

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to The Burger Menu Business Model - Overview & Highlights for busy business owners

Similar to The Burger Menu Business Model - Overview & Highlights for busy business owners (20)

More from HyperSynectics

More from HyperSynectics (12)

Recently uploaded

Recently uploaded (20)

The Burger Menu Business Model - Overview & Highlights for busy business owners