Slides from our Book Rapper webinar as derived from Chris Anderson's Free. Learn (1) why the 'new' Free is unlike any previous Free and (2) how to apply it to your business.

1. Free
or
Fee?
Geoff McDonald @IdeasMarketing #ideaslunch

2. Ideas Architect
Book Rapper
Follow the conversation on Twitter: @ideasmarketing

3. ?
Geoff McDonald @IdeasMarketing #ideaslunch

4. Part 1
Free You!
Geoff McDonald @IdeasMarketing #ideaslunch

5. Do you do free or fee?
Geoff McDonald @IdeasMarketing #ideaslunch

6. Our story...
Geoff McDonald @IdeasMarketing #ideaslunch

7. $$$
High
Low
Free
Relationship
The Ideas Marketing Curve : see previous webinars

8. Free is not new
Not new AND completely different!

9. Free is a multi-billion
dollar industry
The Free Paradox

10. ?
Geoff McDonald @IdeasMarketing #ideaslunch

11. Part 2
The Book
Geoff McDonald @IdeasMarketing #ideaslunch

12. Chris
Anderson
Chris Anderson • @chr1sa • diydrones.com/

13. Chris Anderson • @chr1sa • On Ted, not Ted

14. Chris Anderson • @chr1sa • On Ted, not Ted

15. Chris Anderson • @chr1sa • On Ted, not Ted

16. Chris Anderson • @chr1sa • diydrones.com/

17. Free is a new economic model
Geoff McDonald @IdeasMarketing #ideaslunch

18. Part 3
Digital Economics - a free guide
Geoff McDonald @IdeasMarketing #ideaslunch

19. Atoms and Bits
The New Economy

20. Abundance
scimonocE
Economics = the social science of choice under scarcity

21. Atoms and Bits
Different games, different rules, different tactics.

22. Atoms and Bits
Atoms = Prices go up, Bits = Prices go down

23. Processing • Storage • Bandwidth
Costs approaching zero

24. Scarce Abundant
Geoff McDonald @IdeasMarketing #ideaslunch

25. Scarce Abundant
Shelf space
Geoff McDonald @IdeasMarketing #ideaslunch

26. The Long Tail
Book Rapper : Make Money From Niches

27. Scarce Abundant
Shelf space
Attention
Food
Geoff McDonald @IdeasMarketing #ideaslunch

28. Abundant Scarce
FREE FEE
Business Basics : Always was, always will be...

29. Bits Atoms
FREE FEE
Geoff McDonald @IdeasMarketing #ideaslunch

30. Content Attention
FREE FEE
Geoff McDonald @IdeasMarketing #ideaslunch

31. General Personal
FREE FEE
Geoff McDonald @IdeasMarketing #ideaslunch

32. Information Experience
FREE FEE
Geoff McDonald @IdeasMarketing #ideaslunch

33. What’s Scarce?
What’s Abundant?
Geoff McDonald @IdeasMarketing #ideaslunch

34. Part 4
Fours Frees
Geoff McDonald @IdeasMarketing #ideaslunch

35. ➊ Direct
Cross
Subsidies
Four Ways to Be Free

36. ➊ Direct ➋ Three
Cross Party
Subsidies Subsidies
Four Ways to Be Free

37. ➊ Direct ➋ Three
Cross Party
Subsidies Subsidies
➌ Freemium
Four Ways to Be Free

38. ➊ Direct ➋ Three
Cross Party
Subsidies Subsidies
➍ Non
➌ Freemium Money
Payments
Four Ways to Be Free

39. Four Frees
➊ Direct Cross Subsidies
Geoff McDonald @IdeasMarketing #ideaslunch

40. One Pays For The Other
➊ Direct Cross Subsidies

41. Free Services, Fee Products
➊ Direct Cross Subsidies : Apple Genius Bar

42. Free Products, Fee Services
➊ Direct Cross Subsidies : Cheap phone, pay for calls

43. Free This, Fee That
➊ Direct Cross Subsidies : Free shipping from Book Depository

44. Free Entry, Fee Consumption
➊ Direct Cross Subsidies : Strip club

45. Free Consumption, Fee Entry
➊ Direct Cross Subsidies : Casino Shows

46. What’s your profit centre?
➊ Direct Cross Subsidies

47. Four Frees
➋ Three Party Subsidies
Geoff McDonald @IdeasMarketing #ideaslunch

48. Just the Free of Us!
➋ Three Party Subsidies

49. Content
Ads Audience
Classic Media
➋ Three Party Subsidies

50. Hardware
Music Software
Apple
➋ Three Party Subsidies

51. Exhibits
Children Parents
Museums
➋ Three Party Subsidies

52. Content
Referral Traffic
Affiliate Marketing
➋ Three Party Subsidies

53. Define Your Network
➋ Three Party Subsidies : Match buyers and sellers

54. Four Frees
➌ Freemium
Geoff McDonald @IdeasMarketing #ideaslunch

55. Most free, few fee
➌ Freemium = Free + Premium

56. Trial Period
➌ Freemium : Grow in value over Time?

57. Lite and Premium
➌ Freemium : Easy divide between Features?

58. One Free, More Fee
➌ Freemium : More Seats (Accounts) for a Pro?

59. Free Schools, Fee Business
➌ Freemium : Different Customer Types?

60. Free Time, Free Full
➌ Freemium : Similar Choices - Screenflow and Camtasia

61. Four Frees
➍ Non Money Payments
Geoff McDonald @IdeasMarketing #ideaslunch

62. Free Fee
What’s your currency?
➍ Non Money Payments

63. Help me, help you
➍ Non Money Payments : Exchange your labour

64. ➍ Non Money Payments : Boost your reputation

65. Promoting Piracy?
➍ Non Money Payments : Build your audience

66. Donate or not...
➍ Non Money Payments : Feel good about your contribution

67. What are you really selling?
➍ Non Money Payments : Google does search to sell ads

68. ?
Geoff McDonald @IdeasMarketing #ideaslunch

69. Part 5
What’s Next?
Geoff McDonald @IdeasMarketing #ideaslunch

70. What’s your free?
Geoff McDonald @IdeasMarketing #ideaslunch

71. Read this!
http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all

72. Buy the book!
Chris Anderson : Free

73. And this book!
bookrapper.com/Issues/Book_Rapper_Money_Niches.pdf

74. $$$
High
Low
Free
Relationship
Create a Visual Marketing Plan : see previous webinars

75. Skip a
week!
Next Webinar
Design Your Business Game
October 13th 12:30-1:15pm Facebook.com/IdeasMarketing

76. Next Webinar
Which book?
October 27th 12:30-1:15pm Facebook.com/IdeasMarketing

77. Workshop: How to Design,
Build and Sell Your Idea
Melbourne 14 October 8:30am - 5:00pm

78. $450 +GST
Ideas Hour
Workshop: How to Design,
Build and Sell Your Idea
More: IdeasMarketing.com.au/Workshops

79. $450 +GST
Ideas Hour
Workshop: How to Design,
Build and Sell Your Idea
More: IdeasMarketing.com.au/Workshops

80. IdeasMarketing.com.au/Webinars
Geoff@IdeasMarketing.com.au

81. NASA Curiosity Rover
To know and not do is not to know