Uploaded byIvan Askwith
THINK 2014: reTHINKing Business Models
The document discusses the importance of rethinking business models, emphasizing that businesses should prioritize meeting customer needs over mere product sales. It highlights the role of fan engagement, community, and relationship building in fostering loyalty and suggests that companies should aim to serve niche audiences rather than the lowest common denominator. Additionally, it touches on lessons learned from the 'Veronica Mars' crowdfunding campaign as a case study for the value of creator-fan relationships.
THINK 2014: reTHINKing Business Models
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- 2. (wait, who isthis guy?) introductions. @ivanovitch
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- 5. graduate work atmit …on pop culture & fandom. @ivanovitch
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- 7. three biases 1. Fans andcommunities matter. @ivanovitch
- 8. three biases 1. Fans andcommunities matter. 2. Marketing isn’t about messaging. @ivanovitch
- 9. three biases 1. Fans andcommunities matter. 2. Marketing isn’t about messaging. 3. Technologies change. People don’t. @ivanovitch
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- 11. “How do weget consumers to understand CUs?” “How do we get them to listen to us?” “How do we get them to appreciate what we do?” @ivanovitch
- 12. “How do weget consumers to understand CUs?” “How do we get them to listen to us?” “How do we get them to appreciate what we do?” “What do CONSUMERS want and need?” “What would THEY find most meaningful?” “How, or why, ARE WE FAILING to provide it?” @ivanovitch
- 13. It’s not aboutyou. It’s about them. @ivanovitch
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- 18. Not railroads. Transportation. Notpetroleum. Energy. Not DVDs. Entertainment. @ivanovitch
- 19. Businesses will dobetter in the end if they concentrate on meeting customers’ needs, rather than on selling products. - Theodore Levitt, 1960 @ivanovitch
- 20. What business doyou think you’re in? What do your customers actually want and need? What business do consumers think you’re in? What opportunities emerge from giving them what they want? @ivanovitch
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- 22. one more challenge. what ifno one actually wants to talk to you? @ivanovitch
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- 25. Television still thinksthat it is in the business of BROADCASTING CONTENT in order to so that it can BUILD HUGE AUDIENCES MAKE $$$ FROM ADVERTISERS. @ivanovitch
- 26. an interesting pattern 1. Networksfocus on content for the Lowest Common Denominator. @ivanovitch
- 27. an interesting pattern 1. Networksfocus on content for the Lowest Common Denominator. 2. The shows that inspire the most devotion are often the first to get canceled. @ivanovitch
- 28. an interesting pattern 1. Networksfocus on content for the Lowest Common Denominator. 2. The shows that inspire the most devotion are often the first to get canceled. 3. Fans of these “cult hits” have no recourse except to protest the networks. @ivanovitch
- 29. the traditional television businessmodel offers viewers a take-it-or-leave-it proposition. @ivanovitch
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- 32. customer n. a personor organization that buys goods or services from a store or business. fan n. an enthusiastic devotee, follower, or admirer of a sport, pastime, celebrity, etc. @ivanovitch
- 33. community n. a groupsharing common characteristics or interests, perceived, or perceiving itself, as distinct from the larger society within which it exists. cult n. a group or sect bound together by commitment to the same thing, person, or ideal. @ivanovitch
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- 35. they fight forit. When fans love something, @ivanovitch
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- 46. didn’t pay therent. Passion was great, but it @ivanovitch
- 47. didn’t pay therent. Passion was great, but it But why not? @ivanovitch
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- 50. “…But NBC executivesmade clear on Tuesday that the renewal came about mainly because of an advertising partnership that was suggested to Ben Silverman, a chairman of NBC Entertainment, by Subway executives, who were enthused about the special marketing opportunities the show afforded the company…” @ivanovitch
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- 52. Q: If Castlehad its series finale tomorrow and Fox said to you and Joss: “We screwed up, let’s try doing Firefly again.” Would you do it? A: Yes. Yes. I would examine very closely Fox’s reasoning — I’m a little gun-shy. If I got $300 million from the California Lottery, the first thing I would do is buy the rights to Firefly, make it on my own, and distribute it on the Internet. @ivanovitch
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- 54. contributed more than $1Million. 12,000 fans No one even had to ask. @ivanovitch
- 55. “Shut up andtake my money!”
- 56. hasn’t changed. yet thecore business model @ivanovitch
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- 60. Why not letfans influence what gets made? @ivanovitch
- 61. 2005 2013 “You’re an idiot.” -2005 @ivanovitch
- 62. 2005 2013 “You’re an idiot.” -2005 “No, wait. Come back.” - 2013 @ivanovitch
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- 66. • Propose anidea. • Set a minimum fundraising goal. • Set a fundraising deadline. • No financial ROI. • Offer other incentives. • It’s all or nothing. How it works. @ivanovitch
- 67. We had onemonth to get $2,000,000. @ivanovitch
- 68. We had onemonth to get $2,000,000. It took less than ten hours. @ivanovitch
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- 74. case study. the restof the @ivanovitch
- 75. Don’t just delivera movie. Create a year-long experience. Don’t just keep the promise. Overdeliver on it. Don’t just market to fans. Build a lasting relationship. @ivanovitch
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- 86. RESULT 1 creator/fan relationship. Wesaw the value of a direct @ivanovitch
- 87. “This is thebest money I’ve ever spent.” “The movie was great, but this experience has been even better. I feel so involved.” “Can we do the next movie on Kickstarter too?” “I’ll give 10 times as much next time!” “This isn’t the studio’s movie, it’s ours.” “I’m getting everyone I know to go see it.” @ivanovitch
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- 89. “Whatever anyone involved does,for the rest of your careers: I’ll be behind you.” @ivanovitch
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- 92. RESULT 2 focusing onour fans. We were praised and criticized for the same exact thing: @ivanovitch
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- 94. “Veronica Mars isfar less interesting (except, probably, to its fans) as a movie than as a potential model for financing the kind of smaller films that major Hollywood studios aren’t much interested in making anymore.” @ivanovitch
- 95. 1. Always considerwhat business you’re actually in. 2. There’s value in serving small, devoted communities. 3. Treat people like partners, not customers. 4. Focus on the relationship. Loyalty will follow. 5. What you’re selling isn’t what you’re selling. Your brand isn’t your product, but what it means. @ivanovitch relevant a few lessons.
- 96. @ivanovitch 1. Could acredit union develop a cult following? 2. How do you turn your customers and members into fans and collaborators? 3. Where are the national banks failing, and not interested enough to fix the problems? final a few questions.
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