Nuevos Modelos De Negocio en Las Industrias Culturales. 2º Taller Ciclo de Gestión Cultural 2.0.

vamos@innovarligero.com @innovarligerovamos@innovarligero.com @innovarligero

1.- El modelo de negocio es nuestro producto
2.- Elementos que componen nuestro modelo de negocio
3.- Cómo aprender de otros modelos de negocio y cómo sería mi negocio
4.- Práctica de modelado de negocio. Coge papel y tijeras.
5.- Tendencias actuales en la innovación de modelos de negocio en las
industrias culturales.
6.- Casos de éxito

https://www.youtube.com/watch?v=fNv0iz8BFd0

empresasmi negocio clientes proveedores sin ánimo de lucro Gobierno
6 actores
10 elementos a transferir
producto servicio experiencia visibilidad reputación
altos ingresos pequeños ingresos información propiedad
intelectual
crédito
Construye tu modelo de negocio
con 16 piezas
sentido de la transacción

How to use the Business Model Blocks?
IncHQHQ IncIncInc
1
!
!!!
!
!
!"#$%&##''()*&+',$-
These are the Stakeholders

Stakeholders
IncHQHQ
Your Organization
This is where your business
model starts to get shape.
Place this block in the center
and build your model around it.

Stakeholders
HQHQHQHQHQ IncIncInc
Other Companies
The second most important
block is the company. In most
models this will be the actor
that offers a product or service.

Stakeholders
HQHQHQHQHQ IncIncIncIncIncInc
Suppliers
This icon can also be used for
service suppliers like web or
marketing agencies.

Stakeholders
HQHQHQHQHQ IncIncIncIncInc
Consumers
The ones that receive your
organization’s value proposition
and give something in return.
Use one block per customer
segment.

Stakeholders
Government
Some business models have
links to governmental
institutions. Use this block if
relevant.

Stakeholders
Non-proﬁt
If unions or charity
organizations are relevant
you can add this player to
the system.

How to use the Business Model Blocks?
IncHQHQ IncIncInc
1
!
!!!
!
!
!"#$%&##''()*&+',$-
... & these the items they transfer

Transfer Items
Product
The ﬁrst, most straightforward offer to clients is
an actual product, ranging from basic commodities
up to ﬁnished goods. A BMW car is one example,
but today also digital products can be included.

Transfer Items
Service
One way to upgrade your business model is to
offer a service next to the product. BMW, in this
case, not only sells cars but includes maintenance
and other services around the product.

Transfer Items
!!!
!
!
Money
The typical currency that clients pay with, is money
– which is critical to company’s revenue models.
The building blocks make a differentiation
between two types of money. This icon represents
the normal value of a good, including proﬁt.

Transfer Items
!!
Less money ( Micro payments )
This second icon represents money as well, but
less than the normal amount covering cost and
proﬁt of what is offered. Usually this transaction
implies that other revenue streams are added to
the traditional business model.

Transfer Items
!!
Exposure
Active exposure or attention is the next step in the
evolution of currency. For some businesses the
spreading of their ideas and brand values becomes
more important than the immediate return in money.
One example is a free newspaper that seeks for the
attention of as many readers as possible to become
more attractive to advertisers.

Transfer Items
HQHQHQHQHQ
!!
Rights
Ownership rights, IP and even the right to emit
CO2 are items that stakeholders can exchange
between each other. This must be the most
abstract block but it is necessary to illustrate the
innovativeness of several models.

Transfer Items
HQHQHQHQHQ
1
IncIncIncIncInc
!!
Reputation
Today, the next upgrade to reputation can
only be found in a few sectors. In these
cases, ‘reputation’ selling can be described
as the most essential brand experience.

Transfer Items
!!
Credits
Virtual credit systems are on the rise.
Therefore we have to add them to the
business model blocks as well. Loyalty cards
and similar are also covered by this block.
11

Transfer Items
!!
Experience
The two concepts of product and service are commonly
applied throughout our economy. In the last years,
several companies have moved a step further by
offering an experience to customers. BMW does not sell
a car with a service in this case, but a driving experience.
1

Transfer Items
!!
Data
Information is one of the key items that is being
transferred in modern business models. Depending on
the context a mixture of ‘information’ related items
(content, data, knowledge, articles, etc.) are being used
in relation to this block.
1

https://www.youtube.com/watch?v=B4ZSGQW0UMI

How do you start?
Start by placing your organization in the center.
Step 1.

iTunes Business Model
Step 1. Put your organization in the center
IncHQHQ
iTunes

How do you start?
Include all relevant stakeholders
Step 2.

Music Fans
Step 2. Add other stakeholders
IncHQHQ
iTunes

How do you start?
Draw relationships and add the items they transfer
Step 3.

Step 3. Add relationships...
Music Fans
IncHQHQ
iTunes

Step 3. ... & transaction items
Music Fans
1 Single
Icon used: Product
IncHQHQ
iTunes

Step 3. ... & transaction items
Icon used: Money
Music Fans
1 Single
!
! 0.99
!!!
!
!
IncHQHQ
iTunes

Music Fans
1 Single
!
! 0.99
Product for Money
IncHQHQ
iTunes

Now, let’s make it a bit more complex.
Using the example of Spotify instead of iTunes.
Spotify Business Model
IncHQHQ
Spotify

27/04/10
Spotify.com
!Example case: “In August SONY BMG Sweden
conﬁrmed they already made more money out of
Spotify music service than iTunes.”
!
750K paid subscribers are already hooked*
7

We add the stakeholders, still music fans.
IncHQHQ
Spotify Music Fans

But instead of a product, Spotify offers a service.
IncHQHQ
Spotify Music Fans
Stream
Music fans can stream all
the music they want for free.

We add another customer sector, one that is
willing to pay for a better service.
IncHQHQ
Spotify Music Fans
Stream
Music Fans

Spotify offers streaming from mobile phones...
IncHQHQ
Spotify Music Fans
Stream
Music Fans
Mobile

... in exchange for a monthly subscription.
IncHQHQ
Spotify Music Fans
Stream
Music Fans
Mobile
!
! 9.99 p/m

IncHQHQ
Spotify Music Fans
Stream
Music Fans
Mobile
!
! 9.99 p/m
Freemium Model

27/04/10
The Business Model behind Spotify.com
!an adbased freemium model
The basic music streaming service is offered for free to music fans.
Advertisers pay to cover the costs.
IncHQHQ
Spotify Music fan
!
Money
Free music service
IncIncInc
Advertiser
Exposure to
music fans

27/04/10
The Business Model behind Spotify.com
!an adbased freemium model
A small percentage does already pay for a premium service. The 2011 US
launch must be the most anticipated music service launch ever.
pitch your business model visually via this free template
IncHQHQ
Spotify Music fan
Music fan
!
Money
Free music service
IncIncInc
Advertiser
Ad-free
Premium music service
!
Monthly subscription !9,99
Exposure to
music fans
by BoardofInnovation.com

It works for simple and complex business models

!!!
!
!
How do you start?
Innovate your business model by modifying
stakeholders and transaction items.
Step 4.

Start simple: subscription model

Introduce new stakeholders:!
e.g. Advertiser

Learn from others:!
e.g.: Quirky.com

27/04/10
Quirky.com
!Example case: “Quirky raised the bar for co-creation
platforms by paying out inﬂuencers. Every week 2 new
products are being launched.”
!
+500 people co-designed 1 new iPad stand*
3
*quirky.com/products/30-Cloak-iPad-Case

27/04/10
The Business Model behind Quirky.com
!a co-creation platform + e-shop
Inventors pay $99 to submit their idea to this co-creation platform. After
selection a community of designers will co-design and improve this product.

27/04/10
Suppliers will set a minimum amount on the pre-sales. If enough people buy
this product, it will be go into production.
pitch your business model visually via this free templateby BoardofInnovation.com

27/04/10
Revenues from the e-shop are shared with the community. 30% of proﬁt goes
to the initiator. 30% will be proportionally divided amongst the inﬂuencers.

27/04/10
PayWithaTweet.com
!Example case: “Paying with the value of your social
network was never more easy. Expect more concepts
like this in 2011. (e.g. SocialWhispers.com,...)”
!
+300,000 people paid already with a tweet*
6
*vator.tv/news/2010-10-11-pay-with-a-tweet-a-new-kind-of-marketing

27/04/10
The Business Model behind PayWithaTweet
!pay with the value of your social network
More a marketing tool than a business model but remarkable enough to
mention. Instead of paying with cash, users buy products with exposure.
IncHQHQ
Paywithatweet Online shopper
Facebook friend
Twitter users
Digital product
Social network
Pay with a Tweet/post

27/04/10
The Business Model behind PayWithaTweet
!pay with the value of your social network
Hopefully boosting the viral effect what would result in a better reputation
for the initiator. The latter could use this to sell more products later on.
IncHQHQ
Paywithatweet Online shopper
Facebook friend
Twitter users
Digital product
Digital product
Social network
1
reputation

27/04/10
HumbleBundle.com
!Example case: “Buying indie games and supporting
charity is an attractive formula. Being open and
transparant helped this pay-what-you-want concept.”
!
$1,824,408 was raised within 1 week
5

1. Humble Bundle in 3 key offerings
Get a “bundle” of digitals
Bundle offerings are typically 2-
week periods where between
three to five games are offered.
People can set their own price,
but of they pay more than the
average, they get an extra
product.
Pay what you want
Bundles are offered at a pay-
what-you-want model. The
purchaser is able to name any
price for the bundle. Prices may
vary between $1 and $10.000.
!
Divide the profit
The interface gives users the
chance to determine how to
distribute their contribution as a
split between the developers,
the charities for that event and a
"Humble tip"
2. On which trends does this company focus?
• Involve charity
!
• Full transparency
!
• Fully digital
!
!
!
!
Facts
• Initially focussing only on indie games evolved to many shapes of “digital content”
• $20 million being raised for charity and +1.8 million customer base worldwide (08/2013)
• Minimum purchase price is $1, every 2 weeks a new bundle is offered.
concept mapping by
https://www.humblebundle.com
HQ Industry to learn from
Founded
Gaming
2010
• Clients are in control of who gets the biggest share of
the revenue.
!
• The smart incentive system, beat the average, raises
the average price donated over time. Early customers
will get more for less.
!
!
!
3. Does it bring people out of their comfort zone?
US
San Francisco, US
Why Innovative?
Key Info
The Humble Bundles are a series of collections ("bundles") of video games, music albums or eBooks that are sold
and distributed online at a price determined by the purchaser. The bundles are typically offered during a two-
week period; sales often include bonus games or media offered mid-week through the sale for those that have
already purchased the bundle or otherwise pay more than the average.

27/04/10
The Business Model behind HumbleBundle
!a succesful pay-whay-you-want formula
You decide how much you pay. Information of previous buyers (How much do
other Mac users pay?) set anchor prices to encourage payments.
IncHQHQ
Humble Bundle Gamer
Digital games
!
Set your own price

27/04/10
The Business Model behind HumbleBundle
!a succesful pay-whay-you-want formula
To boost sales Humble Bundle gives buyers control on how the money is
divided over themselves, charity and other organizations.
IncHQHQ
Humble Bundle Gamer
Digital games
!
Set your own price
IncIncInc
EFFCharity
!
Set % donation
!
Set % donation
!
Set %
commission

1. How do they make money?
Humble Bundle is fully dependent on the pay-what-you-want
concept. People can choose what goes to the author, charity
and Humble Bundle itself (what they call the Humble tip). On
average, 15% of the total funds.
2. Other companies with similar business model.
• http://genero.us
• Pay-what-you-want restaurants
• Radiohead’s album - In Rainbows
!
!
!
!
3. Business Model characteristics
• “Pay-what-you-want”model
• Charity-based
• Split the profit
!
!
business model mapping by
Business Model
The Humble Bundles are a series of collections ("bundles") of video games, music albums or eBooks that are sold
and distributed online at a price determined by the purchaser. The bundles are typically offered on a semi-regular
basis during a two-week period; sales often include bonus games or media offered mid-week through the sale for
those that have already purchased the bundle or otherwise pay more than the average.

27/04/10
Free with in-app sales
!Example case: “The sales of virtual goods has
ﬂourished in 2010 and even outperformed mobile ads.
6/10 top grossing iPhone apps can be bought for free.”
!
80% of revenue comes from in-app sales*
4
*readwriteweb.com/mobile/2010/10/in-app-purchases-generate-more-revenue-than-ads.php

27/04/10
The Business Model behind In-App sales
!cross-selling strategy
By offering the game (or application) for free they try to get you in.
If the experience is addictive, users are willing to pay for extras.
IncHQHQ
Mobile Game Mobile Gamer
Free mobile game
Addictive
Experience

27/04/10
The Business Model behind In-App sales
!cross-selling strategy
Often an intermediate credit system is used to loose the real-world value
perception of the virtual goods that can be bought with it.
pitch your business model visually via this free template
IncHQHQ
Mobile Game Mobile Gamer
Free mobile game
Digital upgrades & virtual goods
Credits
!
Money
Some credits
Addictive
Experience
by BoardofInnovation.com

vamos@innovarligero.com @innovarligero

Nuevos Modelos De Negocio en Las Industrias Culturales. 2º Taller Ciclo de Gestión Cultural 2.0.

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