1. Crowdsourcing Business Models
Understanding how organizations work with crowds to
create value.
Shaun Abrahamson
@shaunabe
shaun@mutopo.com

2. + a few ideas from day 1
+ what defines crowd_______ business models
+ a few cases
+ startup cases (crowd at the core)
+ large enterprise cases (crowds where it counts)
+ how can you re-imagine your business model?
From Social Media to Social Production

3. “Re-Imagination of Nearly
Everything – Powered by New
Devices, Connectivity + UI +
Beauty”
“Magnitude of upcoming
change will be stunning”
– Mary Meeker, partner KPCB
Source: Mary Meeker presentation at All things D.
About 50% of this Re-Imagination enabled by crowds

4. 2001 2003
2005
2000
2006
1991 2000
2004
1996
2001 1999
Crowdsourcing classics

5. 2001 2003
2005
2000
2006
1991 2000
2004
1996
2001 1999
More recent examples show the accelerating trend

6. What defines Crowd______
business models?

7. Influence
Capital
Assets
Labor
Data
People as brokers of critical resources at internet scale

8. Open Innovation, Co-Creation, Micro Tasks
Sharing, Commenting, Reviewing
Crowd Funding, Crowd Lending
Collaborative Consumption
“Big Data”
Influence
Capital
Assets
Labor
Data
New ways to access critical resources more efficiently

9. Influence
Capital
Assets
Labor
Data
1. What resources are being exchanged?

10. Ronald Coase
“Given that production could be
carried on without any
organization that is, firms at all,
why and under what conditions
should we expect firms to
emerge?”
About 75 years ago
Shaun Abrahamson and millions
of others like this
Why do we organize firms a certain way?

11. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
2. Who is doing the work?

12. R+D Production Operations Marketing Sales
Impact across business functions

13. 3. Is there a fair value exchange?

14. A few new elements to expect

15. You need to organize differently

16. Influence (Klout) My Giving (Crowdtwist)
Creative Impact (Jovoto)
You need new ways to understand performance

17. You need to manage and communicate differently

18. + AirBnB
+ TaskRabbit
+ Mealku
+ Cuusoo (LEGO)
+ BetaCup (Starbucks)
+ Threadless + GAP
+ GiffGaff (O2)

19. A place to stay from the crowd

20. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what at AirBnB?

21. Customer to supplier cycle

22. Very very high cost of trolls

23. Managing behavior through metrics + reputation

24. Accessing capital + networks

25. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what on Kickstarter?

26. 50% of 50,000 projects are completely funded

27. 66,694 people vs 1 Bank (or VC)

28. 50% of 50,000 projects are completely funded

29. Incentives + Media + Reputation

31. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what on TaskRabbit?

32. Simple, fast way to reach lots of qualified workers

33. Reputation again

34. Don’t forget the value of the data

36. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what on Mealku?

37. The value exchange

38. Reputation again

39. Another way of dealing with reputation and trust

40. Crowdsourcing for product development +
communication objectives.

41. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what during BetaCup?

42. What tasks can be performed?

43. R&D Inspiration (Re)Submission Selection Pilots
Recruiting Feedback

44. R&D Inspiration (Re)Submission Selection Pilots
Recruiting Feedback

45. Concept -> feedback -> store trials

46. 430 ideas
1,500 idea updates
5,000 comments
13,000 ratings
Betacup ecosystem

47. + 10,000,000
media impressions
Communication as a by-product

48. Social production for a complex service

49. Homepage hints at how this works

50. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what on GiffGaff

51. What tasks can be performed?

52. Payouts = cash, minutes or donations to charity

53. How is this growing? Also NPS = 73 (Apple = 79)

54. Customer led set development and marketing

55. R+D Production Operations Marketing Sales
Different organizations for different collaborations

56. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what on LEGO Cuusoo?

57. Hijacking or very different path to business development?

58. WARNING: some new management requirements

59. Crowd creativity + curation + traditional retail distribution

60. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
Who is doing what with Threadless + GAP?

61. Ensuring that stakeholders are happy

62. How will the crowd do vs traditional GAP sourcing?

63. How can you use these ideas for your
business?

64. Influence
Capital
Assets
Labor
Data
1. What resources are being exchanged?

65. R+D Production Operations Marketing Sales
2. Who is doing what?

66. 3. Is this a fair value exchange?

67. You need to organize differently

68. Influence (Klout) My Giving (Crowdtwist)
Creative Impact (Jovoto)
You need new ways to understand performance

69. You need to manage and communicate differently

70. Crowdsourcing Business Models
Understanding how organizations work with crowds to
create value.
Shaun Abrahamson
@shaunabe
shaun@mutopo.com