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Value Exchange Mapping System GUIDE Capturing Business Model Interactions The V

Value Exchange Mapping System GUIDE Capturing Business Model Interactions The Value Exchange Mapping (VEM) System compliments the Business Model Canvas, providing a kind of “stereo vision” with respect to the business model. Specifically, a VEM captures the value exchanges among the players in a value network in the context of an organization’s business model. This provides a more comprehensive picture of the business model making it easier to identify opportunities for business model innovation. The VEM mapping system is licensed under the Creative Commons and is available for download and use. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US. Innovate and prosper. Michael S. Jordan, DBA Value Exchange Mapping: Capturing Business Model Interactions Value Propositions Customer Segments Channels Customer Relation- ships Key Activities Key Resources Key Partners Cost Structure Revenue Streams Value Network Perspective is logic of value exchanges within the value network Perspective is the logical relationships among the 9 building blocks Business Model Value Exchange Map Fantastic! The BIG Picture! Wow! 8 Players Customers Consumer Business Value Producer Intermediary Service Provider Supplier Other Organization Government Everyone Else Partner Indentifier example 12 Value Exchanges Money Payment (Revenue) Payment Commitment Payment (Cost) Credits Everything Else Product Service Data/Information Right Exposure Reputation Experience Content Misc. Customer Value Value Capture (Monetized) Key Activity Strategic Capability Knowledge Web Interaction IF/Else Miscellaneous Player Group Boxes Customers Everyone Else Transactions Value Capture (Non Monetized) Linked In Linked In Free Members 90% Premium Members 10% Recruiters Advertisers Employers Sales Professionals Developers Targeted Marketing Solutions Talent Management Solutions Recruiter Solutions Targeted Sales Solutions Professional Profile Company Pages Linked In Groups Premium services (on top of basic) Resume Builder Linked In Updates Linked In Connection Management Members Linked In Today Targeted Job Recommendations Targeted content recommendations InMail Access View Profiles Outside Network Job Seeker Premium Viewed Profile? Other Advanced... Content Exposure Sticky Content Platform Apps Access to Platform Content Publishers Value Exchange Map Growth Strategist Other Social Platforms Integration Strong Same Side Network Effects Subscriptions Basic Services Cost Structure Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Revenue Streams Value Propositions Linked In Web Direct Sales Force Free Members Premium Members Recruiters Advertisers Employers Sales Professionals Mobile Apps Sign In with Linked In Sites Premium member subscriptions Developer Apps Advertising solutions Recruiters solutions Employer solutions Sales solutions Build & manage professional Identify Build & manage business contacts Access to info & knowledge to advance career Career management Targeted access to talent pool Targeted access of business professionals Company exposure & talent mgt. Targeted sales lead generation Linked In platform Linked In platform development Platform operations Direct sales force App Developers Content Publishers Sales & marketing Link In members Data center infrastructure Apps Other social media platforms Research & development Content management & monitoring Promotions & advertising Sales & marketing Research & development activities Linked In platform development Angie's List Affiliates Consumer Review Database Angie's List Magazine Big Deal Notifications Call Center Support Complaint Resolution Sign-up Fees & Subscription Fees Free Listing Advertising Big Deal Promotions Storefronts & e-Commerce Services Angie's List 6- 12 Month Campaigns Add Businesses Subsidize Subscription Fees 40% of Sale 60% of Sale Reputation Management Tools Reliable & High Quality Services Products from Reputable Businesses Revenue from Delivery of Products/Services General Consumers Homeowner Consumers More Customers Home Service Providers Medical Service Providers Auto Service Providers Other Service Providers Small Businesses More Members Commissions Per Sign-up Value Exchange Map Growth Strategist Cost Structure Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Revenue Streams Value Propositions Angie's List Homeowner Consumers General Consumers Home Service Providers Medical Service Providers Auto Service Providers Other Service Providers Hire the best service providers Authentic & detailed reviews Complaint resolution Live phone support Discounts Advisory information Promote business Get quality customers Generate revenue Build & manage reputation Direct via Web Live support via call center Affiliates Platform Call center Sales & marketing Phone support Complaint resolution Platform development & maintenance Generating content Platform development staff Data & Infrastructure maintenance Commissions for member Sign-ups Sales & marketing staff Sign-up fees & subscriptions Advertising e-Commerce services Commissions on promotions Call center Business Model Canvas Mobile Apps 37+ Million subscribers Leader in category S&P 500 (June 30th, 2013) #629 Fortune 1000 (2013) Revenue: $3,609.282 Gross Proﬁt: $983.416 Operating Income: $49.992 Net Income: $17.152 Subscription revenue model Long-tail business model Broker/reseller model General Info Business Model Themes Financial Picture (2012) Growth Trajectory Increase subscriber base with original content exclusive to Netﬂix; expand into international markets Netflix is the leading Internet television network for movies and TV shows with nearly 38 million members in 40 countries. For one low monthly price, Netflix members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen without commercials. NETFLIX [Value Exchange Map] Distribution Rights DVD's Content Providers Ads Right to Sell Streaming Content Customers VP Netﬂix Streaming Content DVD Content Advertisers !" Content Production ! Streaming Content Viewing Behavior Advertising Fees DVD Jackets ! Subscription ! Subscription ! % Sales ! License Fees ! % Sales ! !" ! Production Companies !" Original Content Intermediary Parters [Apple, Sony, etc.] Post Ofﬁce ! DVD Postage DVD Delivery Reach Customers Growth Strategist Cost Structure Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Revenue Streams Value Propositions Netflix DVD Customers Streaming Content Customers Advertisers Self-service via Web Customer homepage Website Video game consoles iOS Apps Content hubs (ex: AppleTV) Mail DVD plan subscriptions Streaming plan subscription Advertising fees Flat rate DVD rental via mail No late fees unlimited # turns on DVD's per plan All you can stream video No commercials Stream video on a number of devices Broad exposure of ads to customers Processing DVD orders Streaming digital content Content licensing Producing original content T echnology development Customer viewing suggestions T echnology infrastructure Licensed content Original content Customer viewing behavior data Knowledge of what content will be popular Post office Content providers Content production companies DVD mailing fees DVD order processing costs Content license contracts Cost of producing original content Data equipment, facilities & staff Business Model Canvas 35+ million subscribers Leader in category Active in 48 countries #851 in Fortune 1000 (2013) Revenue: $2,334.472 Gross Proﬁt: $1,615.532 Operating Income: $98.701 Net Income: $-54.773 Collective buying model Broker/reseller model Financial intermediary Model General Info Business Model Themes Financial Picture (2012) Growth Trajectory Expand goods business; physical warehouses for faster shipping; Groupon Reserve (capacity mgt); POS Apps and merchant services Groupon is a marketing service that helps businesses attract customers by offering deep discounts on things to eat, see, and do in more than 500 markets worldwide. Groupons leverages collective buying power to guarantee businesses a minimun number of customers. GROUPON [Value Exchange Map] Growth Strategist Launch Deals at 50-90% Discount (Usually 50%) Daily Deal Notiﬁcations Guaranteed Number of Customers 50% of Revenue ! Merchant Consultation (Design Deals) Customer Intel VP Groupon Join Deal Group & Commit Payment ! Deal Activates (Minimum Number of Customers Reached) More Potential Customers Heavily Discounted Products & Services ! Capture 100% of Payment Groupon !!! Local Offers Local Offers Local Offers Group of Buyers Merchants Deal Cancels; No One Charged Else Payout Over 3 Months Groupon customers will spend above Merchant Value Capture Assumptions Groupon customers will come back and pay full price Word of mouth referrals will generate new customers !" 1 1 ! Cost Structure Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Revenue Streams Value Propositions Groupon Consumers Automated Direct via Web and email Small Businesses Mobile Apps Help businesses attract new customers Guaranteed # of customers per daily deal Daily deal notifications Commissions on sale of daily deals Groupon Apps & Web platform Sales & marketing Platform & app development T echnology operations IT development staff Sales & marketing staff Discounts of 50%-90% Groupon is guaranteed POS solution & credit card processing Direct via Sales & Marketing T eam Merchant center POS & Credit card processing services Reservation system?? Credit card clearing houses Spotify Value Exchange Map Free service Unlimited service Premium service Advertisers Distributor / aggregators Large music labels Merlin Network ISP's Platform Operators mobile operators Consumer electronics companies Spotify Reach customers Royalty fees Right to distribute music Targeted exposure (free users) Revenue from advertising (Free users only) $4.99/month $9.99/month Partners Increase utility value of product or service Growth Strategist Add users Subsidized Cost Structure Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Revenue Streams Value Propositions Spotify Free Unlimited Premium Advertisers Target by demographics Target by location & music genre Tracking & reporting portal Customers not hostile to advertisement Distributor / aggregators Large music labels Delivery platform development Content licensing & reporting Merlin Network Mobile Operators Consumer electronics companies ISP's Huge catalogue of big music & Independent Platform Operators Delivery platform Listen to music on any device Social media integration download & listen to music off-line Unlimited subscriptions Premium subscriptions Advertising revenue (free users only) IT infrastructure development Analyze uploads/Industriel/ vem-guide.pdf