The document discusses e-commerce business models, including their definitions, value propositions, and revenue models such as advertising, subscription, transaction fee, sales, and affiliate models. It highlights the importance of market opportunity, strategy, and organizational development in successful e-commerce operations. Additionally, it outlines individual tasks focused on analyzing e-commerce platforms and their failures for assessment purposes.

1. BAB II
E-Commerce Business
Model and Concept
Heru Wijayanto, M.M, M.BA, M.MT

3. DEFINISI MODEL BISNIS
• “Method of doing business by which a company can
sustain itself – that is generated revenue.” Michael Rappa

4. Slide 2-4
E-commerce Business Models—Definitions
 Business model: set of planned activities designed to result in
a profit in a marketplace
 Business plan: document that describes a firm’s business
model
 E-commerce business model: aims to use and leverage the
unique qualities of Internet and Web

5. Slide 2-5

6. Slide 2-6
Value Proposition
 Defines how a company’s product or service fulfills
the needs of customers
 Questions to ask:
 Why will customers choose to do business with
your firm instead of another?
 What will your firm provide that others do not or
cannot?
 Examples of successful value propositions:
 Personalization/customization
 Reduction of product search costs
 Reduction of price discover costs
 Facilitation of transactions by managing product
delivery

7. Slide 2-7
Revenue Model
 Describes how the firm will earn revenue,
generate profits, and produce a superior
return on invested capital
 Major types:
1. Advertising revenue model
2. Subscription revenue model
3. Transaction fee revenue model
4. Sales revenue model
5. Affiliate revenue model

8. Slide 2-8
1. Advertising Revenue Model
 Web site that offers content,
services and/or products also
provides a forum for
advertisements and receives
fees from advertisers.
 Common model used for high
traffic Web sites.
 It includes selling banner ads,
classified ads, sponsor ads,
pop-up ads, etc. Revenue at
Yahoo, Webcrawler, and
Geocities is generated this
way.
Personals
Finance
Ad Server
ISP
Advertiser
Exposures
$
Advertising Revenue Model
http://www.demingcenter.com/html_files/roi/pdf_2annual/Higbie_Pricing.ppt#5
Sports

9. Slide 2-9
2. Subscription Revenue Model
 Web site that offers
users content or
services charges a
subscription fee for
access to some or all
of its offerings
 Examples:
 Consumer Reports
Online
 Yahoo! Platinum
Subscription Revenue Model
ISP
$
Messaging
Financial News
Email
http://www.demingcenter.com/html_files/roi/pdf_2annual/Higbie_Pricing.ppt#5

10. Slide 2-10
3. Transaction Fee Revenue Model
 Company that receives a fee (commission) for enabling or
executing a transaction.
 eg. In auction sites when a seller is successful in auctioning
off a product site receives transaction fee
 eg. Online stock broker receives fees each time it executes
a transaction on behalf of customers
 Examples:
 eBay.com
 E-Trade.com
 Visa
 Schwab

11. Slide 2-11
4. Sales Revenue Model
 Company derives revenue by selling goods,
information, or services to customers
 Examples:
 Amazon.com
 LLBean.com
 Gap.com

12. Slide 2-12
5. Affiliate Revenue Model
 Sites that steer business to an “affiliate” receive
a referral fee or percentage of the revenue from
any resulting sales
 Example:
 MyPoints.com
 Google

13. Slide 2-13
Five Primary Revenue Models
Table 2.2, Page 62

14. Slide 2-14
Market Opportunity
 Refers to a company’s intended marketspace
and the overall potential financial opportunities
available to the firm in that marketspace
 Marketspace: the area of actual or potential
commercial value in which a company intends
to operate
 Realistic market opportunity is defined by
revenue potential in each of market niches in
which company hopes to compete

15. Slide 2-17
Market Strategy
 A plan that details how a company intends to
enter a new market and attract customers
 Best business concepts will fail if not properly
marketed to potential customers

16. Slide 2-18
Organizational Development
 Describes how the company will organize the
work that needs to be accomplished
 Work is typically divided into functional
departments
 Move from generalists to specialists as the
company grows

17. Slide 2-19
Management Team
 Employees of the company responsible for
making the business model work
 Strong management team gives instant
credibility to outside investors
 A strong management team may not be able
to salvage a weak business model, but
should be able to change the model and
redefine the business as it becomes
necessary

18. Slide 2-20

19. Slide 2-21

20. Slide 2-22
Categorizing E-commerce Business Models:
Some Difficulties
 No one correct way
 We categorize business models according to e-commerce
sector (B2C, B2B, C2C)
 Type of e-commerce technology used can also affect
classification of a business model
 Some companies use multiple business models

21. Slide 2-23
How the
Internet
Influences
Industry
Structure
SOURCE: Porter.

22. Questions ?

23. Tugas Individu I
• Tugas Individu
• Pilihlah sebuah E-Commerce yang ada di Indonesia
(Tidak boleh ada yang sama, silahkan saling koordinasi).
• Analisalah berdasarkan Komponen dari E-Commerce
Business Model (Seperti pada tabel disamping).
• Jangan lupa cantumkan sumber datanya.
• Desainlah laporan anda semenarik mungkin.
• Akan ada tambahan nilai bagi desain laporan yang
menarik.

24. Tugas Individu BLOG (II)
• Tema Blog Minggu ini adalah : “KEGAGALAN E-COMMERCE”
• Carilah sebuah e-commerce, baik yang ada di Indonesia maupun di dunia,
yang mengalami kegagalan.
• Kegagalan yang dimaksud disini adalah bisa berupa (1) Ecommerce
tersebut merugi, (2) Penurunan Omzet besar-besaran, (3) Ecommerce
tesebut Tutup.
• Bahaslah e-commerce tersebut, disertai dengan analisa mengapa/alasan
e-commerce tersebut mengalami kegagalan.

25. DEADLINE TUGAS INDIVIDU DAN BLOG
21 Maret 2020
23.00
SOFT COPY (PDF) - EDMODO