nov 2010 presentation to igap
DESCRIPTION
I led the Monetization and Revenue Models seminar of Enterprise Ireland's iGap startup bootcamp in November in Dublin. It makes me think I should develop a standardized speech called Revenue in Context. You can't understand your own funnel if you don't understand your customer's funnel.TRANSCRIPT
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Monetisation Strategies and Revenue Models
Scott Rafer@rafer || [email protected]
Sunday, November 21, 2010
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Interrupt me!
Sunday, November 21, 2010
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Monetisation Strategies and Revenue Models
Scott Rafer@rafer || [email protected]
Sunday, November 21, 2010
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Ours is not to reason why, Just to sell ‘em
what they wanna buy.
Sunday, November 21, 2010
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Biases and bio
• 18+ years of startups
• Thousands of errors
• Selling prevented thousands more
Sunday, November 21, 2010
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Before we even start
• Why make money now?
• Where can you get when you sell, and where can’t you get?
• How many models can I pick?
Sunday, November 21, 2010
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Sunday, November 21, 2010
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Timing is everything too early and 9/11
Sunday, November 21, 2010
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What Model Picks You?Session One
Sunday, November 21, 2010
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No Revenue Exists in a Vacuum
Sunday, November 21, 2010
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Your Revenue has a Context
• Increase a Business’s Sales Directly
• Increase a Business’s Potential Sales
• Reduce a Business’s Churn
• Reduce a Business’s or Consumer’s Cost
• Make a Consumer Happy, Safe, Healthy ...
Sunday, November 21, 2010
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Each others’ Sales Funnels
B2C B2B
Unique
Standard
Sunday, November 21, 2010
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Strengths required for each task
Sunday, November 21, 2010
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Revenue SWOT (exercise)
Sunday, November 21, 2010
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Taking Attention and Money from Customers
Session 2
Sunday, November 21, 2010
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Quickie Case Studies
Sunday, November 21, 2010
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On time, but ...Sunday, November 21, 2010
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Customers too strongSunday, November 21, 2010
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No longer earlySunday, November 21, 2010
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What evidence do you have of being on time/early?
Mini-exercise
Sunday, November 21, 2010
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Decomposing the Funnels
Sunday, November 21, 2010
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What part of the overall funnel are you suited for?
Sunday, November 21, 2010
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• Sales leads are normally the problem
• Selling it once
• Selling subscriptions
• Being a middleman
Sunday, November 21, 2010
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Pricing the stuff
• A great reason to sell immediately
• ROI Value vs. Cost-plus
• How many prices is too many?
Sunday, November 21, 2010
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Taking Data from One Place and Money from Another*
Session 3
*Plus a Big Money Bonus
Sunday, November 21, 2010
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Not Just Advertising
Sunday, November 21, 2010
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More Quickie Case Studies
Sunday, November 21, 2010
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Perfectly timing Bitly Sunday, November 21, 2010
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Just-right two stepSunday, November 21, 2010
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Traffic, stuck & luckySunday, November 21, 2010
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Fatally earlySunday, November 21, 2010
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Too early to tell:Klout & PercentMobile
Mini-exercise
Sunday, November 21, 2010
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This is just a start
Sunday, November 21, 2010
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Advertising
Sunday, November 21, 2010
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Performance and shifting risk Cost per Thousand, per Click,
per Lead, per Action ....
Sunday, November 21, 2010
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What scale is meaningful?
Sunday, November 21, 2010
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Targeting dataNo magic bullet, need to sell first
Sunday, November 21, 2010
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Funnel similarities
Sunday, November 21, 2010
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Ad unitsCustom vs. Standard
Sunday, November 21, 2010
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Where do you fit? In which funnel and how directly do you
touch the end user?Exercise
Sunday, November 21, 2010
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Bonus! Network Effect
• Sell to create a unique network of customers
• Link those customers in a way incumbents don’t have permission to
Sunday, November 21, 2010