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10
                                                                     New
                                                                     Business
                                                                     Models
                                                                     for this
                                                                     Decade  beta




TREND RESEARCH BY Trend Firm trendwatching.com
MARKET ANALYSIS BY Strategy Boutique Thaesis
BUSINESS MODEL DESIGN BY Strategy Consultant/Graphic Facilitator Ouke Arts
10 New Business Models for this Decade
1. Localized Low-Cost Business Model beta
2. One-Off Experience Business Model beta
3. Beyond Advertising Business Model        beta


4. Markets Are Conversations Business Model                beta


5. Low-Budget Innovation Business Model             beta


6. Community-Funded Business Model           beta


7. Sustainability-Focused Business Model            beta


8. Twisted Freemium Business Model     beta


9. Unlimited Niches Business Model   beta


10. In-Crowd Customers Business Model              beta
1
Localized Low-Cost

Business
Model
Localized Low-Cost Business Model
Localized   Fast moving consumer goods companies looking for new market opportunities for their simple,
Low-Cost    small and cheap products are considering the localized low-cost business model.
Business
Model       In essence, this business model is suitable for standardized
            products and services with minimum specifications and lower
            customer expectations that can be locally produced and globally
            branded.

            This business model will only be successful if the following two conditions apply. The first one
            depends on significant market presence in metropolitan areas in mature markets. This condition
            allows companies to leverage on their achieved brand value in emerging markets. The second
            condition is that the product or service has income generation or self-sustaining features. This
            condition opens the door to lower incomes in emerging markets. Future market expansion is
            possible to both other areas in mature markets and higher incomes in emerging markets.


            The company's most important activities will be cost efficient procurement, marketing and quality
            management. Design is in the hands of local product and service designers and standardized
            production is outsourced to local producers. Likewise, energy efficient distribution is done through
            local vendors. Fast moving consumer goods companies will focus even more on maintaining and
            managing their brand portfolio. Their low cost structure, micro financed local activities and low
            prices plus high volumes will result in profitable growth of global market share.
Localized Low-Cost Business Model
    The Business Model Canvas                                                                                  most relevant for fast moving consumer goods companies
4                                                                                                                                                                                                                                                                                                                                                                                                   Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                                          No.




     Key                                                                Key                                                      Value                                                                                Customer                                                                                                  Customer
     Partners                                                           Activities                                               Proposition                                                                          Relationships                                                                                             Segments

      Who are our Key Partners?                                         What Key Activities do our Value Propositions require?   What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
                    Independent
      Who are our key suppliers?
      Which Key Resources are we acquiring from partners?
                                                                        Our Distribution Channels?
                                                                        Customer Relationships?
                                                                                                                                               Simple, small
                                                                                                                                 Which one of our customer’s problems are we helping to solve?
                                                                                                                                 What bundles of products and services are we offering to each Customer Segment?
                                                                                                                                                                                                                       Segments expect us to establish and maintain with them?
                                                                                                                                                                                                                       Which ones have we established?
                                                                                                                                                                                                                                                                                                                                                       Higher incomes
                                                                                                                                                                                                                                                                                                                                  Who are our most important customers?

      Which Key Activities do partners perform?                         Revenue streams? Cost efficient                           Which customer needs are we satisfying?                                               How are they integrated with the rest of our business model?
                   product/service                                                                                                              and cheap                                                              How costly are they?                                                                                                              in emerging
                                                                                         procurement
                      designers                                                                                                               product/service                                                                                                                                                                                              markets
                                                                                                                                                                                                                                         Lower
                                                                                                                                                                                                                                       customer
                                                                                                                                                                                                                                      expectations
                      Standardized                                                        Marketing                                                                                                                                                                                                                                                    Lower-incomes
                                                                                                                                                  Minimum
                       local micro                                                        and quality                                                                                                                                                                                                                                                   in emerging
                                                                                                                                                specifications
                        producers                                                        management                                                                                                                                                                                                                                                       markets



                                                                        KeyResources do ourCustomer Relationships?
                                                                        What Key
                                                                        Our Distribution Channels?
                                                                                                   Value Propositions require?                  Income                                                                Channelsour Customer Segments
                                                                                                                                                                                                                      Through which Channels do
                                                                                                                                                                                                                      want to be reached?
                                                                                                                                                                                                                                                                                                                                                       Metropolitan
                                                                        Resources
                                                                        Revenue Streams?
                                                                                                                                             generating/self-                                                          How are we reaching them now?
                                                                                                                                                                                                                       How are our Channels integrated?                                                                                                  areas in
                                                                                                                                                                                                                       Which ones work best?
                                                                                                                                               sustaining                                                              Which ones are most cost-efficient?
                                                                                                                                                                                                                       How are we integrating them with customer routines?                                                                            mature markets
                                                                                                                                                                                                                                  Energy efficient
                                                                                                    Brands                                                                                                                        distribution via
                                                                                                                                                                                                                                   local vendors
                                                                                                                                                                                                                                                                                                                                                      Other areas in
                                                                                                                                                                                                                                                                                                                                                      mature markets



     Cost                                                                                                                                                                  Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                               Streams pay? really willing to pay?
                                                                                                                                                                           For what value are our customers
                                                                                                                                                                           For what do they currently
      Which Key Activities are most expensive?                                                                                                                              How are they currently paying?
                                                                                                                                                                            How would they prefer to pay?
                                                                                                    Micro financed                                                           How much does each Revenue Stream contribute to overall revenues?
                                                                                                                                                                                                                             Low prices x
                                                            Low costs                                local banks/
                                                                                                                                                                                                                             High volumes
                                                                                                     foundations

    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                               This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                             To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                                      or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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2
One-Off Experience

Business
Model
One-Off Experience Business Model
One-Off      Big in popularity and unknown for their profit, many social media companies are searching for ways
Experience   to combine third party see-hear-buy products and services with their own ability to offer one-off
Business     experiences.
Model

             The One-Off Experience business model stands for a smart
             connection between customers in markets of abundance and their
             experience seeking equivalents.

             This business model will only live up to its expectations if social media companies team up with
             offline event organizers, offline pop-up stores and online retailers. Developing software and
             engaging in ongoing conversations with their users is simply not enough to do the trick. This
             business model offers unique experiences to customers at a given place during a specific event. The
             software platform on which its online communication channels come to life will spark the engine of
             experience seeking customers. By instant contributions from these customers then and there, the
             door to the larger experience consuming market share will be opened. Events will have to be
             combined with commercial opportunism. The social media experience remains free, relevant
             products and services will have to bought the old-fashioned way. With money that is.


             Commissions from both pop-up stores and instant online retailers will bring in the revenue. These
             have to compensate social media companies for high hosting costs and presence and findability
             costs. These costs tend to rise along the popularity of the social media platform. If this is not
             absorbed by a parallel growth in revenues, the business model will not be sustainable.
One-Off Experience Business Model
    The Business Model Canvas                                                                                         most relevant for social media companies
4                                                                                                                                                                                                                                                                                                                                                                                                Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                                       No.




     Key                                                     Key                                                             Value                                                                                 Customer                                                                                                  Customer
     Partners                                                Activities                                                      Proposition                                                                           Relationships                                                                                             Segments

      Who are our Key Partners?                              What Key Activities do our Value Propositions require?           What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
      Who are our key suppliers?
      Which Key Resources are we acquiring from partners?
                                                             Our Distribution Channels?
                                                             Customer Relationships?                                                          3rd party
                                                                                                                              Which one of our customer’s problems are we helping to solve?
                                                                                                                              What bundles of products and services are we offering to each Customer Segment?
                                                                                                                                                                                                                    Segments expect us to establish and maintain with them?
                                                                                                                                                                                                                    Which ones have we established?                                                                                                         Customers in
                                                                                                                                                                                                                                                                                                                               Who are our most important customers?

      Which Key Activities do partners perform?
                     Offline event                            Revenue streams?
                                                                                  Software                                    Which customer needs are we satisfying?                                                                     Instant
                                                                                                                                                                                                                    How are they integrated with the rest of our business model?
                                                                                                                                            see-hear-buy                                                            How costly are they?                                                                                                                     markets of
                      organizers                                                development                                                                                                                                             consuming
                                                                                                                                           product/service                                                                                                                                                                                                   abundance



                                                                               Conversation                                                                                                                                                                                                                                                                      Experience
                   Offline pop-up                                                                                                                 One-off                                                                                 Instant
                                                                               engagement                                                                                                                                                                                                                                                                         seeking
                    commerce                                                                                                                   experiences                                                                             contributing
                                                                               and initiative                                                                                                                                                                                                                                                                    customers


                                                             KeyResources do ourCustomer Relationships?
                                                             What Key
                                                             Our Distribution Channels?
                                                                                        Value Propositions require?                                                                                                Channelsour Customer Segments
                                                                                                                                                                                                                   Through which Channels do
                                                                                                                                                                                                                   want to be reached?

                  Online retailers                           Resources
                                                             Revenue Streams?                                                                                                                                       How are we reaching them now?
                                                                                                                                                                                                                    How are our Channels integrated?
                                                                                                                                                                                                                    Which ones work best?
                                                                                                                                                                                                                    Which ones are most cost-efficient?
                                                                                                                                                                                                                    How are we integrating them with customer routines?




                                                                                      Software                                                                                                                                                Online
                                                                                      platform                                                                                                                                               channels




     Cost                                                                                                                                                               Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                            Streams pay? really willing to pay?
                                                                                                                                                                        For what value are our customers
                                                                                                                                                                        For what do they currently
      Which Key Activities are most expensive?                                                                                                                           How are they currently paying?
                                                                                                                                                                         How would they prefer to pay?
                                                                                Online                                                                                                                          Commissions
                                                                                                                                                                         How much does each Revenue Stream contribute to overall revenues?                                         Commissions
                                             Hosting costs                   presence and                                                                                                                         pop-up                                                           instant online
                                                                            findability costs                                                                                                                     commerce                                                               retail

    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                            This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                          To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                                   or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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3
Beyond Advertising

Business
Model
Beyond Advertising Business Model
Beyond        Traditional media and print companies are looking for new revenue streams and have done so for
Advertising   some time. In the last decade, the number of subscribers has been declining and the market for
Business      advertisements has not performed much better. So what’s beyond the known horizon?
Model

              Traditional media and print companies need to shift from a business
              model based on advertisers telling subscribers what to buy to a
              business model based on facilitating both customers and partners in
              trust building and on-demand interacting.

              The business model for media and print companies remains two-sided but with two separate value
              propositions. It offers customers in mature markets, which are reached through customer initiated
              research, comparison and review, trusted product and service advice. These are shared with - and
              contributed by - commercial partners. Second, it offers individuals on-demand interaction with
              public partners, for example governments, schools and hospitals. Media and print companies will
              become great in facilitating individuals and groups in sharing, contributing and interacting.


              All communication will be channeled online and independent review portals complement media and
              print companies in building trusted customer relationships. Their cost structure will shift
              dramatically, from paper and distribution to content management and online facilitating. Revenues
              will be generated from facilitation fees paid by commercial and public partners, and commissions
              from product and service retailers. What’s beyond the known horizon? Facilitation is the answer.
Beyond Advertising Business Model
    The Business Model Canvas                                                                            most relevant for traditional media and print companies
4                                                                                                                                                                                                                                                                                                                                                                                                       Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                                              No.




     Key                                                       Key                                                                   Value                                                                                Customer                                                                                                  Customer
     Partners                                                  Activities                                                            Proposition                                                                          Relationships                                                                                             Segments

      Who are our Key Partners?                                What Key Activities do our Value Propositions require?                What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
      Who are our key suppliers?                               Our Distribution Channels?                                            Which one of our customer’s problems are we helping to solve?                         Segments expect us to establish and maintain with them?                                                    Who are our most important customers?
      Which Key Resources are we acquiring from partners?                         Facilitate
                                                               Customer Relationships?                                                               Trusted
                                                                                                                                     What bundles of products and services are we offering to each Customer Segment?                             Research,
                                                                                                                                                                                                                           Which ones have we established?                                                                                                           Customers in
                      Commercial
      Which Key Activities do partners perform?                Revenue streams?                                                      Which customer needs are we satisfying?                                               How are they integrated with the rest of our business model?
                                                                                                                                                                                                                           How costly are they?
                                                                                 sharing and                                                      product/service                                                                                compare,                                                                                                              mature
                       partners
                                                                                 contributing                                                         advice                                                                                      review                                                                                                               markets



                            Public                                                  Facilitate                                                        On-demand
                                                                                                                                                                                                                                                                                                                                                                            Individuals
                           partners                                                interacting                                                        interaction



                                                               KeyResources do ourCustomer Relationships?
                                                               What Key
                                                               Our Distribution Channels?
                                                                                          Value Propositions require?                                                                                                     Channelsour Customer Segments
                                                                                                                                                                                                                          Through which Channels do
                                                                                                                                                                                                                          want to be reached?
                                                                                                                                                                                                                                                                                                                                                                     Customers in
                  Review portals                               Resources
                                                               Revenue Streams?                                                                                                                                            How are we reaching them now?
                                                                                                                                                                                                                           How are our Channels integrated?                                                                                                           emerging
                                                                                                                                                                                                                           Which ones work best?
                                                                                                                                                                                                                           Which ones are most cost-efficient?
                                                                                                                                                                                                                           How are we integrating them with customer routines?
                                                                                                                                                                                                                                                                                                                                                                       markets

                                                                                  Facilitation                                                                                                                                                       Online
                                                                                    skills                                                                                                                                                          channels




     Cost                                                                                                                                                                      Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                                   Streams pay? really willing to pay?
                                                                                                                                                                               For what value are our customers
                                                                                                                                                                               For what do they currently
      Which Key Activities are most expensive?                                                                                                                                  How are they currently paying?
                                                                                                                                                                                How would they prefer to pay?
                                                                                                                                                                                How much does each Revenue Stream contribute to overall revenues?

                                                              Content                                                    Online
                 Facilitators                               management                                                  findability                                                      Facilitation fees                                                   Commissions
                                                               costs                                                      costs

    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                                   This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                                 To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                                          or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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4
Markets Are Conversations

Business
Model
Markets Are Conversations Business Model
Markets Are   Product-focused professional services firms are finite. Economic turmoil leads to severe pressure
Conversations on fees in business-to-business markets like consultancy, advocacy, accountancy and corporate
Business      finance. In times like these, it takes more than product development to stay in the game.
Model         Understanding that markets are not a static product of history and position, but a dynamic snap
              shot of conversations and interactions, is the first part towards new growth.


              For professional services firms, the difference will be made by
              converting non-engaged customers into engaged customers.
              Product development will be obsolete. It will be replaced by
              customer relations and conversations.

              By sharing modular and beta products and services with your current and future customers,
              companies and their customers interact and collaborate in ongoing conversations. Not only will
              customers find and follow companies in online social networks, it will be the other way around as
              well. Employees have always been an important resource for professional service firms, and this
              importance will be especially true for social media skilled employees.


              Professional services companies will need to become active with real-time tracking and conversion,
              with a little help from media partners. This will lead to ongoing product and service improvement
              and innovation, resulting in lower failure costs and higher recurrent revenues. An involved
              customer is a loyal customer.
Markets Are Conversations Business Model
    The Business Model Canvas                                                                                        most relevant for professional services companies
4                                                                                                                                                                                                                                                                                                                                                                                                 Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                                        No.




     Key                                                    Key                                                                Value                                                                                Customer                                                                                                  Customer
     Partners                                               Activities                                                         Proposition                                                                          Relationships                                                                                             Segments

      Who are our Key Partners?                             What Key Activities do our Value Propositions require?             What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
      Who are our key suppliers?                            Our Distribution Channels?                                         Which one of our customer’s problems are we helping to solve?                         Segments expect us to establish and maintain with them?                                                    Who are our most important customers?
      Which Key Resources are we acquiring from partners?                    Real-time
                                                            Customer Relationships?                                                           Modular and
                                                                                                                               What bundles of products and services are we offering to each Customer Segment?                        Find, follow,
                                                                                                                                                                                                                     Which ones have we established?
                         Media
      Which Key Activities do partners perform?             Revenue streams?                                                   Which customer needs are we satisfying?                                               How are they integrated with the rest of our business model?
                                                                                                                                                                                                                     How costly are they?                                                                                                                       Engaged
                                                                           tracking and                                                      beta products/                                                                           interact and
                       companies                                                                                                                                                                                                                                                                                                                               customers
                                                                            conversing                                                          services                                                                               collaborate


                                                                      Product/service
                                                                                                                                                                                                                                                                                                                                                       Non-engaged
                                                                       improvement
                                                                                                                                                                                                                                                                                                                                                        customers
                                                                      and innovation


                                                            KeyResources do ourCustomer Relationships?
                                                            What Key
                                                            Our Distribution Channels?
                                                                                       Value Propositions require?                                                                                                  Channelsour Customer Segments
                                                                                                                                                                                                                    Through which Channels do
                                                                                                                                                                                                                    want to be reached?
                                                            Resources
                                                            Revenue Streams?                                                                                                                                         How are we reaching them now?
                                                                                                                                                                                                                     How are our Channels integrated?
                                                                                                                                                                                                                     Which ones work best?
                                                                                                                                                                                                                     Which ones are most cost-efficient?
                                                                                                                                                                                                                     How are we integrating them with customer routines?



                                                                          Social media
                                                                                                                                                                                                                                     Online social
                                                                             skilled
                                                                                                                                                                                                                                      networks
                                                                           employees




     Cost                                                                                                                                                                Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                             Streams pay? really willing to pay?
                                                                                                                                                                         For what value are our customers
                                                                                                                                                                         For what do they currently
      Which Key Activities are most expensive?                                                                                                                            How are they currently paying?
                                                                                                                                                                          How would they prefer to pay?
                                                                       Lower product/                                                                                     How much does each Revenue Stream contribute to overall revenues?Higher
                                                                       service failure                                                                                                                                                    recurrent
                                                                           costs                                                                                                                                                          revenues


    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                             This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                           To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                                    or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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5
Low-Budget Innovation

Business
Model
Low-Budget Innovation Business Model
Low-Budget Innovation in fast moving consumer goods companies used to mean bringing in the creative talents,
Innovation   the marketeers and the producers who started searching for possibilities to develop new products.
Business     For executives, there was nothing left but to hope for the best. Those days are over now that’s
Model        co-creation is introduced. Innovation has become something companies can do with their
             customers, instead of to them.


             Based on customer observation and customer participation, fast
             moving consumer goods companies develop co-created products
             that are improved by early adopters with sample tests.

             Early adopters are connected to the much larger market share of followers. Although co-creation
             can take place in off-line development labs, connectivity between adopters and followers is almost
             exclusively taking place through online channels. Online is also where local customer communities
             and global trend trackers meet.


             Fast moving consumer goods companies need to become specialists in customer behaviour, in
             traditional consumption patterns, but more and more in social and individual lifestyle patterns as
             well. In a low-budget innovation business model, fast moving consumer goods companies are able
             to achieve a higher new product success rate with lower budget development costs. Now that’s
             called low-budget innovation.
Low-Budget Innovation Business Model
    The Business Model Canvas                                                                            most relevant for fast moving consumer goods companies
4                                                                                                                                                                                                                                                                                                                                                                                        Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                               No.




     Key                                                    Key                                                       Value                                                                                Customer                                                                                                  Customer
     Partners                                               Activities                                                Proposition                                                                          Relationships                                                                                             Segments

      Who are our Key Partners?                             What Key Activities do our Value Propositions require?    What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
      Who are our key suppliers?                            Our Distribution Channels?                                Which one of our customer’s problems are we helping to solve?                         Segments expect us to establish and maintain with them?                                                    Who are our most important customers?
      Which Key Resources are we acquiring from partners?   Customer Relationships?                                   What bundles of products and services are we offering to each Customer Segment?                           Free /
                                                                                                                                                                                                            Which ones have we established?
                  Local customer
      Which Key Activities do partners perform?             Revenue streams?
                                                                               Customer                                                  Co-created
                                                                                                                      Which customer needs are we satisfying?                                               How are they integrated with the rest of our business model?
                                                                                                                                                                                                            How costly are they?
                                                                                                                                                                                                                             personalized                                                                                                        Early adopters
                   communities                                                observation                                                 products
                                                                                                                                                                                                                               samples



                      Global trend                                            Customer
                                                                                                                                                                                                                                                                                                                                                            Followers
                        trackers                                             participation



                                                            KeyResources do ourCustomer Relationships?
                                                            What Key
                                                            Our Distribution Channels?
                                                                                       Value Propositions require?                                                                                         Channelsour Customer Segments
                                                                                                                                                                                                           Through which Channels do
                                                                                                                                                                                                           want to be reached?
                                                            Resources
                                                            Revenue Streams?                                                                                                                                How are we reaching them now?
                                                                                                                                                                                                            How are our Channels integrated?
                                                                                                                                                                                                            Which ones work best?
                                                                                                                                                                                                            Which ones are most cost-efficient?
                                                                                                                                                                                                            How are we integrating them with customer routines?


                                                                                Customer                                                                                                                                                                        Offline
                                                                                                                                                                                                    Online
                                                                                 behavior                                                                                                                                                                    development
                                                                                                                                                                                                   channels
                                                                               intelligence                                                                                                                                                                      labs




     Cost                                                                                                                                                       Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                    Streams pay? really willing to pay?
                                                                                                                                                                For what value are our customers
                                                                                                                                                                For what do they currently
      Which Key Activities are most expensive?                                                                                                                   How are they currently paying?
                                                                                                                                                                 How would they prefer to pay?
                                                                                                                                                                 How much does each Revenue Stream contribute to overall revenues?
                                                                        Lower product                                                                                                                                         Higher new
                                                                         development                                                                                                                                            product
                                                                            costs                                                                                                                                            success rate

    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                    This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                  To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                           or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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6
Community-Funded

Business
Model
Community-Funded Business Model
Community   Entertainment- and publishing companies have traditionally been specifically good at talent
Funded      identification and development. In a community-funded business model, talent identification and
Business    talent development are radically democratized.
Model

            Instead of talent identification and development, entertainment and
            publishing companies become exceptionally good at fund and
            community management. The most essential resource in this
            business model is the intelligence of a community.

            In this multisided business model, their are three distinctive customer segments: believers,
            suppliers and buyers. Believers become members through the online community platform and fund
            products that are produced by suppliers. These products can be visual, auditory or textual and are
            bought by buyers. Believers can be buyers can be suppliers and the other way around. Fysical
            products are distributed through retail stores, digital products through the online community
            platform.


            To boost product sales, entertainment and publishing companies partner with media companies,
            professional producers and distributors. This means marketing, production and distribution costs
            have to be covered by interest and supplier subscriptions next to product sales. This business
            model has a different tipping point in different markets.
Community-Funded Business Model
    The Business Model Canvas                                                                           most relevant for entertainment and publishing companies
4                                                                                                                                                                                                                                                                                                                                                                                             Day     Month   Year




                                                                                                                                                                                                                                                                                                                                                                                                    No.




     Key                                                    Key                                                           Value                                                                                 Customer                                                                                                  Customer
     Partners                                               Activities                                                    Proposition                                                                           Relationships                                                                                             Segments

      Who are our Key Partners?                             What Key Activities do our Value Propositions require?         What value do we deliver to the customer?                                             What type of relationship does each of our Customer                                                        For whom are we creating value?
      Who are our key suppliers?                            Our Distribution Channels?                                     Which one of our customer’s problems are we helping to solve?                         Segments expect us to establish and maintain with them?                                                    Who are our most important customers?
      Which Key Resources are we acquiring from partners?   Customer Relationships?                                                         Community-
                                                                                                                           What bundles of products and services are we offering to each Customer Segment?       Which ones have we established?
                          Media
      Which Key Activities do partners perform?             Revenue streams?
                                                                               Fund                                        Which customer needs are we satisfying?
                                                                                                                                                                                                                                   Community
                                                                                                                                                                                                                 How are they integrated with the rest of our business model?
                                                                                                                                                                                                                 How costly are they?
                                                                                                                                              funded                                                                                                                                                                                                               Believers
                        companies                                           management                                                                                                                                             membership
                                                                                                                                             products



                                                                            Community
                         Producers                                                                                                                                                                                                                                                                                                                               Suppliers
                                                                            management



                                                            KeyResources do ourCustomer Relationships?
                                                            What Key
                                                            Our Distribution Channels?
                                                                                       Value Propositions require?                                                                                              Channelsour Customer Segments
                                                                                                                                                                                                                Through which Channels do
                                                                                                                                                                                                                want to be reached?
                                                            Resources
                                                            Revenue Streams?                                                                                                                                     How are we reaching them now?                                                                                                                         Buyers
                       Distributors                                                                                                                                                                              How are our Channels integrated?
                                                                                                                                                                                                                 Which ones work best?
                                                                                                                                                                                                                 Which ones are most cost-efficient?
                                                                                                                                                                                                                 How are we integrating them with customer routines?




                                                                                                                                                                                                       Online
                                                                               Community
                                                                                                                                                                                                     community                                                    Retail stores
                                                                               intelligence
                                                                                                                                                                                                      platform



     Cost                                                                                                                                                            Revenue
     Structure costs inherent in our business model?
     What are the most important
     Which Key Resources are most expensive?                                                                                                                         Streams pay? really willing to pay?
                                                                                                                                                                     For what value are our customers
                                                                                                                                                                     For what do they currently
      Which Key Activities are most expensive?                                                                                                                        How are they currently paying?
                                                                                                                                                                      How would they prefer to pay?
                                                                                                                                                                      How much does each Revenue Stream contribute to overall revenues?


                                       Marketing                     Production                                      Distribution                                                                                                                                                                                                                                             Supplier
                                                                                                                                                                                                       Product sales                                                            Interest
                                        costs                          costs                                            costs                                                                                                                                                                                                                                               subscriptions

    Designer: Ouke Arts (ouke.arts@gmail.com)
                                                                                                                                                                                                                                                                                         This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
                                                                                                                                                                                                                                                                                                       To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
                                                                                                                                                                                                                                                                                or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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7
Sustainability-Focused

Business
Model
Sustainability-Focused Business Model
Sustain-   If green status is what customers want, that’s what they’ll get. Fast moving consumer goods
ability    companies are creating new products and services for customers in mature and emerging markets
Focused    by focusing on sustainability.
Business
Model      Fast moving consumer goods companies that are serious about
           sustainability research the ecological impact of their products and
           services. Facts are needed for research-based green marketing
           while creativity and locality is needed for green storytelling.

           Brand defining employees and green marketeers work together with product and service designers,
           ecological organizations and governments. These research and marketing efforts demand a
           sustainable premium on traditional low-cost prices. When the market response is insufficient,
           governments can provide grants for sustainability-focused companies. Customers are reached
           through regular channels such as retail stores. The relationship between company and customer is
           based on green storytelling: individualized, personal and local context are integrated in customer
           relationship management.


           This business model will be more successful if fast moving consumer companies are active in both
           mature and emerging markets. Given the lead in green ambitions in mature markets, market
           presence in these markets allows companies to leverage on their achieved brand value in emerging
           markets.
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade
10 New Business Models for this Decade

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10 New Business Models for this Decade

  • 1. 10 New Business Models for this Decade beta TREND RESEARCH BY Trend Firm trendwatching.com MARKET ANALYSIS BY Strategy Boutique Thaesis BUSINESS MODEL DESIGN BY Strategy Consultant/Graphic Facilitator Ouke Arts
  • 2. 10 New Business Models for this Decade 1. Localized Low-Cost Business Model beta 2. One-Off Experience Business Model beta 3. Beyond Advertising Business Model beta 4. Markets Are Conversations Business Model beta 5. Low-Budget Innovation Business Model beta 6. Community-Funded Business Model beta 7. Sustainability-Focused Business Model beta 8. Twisted Freemium Business Model beta 9. Unlimited Niches Business Model beta 10. In-Crowd Customers Business Model beta
  • 4.
  • 6. Localized Fast moving consumer goods companies looking for new market opportunities for their simple, Low-Cost small and cheap products are considering the localized low-cost business model. Business Model In essence, this business model is suitable for standardized products and services with minimum specifications and lower customer expectations that can be locally produced and globally branded. This business model will only be successful if the following two conditions apply. The first one depends on significant market presence in metropolitan areas in mature markets. This condition allows companies to leverage on their achieved brand value in emerging markets. The second condition is that the product or service has income generation or self-sustaining features. This condition opens the door to lower incomes in emerging markets. Future market expansion is possible to both other areas in mature markets and higher incomes in emerging markets. The company's most important activities will be cost efficient procurement, marketing and quality management. Design is in the hands of local product and service designers and standardized production is outsourced to local producers. Likewise, energy efficient distribution is done through local vendors. Fast moving consumer goods companies will focus even more on maintaining and managing their brand portfolio. Their low cost structure, micro financed local activities and low prices plus high volumes will result in profitable growth of global market share.
  • 7. Localized Low-Cost Business Model The Business Model Canvas most relevant for fast moving consumer goods companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Independent Who are our key suppliers? Which Key Resources are we acquiring from partners? Our Distribution Channels? Customer Relationships? Simple, small Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Segments expect us to establish and maintain with them? Which ones have we established? Higher incomes Who are our most important customers? Which Key Activities do partners perform? Revenue streams? Cost efficient Which customer needs are we satisfying? How are they integrated with the rest of our business model? product/service and cheap How costly are they? in emerging procurement designers product/service markets Lower customer expectations Standardized Marketing Lower-incomes Minimum local micro and quality in emerging specifications producers management markets KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Income Channelsour Customer Segments Through which Channels do want to be reached? Metropolitan Resources Revenue Streams? generating/self- How are we reaching them now? How are our Channels integrated? areas in Which ones work best? sustaining Which ones are most cost-efficient? How are we integrating them with customer routines? mature markets Energy efficient Brands distribution via local vendors Other areas in mature markets Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? Micro financed How much does each Revenue Stream contribute to overall revenues? Low prices x Low costs local banks/ High volumes foundations Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 12.
  • 14. One-Off Big in popularity and unknown for their profit, many social media companies are searching for ways Experience to combine third party see-hear-buy products and services with their own ability to offer one-off Business experiences. Model The One-Off Experience business model stands for a smart connection between customers in markets of abundance and their experience seeking equivalents. This business model will only live up to its expectations if social media companies team up with offline event organizers, offline pop-up stores and online retailers. Developing software and engaging in ongoing conversations with their users is simply not enough to do the trick. This business model offers unique experiences to customers at a given place during a specific event. The software platform on which its online communication channels come to life will spark the engine of experience seeking customers. By instant contributions from these customers then and there, the door to the larger experience consuming market share will be opened. Events will have to be combined with commercial opportunism. The social media experience remains free, relevant products and services will have to bought the old-fashioned way. With money that is. Commissions from both pop-up stores and instant online retailers will bring in the revenue. These have to compensate social media companies for high hosting costs and presence and findability costs. These costs tend to rise along the popularity of the social media platform. If this is not absorbed by a parallel growth in revenues, the business model will not be sustainable.
  • 15. One-Off Experience Business Model The Business Model Canvas most relevant for social media companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Which Key Resources are we acquiring from partners? Our Distribution Channels? Customer Relationships? 3rd party Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Segments expect us to establish and maintain with them? Which ones have we established? Customers in Who are our most important customers? Which Key Activities do partners perform? Offline event Revenue streams? Software Which customer needs are we satisfying? Instant How are they integrated with the rest of our business model? see-hear-buy How costly are they? markets of organizers development consuming product/service abundance Conversation Experience Offline pop-up One-off Instant engagement seeking commerce experiences contributing and initiative customers KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Channelsour Customer Segments Through which Channels do want to be reached? Online retailers Resources Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? Software Online platform channels Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? Online Commissions How much does each Revenue Stream contribute to overall revenues? Commissions Hosting costs presence and pop-up instant online findability costs commerce retail Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 20.
  • 22. Beyond Traditional media and print companies are looking for new revenue streams and have done so for Advertising some time. In the last decade, the number of subscribers has been declining and the market for Business advertisements has not performed much better. So what’s beyond the known horizon? Model Traditional media and print companies need to shift from a business model based on advertisers telling subscribers what to buy to a business model based on facilitating both customers and partners in trust building and on-demand interacting. The business model for media and print companies remains two-sided but with two separate value propositions. It offers customers in mature markets, which are reached through customer initiated research, comparison and review, trusted product and service advice. These are shared with - and contributed by - commercial partners. Second, it offers individuals on-demand interaction with public partners, for example governments, schools and hospitals. Media and print companies will become great in facilitating individuals and groups in sharing, contributing and interacting. All communication will be channeled online and independent review portals complement media and print companies in building trusted customer relationships. Their cost structure will shift dramatically, from paper and distribution to content management and online facilitating. Revenues will be generated from facilitation fees paid by commercial and public partners, and commissions from product and service retailers. What’s beyond the known horizon? Facilitation is the answer.
  • 23. Beyond Advertising Business Model The Business Model Canvas most relevant for traditional media and print companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Facilitate Customer Relationships? Trusted What bundles of products and services are we offering to each Customer Segment? Research, Which ones have we established? Customers in Commercial Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? sharing and product/service compare, mature partners contributing advice review markets Public Facilitate On-demand Individuals partners interacting interaction KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Channelsour Customer Segments Through which Channels do want to be reached? Customers in Review portals Resources Revenue Streams? How are we reaching them now? How are our Channels integrated? emerging Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? markets Facilitation Online skills channels Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? Content Online Facilitators management findability Facilitation fees Commissions costs costs Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 28.
  • 29. Markets Are Conversations Business Model
  • 30. Markets Are Product-focused professional services firms are finite. Economic turmoil leads to severe pressure Conversations on fees in business-to-business markets like consultancy, advocacy, accountancy and corporate Business finance. In times like these, it takes more than product development to stay in the game. Model Understanding that markets are not a static product of history and position, but a dynamic snap shot of conversations and interactions, is the first part towards new growth. For professional services firms, the difference will be made by converting non-engaged customers into engaged customers. Product development will be obsolete. It will be replaced by customer relations and conversations. By sharing modular and beta products and services with your current and future customers, companies and their customers interact and collaborate in ongoing conversations. Not only will customers find and follow companies in online social networks, it will be the other way around as well. Employees have always been an important resource for professional service firms, and this importance will be especially true for social media skilled employees. Professional services companies will need to become active with real-time tracking and conversion, with a little help from media partners. This will lead to ongoing product and service improvement and innovation, resulting in lower failure costs and higher recurrent revenues. An involved customer is a loyal customer.
  • 31. Markets Are Conversations Business Model The Business Model Canvas most relevant for professional services companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Real-time Customer Relationships? Modular and What bundles of products and services are we offering to each Customer Segment? Find, follow, Which ones have we established? Media Which Key Activities do partners perform? Revenue streams? Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? Engaged tracking and beta products/ interact and companies customers conversing services collaborate Product/service Non-engaged improvement customers and innovation KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Channelsour Customer Segments Through which Channels do want to be reached? Resources Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? Social media Online social skilled networks employees Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? Lower product/ How much does each Revenue Stream contribute to overall revenues?Higher service failure recurrent costs revenues Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 36.
  • 38. Low-Budget Innovation in fast moving consumer goods companies used to mean bringing in the creative talents, Innovation the marketeers and the producers who started searching for possibilities to develop new products. Business For executives, there was nothing left but to hope for the best. Those days are over now that’s Model co-creation is introduced. Innovation has become something companies can do with their customers, instead of to them. Based on customer observation and customer participation, fast moving consumer goods companies develop co-created products that are improved by early adopters with sample tests. Early adopters are connected to the much larger market share of followers. Although co-creation can take place in off-line development labs, connectivity between adopters and followers is almost exclusively taking place through online channels. Online is also where local customer communities and global trend trackers meet. Fast moving consumer goods companies need to become specialists in customer behaviour, in traditional consumption patterns, but more and more in social and individual lifestyle patterns as well. In a low-budget innovation business model, fast moving consumer goods companies are able to achieve a higher new product success rate with lower budget development costs. Now that’s called low-budget innovation.
  • 39. Low-Budget Innovation Business Model The Business Model Canvas most relevant for fast moving consumer goods companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Free / Which ones have we established? Local customer Which Key Activities do partners perform? Revenue streams? Customer Co-created Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? personalized Early adopters communities observation products samples Global trend Customer Followers trackers participation KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Channelsour Customer Segments Through which Channels do want to be reached? Resources Revenue Streams? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? Customer Offline Online behavior development channels intelligence labs Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? Lower product Higher new development product costs success rate Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 44.
  • 46. Community Entertainment- and publishing companies have traditionally been specifically good at talent Funded identification and development. In a community-funded business model, talent identification and Business talent development are radically democratized. Model Instead of talent identification and development, entertainment and publishing companies become exceptionally good at fund and community management. The most essential resource in this business model is the intelligence of a community. In this multisided business model, their are three distinctive customer segments: believers, suppliers and buyers. Believers become members through the online community platform and fund products that are produced by suppliers. These products can be visual, auditory or textual and are bought by buyers. Believers can be buyers can be suppliers and the other way around. Fysical products are distributed through retail stores, digital products through the online community platform. To boost product sales, entertainment and publishing companies partner with media companies, professional producers and distributors. This means marketing, production and distribution costs have to be covered by interest and supplier subscriptions next to product sales. This business model has a different tipping point in different markets.
  • 47. Community-Funded Business Model The Business Model Canvas most relevant for entertainment and publishing companies 4 Day Month Year No. Key Key Value Customer Customer Partners Activities Proposition Relationships Segments Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Which Key Resources are we acquiring from partners? Customer Relationships? Community- What bundles of products and services are we offering to each Customer Segment? Which ones have we established? Media Which Key Activities do partners perform? Revenue streams? Fund Which customer needs are we satisfying? Community How are they integrated with the rest of our business model? How costly are they? funded Believers companies management membership products Community Producers Suppliers management KeyResources do ourCustomer Relationships? What Key Our Distribution Channels? Value Propositions require? Channelsour Customer Segments Through which Channels do want to be reached? Resources Revenue Streams? How are we reaching them now? Buyers Distributors How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? Online Community community Retail stores intelligence platform Cost Revenue Structure costs inherent in our business model? What are the most important Which Key Resources are most expensive? Streams pay? really willing to pay? For what value are our customers For what do they currently Which Key Activities are most expensive? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? Marketing Production Distribution Supplier Product sales Interest costs costs costs subscriptions Designer: Ouke Arts (ouke.arts@gmail.com) This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
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  • 52.
  • 54. Sustain- If green status is what customers want, that’s what they’ll get. Fast moving consumer goods ability companies are creating new products and services for customers in mature and emerging markets Focused by focusing on sustainability. Business Model Fast moving consumer goods companies that are serious about sustainability research the ecological impact of their products and services. Facts are needed for research-based green marketing while creativity and locality is needed for green storytelling. Brand defining employees and green marketeers work together with product and service designers, ecological organizations and governments. These research and marketing efforts demand a sustainable premium on traditional low-cost prices. When the market response is insufficient, governments can provide grants for sustainability-focused companies. Customers are reached through regular channels such as retail stores. The relationship between company and customer is based on green storytelling: individualized, personal and local context are integrated in customer relationship management. This business model will be more successful if fast moving consumer companies are active in both mature and emerging markets. Given the lead in green ambitions in mature markets, market presence in these markets allows companies to leverage on their achieved brand value in emerging markets.