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The Future of the Business Model
By Jeremiah Owyang, Chief Catalyst

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Question: How can brands be resilient during times of
great change?

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1. How have business models been
disrupted?
2. What are the changes companies
must make?
3. Which brands are leading with new
business models?
QUESTIONS WE’LL ASK AND ANSWER

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BUSINESS IS CHANGING

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DISRUPTION HAS BEGUN
Do you remember when Social Media meant that sharing ideas
disrupted the media and communications industry?

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DISRUPTION CONTINUES
The next phase of sharing is taking place in the physical realm.
People are sharing goods, services, time, space and money.

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ECONOMIC UNCERTAINTY GIVES US PAUSE
Governments and businesses struggle to find a clear economic path,
while people are learning to depend on each other to be self-sufficient.

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TECHNOLOGY POWERS PEOPLE TO BE SELF-EMPOWERED
New startups are using powerful social data, mobile apps, and
smart phones to enable people to connect to each other.

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PEOPLE ARE BECOMING LIKE COMPANIES –
BYPASSING TRADITIONAL CORPORATE MODELS
A COLLABORATIVE ECONOMY
Hotels
vs.
Taxis
vs.
Restaurants
vs.

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EVEN “OCCUPY” HAS A BUSINESS MODEL
These new sharing startups enable people to get what they need
from each other instead of from big corporations.
Source: Digital Trends

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BIG COMPANIES ARE SLOW TO CHANGE,
LEAVING THEM VULNERABLE

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NEW MARKET DESIRES
CHANGE BUSINESS METHODS

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THE OLD WAY THE NEW WAY
1. Maximize profit
2. Global Marketplaces
3. Standardize Offerings
4. Slow delivery of goods
5. Consumerism
6. Passive customers
1. Purposeful brands
2. Local (and Global)
3. Personalize
4. On-demand
5. People make & share
6. Empowered people

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Deloitte studies show that “Millennials” seek companies
that have a purpose and social mission beyond just profit.
1) PEOPLE WANT A PURPOSE
They are about one-third of the
American workforce.
Boomers seek to retire soon.
They want companies
with a purpose.
They seek
sustainability.

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Sharing startups, like Airbnb, Uber (funding over $260m by Google),
Google Shopping Express and Postmates, deliver goods and services
at the local level.
2) LOCAL MARKET DELIVERY TRUMPS GLOBAL
Uber moves idle goods at local
levels to be delivered to others
on demand.
Uber can start to
compete with
Amazon.
Local
merchants and
homes win.

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People can now make and customize their own goods using
Shapeways 3D-Printing service. CustomMade is a network of “Makers”
that are ready to produce to scale.
3) PERSONALIZED GOODS AND SERVICES
More products will soon be
customized to your needs and
preferences, printed on demand.
Online marketplaces
like Etsy and
CustomMade scale.
One size no
longer needs
to fit all.

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Location-based apps and mobile devices empower local delivery on-
demand. Uber, Google, eBay, Walmart, PostMates, Instacart and Deliv
power instant to hourly delivery.
4) ON-DEMAND MEANS THAT REAL TIME MATTERS
A battle over same day delivery is
happening between Google,
Walmart, eBay and others.
Amazon’s fulfillment
centers must compete
with local.
The crowd speeds
delivery,
enhancing service.

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People are consuming less. Instead, they are using marketplaces to
re-use and recycle. Those that can make, will build and share.
5) DON’T CALL THEM CONSUMERS.
THEY MAKE AND SHARE.
People can now re-use goods
using Nextdoor.com and
Yerdle.com to gift to friends.
Techshop enables people
to become Makers of their
own products.
The crowd
functions like a
company.

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The people have become like a company, getting what they need
from each other and bypassing inefficient institutions.
6) THE CROWD IS EMPOWERED
Using social networks, they
connect with each other instantly.
They are becoming
like a powerful
company.
The crowd
functions like a
company.

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WHAT COMPANIES ARE
LEADING THE CHARGE?

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THESE BRANDS THAT
ENABLE SHARED VALUE:

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PURPOSEFUL BRANDS PROVIDE SHARED VALUE
Millennials (and beyond) want companies to have a purpose.
Corporations must think more about community and environment.

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GIVE PEOPLE PURPOSE
Toyota 100 Cars for Good Program –
The program awards 100 vehicles to 100 deserving nonprofit organizations
over the course of 100 days based on votes from the public.

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MISSION-DRIVEN FUELS SOCIAL ADVOCACY
Pepsi Good is a community of people who have a purpose.

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ENABLE THE CROWD TO CONTRIBUTE
The crowd chooses how funds are distributed to non-profits in
this example of Barclays.

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ENABLE THE CROWD TO CONTRIBUTE
GE partners with Quirky for crowd innovation.

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CROWD FUNDING MEANS SHARED RESULTS
– THE HIGHEST STATE OF LOYALTY
U-Notes are sold in increments of $100 over the Internet with
an asset-backed feature and make quarterly payments
(interest and principal).

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RECYCLING HARNESSES NEW BRAND LOYALTY
H&M encourages recycling of old clothes to reduce the
environmental impact of the fashion industry.

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PRODUCTS FOR RENT – NOT JUST FOR SALE
People can rent cars from BMW with the DriveNow program,
instead of buying a car.

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EXPERIENCES ON-DEMAND
FUEL NEW BUSINESS MODELS
W Hotel and DesksNearMe partner for on-demand workspaces.

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GENTLY WORN MARKETPLACES TAP MOVEMENT
Patagonia partners with eBay to encourage
second-hand usage of goods – beyond selling new.

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LOCATION-BASED TECHNOLOGY
ENABLES SHARING
RelayRide enables people to share privately owned cards, using OnStar.

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NBC SPONSORS GIFT ECONOMY
Yerdle.com is a place where thousands of people give and
obtain things for free from neighbors – avoiding retailers.

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REAL TIME DELIVERY FROM LOCAL MERCHANTS
Google Shopping Express provides local delivery from merchants,
challenging Amazon. Rapid delivery, right to your home.

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RETAILERS PARTNER WITH ETSY “MAKERS”
Etsy and West Elm have partnered to discover emerging artists.

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MAKERS EXPAND PRODUCT EXPERIENCE
A community of Makers from CustomMade has partnered with
Lincoln Motors to build matching jewelry for new car owners.

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CROWDS ARE BECOMING LIKE COMPANIES
Co-funding new products like Kickstarter.

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NIKE CO-OPS PRODUCT DESIGN WITH CROWD
Nike offers co-design products, allowing you to customize the shape, color,
style, and fit, with thousands of options available, personalizing at scale.

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BRANDS ENABLE 3D PRINTING FOR MASS
PERSONALIZATION
Nokia offers 3D files, enabling custom cases to be printed at Shapeways

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THE OLD WAY THE NEW WAY
1. Maximize profit
2. Global Marketplaces
3. Standardize Offerings
4. Slow delivery of goods
5. Consumerism
6. Passive customers
1. Purposeful brands
2. Local (and Global)
3. Personalize
4. On demand
5. People share/make
6. Empowered people
ONCE AGAIN….

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Companies that meet these
new market needs, become
Resilient Brands
They are: innovative, agile,
empowering, built to last,
and profitable.

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• The market seeks purposeful brands,
local, personalized, on-demand models.
• The crowd is becoming like a company –
bypassing inefficient corporations.
• Corporations must use these same
strategies and tools to regain relevancy.
• To do this, companies must embrace a
business model change.
• Corporations that partner with the
empowered people become resilient.
FINAL TAKEAWAYS

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Takeaway: Brands achieve Resiliency by collaborating
with the empowered people for shared value.

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Crowd Companies
Empowered People & Resilient Brands
for Shared Value
Jeremiah Owyang
Chief Catalyst, Founder
@jowyang
Jeremiah@crowdcompanies.com

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