1. advanced course
business model
marketing

2. session 3

3. business
model
patterns

4. last week...
Article mobile games, 9 building
blocks, business model canvas

5. DIY..
- Take a large piece of paper
- Think of your chosen industry and
choose an organization, company,
platform or brand from that one
- 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.

6. presentations
business model
canvas

7. conclusion..
- A BM includes the entire
organization (not just marketing /
sales)
- Understanding a BM of an
organization requires lots of
practice and (inside) information
- Not many organizations use the
exact same BM
- Small differences between BMs
can lead to very big gaps between
companies in the future (Nokia vs.
Apple)

8. today
Some more business model
patterns, business model patterns
@ google, the long tail, the ‘free’
business model, working on the
‘Act different assignment’

9. Business
models
Earning
Distribu4on
(Co-­‐)crea4on
User
model
models
models
models
Subscrip4on
Bait
and
hook
Tupperware
Online
sales
Mass
Mass-­‐effect
model
model
model
model
customiza4on
model
Freemium
Package
Clicks
&
bricks
Franchise
Open
source
Community
model
deal
model
model
model
model
Service
Adver4sing
Labeling
Mul4-­‐channel
User-­‐generated
Mul4-­‐sided
model
model
model
model
content
plaNorm
Auc4on
based
Brokerage
Affiliate
Open
business
model
model
model
model
Yield
Long
tail
management
model
Unbundeled
Insurance
Sources:
Interac4eve
marke4ng,
Business-­‐
models
model
modellen,
Business
model
genera4on

10. distribution models..

11. Tupperware
model
The
aim
of
the
tupperware
model
is
to
gather
a
small
group
of
interested
buyers
in
a
home
seRng.
The
one
who
organises
a
so
called
‘party’
earns
money
by
means
of
a
storage
rate.
Distribu4on
costs
are
low
and
there
is
a
social
pressure
to
buy.
…
(distribu3on
model)…
Examples:
Tupperware,
Aloë
Vera
Online
sales
model
With
the
internet
a
company
can
easily
get
around
wholesalers
and
retailers.
OZen
the
saving
of
costs
are
in
favour
of
the
consumer.
This
way
it’s
cheaper
to
buy
online.
A
disadvantage
is
the
fact
that
markets
have
become
much
more
transparent.
…(distribu3on
model)…

12. Clicks-­‐and-­‐bricks
model
When
an
organiza4on
uses
the
online
sales
model
all
sales
are
based
on
making
use
of
the
internet.
However
for
some
organiza4ons
the
shop
in
the
street
is
s4ll
very
important
because
its
customers
demand
a
place
where
they
can
meet
the
physical
product.
This
is
why
lots
of
organiza4ons
combine
internet
sales
(clicks)
and
retail
(bricks).
Despite
of
the
fact
that
this
leads
to
higher
costs.
Organiza4ons
are
always
searching
for
the
perfect
internet/retail
propor4on.
…(distribu3on
model)…
Examples:
Bjorn
Borg,
IKEA
Franchise
model
The
franchise
model
aims
at
spreading
a
successful
retail
formula
by
independent
entrepreneurs.
These
entrepreneurs
have
to
follow
strict
rules
in
order
the
keep
the
formula
clear.
This
business
model
is
an
example
of
spreading
risk
for
both
formula
as
the
entrepreneurs.
…(distribu3on
model)…
Examples:
KFC,
supermarkets

13.
Labelling
The
labelling
model
is
a
special
kind
of
franchising.
Using
the
labelling
model
means
that
products
that
are
labelled
with
a
specific
strong
brand
are
distributed
by
other
organiza4ons
who
earn
money
with
a
storage
rate.
The
labelling
model
is
oZen
used
for
luxury
brands
for
which
the
brand
is
more
important
than
the
product
itself
…(distribu3on
model)…
Examples:
Disney
Mul3
–
channel
model
Mul4
channel
management
means
op4mizing
the
number
of
communica4on
and
distribu4on
channels
an
organiza4on
has.
Past
years
big
organiza4ons
have
become
more
aware
of
the
fact
that
a
good
mul4-­‐channel
strategy
can
lead
to
cost
reduc4on
and
customer
reten4on.
…(distribu3on
model)…
Examples:
G-­‐star,
Apple

14. Affiliate
model
The
aim
of
the
affiliate
model
is
offering
a
product
on
a
large
number
of
places
by
making
use
of
a
network
of
partners.
These
partners
get
a
comission
for
every
new
customer
they
deliver
the
organiza4on.
OZen
the
affiliate
uses
a
buaon,
banner
or
webpage
in
order
to
persuade
consumers
to
buy
a
product.
The
difference
between
the
affiliate
model
and
the
adver4sing
model
is
the
fact
that
the
offering
organiza4on
doesn’t
have
to
pay
for
the
tools
the
affiliate
uses.
They
only
have
to
pay
the
affiliate
for
the
leads
he
delivers.
…(distribu3on
model)…
Examples:
cheapinsurance.com,
mortgage.tv

15. (co) creation models..

16. Mass
customiza3on
The
mass
customiza4on
model
is
a
good
example
of
a
model
that
lets
organiza4ons
and
consumers
work
together
when
it
comes
to
product
development.
The
organiza4on
has
divided
its
product
in
several
components
that
can
be
altered
by
the
consumer.
The
consumer
can
make
combina4ons
with
these
components
and
this
way
make
its
one
‘personalized’
product..
…((co)
crea3on
model)…
Examples:
Nike,
Lego
Open
source
model
The
open
source
model
is
oZen
used
in
the
soZware
industry.
It
leads
to
important
but
free
soZware.
SoZware
companies
develop
great
free
soZware
that
can
be
used
by
a
lot
of
customers.
AZer
they
start
using
it
they
oZen
discover
they
want
some
customized
solu4ons.
This
way
the
customer
becomes
a
paid
customer.
…((co)
crea3on
model)…
Examples:
OpenOffice,
Android

17.
User
–
generated
content
User-­‐generated
content
is
a
co-­‐crea4on
model
that
is
oZen
designed
as
a
social
network.
The
organiza4on
behind
it
is
facilita4ng
the
service.
The
product
itself
emerges
by
the
energy
invested
by
volunteers.
The
organiza4on
makes
money
by
dona4ons
and
adver4sing.
And
some4mes
also
by
selling
a
premium
service.
…((co)
crea3on
model)…
Examples:
Wikipedia.org,
IMDB.com
Open
–
business
model
Open
business
models
can
be
used
by
organiza4ons
in
order
to
create
value
through
sustainable
partnerships
with
other
organiza4ons.
This
can
be
done
outside-­‐in
(ideas
from
outside
the
company
are
exploited
inside
the
company)
or
inside-­‐out
(ideas
from
the
company
are
exploited
elsewhere).
…((co)
crea3on
model)…
Examples:
Mercedes
&
Swatch,
Philips
&
DE

18. user models..

19.
Mass
effect
model
The
mass
effect
model
applies
to
certain
products
of
which
the
amount
of
users
determines
the
success
immediately.
Because
of
more
and
more
people
become
users
the
product
becomes
an
industry
standard
and
that’s
why
other
consumers
don’t
have
an
actual
choice
anymore.
(user
model)…
Examples:
MicrosoZ
Word,
Whats
app
Community
model
The
community
model
is
special
kind
of
mass
effectmodel.
The
product
/
plaNorm
originates
from
a
community
of
users.
The
plaNorm
oZen
makes
money
with
adver4sing
or
a
freemium
business
model
…(user
model)…
Examples:
Runkeeper,
iphoneclub

20.
Mul3
–
sided
plaGorm
Mul4-­‐sided
plaNorms
bring
together
two
or
more
independent
customer
groups
or
segments
(oZen
suppliers
and
consumers).
These
mul4-­‐sided
plaNorm
are
only
interes4ng
for
a
customer
group
when
the
other
group
is
also
using
the
plaNorm.
The
plaNorm
creates
value
by
facilita4ng
interac4ons
and
transac4on
between
the
groups.
The
value
of
a
mul4-­‐sided
plaNorm
grows
when
it
aaracts
more
users,
aZer
which
it
will
automa4cally
aaract
a
new
group
of
suppliers.
…(user
model)…
Examples:
Apple
appstore,
Sony
Playsta4on

21. Business
models
Earning
Distribu4on
(Co-­‐)crea4on
User
model
models
models
models
Subscrip4on
Bait
and
hook
Tupperware
Online
sales
Mass
Mass-­‐effect
model
model
model
model
customiza4on
model
Freemium
Package
Clicks
&
bricks
Franchise
Open
source
Community
model
deal
model
model
model
model
Service
Adver4sing
Labeling
Mul4-­‐channel
User-­‐generated
Mul4-­‐sided
model
model
model
model
content
plaNorm
Auc4on
based
Brokerage
Affiliate
Open
business
model
model
model
model
Yield
Long
tail
management
model
Unbundled
Insurance
Sources:
Interac4eve
marke4ng,
Business-­‐
models
model
modellen,
Business
model
genera4on

22. assignment
-look at the business model patterns on the
screen
-make an overview of the Google products
-write down which business model patterns
Google uses the most

23. Business
models
Earning
Distribu4on
(Co-­‐)crea4on
User
model
models
models
models
Subscrip4on
Bait
and
hook
Tupperware
Online
sales
Mass
Mass-­‐effect
model
model
model
model
customiza4on
model
Freemium
Package
Clicks
&
bricks
Franchise
Open
source
Community
model
deal
model
model
model
model
Service
Adver4sing
Labeling
Mul4-­‐channel
User-­‐generated
Mul4-­‐sided
model
model
model
model
content
plaNorm
Auc4on
based
Brokerage
Affiliate
Open
business
model
model
model
model
Yield
Long
tail
management
model
Unbundeled
Insurance
Sources:
Interac4eve
marke4ng,
Business-­‐
models
model
modellen,
Business
model
genera4on

24. so..
-sometimes it’s hard to find out
the differences between patterns…
-an organization always uses
different patterns at the same
time…
-organizations are constantly
changing there strategy that’s
why they always develop new
patterns

25. designing a new business model

26. homework last week..
Literature/theory/background:
-read BMG page 1 till 50
Work on the assignment:

27. act different..
- Dive deep into your future customer
segment (s)
- Use the empathy-map (page 126 till
133) to get the right customer
perspective
- Figure out (do some research):
- What does the segment want to change?
- What does attract the segment to the product?
- What does the segment hate/love?
- Which problems do the segments stumble upon?
- Go on building your new business
model and writing the business plan!

28. homework next week..
Literature/theory/background:
-read BMG page 52 t/m 195
Opdracht:
-go on working on your ‘Act
differnent assignment’

29. let’s get to
work..

30. till
next week!