Chapter 5 Part1 E-commerce Business Strategies

Transcription

1 Chapter 5 Part1 E-commerce Business Strategies Copyright Pearson Education, Inc. Ltd.

2 Learning Objectives Identify the key components of e-commerce business models. Describe the major B2C business models. Describe the major B2B business models. Understand key business concepts and strategies applicable to e-commerce. Copyright 2016 Pearson Education, Ltd. Slide 1-2

3 E-commerce Business Models Business model Set of planned activities designed to result in a profit in a marketplace Business plan A document that describes a firm s business model E-commerce business model Uses/leverages unique qualities of Internet and Web Copyright 2016 Pearson Education, Ltd. Slide 1-3

4 Eight Key Elements of a Business Model Copyright 2016 Pearson Education, Ltd. Slide 1-4

5 Eight Key Elements of a Business Model 1. Value proposition 2. Revenue model 3. Market opportunity 4. Competitive environment 5. Competitive advantage 6. Market strategy 7. Organizational development 8. Management team Copyright 2016 Pearson Education, Ltd. Slide 1-5

6 1. Value Proposition Why should the customer buy from you? defines how a company s product or service fulfills the needs of customers Successful e-commerce value propositions: Personalization/customization Reduction of product search, price discovery costs Facilitation of transactions by managing product delivery Copyright 2016 Pearson Education, Ltd. Slide 1-6

7 2. Revenue Model How will you earn money? describes how the firm will earn revenue, produce profits, and produce a superior return on invested capital Major types of revenue models: Advertising revenue model: a company provides a forum for advertisements and receives fees from advertisers Subscription revenue model: a company offers its users content or services and charges a subscription fee for access to some or all of its offerings Freemium strategy Copyright 2016 Pearson Education, Ltd. Slide 1-7

8 2. Revenue Model Major types of revenue models (cont.): Transaction fee revenue model: a company receives a fee for enabling or executing a transaction Sales revenue model: a company derives revenue by selling goods, information, or services Affiliate revenue model: a company steers business to an affiliate and receives a referral fee or percentage of the revenue from any resulting sales Copyright 2016 Pearson Education, Ltd. Slide 1-8

9 2. Revenue Model Copyright 2016 Pearson Education, Ltd. Slide 1-9

10 3. Market Opportunity What marketspace do you intend to serve and what is its size? Marketspace: the area of actual or potential commercial value in which a company intends to operate Market Opportunity: refers to the company s intended marketspace and the overall potential financial opportunities available to the firm in that marketspace. The realistic market opportunity: is defined by the revenue potential in each of the market niches where you hope to compete Copyright 2016 Pearson Education, Ltd. Slide 1-10

11 3. Market Opportunity Copyright 2016 Pearson Education, Ltd. Slide 1-11

12 4. Competitive Environment Who else occupies your intended marketspace? Other companies selling similar products in the same marketspace the presence of substitute products and potential new entrants to the market the power of customers and suppliers over your business. Includes both direct and indirect competitors Copyright 2016 Pearson Education, Ltd. Slide 1-12

13 4. Competitive Environment Influenced by: Number and size of active competitors Each competitor s market share Competitors profitability Competitors pricing Copyright 2016 Pearson Education, Ltd. Slide 1-13

14 5. Competitive Advantage What special advantages does your firm bring to the marketspace? achieved by a firm when it can produce a superior product and/or bring the product to market at a lower price than most, or all, of its competitors Copyright 2016 Pearson Education, Ltd. Slide 1-14

15 6. Market Strategy How do you plan to promote your products or services to attract your target audience? Market strategy is the plan you put together that details exactly how you intend to enter a new market and attract new customers Best business concepts or idea will fail if not properly marketed to potential customers Copyright 2016 Pearson Education, Ltd. Slide 1-15

16 7. Organizational Development What types of organizational structures within the firm are necessary to carry out the business plan? describes how the company will organize the work that needs to be accomplished. Typically, divided into functional departments (production, shipping, marketing, customer support, and finance) As company grows, hiring moves from generalists to specialists Copyright 2016 Pearson Education, Ltd. Slide 1-16

17 8. Management Team What kind of backgrounds should the company s leaders have? employees of the company responsible for making the business model work A strong management team: Can make the business model work Can give credibility to outside investors Has market-specific knowledge Has experience in implementing business plans Copyright 2016 Pearson Education, Ltd. Slide 1-17

18 Copyright 2016 Pearson Education, Ltd. Slide 1-18

19 Raising Capital Is one of the most important functions for a founder of a start-up business and its management team. Seed capital: an entrepreneur s personal funds derived from savings, credit card advances, home equity loans, or from family and friends Traditional sources: Incubators: provide a small amount of funding and also an array of services to start-up companies Commercial banks Copyright 2016 Pearson Education, Ltd. Slide 1-19

20 Raising Capital Traditional sources (cont.): Angel investors: Wealthy individuals or a group of individuals who invest their own money in exchange for an equity share in the stock of a business Venture capital investors: invest funds they manage for other investors; usually later-stage investors Crowdfunding involves using the Internet to enable individuals to collectively contribute money to support a project Copyright 2016 Pearson Education, Ltd. Slide 1-20

21 Categorizing E-commerce Business Models There are many e-commerce business models, and more are being invented every day. It is important to realize, however, that there is no one correct way to categorize these business models In this book we categorize according to E-commerce sector (e.g., B2B) Similar business models appear in more than one sector Some companies use multiple business models (e.g., ebay) Copyright 2016 Pearson Education, Ltd. Slide 1-21

22 Categorizing E-commerce Business Models A business s technology platform is sometimes confused with its business model. E.x. Sometimes mobile e-commerce referred as a distinct business model, which it is not. Social e-commerce and local e-commerce are not business models, but they are subsectors of B2C and B2B e-commerce in which different business models can operate. Copyright 2016 Pearson Education, Ltd. Slide 1-22

23 Copyright 2016 Pearson Education, Ltd. Slide 1-23