long tail business models
Post on 17-Oct-2014
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Reflections for strategists on long tail business modelsTRANSCRIPT
![Page 1: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/1.jpg)
long tail business models reflections for business strategists !
![Page 2: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/2.jpg)
a concept coined by Chris Anderson in…
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it’s about selling less of more…
![Page 5: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/5.jpg)
sale
s
number of products
focusing on a small number of products with large volume!
![Page 6: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/6.jpg)
sale
s
number of products
focusing on a large number of products with low volume!
![Page 7: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/7.jpg)
what does this mean for business models? ?
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example: music business
![Page 9: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/9.jpg)
![Page 10: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/10.jpg)
sale
s
number of products
focusing on a small number of products with large volume!
![Page 11: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/11.jpg)
OFFER
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
REVENUE STREAMS COST STRUCTURE
KEY ACTIVITIES
PARTNER NETWORK
KEY RESOURCES
![Page 12: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/12.jpg)
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits!
REVENUE STREAMS
![Page 13: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/13.jpg)
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
super-star artists & hits! mass
market!
REVENUE STREAMS
![Page 14: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/14.jpg)
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
![Page 15: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/15.jpg)
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
![Page 16: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/16.jpg)
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
![Page 17: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/17.jpg)
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!
![Page 18: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/18.jpg)
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!
![Page 19: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/19.jpg)
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!
![Page 20: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/20.jpg)
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”!
![Page 21: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/21.jpg)
compare that to…
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![Page 23: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/23.jpg)
sale
s
number of products
focusing on a large number of products with low volume!
![Page 24: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/24.jpg)
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
REVENUE STREAMS
![Page 25: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/25.jpg)
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
REVENUE STREAMS
![Page 26: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/26.jpg)
DISTRIBUTION CHANNELS
KEY ACTIVITIES
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
COST STRUCTURE
PARTNER NETWORK
KEY RESOURCES
OFFER
platform for musicians & fans/buyers!
niche segments!
REVENUE STREAMS
![Page 27: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/27.jpg)
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
![Page 28: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/28.jpg)
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!
![Page 29: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/29.jpg)
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!
![Page 30: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/30.jpg)
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!
![Page 31: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/31.jpg)
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!
![Page 32: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/32.jpg)
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!
![Page 33: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/33.jpg)
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!
![Page 34: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/34.jpg)
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!
![Page 35: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/35.jpg)
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!
![Page 36: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/36.jpg)
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
![Page 37: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/37.jpg)
we moved from a…
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marketing & distribution business
for stars !
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to an..
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enabling and match-making business for new & niche talent !
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so this is how a long tail business model looks…
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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
![Page 43: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/43.jpg)
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
![Page 44: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/44.jpg)
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
![Page 45: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/45.jpg)
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
![Page 46: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/46.jpg)
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
![Page 47: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/47.jpg)
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
![Page 48: Long Tail Business Models](https://reader034.vdocument.in/reader034/viewer/2022051311/544187c4b1af9ff74b8b4766/html5/thumbnails/48.jpg)
thanks for your attention !
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check out my blog for more: http://business-model-design.blogspot.com