Shaun Abrahamson - Modelos de Negócios de Crowdsourcing

Crowdsourcing Business ModelsUnderstanding how organizations work with crowds to create value.

Shaun Abrahamson@[email protected]

+ 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

“Re-Imagination of Nearly Everything – Powered by New Devices, Connectivity + UI + Beauty”

“Magnitude of upcoming change will be stunning”

– Mary Meeker, partner KPCB

About 50% of this Re-Imagination enabled by crowds

Source: Mary Meeker presentation at All things D.

Crowdsourcing classics

2003

2001

2001

20001991

2000

2004

2006

1999

2005

1996

More recent examples show the accelerating trend

2003

2001

2001

20001991

2000

2004

2006

1999

2005

1996

What defines Crowd______ business models?

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ital

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ets

Influ

ence

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a

People as brokers of critical resources at internet scale

Sharing, Commenting, Reviewing

Open Innovation, Co-Creation, Micro Tasks

Crowd Funding, Crowd Lending

Collaborative Consumption

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ital

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ets

Influ

ence

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“Big Data”

New ways to access critical resources more efficiently

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Influ

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1. What resources are being exchanged?

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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?

2. Who is doing the work?

Value Created

Income/Expenses

Empl

oyee

sPa

rtner

s

Sales Marketing Operations ProductionR + D

New

Partn

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Impact across business functions


3. Is there a fair value exchange?

A few new elements to expect

You need to organize differently

You need new ways to understand performance

Influence (Klout) My Giving (Crowdtwist)

Creative Impact (Jovoto)

You need to manage and communicate differently

+ AirBnB+ TaskRabbit

+ Mealku+ Cuusoo (LEGO)

+ BetaCup (Starbucks)+ Threadless + GAP

+ GiffGaff (O2)

A place to stay from the crowd

Who is doing what at AirBnB?

Value Created

Income/ExpensesEm

ploy

ees


New

Partn

ers

Customer to supplier cycle

Very very high cost of trolls

Managing behavior through metrics + reputation

Accessing capital + networks

Who is doing what on Kickstarter?

Value Created

Income/ExpensesEm

ploy

ees


New

Partn

ers

50% of 50,000 projects are completely funded

66,694 people vs 1 Bank (or VC)

50% of 50,000 projects are completely funded

Incentives + Media + Reputation

Who is doing what on TaskRabbit?

Value Created

Income/ExpensesEm

ploy

ees


New

Partn

ers

Simple, fast way to reach lots of qualified workers

Reputation again

Don’t forget the value of the data

Who is doing what on Mealku?

Value Created

Income/ExpensesEm

ploy

ees


New

Partn

ers

The value exchange

Reputation again

Another way of dealing with reputation and trust

Crowdsourcing for product development + communication objectives.

Who is doing what during BetaCup?

Value Created

Income/Expenses

Empl

oyee

s


New

Partn

ers

What tasks can be performed?

InspirationRecruiting

(Re)SubmissionFeedback

Selection PilotsR&D

Concept -> feedback -> store trials

13,000 ratings

5,000 comments

1,500 idea updates

430 ideas

Betacup ecosystem

+ 10,000,000 media impressions

Communication as a by-product

Social production for a complex service

Homepage hints at how this works

Who is doing what on GiffGaff

Value Created

Income/Expenses

Empl

oyee

s

New

Partn

ers


What tasks can be performed?

Payouts = cash, minutes or donations to charity

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

Customer led set development and marketing

Different organizations for different collaborations


Who is doing what on LEGO Cuusoo?

Value Created

Income/Expenses

Empl

oyee

s

New

Partn

ers


Hijacking or very different path to business development?

WARNING: some new management requirements

Crowd creativity + curation + traditional retail distribution

Who is doing what with Threadless + GAP?

Value Created

Income/Expenses

Empl

oyee

s

New

Partn

ers


Ensuring that stakeholders are happy

How will the crowd do vs traditional GAP sourcing?

How can you use these ideas for your business?

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r

Cap

ital

Ass

ets

Influ

ence

1. What resources are being exchanged?

Dat

a

2. Who is doing what?


3. Is this a fair value exchange?

You need to organize differently

You need new ways to understand performance

Influence (Klout) My Giving (Crowdtwist)

Creative Impact (Jovoto)

You need to manage and communicate differently

Crowdsourcing Business ModelsUnderstanding how organizations work with crowds to create value.

Shaun Abrahamson@[email protected]

Shaun Abrahamson - Modelos de Negócios de Crowdsourcing

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