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Nicolas PujolInvestor, advisor, author of The Mind Share Market

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Google: $160B Skype: $8.5B Apple: $320B Facebook: $55B? $0

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BeforeNowAfter

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Non-monetary transactions

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Gift economicsBarter exchange

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井

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1Reference: Federal Trade Commission Guide 251.1 on the use of the word “free” in commerce

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Source: http://web.mit.edu/ariely/www/MIT/Papers/zero.pdf, expanded in The Mind Share Market

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Classic marketing: Productive marketing: Ad is a message The product is the ad P=0 P=0 P>0 Commercial transaction

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The opacity problem of market shares

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By nature, new demand (P2=0; Q2=maximum value)is not visible before: a) product release and b) awareness

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Product 1: 90% market share Priced at P1>0 Product 2: 10% market share Priced at P2>0P1 P2

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Commercial markets Mind share markets Product 3 appears, priced at P3=0P1 P2 P3 New commercial market

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Downloadable software SaaS Higher education (digitization of bricks and mortar) Telephony Physical product trials Healthcare? Insurance?Productive marketing: Producing value to customers before a commercial transaction occursThe product is the ad, and affordable to everyone

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1. Two-sided platform: Different categories of users Ad-funded models, video games, shopping malls, credit cards2. Freemium: Same category of users Sub-categories to upsell(Semi-applicable: Tying)—“It’s free if you pay”More info: Scholarly papers on www.SSRN.com (technical) or The Mind Share Market (illustrated)

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Conventional marketing Productive marketing

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The subtractive future and what you can do

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Price gaps will be filled Address pent-up demand, upfrontIf customers want freedom… Strains don’t belong (nuances)

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Maximizes market share and profit, even in the absence of competition(Parker, Van Alstyne)Will solve other problems

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info@nicolaspujol.com