This presentation was presented at USI Lugano (alumni association) October 2013. http://www.alumni.usi.ch/en/eventi/eventi-prossimi/business-model.htm The overall scope of the day was to talk about business model generation using the methodology - Business Model Canvas - http://www.businessmodelgeneration.com As case for my presentation I used the process of unbundling Hoosh Technology (www.hoosh.com) as a company from SearcusGroup. (www.searcusgroup.com) Searcus is a consulting company with its core competences in search marketing. An internal project connected to competitive intelligence was born in 2010. During 2011 the project grew much bigger than planned and action needed to be taken. There were different options. Close down projects, sell projects or unbundle it from Searcus and create a new company. I chose to latter and Hoosh Technology was born in 2012. I have tried to add both Searcus and Hoosh to the business model canvas.

1. The Business Model Journey
Unbundling Searcus, creating Hoosh

2. Inventor & entrepreneur

3. The journey begins
Search Marketing
Building Relationships
Creating results

4. A bundled business
SEO & SEM
Local Search
People
Search Intelligence

5. Trying to do everything!
Deliver consulting
Innovate new products
Building Technology

6. Breaking things up!
Consulting
Technology
On pause: People & Local

7. Why I had to unbundle?
Employee profiles
Minimize risk
Channel conflicts
Attracting investors

8. The business model journey
2013
Dedicated Search Marketing Agency
2013
100% scalable marketing intelligence
2012
Business is Unbundled and Hoosh is Born
2011
Data Driven Consulting - Some scalability
2010 - late
Some data – Hourly rates – No scalability
2010
No data – Hourly rates – No scalability

9. Adding Searcus to Canvas

10. The Business Model Canvas: Searcus
Key partners
Key activities
Optimize use of
marketing
budgets.
External
freelance
experts
Create growth for
our clients.
Key resources
Value proposition
Customer
segments
Customer
relationships
Get more clients.
Key account
management
Sell more.
Online
oriented
business
Channels
People.
Sales force
Methodology
& experience
Word of
mouth
Revenue streams
Cost structure
People
Technologies
Ad hoc
consulting
assignments
Monthly
retainer

12. Competitive Intelligence
&
Market Research
12

13. Based on
BIG DATA
From
Google!
13

14. 20 million new lines in
our database every day
Just passed..
2.000.000.000
14

15. We believe that online
visibility is a strong
indicator for general
market position.
15

16. Especially if you expect to
be in business also in 4-5
years from now!
16

17. We help you better
understand your online
business landscape!
17

19. Adding Hoosh to Canvas

20. The Business Model Canvas: Hoosh
Key partners
Data
providers
Developers
Key activities
Platform &
feature
development
Value proposition
Customer
segments
Customer
relationships
Make more and
better pitches. Win
more deals.
Key Account
Management
Agencies
Personal assistance
Self-service
Channels
Key resources
University
and
Research
Institutes
Data
Human
Resources
Data sources
Online sales
Benchmark your
online business
performance. Know
your competitors.
Sales force
Partner
technologies
Partner Agencies
Revenue streams
Cost structure
People
Online
oriented
business
Sales &
marketing
Subscription
fees
Usage fee

21. What was then one
company with 18
employees is now two
companies with 32
employees!
21

22. HOOSH Technology SA
Viale Cassarate 6
6900 Lugano
Switzerland
www.hoosh.com