Documente Academic
Documente Profesional
Documente Cultură
Madrid
Barcelona
Valencia
Entrepreneurship
www.esic.edu
Sevilla
Zaragoza
Málaga
Galicia
Pamplona
Bilbao
Granada
Professor Fernando Flores Bas AA: 2019-2020
Appendices
(*) Based on the book The business model navigator – 55 models that will revolutionise your business (Oliver Gassman, Karolin Frankerberger and Mickaela Csik
2
Business models
● Add – on ● Cross selling
– Competitive pricing with numerous extras driving the final – Services or products from a different industry are added to
price up. In the end, the costumer pays more than he or the offer, thus leveraging existing key skills and resources.
she initially assumed. Customers benefit from a variable Additional revenue can be generated with relatively few
offer, which they can adapt to their specific needs changes to the existing infrastructure and assets, since
more potential customer needs are met
– Ryanair
– Shell, IKEA
● Affiliation ● Crowdfunding
– Supporting others to sell products and directly benefit from – A product, project or entire start-up is financed by a crowd
transactions. Affiliates usually profit from some kind of of investors who wish to support the underlying idea,
commission or compensation. The firm is able to gain typically via the internet. If financing is achieved, the idea
access to a more diverse potential customer base without will be realised and investors receive special benefits based
additional active sales or marketing efforts on the amount of money provided by investors
– Pinterest, Instagram – Diaspora, Kickstarter
● Auction ● Crowdsourcing
– Auctioning means selling a product or service to the – The solution of a task or problem is adopted by an
highest bidder. Allows the company to sell at the highest anonymous crowd, typically via the internet. Contributors
price acceptable to the customer,. The customer has the receive a small reward or have the chance to win a prize if
opportunity to influence the price of a product their solution is chosen for production or sale
– Ebay – Threadless, Innocentive
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Business models
● Customer loyalty • eCommerce
– Customers are retained by providing value beyond the – Traditional products or services are delivered through online
actual product or service itself, i.e., through incentive – channels only, thus removing costs associated with running
based programs. Customers are voluntarily bound to the a physical branch infrastructure. Customers benefit from
company, which protects future revenue higher availability and convenience, while the company can
integrate its sales and distribution with other internal
– American Airlines, Carrefour
processes
– Amazon, Dell, Zapos
• Franchising • Lock – in
– The franchisor owns the brand name, products, and – Customers are locked into a vendor's world of products and
corporate identity, and these are licensed to independent services. Using another vendor is impossible without
franchisees. Revenue is generated as part of the incurring substantial switching costs, and thus protecting the
franchisees’ revenue and orders company from losing customers
– McDonald´s, Marriot, Naturhouse – Gillette, Hewlett – Packard, Nestle, Nespresso
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Business models
● Open source • Razors and blade
– The source code of a software product is freely – The basic product is cheap or given away for free. The
accessible for anyone. this could be applied to any consumables that are needed to use or operate it, on the
technology details of any product. Others can contribute other hand, are expensive and sold at high margins.
to the product, but also use it free as a sole user. Money Usually, these products are technologically bound to each
is earned with services that are complimentary to the other to further enhance this effect
product, such as consulting and support – Gillette, Hewlett – Packard, Amazon Kindle
– Linux, Wikipedia
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Thank you very
much for your
attention
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