1 Business Models - Part 2 Business Models - Part 2 CPS 181s Sept 18, 2001 What are the Revenue Models Available to Firms? What are the Revenue Models What are the Revenue Models Available to Firms? Available to Firms? Financial model that follows from the resource system 1) a review of the revenue models 2) 10 approaches to shareholder value models 3) growth models and how to pursue revenue growth
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Business Models - Part 2Business Models - Part 2
CPS 181sSept 18, 2001
What are the Revenue ModelsAvailable to Firms?
What are the Revenue ModelsWhat are the Revenue ModelsAvailable to Firms?Available to Firms?
Financial model that follows fromthe resource system
1) a review of the revenue models2) 10 approaches to shareholdervalue models3) growth models and how to pursuerevenue growth
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Types of Revenue ModelsTypes of Revenue ModelsTypes of Revenue ModelsAdvertising
banners, interstitial, site sponsorships, eventunderwriting
Product, Service, or Information Salessales of goods on site
Transactionrevenue accrual from charging a fee ortaking a portion of the transaction sum forfacilitating a customer-seller transaction
Subscriptionsubscriber fees for magazines, newspapers,other information/service businesses
Types of Shareholder ValueModels
Types of Shareholder ValueTypes of Shareholder ValueModelsModels
OfflineOver twenty profit models
Online“blockbuster” profit model
not movie generating, but franchising, transactionalrevenue, licensing, merchandising, and other revenuesources
“base and follow-on” modelprimary product is a “loss leader” while real profit fromfollow-on products
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Types of Shareholder Value Models….Types of Shareholder Value ModelsTypes of Shareholder Value Models……..
Ten Internet Companies shareholder value modelsDiffer from traditional valuations
Shift from Profit to Shareholder-Value Focus> market capitalization, rather than profit:
» share price times the number of shares outstanding
Shift from Supply-Side Language to Demand-Side Language> Significant finance gain (price of offering or price of of shares) result
of what a company does to a market need
> Focus on core benefits a customer is looking for
Introduce New Ways of Creating Value> reflect evolution of the New Economy
Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...Company and User Derived
Both content and Value Added services
Metamarkets SwitchboardBuyers and sellers based upon customer activities to achievegoalsSuccess Factors
> Building and sustaining a large number of buyers and sellers> Frequently results in a single, large winner with multiple second-
tier playersThreat
> A higher level switchboard with more inclusivenessTraditional and Reverse Auctions
Bidding up - traditional (e-Bay)Bidding down - often business-to-business until no further bidsreceivedAuction house takes transaction feesSuccess Factors
> Often winner-take-all and strong brand name (Enron)Threats
> Alternative switchboards> Loose brand credibility> Emergence of pure low-price player
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Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...Category Switchboard
Or category-killer type siteFocus on one categoryMore supply-side than demand-side drivenSuccess factors
Leverage network economicsBuilding of customer base, with increasing switching costs
> Locked in due to increasingly useful customer profile, inter-usercommunications, and experience with the site
ThreatsEmergence of metamarket player who rolls activities into asingle site (eToys)
Niche players chipping away at category (Sony Playstation)Brand name offline may be a challenge (ToysRUs)
Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...
Company Derived Value Creation“Best of class” excellence on a key customer need or benefit
Best Informationmost timely, “freshest,” and most credible information productor serviceForrester.com, salon.com, The Standard, zagat.comrevenue form product as, services, information, advertisingrevenueprofit from customer perception that the site is more accurate,credible, and timely informationSuccess factors
> hiring best analysts and staff> most timely and accurate information
Threats> Perception that others just as timely> Price sensitivity to freshest information too great> Cost for most timely information prohibitive
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Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...Widest Assortment
breadth of product, service, and information coverage orinventory in the chosen product categoryCDNow.com, ArtistDirect.com, SecondSpin.comrevenue derived from product sales, with selective premiumpricing on the most desirable productsSuccess Factors♦ reducing customer uncertainty♦ building a strong brand presence♦ repeating buying and spreading word♦ quality of additional information♦ Inventory must be complemented with value-added services
Threats♦ further specialization in the product category♦ megabrands attempt to aggregate consumers at a higher level
Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...
Lowest Prices♦ promises lowest prices online♦ maybe specific to a product category♦ LowestFare.com, AllBooks4Less.com, buy.com
Success Factors♦ Margins minimal or non-existent, requiring strong back
♦ Emergence of shop bots (mySimon.com)♦ Strong brand players who create uncertainty, creating
niche players
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Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...Broadcast User Network
♦ pure demand based model relies onthe fast buildup of the user network
♦ ICQ, RealNetworks.com,mercata.com, Mobshop.com
Success factors♦ building of strong customer base,
customer's extent of viral marketing,trademarked software or patents
Threats♦ emergence of alternative standards♦ fundamental technology shift♦ backward or forward integration of
complementary players
Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...Best Experience
♦ Best experience regardless of price♦ FAOSwartz.com, Ashford.com♦ Revenue expected to originate from
products, services, or information♦ Profit maintained by premium prices across
entire range of productsSuccess factors
♦ Sourcing of best products♦ Outstanding service♦ A shift in customer preferences to brand
labelsThreats
♦ Emergence of lower priced offerings thathave similar benefits
♦ Lack of perceived value in higher pricedgoods
♦ A shift to emergent brand labels, ascompared to historic favorites
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Types of Shareholder Value Models...Types of Shareholder Value Models...Types of Shareholder Value Models...
Most personalized♦ Best customization of the consumer experience♦ Reflect.com
Success factors♦ deep customer knowledge♦ ability to continual refresh and mine the customer database♦ consumer’s ability to feel complete ability to customize
experienceThreats
♦ Emergence of new players who offer a newer, richer, morepersonalized experience
♦ New technologies that displace older technologies thatallow other companies to catch up and match the oldercompany’s customer experience
Alternative Shareholder Value Models (Company and User Derived)Alternative Shareholder Value Models (Company and User Derived)
Company and User Derived
Alternative ModelsMetamarket Switchboard
Auctions
(Traditional & Reverse)Category Switchboard
Description• Hub for many buyers and
sellers; multiple categories• Competitive bid hub for
Third component of a financial model is thefirm’s revenue growth strategy or growthmodel
Revenue growth can come from a deeper penetrationin the current market, new product development, neemarket development, complete new products andmarkets
Differentiationconstant innovation and leadership on the benefits that mattermost to customersmaintain competitive cost
CostGain competitive advantage on costsMaintaining some level of parity on differentiation
NicheFocusing on particular market segmentPursuing then either cost or differentiation
New Internet firms, some argue, can exhibit both costand differentiation through technology
Point-Counterpoint
Build Profit Build User Base
• Basic financial rules will eventually apply• Cash flow drives shareholder value• Shareholders will become frustrated as time
passes
• Standards will ultimately dictate success• Standards require huge investments in building
a customer base• Once customer base dominates other firms will
concede and eventually large margins will beavailable
Point-Counterpoint: Does Profit Matter?Build Profit Or Build User Base?
Point-Counterpoint: Does Profit Matter?Point-Counterpoint: Does Profit Matter?Build Profit Or Build User Base?Build Profit Or Build User Base?
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Sawhney and Kaplan ModelSawhney and Kaplan ModelSawhney and Kaplan ModelConcept of electronic hubs (eHubs)
Distinction between B-to-C an B-to-B hubs
B-to-B HubsVertical
vertical markets or specific narrow industry focusgenerally, possess deep industry specific knowledge and tend to lackbusiness process expertisevertical: PlasticsNet.com, e-Steel
Functional hubscommon business functionsgenerally, possess business-process expertise, tend to lack industryspecific knowledgefunctional: Celarix.com (logistics management), Adauction (mediabuying)
Horizontal hubslow ability to delivery industry specific contentrisk of becoming back-end service providers to vertical hubs
Sawhney and Kaplan — Classification of B-to-B ModelsSawhney and Kaplan Sawhney and Kaplan —— Classification of B-to-B Models Classification of B-to-B ModelsVERTICAL HUBS
Pap
erP
aper
Ch
emicals
Ch
emicals
Plastics
Plastics
Steel
Steel
FUNCTIONALHUBS
Logistics ManagementLogistics Management
Media BuyingMedia Buying
AdvertisingAdvertising
Energy ManagementEnergy Management
Source: Adopted from Business 2.0, September 1999, p.88
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Rayport, Jaworski, and SiegalModel
Rayport, Jaworski, and SiegalRayport, Jaworski, and SiegalModelModel
RJS ModelDescribes sources of contentorigination along top axis
♦ products services, and/orinformation
♦ single or multiple sources
Focus on business strategyalong side axis
♦ back office or supply-chainimprovement
♦ whether supply-side , or ifcustomer focused ondemand-side
RJS Model...RJS Model...RJS Model...Pure form business producers
Forward Integrated Producers› focus on effectiveness or efficiency of supply chain› Wal-Mart
Supply-side Aggregators› enhance effectiveness or efficiency of the supply chain› do so by aggregating multiple supply-chain players
Backward-Integrated User› better serve through Web interface› Forrester.com
Demand-side Aggregators› buyers groups› News groups› Mob.com (individual buying through group aggregation
Many businesses pursue a hybrid of these models
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SOURCES OF CONTENT ORIGINATION
RJS Model SummaryRJS Model SummaryRJS Model Summary
FOCUS OFSTRATEGY
Single Brand Multiple Brands
Supply-Side
Demand-Side
Hybrid Integrator(Cisco.com)
Hybrid Aggregator(Amazon.com)
Forward-Integrated Producer
(Wal-Mart.com)
Supply-Side Aggregator
(Surplusdirect.com)
Demand-Side Aggregator
(Accompany.com)
Backward Integrated User
(Dellonline.com) - B2B
Implications of “Pure Play” Business ApproachesImplications of Implications of ““Pure PlayPure Play”” Business Approaches Business Approaches
Business Model
Implications
Forward-IntegratedProducer
Backward IntegratedUser
Supply Aggregator Demand Aggregator
Potential Sources ofCompetitiveAdvantage
• S treamlinedoutbound logistics
• P roducer brand
• P roducer customerbase
• Streamlinedinbound logistics
• Strong brandidentity
• Relevant strategicalliances
• Strong brandidentity
• Relevant customerscale
Potential Benefits toProducer
• Lower cost fordelivery of products,services, orinformation
• Efficiencies whichtranslate into costsavings
• Lower cost fordelivery of products,services, orinformation
• Efficiencies whichtranslate into costsavings
• More targetedaccess tocustomers
• Expanded accessto customers
• More targetedaccess tocustomers
Potential Benefits toUser
• Lower price forproducts, services,or information
• Efficiencies whichtranslate into costsavings
• Lower price forproducts, services,or information
• Efficiencies whichtranslate into costsavings
• Time savings• Privacy
• Connection toothers who arelikeminded
• A c cess to relevantinformation/advice
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Schwab’s Business ModelSchwabSchwab’’s Business Models Business ModelHow the four components of Schwab’s businessmodel “fit” the evolution of the market
Value Clustertarget segments
primarily targets customers unwilling to pay for investmentadviceexisting offline customersprofessionals, incomes less than $150K, trade frequentlyprofessionals, incomes less than $150K, buy and hold
New Online Investment BankNew Online Investment Bank
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Point-Counterpoint
Pure Dot-com Start Brick-and-Mortar Start
• Not constrained by Old-Economy culture
• Not constrained by physical world assets thathave no value in digital world
• Can operate fast
• New rules apply
• Great examples – Amazon, Yahoo
• Old-economy business culture does apply
• Have assets -- brand, channels, people -- thathave tremendous value in digital world
• Can operate “right”
• Old financial rules supercede new rules
• Great examples –GE.com, Dellonline.com
Point-Counterpoint: Who Would You Rather Be?A Dot-Com Or Brick-And-Mortar Business?
Point-Counterpoint: Who Would You Rather Be?Point-Counterpoint: Who Would You Rather Be?A Dot-Com Or Brick-And-Mortar Business?A Dot-Com Or Brick-And-Mortar Business?
Business Model Choices Must Be Consistent With Sources ofCompetitive Advantage
Business Model Choices Must Be Consistent With Sources ofBusiness Model Choices Must Be Consistent With Sources ofCompetitive AdvantageCompetitive Advantage
ContentProduction
eBusinessInterface
Content Utilization
ContentProduction
eBusinessInterface
Content Utilization
Content Production
eBusinessInterface
Content Utilization
ContentProduction
eBusinessInterface
Content Utilization
Content ProductionContent ProductionContent ProductionContent ProductionContent Production