This document explores various revenue model options for businesses, emphasizing a systematic approach to monetization through a flowchart. It presents strategies including freemium, subscription, and donation models, along with key questions to guide decision-making. The goal is to help organizations innovatively monetize their ideas while considering user engagement and comfort.

1. Revenue Model Options
curated by @arnevbalen
27
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boardofinnovation.com
B2C

2. Download all files for free:
www.boardofinnovation.com/FindNewRevenue
Rules of the game:
• Start from a concrete idea
• Continue until you are at a location where
you have been already (vicious cycle!)
• Check all answers before choosing a path
• Don’t judge yet, seriously!
Do you think your users could
feel uncomfortable if all their
friends know that they use
your product/service ?
Does your product/service
remember previous use of a
user? (eg. memory card)
Can the user receive a higher
status by using the product?
1. Early Exit
2.Tip jar/donation3. Barter
4. Freemium
6. Vanity/
Reputation
7. Loss/Aversion
8. Privacy/
Anonymity
9. Mystery/Surprises
16. Data Resell
20. Leasing 21. Pay-per-use
5. Pay-what-you-
want
10. Convenience/
Shortcuts
11. Helping peers/
Gifts
12. Exclusivity/
Limited Availability
22. Fractional
Ownership
Free!
For the user.
Paid!
The user = Client
Third party
pays the bills
Monetization driver
(How to cash in)
18. Flat rate
(one-time-fee)
19. Subscription
(time related)
13. Get one -
Give one
14. Advertising
Do you want to offer a
product/service to people
that can't afford it?
Would users value the possibility to
share the product with their peers?
Would the status only be relevant
amongst the user base of your product?
Hmmm...
Making money on your product seems to be a tough one.
Get out of your comfort zone! It's innovate or die.
Answer quick! What comes to mind
first is the right answer. Here we go:
Will the majority of users pay for
your product?
Will users have to give their
personal details in order to use
your product/service?
Is it your goal to have
direct revenue from this
product/service?
Do you believe other companies
would have interest in targeting
your user base?
Do you generate user-data
relevant for others?
Are there any complementary
services/products to your offer
that your users expect?
Is the variabel cost per extra user
non-existent or negligible?
Can you think of features that only
part of your user base would pay for?
Does your product need a critical
amount of users to show it's value?
Do your users have non monetary
resources the company (or other
users) normally would have to pay for?
Did you develop a feature/product
significantly more convenient than
the best alternative users have?
What about offering a
box without telling
what's inside?
#Awesome! You have some
options that your users
might be willing to pay for.
23. Crowdfunding
Do you want the user to own the
product once they pay?
Would you like proof of
interest from your users
before you launch?
Do you think the user might
have trouble paying the entire
product at once?
Do your users want to
pay every time they use
your product/service?
Yes!
Damn right
about that!
We will launch
anyway!
Yes!
Yes!
Will the user have the
exclusive right to use
this product?
Not
nessecarely!
Not really!
Nope!
Yes!
No, let's give
it for free!
Yes!
Maybe
It's not about the
ability to pay. I'm
just not sure if
everyone will pay!
In fact, yes!
Not at all, they already
use everything they have!
Exactly!
Check!
Ads, are
you crazy?
Not really...
Shht... user data
is our competitive
advantage!
No!
My product is all
they need!
Yes!
It's not about
the money!
Of course!
Definitely!
Nope, no critical
mass needed!
That's why
we make
software!
Yes!
We do have some
extra costs...
Afraid that you
won't receive
enough donations?
Didn't I say I don't
want them to pay?
No!
Of course! How
can I let them
pay otherwise?
Not relevant
for my product!
Obviously...
Not relevant!
They would be
devastated if
their user data
was lost!
Nope!Absolutely!
No! Amongst everyone!
Yes, they
would love it!
No, it would
lower the
value!
No...
Hell yeah!
Not knowing
what's coming
is always kind
of exciting!
Sounds like
gambling!
F*ck off!
That's how
it works!
Nothing better
than the smell
of fresh money
in the morning...
Close...
but yet so far...
25. Razor-blade
Do you want more than one
contact moment with your
user?
Not
necessary!
Yes, that would
be useful!
Seriously? We are
not living in the
Middle Ages anymore!
Charity?
No thanks!
Ever played Monopoly?
Go back to start!
High chance that you'll
find more reasons for
users to pay!
No!
Don't forget
to check this
one as well!
Can one product
be shared amongst
different users?
Yes!
Could you introduce physical
consumables to be used
together with the product?
Nope!
No!
Good
idea!
Crowdfunding is
only the beginning...
No, but we do
have a recurring
cost in mind!
Cool! You just
teleported
yourself here!
Your journey requires
a teleportation! Find
the exit...
24. Add-ons
Do you see the
option to sell
something extra
to part of your
customer base?
Harder, better,
faster, stronger!
You can probably
make even more
money on this! Just
give it a try!
Remember:
You can only walk
this road once!
15. Affiliate/
Referral
17. Matchmaking
platform
Do you want to have an
integrated solution that seems
to be your own offering?
Advice to
trusted
partner
is fine!
Yes,
Integrated
Solution
Do you dream of
making even more
money with this idea?
Hint >You might find gold at
the other side of this tunnel
You won't
regret this!
High chance that you'll
find more reasons for
users to pay!
Find new revenue models for your idea Start here!
What about these colours?
One Laptop Per Child
Always come togetherAlways come together
How to cash in on your ne
What would that mean !
for your idea?
!
Try to imagine…
What would that mean !
for your idea?
!
Try to imagine…
What would that mean !
for your idea?
!
Try to imagine…
What would that mean !
for your idea?
!
Try to imagine…
For example:
10. Convenience/ shortcuts
What would that mean !
for your idea?
!
Try to imagine…
What would that mean !
for your idea?
!
Try to imagine…
For example:
10. Convenience/ shortcuts
What wou
for yo
Try to
What wou
for yo
Try to
What wou
for yo
Try to
Step 3:
Brainstorm template
As an agency specialised in business model innovation, we support
our clients to develop sustainable new revenue streams. By asking
the right questions, different options to ‘cash in on your new idea’ will
arise. Unfortunately, we can’t be everywhere at the same time. That’s
why we made a flowchart to help you and your team to discuss the
alternative monetisation tactics & pricing options.
This flowchart will be most effective in one of the following 2 use cases:
• You have a new idea and you are wondering if you can monetise it.
• You already developed your business model and you would like to
challenge your current monetisation strategy.
Note: This is not a scientific tool. Don’t expect the ultimate solution.
Why did Board of Innovation
make a tool to explore ways to find new revenues?
When should I use it?
Rules of the game:
• Check cards to understand the
monetisation principle if you need some
clarification or examples.
• It’s totally ok to peak into the revenue
cards that you didn’t have as an outcome
from the flowchart ;)
Rules of the game:
• Take all outcomes into consideration
• Translate the theoretical outcome
into concrete ways to earn money
• Ask all team members to come up
with their own translation
Step 2:
Revenue Cards
Step 1: Flowchart

3. Allowing customers to distinguish themselves from other customers will make
them feel important. Often used in gaming!
#1 Vanity/Reputation Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
Pro and Business versions of Windows do not differ that much in features,
while Pro is priced much higher than the basic version. But wait… Do you
want to be the one opening your ‘Windows Home Edition’ with a new client?
1. Windows 8 Pro
2 Examples to turn theory into practice
Gamers of World of Warcraft often pay to fit in, for exclusivity, to show
commitment or simply to show off to the starters (aka .#noobs) in the game.
It’s all about perception!
2. Reputation in games

4. A technique used by drugs dealers for many years and also known as locking-in
customers: give something for free (or cheap) and provide lots of hassle (€ or
effort) when they want to change to a different alternative.
#2 Loss/Aversion Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
Dropbox is the most expensive player in the cloud storage market, but they
were first and everyone integrated 3rd party services with their dropbox
account. Who knows what might stop working once you switch to an
alternative?
Seven is a fitness app with a goal to workout each day for 7 months. If you
miss a day, you lose a heart. Once you lose your 3 hearts, you have to start
again from zero. Expert tip: Extra hearts can be bought ;).
2 Examples to turn theory into practice
1. Dropbox 2. Seven

5. How to select a new
business model?
Go to our Business Model
Innovation Training
Or mail us via hello@boardofinnovation.com

6. When you don’t want other people to find out who is using the service, users
might want to pay for this matter.
#3 Privacy/Anonymity Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
Anonymity is crucial when you want to hide what you are doing.
DateMeKenya has the anonymity feature only available for their paying
members. You don’t want your husband/wife to find out that you are dating,
right?
Vanilla Visa is a gift or reward card that works the same as a normal
creditcard but without identification. Fees are higher than regular credit
cards but the money is untraceable.Expert hint: Extra hearts can be bought ;).
2 Examples to turn theory into practice
1. DateMeKenya 2. Vanilla Visa

7. Giving people a reason to believe that they might win a lottery creates customer
experience. Not knowing what’s coming can often be exciting!
#4 Mystery/Surprises Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
Birchbox is a subscription service that sends you (or someone that received it
as a gift) a monthly box full of cosmetics. You won’t know what’s inside until
you open it and that’s why it’s so much fun to find in your mailbox.
No payment trigger that the gaming industry doesn’t use! In this mystery
crate you have a (small) chance of finding rare items (eg. crystal sword). You
might call it a virtual lottery.
2 Examples to turn theory into practice
1. Birchbox 2. Mystery in Gaming

8. Delivering a product/service that is more convenient/easy to use compared to
existing alternatives is worth paying for!
#5 Convenience/
Shortcuts Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
You want to send a camera to your brother abroad but you hate the hassle
with sending? Shyp will be your best friend! You simply take a picture of the
camera, choose the destination and Shyp comes to pick it up within 30
minutes.
The power of ‘Zynga-like’ games is the simple choice e.g. when you want to
grow a plant you can: grind (click 5000x), spam (invite 50 friends for double
speed) or pay (#coins).
2 Examples to turn theory into practice
1. Shyp. 2. Zynga Games

9. Think about this as paying a round of drinks in a pub with your friends. You will
get instant social status as a result. Giving something valuable to someone you
care about creates satisfaction.
#6 Helping Peers/
Gifts Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
A small world is a social network for the #UltraRich. If you are not part of it,
you wont be ‘one of them’. To get access, you need an invite. To get an invite,
you need to pay. Get it?
You check Baekdal Plus, a website full of in-depth research articles and you
find a highly relevant article for your colleague. Baekdal Plus lets you share
that $20 article for free if you have subscription ($9/month). Great deal, isn't
it?!
2 Examples to turn theory into practice
1. A Small World 2. Baekdal Plus

10. Having something with a certain exclusivity is a certain show-off. It has always
been like that and it will always be the case. The more people have access to the
product, the harder it gets to use this as a value perceiver.
#7 Exclusivity/
Limited Availability Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
Vertu offers a phone for a stunning €12 000 and you know what? People pay!
The reason: it’s your key to exclusive services (e.g. a concierge to call in any
circumstance) and events.
Instead of selling copies to all their fans, Wu-Tang Clan released just one copy
of its secret Album. Musea can rent the album to offer fans to listen the
album once for $40/time.
2 Examples to turn theory into practice
1. Vertu 2. Wu-Tang Clan

11. There is no such thing as a free lunch! Apart from direct revenue, companies
launch products/services for other reasons: user base, prestige, contact details,
etc.
#8 Non monetary Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Mobile messaging with friends all over the world is becoming
more popular than social media. WhatsApp had 450Mio users
(and their address book) when acquired by Facebook for
$16Bio. Fact: WhatsApp had no revenue model at that time.
The world's first crowd-speaking platform. At time of writing
(March 2015), over 3 million people have donated their social
reach for ideas and causes that matter. The service given to the
users in this case is ‘reputation’.
1. Whatsapp
2 Examples to turn theory into practice
2. Thunderclap
IncIncHQHQ
MyStartup.com Consumer
Service
5
Lower price than service cost
(often free)
Data, the right to use data or something else
non monetary and valuable for the MyStartup.com

12. Some products need a lot of users to function appropriately. Some people will
highly appreciate what they get. Giving these people a chance to show this
appreciation in a gift (€) is a tip jar/donation.
#9 Tip jar/Donation Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Wikipedia’s sole revenue stream is donations from users that
love the online encyclopedia. When you have (and need) a huge
user base, some of these users will be willing to help.
Amazon uses donations as a sneaky loyalty scheme. With every
purchase, Amazon Smile donates 0.5% of the purchase price to
a cause of your choice.
1. Wikipedia
2. Amazon Smile
2 Examples to turn theory into practice
IncIncHQHQ
MyStartup.com Consumers
Information
5
Donation

13. Receiving products/services you want in return for another good or favour.
Most barter are triangle deals!
#10 Barter Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Home exchange is a website that allows you to exchange your
own home with other travellers for a limited amount of time
(aka. your holiday period) in return for a $9,95/month
subscription fee.
The government of Murcia (Spain) encouraged their
inhabitants to swap their car for a free lifetime tram pass.
Note: this is not a triangle deal!
1. homeexchange.com
2. Swap your car
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com
Consumer
Consumer Consumer
Product
Product
Product
Platform
5
Commission

14. Segmenting your user base in users that get the service for free and users that
pay, is called a freemium business model. The paying customers usually have
access to superior features.
#11 Freemium Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Free users of Spotify receive advertisements every 20
minutes, paying users don’t. Nothing more nothing less, it
doesn’t have to be complex all the time.
Dropbox gives more online space to their PRO users that paid
for the service. Meanwhile, Business users have unlimited
space and extra services for teams to collaborate.
1. Spotify
2. Dropbox
2 Examples to turn theory into practice

15. Similar to donation but with a stronger focus on revenues, not users. Here you
get to choose what you pay for the product. Only works when variable costs are
negligible (e.g. music, games, virtual books, software, etc.)
#12 Pay-what-you-
want Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Humble Bundle offers book and game bundles for a price that
you choose yourself. If you are one of the top payers, you
receive limited bonus books/games.
Offer what you want for their services and they pick the offers
they like. Apart from money, value drivers for 8k could be:
availability of their designers, big brands for their portfolio, etc.
1. Humble Bundle
2. 8k design agency
2 Examples to turn theory into practice
IncIncHQHQ
MyStartup.com Consumers
Information
5
Money

16. Sometimes you want to target a user segment that simply can’t afford your
product in any way. The decision to make another segment pay double has been
made for charity: laptops, flash lights, etc.
#13 Get one-Give one Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
For every laptop bought in the US and Europe, one of these
laptops was sold to charity organisations for highly deducted
prices. Fact: the low tech of these laptop triggered the
notebook trend (9” laptops) in the US and Europe.
For every coffee bought, Starbucks donated 25 cents to Oasis,
an organisation helping locally based family organisations
worldwide.
1. One Laptop per child
2. Starbucks campaign
2 Examples to turn theory into practice

17. The user becomes the product. Companies pay to reach the customers of your
service. The desired result is to drive consumer behaviour with respect to a
commercial offering.
#14 Advertising Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Metro is free around the world. Their goal? To reach as much
commuters as possible. The more eyeballs they keep rolling,
the more companies will pay for ads in these newspapers.
Pinterest is a great way to integrate advertising in behaviour
that people choose to keep doing: finding inspiration - clothes,
furniture, moodboards, etc.
1. Metro News
2. Pinterest
2 Examples to turn theory into practice

18. When referring your customers to another company, you are driving their sales.
Depending on the product and program, 5-10% of the product price, is a good
indicator of the lead fee you’ll receive.
#15 Affiliate/Referral Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
FindGift helps people to find the right gift. Once the service
guided you to what you want to buy, you will be directed to the
website of their partner. If you buy, FindGift gets paid.
ASAP54 is the Shazam for fashion. If you see something you like,
the app will tell you what it is and where you can buy it. Often
you will even get a direct buying link. Well, that’s convenient
(and #smart). Good integration is the key!
1. FindGift.com
2. ASAP54
2 Examples to turn theory into practice

19. Selling customer data is a lucrative business for many purposes:
targeted advertising, medical research, personalised services, etc. Being
transparent is one of the keys to success!
#16 Data Resell Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
PatientsLikeMe offers a valuable (and free) P2P service for
people searching for the best treatment of their disease.
Anonymous data is sold to Pharma, so they can come up with
better treatments.
The money saved by not providing a free service could be given
to the users willing to share their data. That’s exactly what
DataCoup is doing. You can earn up to $9/month, providing
them all data you already give to other companies.
1. PatientsLikeMe
2. Data Coup
2 Examples to turn theory into practice

20. When matching 2 relevant parties to each other, both value your service and
might pay for it. Dating platforms are the best known example of matchmaking
platforms.
#17 Matchmaking
Platform Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Jobr is a ‘Tinder’ for jobs matching companies with open
applications (and looking for ‘the perfect applicant’) with
applicants searching for ‘their perfect job’.
Babelverse is P2P translator for spoken communication
available on-demand in any language and remotely on any
device. Fact: Launched as a business service but envisioning a
tool that will helps bridging the language gap at overseas
nature disasters.
1. Jobr
2. Babelverse
2 Examples to turn theory into practice
IncIncHQHQ
My organization
Consumer
Consumer
Experience Experience
Service
5
Money
Service
5
Money

21. A marketplace always has clear supply and demand. Bringing these 2 sides
together might require a platform (marketplace) or a serviceprovider (broker)
The one delivered most value to is mostly the one that pays the commission fee
(buyer, seller or both).
#18 Marketplace Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Airbnb is a travel service that links people with space available
to people searching for a good place to stay (with locals).
Commissions charged are 6-12% of the listing fee.
Ebay is a well known auction platform for second hand goods.
Apart from commission on listing fee, sellers are also charged
to keep their offer ‘on top of the page’.
1. Airbnb
2. Ebay
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com
ConsumerConsumer
5
Money
Experience Product Service
Community
5
CommissionPlatform

22. This is how most products are sold. You pay a one time fee and you own the
product or you receive access to a lifetime service.
#19 Flat rate Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
VPN Unlimited is your one-stop shop for protecting your WiFi
connection, securing your online activity, and bypassing web
content restrictions. You pay €40 for a lifetime subscription.
2. VPN Unlimited
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com Consumer5
One-Time Fee
Service Product
You buy it. You draw a face on it to extent it’s lifetime for 3
more minutes. You eat it. You’re done.
1. A banana

23. A subscription is a service you sell in a certain timeframe. The service can vary:
receiving a newspaper every day, using a cloud service (software), being able to
call car assistance when needed, etc.
#20 Subscription Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Adobe Creative Suite has had a ‘single purchase for life’ for a
long time. Now they switched to a cloud service: you only pay
for what you need for the time you need it. According to Adobe
it’s cheaper. Disclaimer: They are lying :).
Every week you receive fresh razorblades in your mailbox for
$1/month. That’s convenient! Apart from razorblades, you
might find this kind of services for socks, fruit, candybars, etc.
1. Adobe Creative Cloud
2. Dollar shave club
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com Consumer5
Subscription
Service

24. Customers receive a physical product for a limited period to fulfil their needs.
Within the leasing period, a product can only serve the needs of one customer
(exclusive use).
#21 Leasing Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Leasing of cars is a service used by all companies worldwide.
Leaseplan is one the leading providers of this service.
Not much people think about it, but leasing is a revenue model
used for other goods as well: diamonds, bags, jackets and yes,
jeans as well. Hint: check www.mudjeans.com
1. LeasePlan
2. Lease a Jeans
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com Consumer5
Fee/Time
IncIncIncInc
Company
5
Flat Fee
Product (bought)
Service

25. Some products are only used a limited amount of times per customer (a car is idle
97% of the time on average). Paying only for the times you need a product/
service creates flexibility and increases the value per use.
#22 Pay-per-use Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Do you read the entire newspaper? Exactly, me neither.
Blendle is an aggregator of most Dutch newspapers. It sells the
articles separately for 10-20% of the newspaper price.
Did you know that the average car is idle 97% of the time?
Paying only for that 3% does makes sense! Our world would
need 30 times less cars. Here: a car vending machine in China
where you pay $3,5 per hour.
1. Blendle
2. Car vending machine
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com Consumer5
Fee per use
Service

26. A pricing strategy with highly flexible prices for products or services based on
different variables: demand-based, time-based , profile-based, etc.
#23 Dynamic pricing Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Parking spaces are provided with a sensor, detecting parking
availability. To help achieve the right level of parking availability,
SFpark periodically adjusts meter - and garage pricing up and
down to match demand. Fact: ’14 pilot project in San Fransisco
2. SF Park
2 Examples to turn theory into practice
Airlines change prices depending on the day of the week, time
of day, and number of days before the flight, number of seats,
departure time and average cancellations on similar flights
1. Qatar Airways
IncIncHQHQ
My organization Consumer
5
Price based on
one or multiple variables
Service

27. When customers are not able to pay for the entire product, you can allow them
to buy it together with peers. Another variation of buying together with peers is
‘group buying’ to achieve a discount on everyones product or service.
#24 Fractional
ownership Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Always nice to go on holiday to your own villa. Elite Destination
Houses sells to groups of people and maintains the villas
during the year.
This could be your car-sharing calendar: brown is your
neighbour’s holiday in Spain. Red are your important meetings
in Paris. The rest of the time the car is available.
1. Elite Destination Houses
2. Share a car
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com
Consumer
Consumer
Consumer
Product
Owners
5
Total price divided by
# consumers
Shared Product

28. Pre-sales is a way to offer a product/service/right for sale before it is developed
entirely. Mostly used to fund a project or to receive proof of customer interest
before launch. Always to be combined with another pricing tactic!
IncIncHQHQ
MyStartUp.com
Fund Seeker
Community
Member
Community
Member
Service
5
% Commission
Small Reward
5
Small Micro-Funding
Large Reward
5
Large Macro-Funding Funding
Crowd
#25 Pre-Sales Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
The Dash (by Bragi) are Wireless Smart Headphones launched
on Kickstarter. Bragi used a crowd funding platform for raise a
development budget and to receive customer feedback before
investing in production facilities.
Pave is a service to fund students for expensive universities. As
a student, you pay part of your wage to the investors once your
start earning.
1. The Dash
2. Pave
2 Examples to turn theory into practice

29. aka. Add-ons. Some customers might have deeper pockets than you think.
Always allow them them to spend all the money they have! The gaming industry
understands this aspect, the music industry does not.
#26 Up-selling Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
The entry level Audi R8 has a ‘modest’ price tag of €120k. By
requesting a more luxury interior, extra options or some extra
horse power, you will have to pay extra. An Audio R8 full option
would cost you more than €250k.
Wordpress is a free open-source DIY website platform. If you
need a more custom solution or if you do have some trouble,
you can pay for a support service.
1. Audi
2. Wordpress Support
2 Examples to turn theory into practice
IncIncHQHQ
MyStartUp.com Consumer
Free/Cheap Product
5
Low Price
Upgrade
5
Fee

30. Revenues are spread over the lifetime of a product. After a flat fee, customers
have recurring expenses they can’t refuse. (e.g. Razor blades, coffee pads,
updates GPS devices, etc.)
#27 Razor-blade Third Party
pays the bill
Free!
For the user.
Value
Proposition
Pricing tactic
How it usually works - General visualisation
Nespresso doesn’t earn (much) on their coffee machines (they
don’t even make them themselves). All of the money comes
from the pads. Interesting fact: Dyson chose for the opposite
strategy by taking away vacuum cleaner’s bags.
“An update is still cheaper then a new GPS system, right?” This
is exactly how Tomtom and Garmin made big money for years.
Users choose to either pay or use outdated maps.
1. Nespresso
2. Tomtom GPS updates
2 Examples to turn theory into practice

31. Avoid your Kodak or Nokia moment…
hire our team
info@boardofinnovation.com

32. Does your product/service
remember previous use of a
user? (eg. memory card)
Can the user receive a higher
status by using the product?
2.Tip
3. Barter
4. Freemium
9. Mystery/Surprises
16. Data Resell
5. Pay-what-you-want
10. Convenience/
Shortcuts
12. Exclusivity/
Limited Availability
Free!or the user.
Third partypays the bills
13. Get one -Give one
14. Advertising
Do you want to offer a
product/service to people
that can't afford it?
Would users value the possibility to
hare the product with their peers?
e status only be relevant
user base of your product?
Hmmm...
Making money on your product seems to be a tough one.
Get out of your comfort zone! It's innovate or die.
Is it your goal to have
direct revenue from this
product/service?
Do you believe other companies
would have interest in targeting
your user base?
Do you generate user-data
relevant for others?
Are there any complementary
services/products to your offer
that your users expect?
Is the variabel cost per extra user
non-existent or negligible?
Can you think of features that only
part of your user base would pay for?
Does your product need a critical
amount of users to show it's value?
Do your users have non monetary
resources the company (or other
users) normally would have to pay for?
Did you develop a feature/product
significantly more convenient than
the best alternative users have?
What about offering a
box without telling
what's inside?
#Awesome! You have some
options that your users
might be willing to pay for.
Do you want the user to own the
product once they pay?
Would you like proof
interest fromb
Yes!
Will the user have the
exclusive right to use
this product?
Not
nessecarely!
Not really!
It's not about the
ability to pay. I'mjust not sure ifeveryone will pay!
In fact, yes!
Not at all, they already
use everything they have!
Exactly!
Check!
Ads, areyou crazy?
Not really...
Shht... user data
is our competitiveadvantage!
No!
My product is allthey need!
Yes!
It's not aboutthe money!
Of course!
Definitely!
Nope, no criticalmass needed!
That's whywe makesoftware!
Yes!
We do have someextra costs...
Afraid th
won't reenough dona
Didn't I say I don't
want them to pay?
Not relevant!
iftheir user datawas lost!
Nope!
Absolutely!
No! Amongst everyone!
! No, it wouldlower the
value!
No...
Hell yeah!
Not knowingwhat's comingis always kindof exciting!
Sounds likegambling!
F*ck off!
Close...but yet so far...
nt more than one
ontact moment with your
user?
Not
necessary!
Yes, that wouldbe useful!
Seriously? We arenot living in the
Middle Ages anymore!
Charity?No thanks!
Ever played Monopoly?
Go back to start!
Don't forgetto check thisone as well!
Your journey requires
a teleportation! Findthe exit...
Do you want to have an
integrated solution that seems
to be your own offering?
Adv
trus
partn
is fin
Yes,
Integrated
Solution
You won'tregret this!
High chance that you'll
find more reasons for
users to pay!
hese colours?
One Laptop Per Child
Always come t
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