Long Tail Business Models
50
long tail business models reflections for business strategists
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17-Oct-2014 -
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Reflections for strategists on long tail business models
Transcript of Long Tail Business Models
long tail business models reflections for business strategists !
a concept coined by Chris Anderson in…
it’s about selling less of more…
sale
s
number of products
focusing on a small number of products with large volume!
sale
s
number of products
focusing on a large number of products with low volume!
what does this mean for business models? ?
example: music business
sale
s
number of products
focusing on a small number of products with large volume!
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
huge revenues from few artists!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
huge revenues from few artists!
radio & TV!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
finding talent!
huge revenues from few artists!
radio & TV!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
finding talent!
huge revenues from few artists!
radio & TV!
REVENUE STREAMS
marketing!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
protected content!
finding talent!
huge revenues from few artists!
radio & TV!
REVENUE STREAMS
marketing!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
protected content!
distribution channel!
finding talent!
huge revenues from few artists!
radio & TV!
REVENUE STREAMS
marketing!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
retail outlets!
protected content!
distribution channel!
finding talent!
marketing!huge revenues from few
artists!
radio & TV!
REVENUE STREAMS
marketing!
talent “production”!
compare that to…
sale
s
number of products
focusing on a large number of products with low volume!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
niche segments!
REVENUE STREAMS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
niche segments!
REVENUE STREAMS
niche segments!
niche segments!
CUSTOMER SEGMENTS
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste! online!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
communities!
online!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
communities!
online!breadth of platform!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
communities!
online!breadth of platform!
platform management!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
communities!
online!breadth of platform!
content producers!
platform management!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
small revenues from many artists!
music subscription
service!
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
match-making with
taste!
communities!
online!breadth of platform!
platform management!
platform maintenance!
small revenues from many artists!
REVENUE STREAMS
niche segments!
niche segments!
niche segments!
content producers!
music subscription
service!
CUSTOMER SEGMENTS
we moved from a…
marketing & distribution business
for stars !
to an..
enabling and match-making business for new & niche talent !
so this is how a long tail business model looks…
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making
large breadth of niche
segments
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making
selling little of more
large breadth of niche
segments
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making online and
information rich channels
online interaction & communities
selling little of more
large breadth of niche
segments
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making online and
information rich channels
online interaction & communities
match-making
platform management
platform
breadth & reach
selling little of more
large breadth of niche
segments
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making online and
information rich channels
online interaction & communities
match-making
platform management
platform
breadth & reach
content producers
communities
selling little of more
large breadth of niche
segments
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
platforms for niche products and services
focus on match-making online and
information rich channels
online interaction & communities
match-making
platform management
platform
breadth & reach
content producers
communities of interest
platform development & maintenance
selling little of more
large breadth of niche
segments
thanks for your attention !
check out my blog for more: http://business-model-design.blogspot.com
