Based on book Business Model Generation by A. Osterwalder & Y. Pigneur



}“Pattern in architecture is the idea of capturing architectural design ideas as archetypal and
reusable descriptions.”
}
}Business Models with similar characteristics, similar arrangements of business model Building
Blocks, or similar behaviors can be distilled into the form of Business Model Pattern.
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Christopher Alexander, Architect
By A. Osterwalder & Y. Pigneur

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coined by Chris Anderson

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# of Products
Top 20%
Focus on a small number of products each selling in high volume.
By A. Osterwalder & Y. Pigneur

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according to Chris Anderson

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KP
-
KA
PLATFORM DEVELOPMENT
LOGISTICS
KR
PLATFORM
PRINT-ON-DEMAND INFRASTRUCTURE
CR
COMMUNITIES OF INTEREST
ONLINE PROFILE
CH
LULU.COM
VP
SELF-PUBLISHING SERVICES
MARKETPLACE FOR NICHE CONTENT
CS
NICHE AUTHORS
NICHE AUDIENCES
C$
PLATFORM MANAGEMENT & DEVELOPMENT
R$
SALES COMMISSIONS (LOW)
PUBLISHING SERVICE FEES
By A. Osterwalder & Y. Pigneur

Publishing services:
  * marketing packages
  * distribucni packages – dostanete se eBay, Amazon.com
  * book reviews
  * pre-publish packages – better cover, better formatting, ePub conversion, editorial quality
review
Other examples: eBay, Youtube, Netflix

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By A. Osterwalder & Y. Pigneur

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By A. Osterwalder & Y. Pigneur

}Subsidizing one of the Customer Segment
◦by inexpensive or free VP to attract users of the platform’s other side
}Examples
◦Metro newspapers
◦Microsoft
}Question to be answered:
◦which side to subsidize and how to price correctly?
◦can we attract sufficient numbers of customers for each side of the platform?
◦which side is more price sensitive?
◦can that side be enticed by a subsidized offer?
◦will the other side of the platform generate sufficient revenues to cover the subsidies?
◦
◦
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By A. Osterwalder & Y. Pigneur

Metro – started in 1995, focused on city commuters focused on young people travelling to work not
used to pay for traditional newspaper, therefore they attracted advertiser very quickly
Microsoft – how it makes money? why did Windows happen to be global OS? offered Windows SDK for
free and had an OEM aggreement with the OS producers

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KP
-
KA
PLATFORM MANAGEMENT
MANAGING SERVICES
EXPANDING REACH
KR
SEARCH PLATFORM
CR
GOOGLE.COM
CH
GOOGLE.COM
VP
TARGETED ADS
FREE SEARCH
MONETIZING CONTENT
CS
ADVERTISERS
WEB SURFERS
CONTENT OWNERS
C$
PLATFORM COSTS
R$
KEYWORD AUCTIONS
FREE
By A. Osterwalder & Y. Pigneur

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KP
KA
KR
CR
CH
VP
HIGH PERFORMANCE CONSOLE
CONSOLE AUDIENCE
CS
HARDCORE GAMERS
GAME DEVELOPERS
C$
PLATFORM COSTS
R$
HW SALES AT LOSS
ROYALTIES
By A. Osterwalder & Y. Pigneur

Soustredme se pouze na VP, CS a R$
Console audience ~ Hardcore gamers

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KP
KA
KR
CR
CH
VP
“FAMILY CONSOLE”
ACCESS TO CONSOLE USERS & CHEAP GAME DEVELOPMENT COSTS
CS
CASUAL GAMERS
GAME DEVELOPERS
C$
PLATFORM COSTS
R$
PROFITABLE HW SALES
ROYALTIES
By A. Osterwalder & Y. Pigneur

Different focus
Fun Factor

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By A. Osterwalder & Y. Pigneur

Examples: Metro, Flickr, Open Source, Skype, Google, Free Mobile Phones

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By A. Osterwalder & Y. Pigneur

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KP
OPEN SOURCE (LINUX) DEVELOPMENT COMMUNITY
KA
SOFTWARE SUPPORT SERVICES
SOFTWARE VERSIONING & TESTING
KR
RED HAT (LINUX) SOFTWARE
CR
SELF-SERVICE & DIRECT ACCESS TO ENGINEERS
CH
REDHAT.COM
RED HAT GLOBAL BRANCHES
VP
FREE (LINUX) OPEN SOURCE BASED SOFTWARE
CONTINUOUSLY UPGRADED, SERVICES & GUARANTEED SOFTWARE
CS
SELF-SERVICE USERS
ENTERPRISE CLIENTS
C$
ELEMENTS OF A SERVICE COMPANY
R$
FREE SOFTWARE
PROFESSIONAL SUBSCRIPTIONS
By A. Osterwalder & Y. Pigneur

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KP
PAYMENT PROVIDERS
DISTRIBUTION PARTNERS
TELCO PARTNERS
KA
SW DEVELOPMENT
KR
SOFTWARE DEVELOPERS
SOFTWARE
CR
MASS CUSTOMIZED
CH
delivery.png
SKYPE.COM
HEADSET PARTNERSHIPS
VP
FREE INTERNET & VIDEO CALLING
CHEAP CALLS TO PHONES (SKYPEOUT)
CS
WEB USERS GLOBALLY
PEOPLE WHO WANT TO CALL PHONES
C$
SOFTWARE DEVELOPMENT
COMPLAINT MANAGEMENT
R$
FREE
SKYPEOUT PRE-PAID OR SUBSCRIPTION
HW SALES
By A. Osterwalder & Y. Pigneur

less 10% of customers pays
5+ years old
400 million+ users
100 billion+ free calls generated
2008 revenues of USD 550 mio.

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KP
DEVICE MANUFACTURERS
KA
SERVICES
KR
NETWORK
CR
CONTRACTUAL LOCK-IN
CH
VP
FREE PHONES
SUBSCRIPTION
CS
CUSTOMERS
C$
NETWORK
PHONES
SERVICES
R$
N X MONTHLY SUBSCRIPTION
1 X FREE
By A. Osterwalder & Y. Pigneur

Printers providers HP, Espon, Canon

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By A. Osterwalder & Y. Pigneur

Examples: Metro, Flickr, Open Source, Skype, Google, Free Mobile Phones

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KP
RETAILERS
KA
PRODUCTION MARKETING
KR
MANUFACTURING PLANTS
BRAND PROTFOLIO
CR
RETAIL
ON-LINE SHOP
VP
DOLCE GUSTO. MULIT-BEVERAGE MACHINE & PODS
NESCAFÉ: QUALITY INSTANT COFFE
CS
MASS MARKET
C$
MARKETING & SALES PRODUCTION
R$
SALES THROUGH REATIL
(LOWER MARGIN)
By A. Osterwalder & Y. Pigneur
CH
RETAIL

Printers providers HP, Espon, Canon

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KP
COFFEE MACHINE MANUFACTURERS
KA
PRODUCTION MARKETING
LOGISTICS
KR
DISTRIBUTION CHANNELS
PATENTS ON SYSTEM
BRAND
PRODUCTION PLANTS
CR
NESPRESSO CLUB
VP
HIGH-NED RESTAURANT QUALITY ESPRESSO AT HOME
CS
HOUSEHOLDS
OFFICE MARKET
C$
MANUFACTURING
MARKETING
DISTRIBUTION & CHANNELS
R$
MAIN REVENUES: CAPSULES
OTHERS: MACHINES & ACCESSORIES
CH
NESPRESSO.COM
NESPRESSO BOUTIQUES
CALL CENTER
RETAIL (MACHINES ONLY)
MAIL ORDER