longtailbus

long tail business models reflections for business strategists! a concept coined by Chris Anderson in… it’s about selling less of more… sales focusing on a small number of products with large volume! number of products sales focusing on a large number of products with low volume! number of products what does this mean for business models? ? example: music business sales focusing on a small number of products with large volume! number of products PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES DISTRIBUTION CHANNELS COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS super-star ! artists & hits KEY RESOURCES DISTRIBUTION CHANNELS COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS super-star ! artists & hits KEY RESOURCES DISTRIBUTION CHANNELS mass market! COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS super-star ! artists & hits KEY RESOURCES DISTRIBUTION CHANNELS mass market! COST STRUCTURE REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS super-star ! artists & hits KEY RESOURCES DISTRIBUTION CHANNELS mass market! retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS finding talent! super-star ! artists & hits KEY RESOURCES DISTRIBUTION CHANNELS mass market! retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS finding talent! marketing! KEY RESOURCES super-star ! artists & hits DISTRIBUTION CHANNELS mass market! retail outlets! ! radio & TV COST STRUCTURE REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS finding talent! marketing! KEY RESOURCES super-star ! artists & hits DISTRIBUTION CHANNELS mass market! protected content! COST STRUCTURE retail outlets! ! radio & TV REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS finding talent! marketing! distribution channel! KEY RESOURCES super-star ! artists & hits DISTRIBUTION CHANNELS mass market! protected content! COST STRUCTURE retail outlets! ! radio & TV REVENUE STREAMS huge revenu es from few artists! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS finding talent! marketing! distribution channel! KEY RESOURCES super-star ! artists & hits DISTRIBUTION CHANNELS mass market! protected content! COST STRUCTURE retail outlets! ! radio & TV REVENUE STREAMS talent “production” ! marketing! huge revenu es from few artists! compare that to… sales focusing on a large number of products with low volume! number of products PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES DISTRIBUTION CHANNELS COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! niche segments! niche segments! COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! niche segments! matchmaking with taste! niche segments! REVENUE STREAMS COST STRUCTURE PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! niche segments! matchmaking with taste! niche segments! REVENUE STREAMS COST STRUCTURE music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! niche segments! matchmaking with taste! niche segments! REVENUE STREAMS COST STRUCTURE small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES DISTRIBUTION CHANNELS niche segments! niche segments! matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES ies! communit niche segments! niche segments! DISTRIBUTION CHANNELS matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform for musicians & fans/buyers! KEY RESOURCES ies! communit niche segments! niche segments! DISTRIBUTION CHANNELS breadth of platform! matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform management! platform for musicians & fans/buyers! ies! communit niche segments! niche segments! KEY RESOURCES DISTRIBUTION CHANNELS breadth of platform! matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform management! content producers! platform for musicians & fans/buyers! ies! communit niche segments! niche segments! KEY RESOURCES DISTRIBUTION CHANNELS breadth of platform! matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS small revenu es from many artists! music subscription service! PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platform management! content producers! platform for musicians & fans/buyers! ies! communit niche segments! niche segments! KEY RESOURCES DISTRIBUTION CHANNELS breadth of platform! matchmaking with taste! online! niche segments! COST STRUCTURE REVENUE STREAMS platform maintenan ce! small revenu es from many artists! music subscription service! 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… PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platforms for niche products and services KEY RESOURCES DISTRIBUTION CHANNELS focus on match-making large breadth of niche segments COST STRUCTURE REVENUE STREAMS PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platforms for niche products and services KEY RESOURCES DISTRIBUTION CHANNELS focus on match-making large breadth of niche segments COST STRUCTURE REVENUE STREAMS selling little of more PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS platforms for niche products and services KEY RESOURCES online interaction & communities large breadth of niche segments focus on match-making DISTRIBUTION CHANNELS online and information rich channels COST STRUCTURE REVENUE STREAMS selling little of more PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS match-making platform management KEY RESOURCES platforms for niche products and services online interaction & communities large breadth of niche segments platform breadth & reach COST STRUCTURE focus on match-making DISTRIBUTION CHANNELS online and information rich channels REVENUE STREAMS selling little of more PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS match-making content producers platform management KEY RESOURCES platforms for niche products and services online interaction & communities large breadth of niche segments communities platform breadth & reach COST STRUCTURE focus on match-making DISTRIBUTION CHANNELS online and information rich channels REVENUE STREAMS selling little of more PARTNER NETWORK KEY ACTIVITIES OFFER CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS match-making content producers platform management KEY RESOURCES platforms for niche products and services online interaction & communities large breadth of niche segments communities of interest platform breadth & reach focus on match-making DISTRIBUTION CHANNELS online and information rich channels COST STRUCTURE REVENUE STREAMS platform development & maintenance selling little of more thanks for your attention!