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introduction, definitions, the goal, getting to
know each other, planning, the importance
and relevance, looking at business models,
searching for business models, changing
markets, changing people
-John Verhoeven, 34
-lecturer marketing & branding
-development group CE IEMES
-freelance marketing advisor
hello, is there
-Monday, Tuesday & Thursday
-to recognize new business models
-to learn more about the industry
-to discover new marketing tools
-to fire up entrepreneurship
-to create a holistic view
-to stimulate creativity
How did this happen?
Did Mark Zuckerberg do some..
• Extensive market research?
• Use an intensive segmenting, targeting and
• Attend a lot of marketing conferences?
Please watch the movie:
‘The Social Network’.. for the answer
When you thought
that marketing is only about numbers
and rational decisions...
It is not!
marketing is NOT
an exact science
Marketing is looking
around you and learning
from the successes and
mistakes of others
and of yourself!
& Yves Pigneur
-lots of examples
-2: business model patterns
-3: business model design
-4: business model strategy + process
-5: business model presentation
Assignment ‘Act different’:
-deadline January 13th
-businessplan + …?
-a new or existing organisation
-making use of the models from ‘BMG’
-read the hand-out thoroughly
- exercise “act different”
- go through the business model design
- stay within the creative industry
(pick an existing organisation)
- or come up with a new organisation
- you will create a total business plan
- making use of several BMG figures
- working in groups
- more info later
“…the present economical, ecological and technological
changes are so big and also so fundamental, that you
cannot deny that we are in the middle of a system shift.
No matter how you look at it, fact is that many structures
are rapidly eroding.
Big organisations are busy looking for new markets and
alternative ways to keep existing markets profitable. And
smaller organisations question themselves how to react
on the fast changing environment..”
Source: Businessmodellen.. Houtgraaf en Bekkers
-”branding and brand activation”
-”blue ocean strategy”
-”the long tail”
-”the experience economy”
-”the challenge economy”
-”the conversation manager”
Lots of theories…
But what does really happen?
.. the traditional
Competitors: Sony, Microsoft
Target group: hardcore-gamers
Buying criteria: graphics, game quality and processor speed
Average price: console: €400 game: € 88
Result: production of expensive consoles, which
are sold with a loss, earnings from their own
games and licences sold to third parties
.. the traditional
New game console
attracting game players
attract new game developers
offer of games
attractiveness of console increases attracting
Result: heavy competition and Nintendo almost
.. the Wii-model..
Target group: very big group casual gamers
Buying criteria: fun, simple, family
Average price: console €135 game €30
Result: production of cheap consoles, selling consoles
with profit, also earnings from their own games and
licences sold to third parties, also motion controlled
technology to third parties
“…Wii doesn’t intend to be a best-ofbreed videogame console. Nintendo is
trying to bring non core gamers back to
gaming with the Wii. Wii is not just a
video game, Wii aims at meaning fun.
Nintendo focuses on the consumer’s
feeling rather than its product…”
a group coupon
“…Groupon negotiates huge discounts—
usually 50-90% off, with popular businesses.
We send the deals to thousands of
subscribers in our free daily email, and we
send the businesses a ton of new
customers. That's the Groupon magic…”
“..Spotify launched in Europe four years ago.
The basic idea behind the company isn't
brand new. Music streaming services —
sites where you pay a monthly fee for
access to zillions of songs — have been
around for a decade. But they've never
broken through to a mass market..”
with totally new
Forming of the
• Form groups of 5/6 people
• Try to find people that share the same interests
(passion, industry, etc.)
• Don’t choose the most easy solution
• Foreign students must mix-up
• Exchange contact information
looking for the‘three’!
“..leave this room and start searching for three
new organisations with a totally new business
“..try to find out how these organisations earn
their money and in which way they distinguish
themselves from other competitors..”
“..make a drawing of the business model (like
the spotify example), prepare a presentation”
A business model..
Is about how money is earned
About how business is done
About how the company is organized
About how the products are sold
About how products are created
About how customers gain value
About what the brand stands for
In every part of the world
In every industry
In big and small organisations
Profit and non-profit
Totally new business models are created
With a totally new shape or
By simply altering the current model
Find a new way of:
- organizing a music event/festival
- organizing a corporate event
- spreading literature
- showing a movie
- exposing art
• Bodystorming is a technique sometimes used
in interaction design or as a creativity
• The idea is to imagine what it would be like if
the product existed, and act as though it exists,
ideally in the place it would be used.
• Its going through an idea with improvised
artifacts and physical activities to envision a
- Identify different roles/products to play
- Assign roles/products to group members
- 1 member doesn’t play, he/she observes
- Set the stage, act out your idea
- Prepare your role, use labels, thought bubbles, a
- Turn your thoughts into actions
- Use each others contribution
(use ‘Yes, and..’-thinking)
- Play the experience
(start at the very beginning)
- What results did you get?
- Where these results useful?
- What do you think about this technique?
A business model,
“.. the definitions in management science
confuse entrepreneurs and marketeers.
How often don’t we use the definition
‘business model’, hoping our listener
Source: Business modellen, focus en samenhang in organisaties, D. Houtgraaf en M. Bekkers
(in order to explain this basic principle)
- Bundle of products that creates value for a
particular customer segment
- What is the reason the customer choses you?
And not a competitor
- Which customer problem does your organization
- Customers are the heart and soul of the
- Different groups of people or organisations on
which the organisations focuses its effort
Mass market: no difference between segments
Niche market: a small specialized market
Segmented: different segments are chosen
Diversified: two segments with totally different
needs and problems
- Multi-sided markets: earning money on two
different sides (example: advertisers & readers)
- How does the organization deliver its value?
- How does the organization communicate with its
- How much money does the organization earn
from a particular segment?
- For which value is a particular segment willing to
- An insight into the earning model
Different kinds of earnings:
- Sales of goods
- User fee
- Renting / leasen
- Brokerage fees
- What are the most important assets of the
- Which assets make delivering the value
- Assets can be owned, leased or obtained by
making use of key partners
- What are the most important activities an
organization has to carry out in order to make
the business model work?
- Which key activities result from our distribution
channels, customer relationships and revenue
- Description of the most important costs that are
made in order to make the business model
- Some businesses are more focused on cost
reduction, others more on value creation
- Description of the network of suppliers and
partners that make the business model possible
- That can be:
- Strategic alliances between non-competitors,
- Joint ventures between organizations from different
- Buyer-supplier relationships
- Coopetition: strategic partnerships between
Three motivations to start partnerships:
- Optimization and economy of scale (in order to
- Reduction of risk and uncertainty (splitting risk of
- Acquisition of particular resources and activities
“..a business model makes clear how an
organisation generates its revenues in order
Bron: Interactieve marketing, H. Janssen, M. Van Reijsen & T. Zweers
a business model..
- earning model: how does the organisation
-distribution model: how does the organisation
deliver the product?
-(co-) creation model: how do the products
-user model: what about the power of the
Bait and hook
Clicks & bricks
Bronnen: Interactieve marketing, Businessmodellen, Business model generation
- Take a large piece of paper
- Think of your chosen industry and choose an
organization, company, platform or brand from
- Sketch the business model canvas grit
- Visualize every building block in order to create
an image of the business model of that
organization, company, platform or brand
- Prepare a short presentation in which you can
explain how the business model you have
sketched out works.
• Read the hand-out
• Pick your industry and search at least three articles
about trends that may lead to opportunities and threats
for that industry
• Dive deep into your future customer segment (s)
• Use the empathy-map (page 126 till 133) to get the right
• Figure out (do some research among friends):
What does the segment want to change?
What attracts the segment to the product?
What does the segment hate/love?
Which problems do the segments stumble upon?