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[email protected] @[email protected] @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
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 propiedadintelectual
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 OrganizationThis 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 CompaniesThe second most important block is the company. In most models this will be the actor that offers a product or service.
Stakeholders
HQHQHQHQHQ IncIncIncIncIncInc
SuppliersThis icon can also be used for service suppliers like web or marketing agencies.
Stakeholders
HQHQHQHQHQ IncIncIncIncInc
ConsumersThe ones that receive your organization’s value proposition and give something in return. Use one block per customer segment.
Stakeholders
HQHQHQHQHQ IncIncIncIncInc
GovernmentSome business models have links to governmental institutions. Use this block if relevant.
Stakeholders
HQHQHQHQHQ IncIncIncIncInc
Non-profitIf 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
HQHQHQHQHQ IncIncIncIncInc
ProductThe 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
HQHQHQHQHQ IncIncIncIncInc
ServiceOne 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
!!!!!
HQHQHQHQHQ IncIncIncIncInc
MoneyThe 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
!!
HQHQHQHQHQ IncIncIncIncInc
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
!!
HQHQHQHQHQ IncIncIncIncInc
ExposureActive 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
!!
HQHQHQHQHQ IncIncIncIncInc
RightsOwnership 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
!!
ReputationToday, 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
HQHQHQHQHQ IncIncIncIncInc
!!
CreditsVirtual 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.
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Transfer Items
HQHQHQHQHQ IncIncIncIncInc
!!
ExperienceThe 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
HQHQHQHQHQ IncIncIncIncInc
!!
DataInformation 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
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.
iTunes Business Model
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...
iTunes Business Model
Music Fans
IncHQHQ
iTunes
Step 3. ... & transaction items
iTunes Business Model
Music Fans
1 Single
Icon used: Product
IncHQHQ
iTunes
Step 3. ... & transaction items
Icon used: Money
iTunes Business Model
Music Fans
1 Single
!
! 0.99
!!!!!
IncHQHQ
iTunes
iTunes Business Model
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*
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27/04/10
We add the stakeholders, still music fans.
Spotify Business Model
IncHQHQ
Spotify Music Fans
But instead of a product, Spotify offers a service.
Spotify Business Model
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.
Spotify Business Model
IncHQHQ
Spotify Music Fans
Stream
Music Fans
Spotify offers streaming from mobile phones...
Spotify Business Model
IncHQHQ
Spotify Music Fans
Stream
Music Fans
Mobile
... in exchange for a monthly subscription.
Spotify Business Model
IncHQHQ
Spotify Music Fans
Stream
Music Fans
Mobile
!
! 9.99 p/m
Spotify Business Model
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 tomusic 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-freePremium music service
!
Monthly subscription !9,99
Exposure tomusic 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
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
The Business Model behind Quirky.com !a co-creation platform + e-shop
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
The Business Model behind Quirky.com !a co-creation platform + e-shop
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*
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*vator.tv/news/2010-10-11-pay-with-a-tweet-a-new-kind-of-marketing
27/04/10
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
Pay with a Tweet/post
Pay with a Tweet/post
1reputation
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
27/04/10
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
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
AddictiveExperience
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
AddictiveExperience
by BoardofInnovation.com
Friday 5 October 12
Friday 5 October 12
Friday 5 October 12
Friday 5 October 12
Friday 5 October 12
Friday 5 October 12
[email protected] @innovarligero
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