The document discusses various business models for startups to consider when deciding how to monetize their product or service. It outlines different options for free versus paid models, and whether revenue comes from users, third parties, or a mix. Some examples highlighted include freemium models with paid upgrades, advertising, affiliate marketing, data reselling, crowdfunding, and mixed models that combine multiple revenue streams like a shop on the side.

1. How to pick
the right business model?

3. “When I grow up,
I want to be an
inventor.

4. We make corporates
innovate like startups.
We make corporates
innovate like startups.

5. Our focus: Business Model Innovation

6. No magic.

7. Remember this one?

8. Copy & Remix.

9. Airbnb

10. Airbnb
of Food.
of Parking.

11. Airbnb
of Boats.
of Storage.

12. Netflix

13. Netflix
of Books.
of Toys.

14. Netflix
of Clothing.
of Games.

15. Tinder

16. Tinder
of Jobs.
of Fashion.

17. Tinderof Real-estate.
of Shopping.

18. Business Model in a nutshell
An organization’s logic of creating,
delivering and capturing value.
just to make sure we’re all on the same page…

19. Many different components!
My focus will be on how value can be created.
+ how to monetise your product/service.

20. Understand the patterns!

21. Business Model Blocks

22. - Business Model Blocks -

23. - Business Model Blocks -

24. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Indiegogo & KickStarter - Crowdfunding

25. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Activity Trackers

26. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Aggregation Platform for Activity Trackers

27. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
digipill - Audiofiles to change your mind

28. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Runkeeper

29. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
ZombiesRun: Running as a game

30. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Franchising Models

31. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
MoodPanda - Track your Happiness

32. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Ginger.io - change data in useful insights

33. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Klout: Online influence as reputation

34. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Carrot > To-do list with a personality

35. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Bitcoins

36. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Prepaid VISA Healthcare Giftcard

37. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Moskow: Pay with Exercises

38. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Pay with a Tweet

39. Product
5
Money
5
Less Money
Experience
Right
Data
1
Reputation
Credits
Service
Exposure
Moves - Connected Apps

40. You are in the center!
Your own startup

41. Business Model transactions
Focus to make this flow as smooth as possible. #frictionless

42. Can be more complex.
Many different players, a lot of monetary transactions.

43. List of questions
you need to ask?

44. Some of the industries I’ll highlight:
News/ Publishing
Dating

45. What to pick?
Free!
for the user.
1.
Paid!
the user = client.
2.

46. Free?
Free = Free

47. What to pick?
Free!
for the user.
1.
- Early exit -

48. Free
(Hidden) other agenda:
- Aim for an early exit.
- Acqui-hire
- Prestige
- …
Rule of thumb:
There is no free lunch.

49. What to pick?
Free!
for the user.
1.
- Early exit -
- Pay-what-you-want -

50. Free?
Customer can pick
his own price.
Pay-what-you-want. (including free)

51. Case: Humble Bundle

52. Other industries
#win #fail
Emotional connection
Social/group pressure
…
selling to businesses
social/group pressure
…

53. What to pick?
Free!
for the user.
1.
- Early exit -
- Pay-what-you-want -
- Tip jar/ donation -

54. Free?
Main difference:
People often get the product for free, but
are free to do an extra transaction.
Tip jar - Donation.

55. Free, for some.
Different segments of
users.

56. What to pick?
Free!
for the user.
1.
- Early exit -
- Pay-what-you-want -
- Tip jar/ donation -
- Barter -

57. Swap goods, give something else in return.

58. What to pick?
Free!
for the user.
1.
Paid!
the user = client.
2.
Reason why people upgrade!

59. Free, but pay for extra features

60. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -

61. Some people only want “the best”
Ultimate luxury. 12K€ Smartphone (Vertu)

62. Vanity, reputation…
Vanity is so powerful!

63. Looks & Reputuation in games.
To fit in Exclusivity Show Commitment ...

64. Important learning: You need other people to show off!

65. Pay to get noticed. (above the crowd…)
Would you pay to get seen by your friends on Facebook?
Facebook 2012

66. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -
- Loss-aversion -

67. Another tactic: Lure people in with free + lock-in.
Just give it a try!

68. Pay-as-you-go model.
Switching cost?

69. Pay-as-you-go model.
Switching cost?

70. Similar, pay-per-use.
Blendle - itunes for journalism

71. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -

72. Privacy features are very powerfull!
Hide your profile.
Incognity mode.

73. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
- Mystery/ Surprises -

74. Mystery crates (& surprise upgrades)
similar to Lottery system = very lucrative!

75. Real life mystery crate (on subscription)
Trust & credibility created by 1 person (not a company)

76. Blind dates, anyone?
Crazy Blind Date by OKcupid. (up to $3/date)

77. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
- Mystery/ Surprises -
- Convenience/ Shortcuts -

78. Use Sold. The convenient way to sell goods online.
1 picture to sell your goods.

79. The power of Zynga-like games.
Grind - Spam - Pay

80. Our own experience :)
Colleague of us sends out dating invites to all our clients.

81. What to pick?
Paid!
the user = client.
2.
- Vanity - reputation -
- Loss-aversion -
- Privacy/ Anonymity -
- Mystery/ Surprises -
- Convenience/ Shortcuts -
- Helping peers/ gifts -

82. This one is on me…
Yes, Awesome.
I’m a PLUS member.

83. Virtual gifts.
Line messaging app is one to keep an eye on!

84. Crucial question!

85. Learn from gaming.
Question:
Do you allow people to spend (all their) money?

86. Next Chapter.

87. Why does this person get a +120M€ contract?

88. What to pick?
Free!
for the user.
1.
Paid!
the user = client.
2.
Third party
pays the bills.
3.

89. What to pick?
Third party
pays the bills.
3.
- Advertising -

90. Every ad-based model.
The user becomes
the product.

91. Ad-business is straight forward. but hard.
Offer content.
Control eyeballs
Steer attention to ads
Profit.

92. What to pick?
Third party
pays the bills.
3.
- Advertising -
- Affiliate/ Referral -

93. Drive sales for another.
Affiliate & Referral models.

94. Integrated referral links?
Pinterest is the perfect match!

95. What to pick?
Third party
pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
- Data Reseller -

96. Resell data.
One company is more transparant than the other.

97. What’s the value of your own personal data?
Resell your own data via a platform:
example Citizinme.

98. Example: Patients like me.

99. What to pick?
Third party
pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
- Data Reseller -
- Joint-Venture/partnership -

100. What to pick?
Third party
pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
- Data Reseller -
- Joint-Venture/partnership -
- White-label/Franchise -

101. What to pick?
Third party
pays the bills.
3.
- Advertising -
- Affiliate/ Referral -
- Data Reseller -
- Joint-Venture/partnership -
- White-label/Franchise -
- Get-one-give-one -

102. another client pays for your product. (could be anymous)

103. Suspended coffee

104. One Laptop Per Child

105. What to pick?
Free!
for the user.
1.
Paid!
the user = client.
2.
Third party
pays the bills.
3.
Broker/
Matchmaking
4.
Can be a mix of all three.

106. Broker/
Matchmaking
4.
- One-side pays -

107. One side pays.

108. Many dating platforms are based on this model.

109. Get paid to date?
Very controversial
of course.

110. Get paid to date.
Other platforms experiment with other rewards than money.

111. Broker/
Matchmaking
4.
- One-side pays -
- Both sides pay -

112. Matchmaking between 2 normal users.
only 1 of the 2 parties pays.

113. Auction platforms.

114. AirBnb & other broker platforms

115. Broker/
Matchmaking
4.
- One-side pays -
- Both sides pay -
- Crowdfunding -
- Penny Auctions -

116. Crowdfunding (many variations)
For pre-sales?
Investment?
Donation?

117. Crowdfunding
The product itself is often not the primary driver:
“Be part of something bigger, a revolution in …”

118. Get a return of an investment in someone else.

119. Broker/
Matchmaking/
4.
- One-side pays -
- Both sides pay -
- Crowdfunding -
- Penny Auctions -

121. What to pick?
Free!
for the user.
1.
Paid!
the user = client.
2.
Third party
pays the bills.
3.
Broker/
Matchmaking
4.
Mixed model
Subsidised
5.

122. Mixed model
Subsidised
5.
- Shop (on the side) -

123. Mixed model
Subsidised
5.
- Shop (on the side) -
- Razor-blade (add-ons) -

124. Pay for recurring upgrades or consumables
Offer part of your service
for free (or nearly free)

125. Open Source model with paid consulting support

126. Ryanair-like no-frills models.

127. Mixed model
Subsidised
5.
- Shop (on the side) -
- Razor-blade -
- Credits/points -

128. Combine concepts

129. www.glowing.com
IncIncHQHQ
Glow
IncIncHQHQ
Glow First Fund
Non-Paying user
Data
Predictions & Tasks
to increase pregnancy

130. www.glowing.com
Paying Users
IncIncHQHQ
Glow
IncIncHQHQ
Glow First Fund
Preganant*
Enganging User
Not Pregnant*
"Normal" User
Not Pregnant*
5
€50/Month
Insurance &
Extra Guidance
Data
Non-Paying user
Data
Predictions & Tasks
to increase pregnancy
support

131. www.glowing.com
Paying Users
IncIncHQHQ
Glow
IncIncHQHQ
Glow First Fund
Preganant*
Enganging User
Not Pregnant*
"Normal" User
Not Pregnant*
5
€50/Month
Insurance &
Extra Guidance
conceiving
Data
Non-Paying user
Data
Predictions & Tasks
to increase pregnancy
++ % of Money Pool
% of Money Pool
support

132. www.glowing.com
inFertility Treatment Partner
Paying Users
IncIncHQHQ
Glow
IncIncHQHQ
Glow First Fund
Preganant*
Enganging User
Not Pregnant*
"Normal" User
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5
€50/Month
Insurance &
Extra Guidance
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Company
Data
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Company
Non-Paying user
Data
Predictions & Tasks
to increase pregnancy
++ % of Money Pool
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5
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5
Money
Data Exposure
support

133. www.glowing.com
inFertility Treatment Partner
Paying Users
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Glow First Fund
Preganant*
Enganging User
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Not Pregnant*
5
€50/Month
Insurance &
Extra Guidance
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Company
Data
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Company
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Data
Predictions & Tasks
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R&D
IncIncIncInc
Labo
5
Money
Data
Universities
5
Money
User Data
Exposure
support

134. li
Not just
- 1 campaign
- 1 product
- 1 company
Crowdfund the potential
of another person!
Key lessons & take-aways.
Learn to detect & understand the patterns.
Look in different industries!
Copy & Remix multiple models.