Fi Chile - Revenue Models (2015 10 29) Guillaume Balas

BUILDING YOUR BUSINESS
REVENUE MODEL
Guillaume Balas - guillaume@tingslabs.com
REMEMBER?
-USD 120,000 LUMP SUM

-USD 150,000 LTV (4 YEARS)
-USD 70,000 LUMP SUM
USD 270,000 REVENUE
1 BIG" BRAND NAME

-VALIDATES TECHNO
-RAISE BRAND AWARENESS
-HELPS (A LITTLE) SALES
USD 225,000 SALARY COST (5 MAN-YEARS)

MIN USD 300,000 OPPORTUNITY COST
LOTS OF HEADACHES AND SUFFERING
USD 525,000 "LOSS"

FOCUS ON YOUR
REVENUE MODEL!
WAIT !!!
A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES
REVENUE
SOURCE
VALUE
REVENUE
SOURCE
VALUE
REVENUE
SOURCE
PRICE
VALUE
REVENUE
SOURCE
PAYER
PRICE
VALUE
REVENUE
SOURCE
PAYER
PRICE
REVENUE SOURCE
REVENUE MODEL
Product
Production
Commerce
Service
VALUE
REVENUE MODEL
Customer value is the value received by the end-customer of a product or

service.
Customer value is conceived variously as utility, quality, benefits, and
customer satisfaction.
B2B Examples (not exhaustive) of value provided by a product or service:
INCREASE REVENUE
(DIRECTLY, INDIRECTLY)
REDUCE COSTS
IMPROVED BRANDING
REVENUE MODEL
Customer value is the value received by the end-customer of a product or

service.
Customer value is conceived variously as utility, quality, benefits, and
customer satisfaction.
B2B Examples (not exhaustive) of value provided by a product or service:
INCREASE REVENUE
REDUCE COSTS
IMPROVED BRANDING
INCREASE # OF SALES
(VOLUME)
INCREASE PERF.,
RELIABILITY
INCREASE SECURITY
CSR
ENVIRONMENTAL
FRIENDLY
INCREASE ARPU
INCREASE AGILITY
REDUCE PURCHASING
COSTS
CUTTING EDGE,
INNOVATIVE
FRIENDLY,
ATTRACTIVE
PRICING
REVENUE MODEL
PRICING IS HARD TO DO
AND EASY TO IGNORE.
Jay Goltz, The price of Bad Pricing, July 6th 2011, NY Times
REVENUE MODEL
AT LEAST MORE THAN 15 METHODS !

COMPETITION
COST
DIFFERENTIATED
DEMAND
PREMIUM
COST-PLUS / MARKUP
CUSTOMER SEGMENT
SKIMMING
DISCOUNTED
FULL COST
TIME
PENETRATION
PARITY
MARGINAL COST
LOCATION
WHAT THE TRAFFIC CAN

BEAR
TARGET RATE OF RETURN
PACKAGE / FORM
VALUE
REVENUE MODEL
NO "ONE-SIZE-FITS-ALL SOLUTION"
COMPETITION
COST
DIFFERENTIATED
DEMAND
PREMIUM
COST-PLUS / MARKUP
CUSTOMER SEGMENT
SKIMMING
DISCOUNTED
FULL COST
TIME
PENETRATION
PARITY
MARGINAL COST
LOCATION
WHAT THE TRAFFIC CAN

BEAR
TARGET RATE OF RETURN
PACKAGE / FORM
VALUE
example
REVENUE MODEL
example
REVENUE MODEL
MAKE EDUCATED GUESSES. EXPERIMENT.

ITERATE.
#1 - Your price must be enough higher than costs to cover
reasonable variations in sales volume
#2 - You have to make a living
#3 - Your price should almost never be lower than your costs
or higher than what most consumers consider "fair"
PAYER
REVENUE MODEL
Source: http://fakecrow.com/free-persona-template/
REVENUE MODEL
Your company will deal with multiple personas

1. decision maker
2. economic buyer
3. recommenders
4. influencers
5. end users
Personas will evolve over time as your company, product(s)/service(s) or market

evolve and mature
decision maker persona evolution over time:
PRODUCT MANAGER
API DEVELOPER
INFRASTRUCTURE
SENIOR SYS ADMIN

BUSINESS DEVELOPMENT
2 personas may have conflictual stated needs

1 persona will have a different role depending on the company/sector
Source: http://www.spikelab.org/blog/persona-development.html
REVENUE MODEL
ALWAYS PUT YOUR

CUSTOMERS FIRST
April 2014
Source: https://saatchixlondon.wordpress.com/2014/04/30/the-best-brand-experiences-make-it-personal/
Dear Ms. Avins, your wish is my command within reason. XO Jenna

Creative Director Jenna Lyons
BUT ONE THING IS MISSING
HOW TO CAPTURE REVENUE?

REVENUE MODEL
CAPTURING REVENUE
COMMERCE AND RETAIL
SUBSCRIPTION AND USAGE FEES
LICENSING
AUCTIONS AND BIDS
ADVERTISING
DATA
TRANSACTIONS / INTERMEDIATION
FREEMIUM
AND MORE
REVENUE MODEL
REVENUE MODELS BASED ON "FREE"
Source: Chris Anderson, "FREE"
IDEALLY, TO MAKE
PROFITS
REVENUE MODEL
THE PROFIT ZONE
Customer Value (Value): This Profit Factor revolves

around how much value your product/service
generates for your customers. The greater the value,
the higher price you can charge.
Pricing Strategy (Price): This Profit Factor revolves

around your pricing strategy either premium pricing
with lower sales volume vs. discount pricing with
higher sales volume.
Marketing/Sales Performance (Touch): This Profit

Factor revolves around: (a) how effectively you can
reach prospects/customers; and (b) how cost efficient
you can do this.
Production Performance (Delivery): This Profit Factor

revolves around how effective (quality) and efficient
(cost) your company is able to deliver your product/
service and operate the business.
VALUE
PROFIT
ZONE
PRICE
DELIVERY
Source: http://www.gpsexecs.com/in-the-zone-profits/
TOUCH
SOME HELP
RECOMMENDED RESOURCES
REVENUE MODEL
https://hackpad.com/Web-And-Mobile-Revenue-Models-final-EgXuEtSibE7#:h=Commerce
http://entrepreneurs.about.com/od/salesmarketing/a/pricingstrategy_2.htm
http://www.womenunlimitedworldwide.com/pricing-strategies-the-top-10-mistakes-you-dont-want-to-make/
http://blog.sotechmedia.com/how-much-can-bad-pricing-cost-you/
http://www.spikelab.org/blog/persona-development.html
fakecrow.com/free-persona-template/
http://www.bmnow.com/revenue-models-quick-guide/
http://www.bmnow.com/revenue-models-quick-guide/
http://www.freemium.org/
http://www.gpsexecs.com/in-the-zone-profits/
THANK YOU !

Fi Chile - Revenue Models (2015 10 29) Guillaume Balas

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Fi Chile - Revenue Models (2015 10 29) Guillaume Balas

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BUILDING YOUR BUSINESS

Guillaume Balas - guillaume@tingslabs.com

Guillaume Balas - guillaume@tingslabs.com

Guillaume Balas - guillaume@tingslabs.com

-USD 120,000 LUMP SUM

USD 270,000 REVENUE

1 BIG" BRAND NAME

USD 225,000 SALARY COST (5 MAN-YEARS)

USD 525,000 "LOSS"

A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES

Guillaume Balas - guillaume@tingslabs.com

A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES

Guillaume Balas - guillaume@tingslabs.com

A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES

A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES

A REVENUE MODEL IS A FRAMEWORK FOR GENERATING REVENUES

Guillaume Balas - guillaume@tingslabs.com

Customer value is the value received by the end-customer of a product or

Guillaume Balas - guillaume@tingslabs.com

Customer value is the value received by the end-customer of a product or

Guillaume Balas - guillaume@tingslabs.com

AT LEAST MORE THAN 15 METHODS !

WHAT THE TRAFFIC CAN

TARGET RATE OF RETURN

Guillaume Balas - guillaume@tingslabs.com

WHAT THE TRAFFIC CAN

TARGET RATE OF RETURN

Guillaume Balas - guillaume@tingslabs.com

Guillaume Balas - guillaume@tingslabs.com

MAKE EDUCATED GUESSES. EXPERIMENT.

Guillaume Balas - guillaume@tingslabs.com

Guillaume Balas - guillaume@tingslabs.com

Your company will deal with multiple personas

Personas will evolve over time as your company, product(s)/service(s) or market

SENIOR SYS ADMIN

2 personas may have conflictual stated needs

Guillaume Balas - guillaume@tingslabs.com

Guillaume Balas - guillaume@tingslabs.com

ALWAYS PUT YOUR

Dear Ms. Avins, your wish is my command within reason. XO Jenna

Guillaume Balas - guillaume@tingslabs.com

BUT ONE THING IS MISSING

HOW TO CAPTURE REVENUE?

REVENUE MODELS BASED ON "FREE"

Source: Chris Anderson, "FREE"

Guillaume Balas - guillaume@tingslabs.com

THE PROFIT ZONE

Customer Value (Value): This Profit Factor revolves

Pricing Strategy (Price): This Profit Factor revolves

Marketing/Sales Performance (Touch): This Profit

Production Performance (Delivery): This Profit Factor

Guillaume Balas - guillaume@tingslabs.com

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