Many SMEs are challenged to implement its business principles. Their success depends on sustaining viability and growth; therefore an innovative approach helps them to identify the core of its business. Osterwalder’s Business Model Canvas translates SME’s expectations into business processes providing a clear focus, and the Business Model Shafer helps enterprises to execute strategic choices. The influence of these two business models on internationalization of SMEs should be displayed by the case of Create it REAL. Create it REAL is active in the 3D printing industry and focuses on developing new technology to improve 3D printers. It is believed that the different business models enables thinking through all the aspects of the company, thus finding the influence on its internationalisation strategy. By merging the findings from Osterwalder’s Business Model Canvas and Business Model Shafer, the thesis underlines the potential way how Create it REAL’s business model influence its internationalisation's strategy.

1. How can Create it REAL’s
Business Model influence
its Internationalization
Strategy?
By
Kris(ne
Bezbaile
Mara
Munk
Jensen

2. 2
Introduc)on
Content
Marke(ng
FAB
Technique
Distribu(on
Channels
Conclusion
Contents

3.
Findings
from
Business
Model
Analysis
Business
Model
excludes
marke(ng
ac(vi(es.
Lack
of
clear
communica(on
of
FAB
of
Create
it
REAL’s
products.
Introduction
Influence
on
Create
it
REAL’s
interna)onaliza)on
Strategy
Lack
of
brand
credibility
internationally.
Create it REAL is challenged in
communicating the features,
benefits and advantages to B2C
customer segment.
3

4. 4
Introduc(on
Content
Marke)ng
FAB
Technique
Distribu(on
Channels
Conclusion
Contents

5. “Content
marke,ng
is
a
marke,ng
technique
of
crea,ng
and
distribu,ng
valuable,
relevant
and
consistent
content
to
a:ract
and
acquire
a
clearly
defined
audience
–
with
the
objec,ve
of
driving
profitable
customer
ac,on”.
What is Content Marketing?
Source:
(Pulizzi,
2012)

6. Why should Create it REAL use
Content Marketing?
§ Overload
of
the
informa(on
§ Informa(ve,
interes(ng,
entertaining
§ Create
credibility,
deeper
engagement
§ Lead
conversa(on
or
purchase
6
Source:
(Murdock,
2012)

7. How should Create it REAL
use Content Marketing?
§ Create
it
REAL’s
website
§ Diverse
tac(cs
of
content
marke(ng:
Blog
posts,
videos,
info-­‐graphics,
e-­‐books
§ Example
of
case
study
7
Source:
(Toner
&
Boroi,
2013)

8. 8
Introduc(on
Content
Marke(ng
FAB
Technique
Distribu(on
Channels
Conclusion
Contents

9. § Sales
technique
-­‐
the
seller
provides
arguments
regarding
the
features,
advantages
and
benefits
of
the
product
The
Customer
The
Seller
§ Helps
the
customer
to
understand
how
the
features
-­‐>
advantages
-­‐
>
benefits;
§ The
customer
understands
the
product
in
general
and
how
it
can
help
specifically
=>
the
customers
want
to
buy
benefits,
not
features
§ Through
lis(ng
up
the
features
of
the
products,
the
seller
can
translate
them
into
advantages
and
benefits
of
the
products
=>
new
selling
points
of
the
products
FAB Technique-1
Source:
(Moncrief
&
Marshall,
2005)

10. Feature
Advantage
Benefit
§ Something
that
cannot
be
argued
§ A
bridge
between
the
feature
and
the
benefit
of
a
certain
product
§ Clear
§ Risk
reduc(on,
saved/enhanced
(me
or
money,
adaptability
10
FAB Technique-2
Source:
(Moncrief
&
Marshall,
2005)

11. Feature
Advantage
Benefit
Print
speed
450
mm/s
Four
to
eight
(mes
faster
than
the
compe((on
4x
faster
prin(ng
Prin(ng
op(ons:
ABS/
PLA/
FLEX
Possibility
to
print
with
different
materials
and
mix
them
together
Stronger
materials
for
the
printed
objects
Machine
dimensions:
38x44x45;
weight:
13
kg
Prac(cal
but
not
too
small
for
different
prin(ng
features
A
product
that
can
be
adapted
to
different
3D
prin(ng
condi(ons
and
needs
11
FAB Application to Create it
REAL
Source:
(3D
PRINTER
&
3D
PRINTING
NEWS,
2013)

12. 12
Introduc(on
Content
Marke(ng
FAB
Technique
Distribu)on
Channels
Conclusion
Contents

13. Distribution Channels of
Content Marketing
Company’s
Webpage
3D
Prin)ng
Blogs
Social
Media
Criteria
Main
industry
Impact
B2B
&
B2C
B2C
B2C
&
B2B
Site
Focus
Sharing
Content,
providing
support
&
user
community
Sharing
opinions/
direct
forum
discussions/
responses
to
consumers
Sharing
of
company
and
industry
news/
discussions
Impact
on
Web
Traffic
?
200
million
ac(ve
bloggers
c.A
2,5
bn
13
Sources:
(Levy,
2010;
Qualman,
2013)

14. 14
Introduc(on
Content
Marke(ng
FAB
Technique
Distribu(on
Channels
Conclusion
Contents

15. Conclusion
15
RQ:
How
can
Create
it
REAL’s
Business
Model
influence
its
interna(onaliza(ons
strategy?
Lack
of
Marke(ng
Ac(vi(es
Lack
of
Communica(on
with
B2C
segment
Content
Marke)ng
Strategy
Own
Website
3DP
Blogs
Social
Media

16. 16

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Marke,ng:
What’s
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17