Michał Kreczmar
E-commerce Director
Hypermedia, Dentsu Aegis Network
Jak zarabiać w digitalu czyli
XXX modeli biznesowych
generujących przychody
Hans-Peter Feldmann
$100,000 room, Guggenheim

If you can't understand the new world
of digital, fire yourself
George Colony
CEO Forrester

understand / beeing digital / native

Business Model
How all aspects of your business fit, or contribute to sustainable success. How the
company creates and delivers value to its customers, the ways in which the company
will earn a profit, which key components will be utilized and which key processes the
company will incorporate.

Bricks and clicks business model
Collective business models
Cutting out the middleman
Direct sales model
Distribution business models
Value-added reseller
Fee in, free out
Franchise
Sourcing business
Freemium business model
Pay what you can (PWYC)
Auction business model
All-in-one business model
Chemical Leasing
Low-cost carrier business model
Loyalty business models
Monopolistic business model
Multi-level marketing business model
Network effects business model
Online auction business model
Online content business model
Online media cooperative
Premium business model
Professional open-source model
Pyramid scheme business model
Razor and blades business model
Servitization of products business model
Subscription business model
Wikipedia
Business Model - digital enablers
Company
supplies a
substance for a
specific service,
but retains
ownership of
the chemical
Lead gen,
rezerwacje,
bilety

Business Model – digital moving to core
Michael Rappa, North Carolina State University
Disney, Rovio
Apple
People, services, O2O, on demand
Brokerage: Marketplace Exchange, Buy/Sell Fulfillment, Demand Collection System, Auction Broker, Transaction Broker,
Distributor, Search Agent, Virtual Marketplace
Advertising: Portal, Classifieds, User Registration, Query-based Paid Placement, Contextual Advertising / Behavioral
Marketing, Content-Targeted Advertising, Intromercials, Ultramercials
Infomediary: Advertising Networks, Audience Measurement Services, Incentive Marketing, Metamediary
Merchant: Virtual Merchant, Catalog Merchant, Click and Mortar, Bit Vendor
Manufacturer (Direct): Purchase, Lease, License, Brand Integrated Content
Affiliate: Banner Exchange, Pay-per-click, Revenue Sharing
Community: Open Source, Open Content, Public Broadcasting, Social Networking Services
Subscription: Content Services, Person-to-Person Networking Services, Trust Services, Internet Services Providers
Utility: Metered Usage, Metered Subscriptions

Apple
Snapchat
Nespresso,
Amazon DRS
Philips' pay-
per-lux

Business Model – loading, loading, loading
Localized low-cost
On-off experience
Beyond advertising
Markets are conversations
Low-budget innovation
Community-funded
Sustainability-focused
Twisted freemium
Unlimited niches
In-crowd customers
Thesis, Trendwatching
wszystko dla
wszystkich
wszędzie
Każdy sygnał
to transakcja
Millenials
DeerMedia
Free
Hypermarket
Experience
On Demand
Ecosystem
…
Tesla, Disney
World
Apple,
Google

Rocket Internet have developed a unique
skill in taking existing business models and
replicates them in a foreign market. Think
about cultural, legal, geographic,
economic, institutional and other ways in
which countries differ. The trick is to know
which ones matter for a specific business
model and which ones don’t. Some models
are very culturally sensitive - fashion and
dating, while others are extremely
sensitive to legal issues, like Uber and Lyft.
Exequiel Hernandez
Wharton University

https://hbr.org/2015/12/what-is-disruptive-innovation
Low-end opportunity? Taxi service providers had
overshot the needs of a customers by making cabs too
plentiful, too easy to use and too clean.
Target nonconsumers? Existing alternatives expensive
or inconvenient that users took public transit or drove
themselves instead: launched in San Francisco (well-
served taxi market), customers were people already in
the habit of hiring rides.
Uber has been increasing total demand - that’s what
happens when you develop a better, less-expensive
solution to a widespread customer need.
Disrupters START by appealing to low-end or unserved
consumers and then migrate to the mainstream
market.
Uber has gone in exactly the opposite direction:
building a position in the mainstream market first and
subsequently appealing to historically overlooked
segments. Most of the elements of Uber’s strategy
seem to be sustaining innovations.
Disruptive innovation
& business models

REMIX CULTURE
90% of business
model innovations
is a recombination
of 55 business
model patterns

Revenue Model
Aspect of the business model - method or process by which you intend of extracting
money from the market for value you are providing. System design by which a
business monetizes its services. Identifies which revenue source to pursue, what
value to offer, how to price the value, and who pays for the value.

Display Ads - Yahoo!
Search Ads - Google
Text Ads - Google
Video Ads - Hulu
Audio Ads - Pandora
Promoted Content - Twitter, Tumblr
Paid content links - Outbrain
Recruitment Ads - LinkedIn
Lead Generation - MoneySuperMarket, ZocDoc
Affiliate Fees - Amazon Affiliate Program
Classifieds - Craiglist
Featured listings - Yelp, Super Pages
Email Ads - Yahoo, MSN, Gmail
Ad Retargeting - Criteo
Real-time Intent Ad Delivery
Location-based offers - Foursquare
Sponsorships / Site Takeovers - Pandora
Fred Wilson, Union Square Ventures
Advertising

Retailing - Zappos
Marketplace - Etsy
Crowdsourced Marketplace - Threadless
Excess Capacity Markets - Uber, AirBnB
Vertically Integrated Commerce - Warby Parker
Aggregator - Lastminute.com
Flash Sales - Gilt Groupe, Vente Privee
Group buying - Groupon
Digital goods / downloads - iTunes
Virtual goods - Zynga
Training – Coursera
Pay what you want - Radiohead
Commission - SharesPost
Commission per order - Seamless, GrubHub
Auction - eBay
Reverse Auction - Priceline
Barter for services - SwapRight
Fred Wilson, Union Square Ventures
Commerce

Fullfilment - Amazon
Bank Transfer - Dwolla
Acquiring Processing - Paymentech
Payment Gateways: Mobile - Braintree
Merchant Acquiring - PayPal (Online / Offline), Stripe (Online), Square (Offline)
Intermediary - IP Commerce (POS 2.0), CardSpring
Bank Depository Offering - Simple, Movenbank (spread on average deposits)
Bank Card Issuance - Simple (interchange fee per transaction)
Messaging - Peer-to-Peer SMS, IM, Group Messaging
Telephony - termination/origination in public telephony networks (skype out/in)
Telephony - termination/origination within private telephony cloud (native skype)
Platform Monetization ("Tax") - Facebook Credits; iO6 30% cut Fred Wilson, Union Square Ventures
Transaction processing

Peer-to-Peer Lending - Lending Club
Peer-to-Peer Gambling - BetFair
Peer-to-peer buying - Etsy
Peer-to-peer insurance/home/car - ??
Peer-to-peer computing - Seti
Peer-to-peer service - Mechanical Turk,
TaskRabbit
Peer-to-peer Mobile WiFi/Tethering - ??
Software as a Service (SAAS) - Salesforce
Service as a Service - Shopify
Content as a Service - Spotify, Netflix
Infrastructure/Platform As A Service - AWS
Freemium SAAS - Dropbox
Donations - Wikipedia
Sampling - Birchbox
Membership Services - Amazon Prime
Support and Maintenance - 10gen, Red Hat
Paywall - NYTimes
Voice and video-conferencing - Uberconference
Fred Wilson, Union Square Ventures
Subscription Peer to peer

Per Seat License - Sencha
Per Device/Server License - QlikView
Per Application instance - Adobe Photoshop
Per Site License - Private cloud on internal inf.
Patent Licensing - Qualcomm
Brand Licensing - Sesame Street
Indirect Licensing - Apple Volume Purchasing
Fred Wilson, Union Square Ventures
Licensing Data
User data - BlueKai
Business data - Duedil
User intelligence - Yougov
Search Data - Chango
Real-time Consumer Intent Data - Yieldbot
Benchmarking services - Comscore
Market research - GLG

Paid App Downloads - WhatsApp
In-app purchases - Zynga Poker
In-app subscriptions - NY Times app
Advertising - Flurry, AdMob
Digital-to-physical - Red Stamp, Postagram
Transactions – Hailo
Fred Wilson, Union Square Ventures
Mobile Gaming
Freemium - Free to play w/ virtual currency - Zynga
Subscription - World of Warcraft
Premium - xBox games
DLC - (Downloadable Content) - Call of Duty
Ad Supported - addictinggames.co

55 business model patterns
*
90 revenue generation models
-----------------------------------------
= 4950
*
10%
= ~500

Monkey hitting keys at
random on a typewriter
keybord for an infinite
amount of time will almost
surely type a given text,
such as the complete works
of William Shakespeare.
Infinite monkey theorem

In today’s climate, it’s best to assume that
most business models, even successful ones,
will have a short lifespan.
Alex Osterwalder, Business Model Canvas

Michał Kreczmar
E-commerce Director
Hypermedia, Dentsu Aegis Network
M.Kreczmar@hypermedia.pl
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pl.linkedin.com/in/michalkreczmar
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