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Business model marketing course 3
The document discusses various business model patterns and distribution models. It provides examples of business models like the Tupperware model, online sales model, clicks-and-bricks model, franchise model, and affiliate model. It also discusses co-creation models such as mass customization where consumers can alter product components to create combinations. The document is intended for a course on business models and patterns used by companies.
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Business model marketing course 3
- 1. advanced course business model marketing
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- 4. last week... Article mobilegames, 9 building blocks, business model canvas
- 5. DIY.. - Take alarge piece of paper - Think of your chosen industry and choose an organization, company, platform or brand from that one - Sketch the business model canvas grit - Visualize every building block in order to create an image of the business model of that organization, company, platform or brand - Prepare a short presentation in which you can explain how the business model you have sketched out works.
- 6. presentations business model canvas
- 7. conclusion.. - A BMincludes the entire organization (not just marketing / sales) - Understanding a BM of an organization requires lots of practice and (inside) information - Not many organizations use the exact same BM - Small differences between BMs can lead to very big gaps between companies in the future (Nokia vs. Apple)
- 8. today Some more businessmodel patterns, business model patterns @ google, the long tail, the ‘free’ business model, working on the ‘Act different assignment’
- 9. Business models Earning Distribu4on (Co-‐)crea4on User model models models models Subscrip4on Bait and hook Tupperware Online sales Mass Mass-‐effect model model model model customiza4on model Freemium Package Clicks & bricks Franchise Open source Community model deal model model model model Service Adver4sing Labeling Mul4-‐channel User-‐generated Mul4-‐sided model model model model content plaNorm Auc4on based Brokerage Affiliate Open business model model model model Yield Long tail management model Unbundeled Insurance Sources: Interac4eve marke4ng, Business-‐ models model modellen, Business model genera4on
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- 11. Tupperware model The aim of the tupperware model is to gather a small group of interested buyers in a home seRng. The one who organises a so called ‘party’ earns money by means of a storage rate. Distribu4on costs are low and there is a social pressure to buy. … (distribu3on model)… Examples: Tupperware, Aloë Vera Online sales model With the internet a company can easily get around wholesalers and retailers. OZen the saving of costs are in favour of the consumer. This way it’s cheaper to buy online. A disadvantage is the fact that markets have become much more transparent. …(distribu3on model)…
- 12. Clicks-‐and-‐bricks model When an organiza4on uses the online sales model all sales are based on making use of the internet. However for some organiza4ons the shop in the street is s4ll very important because its customers demand a place where they can meet the physical product. This is why lots of organiza4ons combine internet sales (clicks) and retail (bricks). Despite of the fact that this leads to higher costs. Organiza4ons are always searching for the perfect internet/retail propor4on. …(distribu3on model)… Examples: Bjorn Borg, IKEA Franchise model The franchise model aims at spreading a successful retail formula by independent entrepreneurs. These entrepreneurs have to follow strict rules in order the keep the formula clear. This business model is an example of spreading risk for both formula as the entrepreneurs. …(distribu3on model)… Examples: KFC, supermarkets
- 13. Labelling The labelling model is a special kind of franchising. Using the labelling model means that products that are labelled with a specific strong brand are distributed by other organiza4ons who earn money with a storage rate. The labelling model is oZen used for luxury brands for which the brand is more important than the product itself …(distribu3on model)… Examples: Disney Mul3 – channel model Mul4 channel management means op4mizing the number of communica4on and distribu4on channels an organiza4on has. Past years big organiza4ons have become more aware of the fact that a good mul4-‐channel strategy can lead to cost reduc4on and customer reten4on. …(distribu3on model)… Examples: G-‐star, Apple
- 14. Affiliate model The aim of the affiliate model is offering a product on a large number of places by making use of a network of partners. These partners get a comission for every new customer they deliver the organiza4on. OZen the affiliate uses a buaon, banner or webpage in order to persuade consumers to buy a product. The difference between the affiliate model and the adver4sing model is the fact that the offering organiza4on doesn’t have to pay for the tools the affiliate uses. They only have to pay the affiliate for the leads he delivers. …(distribu3on model)… Examples: cheapinsurance.com, mortgage.tv
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- 16. Mass customiza3on The mass customiza4on model is a good example of a model that lets organiza4ons and consumers work together when it comes to product development. The organiza4on has divided its product in several components that can be altered by the consumer. The consumer can make combina4ons with these components and this way make its one ‘personalized’ product.. …((co) crea3on model)… Examples: Nike, Lego Open source model The open source model is oZen used in the soZware industry. It leads to important but free soZware. SoZware companies develop great free soZware that can be used by a lot of customers. AZer they start using it they oZen discover they want some customized solu4ons. This way the customer becomes a paid customer. …((co) crea3on model)… Examples: OpenOffice, Android
- 17. User – generated content User-‐generated content is a co-‐crea4on model that is oZen designed as a social network. The organiza4on behind it is facilita4ng the service. The product itself emerges by the energy invested by volunteers. The organiza4on makes money by dona4ons and adver4sing. And some4mes also by selling a premium service. …((co) crea3on model)… Examples: Wikipedia.org, IMDB.com Open – business model Open business models can be used by organiza4ons in order to create value through sustainable partnerships with other organiza4ons. This can be done outside-‐in (ideas from outside the company are exploited inside the company) or inside-‐out (ideas from the company are exploited elsewhere). …((co) crea3on model)… Examples: Mercedes & Swatch, Philips & DE
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- 19. Mass effect model The mass effect model applies to certain products of which the amount of users determines the success immediately. Because of more and more people become users the product becomes an industry standard and that’s why other consumers don’t have an actual choice anymore. (user model)… Examples: MicrosoZ Word, Whats app Community model The community model is special kind of mass effectmodel. The product / plaNorm originates from a community of users. The plaNorm oZen makes money with adver4sing or a freemium business model …(user model)… Examples: Runkeeper, iphoneclub
- 20. Mul3 – sided plaGorm Mul4-‐sided plaNorms bring together two or more independent customer groups or segments (oZen suppliers and consumers). These mul4-‐sided plaNorm are only interes4ng for a customer group when the other group is also using the plaNorm. The plaNorm creates value by facilita4ng interac4ons and transac4on between the groups. The value of a mul4-‐sided plaNorm grows when it aaracts more users, aZer which it will automa4cally aaract a new group of suppliers. …(user model)… Examples: Apple appstore, Sony Playsta4on
- 21. Business models Earning Distribu4on (Co-‐)crea4on User model models models models Subscrip4on Bait and hook Tupperware Online sales Mass Mass-‐effect model model model model customiza4on model Freemium Package Clicks & bricks Franchise Open source Community model deal model model model model Service Adver4sing Labeling Mul4-‐channel User-‐generated Mul4-‐sided model model model model content plaNorm Auc4on based Brokerage Affiliate Open business model model model model Yield Long tail management model Unbundled Insurance Sources: Interac4eve marke4ng, Business-‐ models model modellen, Business model genera4on
- 22. assignment -look at thebusiness model patterns on the screen -make an overview of the Google products -write down which business model patterns Google uses the most
- 23. Business models Earning Distribu4on (Co-‐)crea4on User model models models models Subscrip4on Bait and hook Tupperware Online sales Mass Mass-‐effect model model model model customiza4on model Freemium Package Clicks & bricks Franchise Open source Community model deal model model model model Service Adver4sing Labeling Mul4-‐channel User-‐generated Mul4-‐sided model model model model content plaNorm Auc4on based Brokerage Affiliate Open business model model model model Yield Long tail management model Unbundeled Insurance Sources: Interac4eve marke4ng, Business-‐ models model modellen, Business model genera4on
- 24. so.. -sometimes it’s hardto find out the differences between patterns… -an organization always uses different patterns at the same time… -organizations are constantly changing there strategy that’s why they always develop new patterns
- 25. designing a newbusiness model
- 26. homework last week.. Literature/theory/background: -readBMG page 1 till 50 Work on the assignment:
- 27. act different.. - Divedeep into your future customer segment (s) - Use the empathy-map (page 126 till 133) to get the right customer perspective - Figure out (do some research): - What does the segment want to change? - What does attract the segment to the product? - What does the segment hate/love? - Which problems do the segments stumble upon? - Go on building your new business model and writing the business plan!
- 28. homework next week.. Literature/theory/background: -readBMG page 52 t/m 195 Opdracht: -go on working on your ‘Act differnent assignment’
- 29. let’s get to work..
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