Nov 2010 presentation to iGAP

Monetisation Strategies and Revenue Models

Scott Rafer@rafer || [email protected]

Sunday, November 21, 2010

mailto:[email protected]


Interrupt me!


Monetisation Strategies and Revenue Models

Scott Rafer@rafer || [email protected]




Ours is not to reason why, Just to sell ‘em

what they wanna buy.


Biases and bio

• 18+ years of startups

• Thousands of errors

• Selling prevented thousands more


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?


Timing is everything too early and 9/11


What Model Picks You?Session One


No Revenue Exists in a Vacuum


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 ...


Each others’ Sales Funnels

B2C B2B

Unique

Standard


Strengths required for each task


Revenue SWOT (exercise)


Taking Attention and Money from Customers

Session 2


Quickie Case Studies


On time, but ...Sunday, November 21, 2010

Customers too strongSunday, November 21, 2010

No longer earlySunday, November 21, 2010

What evidence do you have of being on time/early?

Mini-exercise


Decomposing the Funnels


What part of the overall funnel are you suited for?


• Sales leads are normally the problem

• Selling it once

• Selling subscriptions

• Being a middleman


Pricing the stuff

• A great reason to sell immediately

• ROI Value vs. Cost-plus

• How many prices is too many?


Taking Data from One Place and Money from Another*

Session 3

*Plus a Big Money Bonus


Not Just Advertising


More Quickie Case Studies


Perfectly timing Bitly Sunday, November 21, 2010

Just-right two stepSunday, November 21, 2010

Traffic, stuck & luckySunday, November 21, 2010

Fatally earlySunday, November 21, 2010

Too early to tell:Klout & PercentMobile

Mini-exercise


This is just a start


Advertising


Performance and shifting risk Cost per Thousand, per Click,

per Lead, per Action ....


What scale is meaningful?


Targeting dataNo magic bullet, need to sell first


Funnel similarities


Ad unitsCustom vs. Standard


Where do you fit? In which funnel and how directly do you

touch the end user?Exercise


Bonus! Network Effect

• Sell to create a unique network of customers

• Link those customers in a way incumbents don’t have permission to


Nov 2010 presentation to iGAP

Business

Transcript of Nov 2010 presentation to iGAP