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INNOVATION	
  STRATEGY	
  THROUGH	
  THE	
  BUSINESS	
  MODEL	
  IN	
  THE	
  DIGITAL	
  
CASE	
  STUDY:	
  AIRBNB	
  
Supervisor:	
  Peter	
  O’Connor	
  
Student:	
  Faiz	
  Mimita	
  
Monday	
  30	
  march	
  2015	
  
INNOVATION	
  STRATEGY	
  THROUGH	
  THE	
  BUSINESS	
  MODEL	
  IN	
  THE	
  DIGITAL	
  
CASE	
  STUDY:	
  AIRBNB	
  
Supervisor:	
  Peter	
  O’Connor	
  
Student:	
  Faiz	
  Mimita	
  
Monday	
  30	
  march	
  2015	
  
Agenda	
  
IntroducHon:	
  Internet	
  has	
  changed	
  our	
  world	
  
42%	
   28%	
   50%	
   23%	
  
IntroducHon:	
  Internet	
  has	
  changed	
  our	
  world	
  
§ 	
  Access	
  to	
  several	
  sales	
  channels	
  
§ 	
  Access	
  to	
  informa9on	
  
§ 	
  Access	
  to	
  interac9ve	
  pla;orm	
  
§ 	
  The	
  community	
  power	
  
§ 	
  Readap9ng	
  their	
  business	
  model	
  
§ 	
  Apply	
  new	
  technology	
  to	
  transform	
  their	
  business	
  
§ 	
  Digital	
  startups	
  are	
  forcing	
  tradi9onal	
  business	
  to	
  innovate	
  
Internet	
  is	
  about	
  doing	
  everything	
  faster,	
  beWer	
  and	
  cheaper	
  
§ 	
  Development	
  of	
  Mcommerce	
  
New	
  generaHon	
  of	
  startups	
  
2010:	
  ranked	
  3	
  
2014:	
  ranked	
  14	
  
2010:	
  ranked	
  4	
  
2014:	
  ranked	
  1	
   2010:	
  ranked	
  1	
  
2010:	
  ranked	
  2	
  
2014:	
  ranked	
  18	
  
2011:	
  ranked	
  2	
  
2014:	
  ranked	
  13	
  	
  
2012:	
  ranked	
  19	
  
2014:	
  ranked	
  6	
  2013:	
  ranked	
  6	
  
Source	
  :	
  www.fastcompany.com	
  	
  
Part	
  1:	
  What	
  is	
  my	
  Business	
  Model?	
  
“A	
  business	
  model	
  describes	
  the	
  ra9onale	
  of	
  how	
  an	
  organisa9on	
  creates,	
  delivers,	
  and	
  captures	
  
value”	
  	
  
Source:	
  Alexander	
  Osterwalder	
  and	
  Yves	
  Pigneur	
  –	
  Business	
  Model	
  Genera9on	
  
Bricks	
  &	
  Mortar	
  
Pros	
   Cons	
  
Trust/authority/legi9macy	
  	
  
Immediate	
  possession	
  of	
  the	
  product	
  
Low	
  marke9ng	
  cost	
  –	
  Customer	
  acquisi9on	
  cost	
  
Shopping	
  is	
  a	
  social	
  ac9vity	
  
Mul9ple	
  payment	
  methods	
  
High	
  costs	
  (startup,	
  fixed,	
  opera9on…)	
  
Perceived	
  as	
  more	
  expensive	
  
Market	
  limita9on	
  
Bricks	
  and	
  Mortar	
  
Case	
  study	
  :	
  Virgin	
  Megastore	
  
Suppliers	
  &	
  
manufacturers	
  
	
  
Publishers	
  
	
  
Merchandising	
  
	
  
One	
  stop	
  
entertainment	
  shop:	
  
wild	
  range	
  and	
  variety	
  
of	
  mainly	
  books,	
  
music,	
  electronics,	
  
events	
  9ckets	
  
Exci9ng	
  interac9ve	
  
shopping	
  experience	
  
Possibility	
  to	
  meet	
  
ar9sts	
  
Well	
  strategically	
  
located	
  shops	
  
Effec9ve	
  customer	
  
service	
  
	
  
Emailing	
  
	
  
Virgin	
  megastore	
  
membership:	
  
-­‐Discounts,	
  
-­‐Gies.	
  
	
  
Mass	
  market	
  
Royal9es	
  (Brands) 	
  Rent	
  	
  
Sponsoring	
  of	
  events 	
  Labor	
  	
  
Inventory	
  management	
  	
  
Stores	
  sales	
  
Franchising	
  	
  
Royal9es	
  
Virgin	
  
Megastore	
  
stores	
  
	
  
Physical	
  warehouses	
  
Marke9ng	
  &	
  branding	
  
Human	
  resources	
  
	
  
Pure	
  players	
  
Pros	
   Cons	
  
Convenience	
  and	
  9me	
  saving	
  
Possibility	
  to	
  target	
  any	
  customer	
  
Agrac9ve	
  rates	
  
Unlimited	
  inventory	
  	
  
Low	
  startup	
  costs	
  and	
  fixed	
  costs	
  
Green	
  
Security	
  and	
  privacy	
  
Profitability	
  /	
  High	
  customer	
  acquisi9on	
  cost	
  
Online	
  reputa9on	
  management	
  
Low	
  entry	
  barriers	
  
Limited	
  payment	
  op9ons	
  
Delivery	
  9me	
  
Case	
  study	
  :	
  Amazon	
  
Suppliers	
  &	
  
manufacturers	
  
Network	
  of	
  sellers	
  
Publishers	
  
Logis9c	
  partners	
  
(DHL…)	
  
Affiliates	
  
Payment	
  solu9ons	
  
Ne;lix	
  
Spo9fy	
  
	
  
Merchandising	
  
IT	
  infrastructure,	
  
soeware	
  design,	
  
digital	
  content	
  
Online	
  retail,	
  
internet	
  services	
  &	
  
kindle	
  	
  
Compe99ve	
  pricing	
  
(low	
  cost)	
  
Wide	
  range	
  of	
  product	
  
and	
  services	
  
Same	
  day	
  delivery	
  	
  
Automated	
  service	
  
User	
  friendly	
  	
  
	
  
Customized	
  online	
  
profiles	
  and	
  
recommenda9ons	
  
Easy	
  to	
  use	
  	
  
Quick	
  delivery	
  	
  
	
  
Mass	
  market	
  
Students	
  	
  
Mothers	
  
	
  
Labor 	
   	
  Supply	
  chain	
  management	
  
Economy	
  of	
  scales	
  
Marke9ng	
  &	
  technology	
  –	
  content	
  	
  
Development	
  of	
  the	
  pla;orm	
  	
  
Online	
  sales 	
   	
  Adver9sement	
  	
  
Ebooks	
  and	
  content 	
  Student	
  membership	
  
Market	
  place	
  commission 	
  Mom	
  membership	
  
Amazon	
  prime	
  membership 	
  Music	
  subscrip9on	
  
Amazon.com	
  
Mobile	
  app	
  
Affiliate	
  
(Market	
  place)	
  
	
  
Human:	
  Web	
  and	
  
applica9ons	
  
development	
  	
  
Intellectual:	
  Kindle	
  
pla;orm	
  
Bricks	
  &	
  Mortar	
   Pure	
  Players	
  
Click	
  &	
  Mortar	
  
1.	
  Limit	
  of	
  the	
  ecommerce	
  experience	
  
2.	
  Consumers	
  looking	
  for	
  more	
  value	
  
3.	
  Use	
  mobile	
  as	
  bridge	
  to	
  increase	
  sale	
  
1.	
  Develop	
  brand	
  awareness	
  (use	
  of	
  social	
  media)	
  
2.	
  Reach	
  broader	
  audience	
  
3.	
  Entry	
  barriers	
  against	
  pure	
  players	
  
Click	
  and	
  mortar	
  
Click	
  and	
  mortar	
  
Pros	
   Cons	
  
Combine	
  the	
  advantages	
  of	
  brick	
  and	
  mortar	
  
and	
  pure	
  players	
  
Cross-­‐selling	
  :	
  Robo	
  /	
  Showrooming	
  	
  
Trade	
  off	
  physical	
  stores	
  vs.	
  online	
  presence	
  
Channel	
  conflict	
  
High	
  costs	
  of	
  physical	
  buildings	
  and	
  large	
  sales	
  
staffs	
  
Case	
  study	
  :	
  Fnac	
  
Major	
  brands	
  
(Apple,	
  Bose,	
  
Samsung,	
  Sony…)	
  
Editors	
  (books,	
  
music	
  labels,	
  video	
  
games…)	
  
Travel	
  agencies	
  
(Fnac	
  voyages)	
  
Service	
  companies	
  
(SNCF,	
  Lagardère…)	
  
Shipping	
  companies	
  
(Laposte,	
  DHL…)	
  
Clients	
  (second	
  
hand	
  market)	
  
Wholeselling	
  :	
  
mul9media,	
  high	
  
tech,	
  books,	
  music,	
  
photography…,	
  High	
  
Tech	
  Manufacturing	
  	
  
Services:	
  events	
  
9ckets,	
  travel,	
  
products	
  reviews	
  
Wild	
  range	
  of	
  
products	
  
Kids	
  area	
  	
  
Electronics	
  &	
  games	
  
Cultural	
  travels	
  
	
  
Newsleger	
  
Social	
  network	
  
Personal	
  assistant	
  
Aidefnac.com	
  	
  
Fnac	
  loyalty	
  program	
  
	
  
Produc9on	
  and	
  support	
   	
   	
  Labor	
  
Royal9es	
  (brands) 	
   	
  Rent	
  
Sponsoring	
  (fes9val,	
  cultural	
  events) 	
  Technology	
  
Inventory	
  management	
   	
   	
  Marke9ng	
  
Physical	
  store	
  sales	
  
Online	
  sales	
  
Franchising	
  	
  
Royal9es	
  	
  
Physical	
  store	
  
Click	
  and	
  mag	
  	
  
Click	
  and	
  collect	
  	
  
Click	
  and	
  relais	
  colis	
  
Human:	
  Web	
  and	
  
applica9ons	
  
development	
  	
  
Intellectual:	
  Kindle	
  
pla;orm	
  
Mass	
  market	
  
Looking	
  for	
  high	
  
tech	
  and	
  
innova9ve	
  
products	
  
Family/kids	
  
	
  
Business	
  
Model	
  
InnovaHon	
  
ReacHve	
  
AdapHve	
  
Expansive	
  
Pro-­‐acHve/	
  
ExploraHve	
  
The	
  sharing	
  	
  
economy	
  
Source:	
  The	
  Economist,	
  the	
  rise	
  of	
  the	
  sharing	
  economy	
  	
  
9th	
  March	
  2013	
  
Technological	
  breakthroughs	
  
(Pla;orms)	
  
Climate	
  change/Resource	
  
scarcity	
  
(cost	
  of	
  owning	
  vs.	
  Accessing)	
  
Rapid	
  urbanizaHon	
  
(Inventory)	
  
Demographic	
  and	
  social	
  change	
  	
  
(Pla;orm	
  usage)	
  
The	
  sharing	
  economy	
  
Part	
  2:	
  The	
  startup	
  revoluHon	
  
Why	
  startups	
  fail	
   Build-­‐Measure-­‐Learn	
  feedback	
  loop	
  
Startup	
  objec9ve	
  is	
  to	
  minimize	
  total	
  9me	
  through	
  the	
  
loop	
  
Airbnb	
  case	
  study	
  
Kayak	
  
Orbitz	
  
Family	
  and	
  friends	
  
for	
  the	
  seed	
  capital	
  
	
  
Pla;orm	
  
development	
  and	
  
maintenance	
  
	
  
	
  
Hosts:	
  generate	
  
revenue	
  out	
  from	
  an	
  
unused	
  
accommoda9on	
  
space.	
  	
  
Guests:	
  available	
  
airbeds	
  and	
  couches	
  
at	
  affordable	
  rate	
  
especially	
  during	
  
mega	
  event	
  and	
  a	
  
local	
  customer	
  
experience.	
  	
  
	
  
Public	
  rela9on	
  
Affilia9on	
  of	
  new	
  
lis9ngs	
  
Word	
  of	
  mouth	
  
	
  
Conference	
  
agendees	
  in	
  San	
  
Francisco,	
  New	
  
York	
  and	
  other	
  
US	
  regions	
  
Young	
  leisure	
  
travelers	
  in	
  USA	
  	
  
Hosts	
  and	
  guests	
  
should	
  be	
  above	
  
18	
  years	
  old	
  
	
  
Website	
   10%	
  commission	
  paid	
  by	
  the	
  guest	
  on	
  each	
  
transac9on	
  
Breakfast	
  cereal	
  sales	
  	
  
AirBedAndBrea
kfast.com	
  
Kayak	
  
Orbitz	
  
	
  
Airbed	
  and	
  breakfast	
  
pla;orm	
  
Seed	
  capital	
  
	
  
Airbed	
  and	
  Breakfast	
  Business	
  Model	
  
Challenges	
  faced	
  
3%	
  
6	
  to	
  12%	
  
Y	
  Combinator	
  
Y	
  Venture	
  
Sequoia	
  Capital	
  
	
  
Photographers	
  	
  
	
  
PayPal	
  
WesternUnion	
  
	
  
Effec9ve	
  customer	
  
travel	
  experience	
  
Affordable	
  rates	
  	
  
Availability	
  during	
  
mega	
  events	
  
Unused	
  asset	
  
consump9on	
  
Value	
  of	
  belonging	
  to	
  
a	
  trusted	
  community	
  
Easy	
  to	
  use	
  website	
  	
  
Cost	
  saving	
  
Wide	
  range	
  of	
  
loca9on	
  
	
  
Airbnb	
  website,	
  app,	
  
Airbnb	
  community	
  
team	
  	
  
SMS,	
  users	
  review	
  
Local	
  brand	
  
ambassadors	
  
Local	
  events	
  
	
  
Online	
  payment 	
  Human	
  resources	
  
Servers	
  
Photographer	
   	
  Marke9ng	
  
3%	
  commission	
  on	
  the	
  host	
  	
  
6	
  to	
  12%	
  commission	
  on	
  the	
  guest	
  	
  
Airbnb	
  website	
  
	
  
Double	
  sided	
  Pla;orm	
  
Community	
  of	
  hosts	
  
and	
  guests	
  
Strong	
  branding	
  
Venture	
  capitalist	
  
2010	
  Airbnb	
  Business	
  Model	
  	
  
Pla;orm	
  
development	
  and	
  
maintenance	
  
	
  
Community	
  
engagement	
  
Photography	
  	
  
Mass	
  market	
  	
  
-­‐Hosts	
  
-­‐Guests	
  
	
  
Challenges	
  faced	
  
Local	
  
photographers	
  
Venture	
  capitalists	
  
Payment	
  solu9ons	
  
Insurance:	
  Lloyd’s	
  
of	
  London	
  
	
  
Effec9ve	
  customer	
  
travel	
  experience	
  
Affordable	
  rates	
  	
  
Availability	
  during	
  
mega	
  events	
  
Unused	
  asset	
  
consump9on	
  
Value	
  of	
  belonging	
  to	
  
a	
  trusted	
  community	
  
Easy	
  to	
  use	
  website	
  an	
  
app	
  
Cost	
  saving	
  
Wide	
  range	
  of	
  
loca9on	
  
Pineapple	
  magazine	
  
free	
  of	
  charge	
  for	
  the	
  
community	
  member	
  
Website,	
  mobile	
  app,	
  
community,	
  support	
  
team,	
  SMS,	
  users	
  
review…,	
  Local	
  brand	
  
ambassadors,	
  Local	
  
events,	
  Round-­‐the-­‐
clock	
  service	
  hotline,	
  
Pineapple	
  magazine	
  	
  
Online	
  payment 	
   	
  Human	
  resources	
  
Insurance 	
   	
   	
  Servers	
  
Photographer	
   	
   	
  Marke9ng	
  
Round-­‐the-­‐clock	
  service	
  hotline	
  
3%	
  commission	
  on	
  the	
  host,	
  	
  
6	
  to	
  12%	
  commission	
  on	
  the	
  guest,	
  
Pineapple	
  magazine	
  sold	
  at	
  12$.	
  	
  	
  	
  
Website/app	
  
Social	
  media,	
  Search	
  
engine,	
  other	
  links,	
  
local	
  events,	
  word	
  of	
  
mouth,	
  network	
  effect,	
  
referred	
  program,	
  
hotline…	
  	
  
Double	
  sided	
  Pla;orm	
  
Community	
  of	
  hosts	
  
and	
  guests	
  
Strong	
  branding	
  
Venture	
  capitalists	
  
Airbnb	
  Current	
  Business	
  Model	
  	
  
Pla;orm	
  development,	
  
Local	
  events	
  and	
  
community	
  
engagement,	
  
Photography,	
  Round-­‐
the-­‐clock	
  service	
  
hotline,	
  Pineapple	
  
magazine	
  edi9on	
  	
  	
  
Mass	
  market	
  in	
  190	
  
countries:	
  	
  
-­‐Hosts	
  
-­‐Guests:	
  
Leisure	
  travelers	
  
(90%)	
  
Business	
  travelers	
  
(10%)	
  
	
  
Challenges	
  faced	
  
Market	
  satura9on	
   Fierce	
  compe99on	
   Legal	
  challenges	
  
RecommendaHon	
  1:	
  SaturaHon	
  risk	
  
Business	
  Travel	
  segment	
  
Hosts:	
  unlimited	
  photos/videos-­‐Content-­‐Display	
  
Guests:	
  Customized	
  recommenda9ons/concierge/Hotline	
  
Local	
  
photographers	
  
Venture	
  capitalists	
  
Payment	
  solu9ons	
  
Insurance:	
  Lloyd’s	
  
of	
  London	
  
Concierge	
  
	
  
Standard	
  values	
  
	
  
	
  
Adapted	
  lisHng	
  to	
  
business	
  travelers	
  
	
  
Premium	
  service	
  
	
  
Free	
  round	
  the	
  clock	
  
for	
  premium	
  	
  
Website,	
  mobile	
  app,	
  
community,	
  support	
  
team,	
  SMS,	
  users	
  
review…,	
  Local	
  brand	
  
ambassadors,	
  Local	
  
events,	
  Round-­‐the-­‐
clock	
  service	
  hotline,	
  
Pineapple	
  magazine	
  	
  
Online	
  payment 	
   	
  Human	
  resources	
  
Insurance 	
   	
   	
  Servers	
  
Photographer	
   	
   	
  Marke9ng	
  
Round-­‐the-­‐clock	
  service	
  hotline 	
  Premium	
  
3%	
  commission	
  on	
  the	
  host,	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Premium	
  
6	
  to	
  12%	
  commission	
  on	
  the	
  guest,	
  	
  	
  Round	
  the	
  clock	
  	
  
Pineapple	
  magazine	
  sold	
  at	
  12$.	
  	
  	
  	
  
Website/app	
  
Social	
  media,	
  Search	
  
engine,	
  other	
  links,	
  
local	
  events,	
  word	
  of	
  
mouth,	
  network	
  effect,	
  
referred	
  program,	
  
hotline…	
  	
  
Double	
  sided	
  Pla;orm	
  
Community	
  of	
  hosts	
  
and	
  guests	
  
Strong	
  branding	
  
Venture	
  capitalists	
  
Pla;orm	
  development,	
  
Local	
  events	
  and	
  
community	
  
engagement,	
  
Photography,	
  Round-­‐
the-­‐clock	
  service	
  
hotline,	
  Pineapple	
  
magazine	
  edi9on	
  	
  	
  
Mass	
  market	
  in	
  190	
  
countries:	
  	
  
-­‐Hosts	
  
-­‐Guests:	
  
Leisure	
  travelers	
  
(80%)	
  
Business	
  travelers	
  
(20%)	
  
	
  
Business	
  Model	
  :	
  SaturaHon	
  risk	
  
RecommendaHon	
  2:	
  Fierce	
  compeHHon	
  
Hosts:	
  stop	
  charging	
  commission	
  
Enhance	
  lis9ng	
  content	
  	
  
Guests:	
  Loyalty	
  program	
  
Local	
  
photographers	
  
Venture	
  capitalists	
  
Payment	
  solu9ons	
  
Insurance:	
  Lloyd’s	
  
of	
  London	
  
Standard	
  values	
  
	
  
	
  
Loyalty	
  program	
  	
  
Website,	
  mobile	
  app,	
  
community,	
  support	
  
team,	
  SMS,	
  users	
  
review…,	
  Local	
  brand	
  
ambassadors,	
  Local	
  
events,	
  Round-­‐the-­‐
clock	
  service	
  hotline,	
  
Pineapple	
  magazine	
  	
  
Online	
  payment 	
   	
  Human	
  resources	
  
Insurance 	
   	
   	
  Servers	
  
Photographer	
   	
   	
  Marke9ng	
  
Round-­‐the-­‐clock	
  service	
  hotline 	
  Loyalty	
  program	
  
0%	
  commission	
  on	
  the	
  host,	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
9	
  to	
  15%	
  commission	
  on	
  the	
  guest,	
  	
  	
  	
  
Pineapple	
  magazine	
  sold	
  at	
  12$.	
  	
  	
  	
  
Website/app	
  
Social	
  media,	
  Search	
  
engine,	
  other	
  links,	
  
local	
  events,	
  word	
  of	
  
mouth,	
  network	
  effect,	
  
referred	
  program,	
  
hotline…	
  	
  
Double	
  sided	
  Pla;orm	
  
Community	
  of	
  hosts	
  
and	
  guests	
  
Strong	
  branding	
  
Venture	
  capitalists	
  
Pla;orm	
  development,	
  
Local	
  events	
  and	
  
community	
  
engagement,	
  
Photography,	
  Round-­‐
the-­‐clock	
  service	
  
hotline,	
  	
  
Loyalty	
  program	
  
Mass	
  market	
  in	
  190	
  
countries:	
  	
  
-­‐Hosts	
  
-­‐Guests:	
  
Leisure	
  travelers	
  
(90%)	
  
Business	
  travelers	
  
(10%)	
  
	
  
Business	
  Model	
  :	
  Fierce	
  compeHHon	
  
RecommendaHon	
  3:	
  	
  
LegislaHon	
  
Local	
  
photographers	
  
Venture	
  capitalists	
  
Payment	
  solu9ons	
  
Insurance:	
  Lloyd’s	
  
of	
  London	
  
Local	
  authoriHes	
  
Standard	
  values	
  
	
  
Website,	
  mobile	
  app,	
  
community,	
  support	
  
team,	
  SMS,	
  users	
  
review…,	
  Local	
  brand	
  
ambassadors,	
  Local	
  
events,	
  Round-­‐the-­‐
clock	
  service	
  hotline,	
  
Pineapple	
  magazine	
  	
  
Online	
  payment 	
   	
  Human	
  resources	
  
Insurance 	
   	
   	
  Servers	
  
Photographer	
   	
   	
  Marke9ng	
  
Round-­‐the-­‐clock	
  service	
  hotline 	
  Law/Lobby	
  firms	
  
3%	
  commission	
  on	
  the	
  host,	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
6	
  to	
  12%	
  commission	
  on	
  the	
  guest	
  	
  
Pineapple	
  magazine	
  sold	
  at	
  12$.	
  	
  	
  	
  
Website/app	
  
Social	
  media,	
  Search	
  
engine,	
  other	
  links,	
  
local	
  events,	
  word	
  of	
  
mouth,	
  network	
  effect,	
  
referred	
  program,	
  
hotline…	
  	
  
Double	
  sided	
  Pla;orm	
  
Community	
  of	
  hosts	
  
and	
  guests	
  
Strong	
  branding	
  
Venture	
  capitalists	
  
Pla;orm	
  development,	
  
Local	
  events	
  and	
  
community	
  
engagement,	
  
Photography,	
  Round-­‐
the-­‐clock	
  service	
  
hotline,	
  	
  
Tax	
  collecHon	
  
Mass	
  market	
  in	
  190	
  
countries:	
  	
  
-­‐Hosts	
  
-­‐Guests:	
  
Leisure	
  travelers	
  
(90%)	
  
Business	
  travelers	
  
(10%)	
  
	
  
Business	
  Model	
  :	
  Legal	
  challenges	
  
Thank you for your attention

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Machine learning workshop, CZU Prague 2024
 

Innovation strategy through the business model in digital

  • 1. INNOVATION  STRATEGY  THROUGH  THE  BUSINESS  MODEL  IN  THE  DIGITAL   CASE  STUDY:  AIRBNB   Supervisor:  Peter  O’Connor   Student:  Faiz  Mimita   Monday  30  march  2015  
  • 2. INNOVATION  STRATEGY  THROUGH  THE  BUSINESS  MODEL  IN  THE  DIGITAL   CASE  STUDY:  AIRBNB   Supervisor:  Peter  O’Connor   Student:  Faiz  Mimita   Monday  30  march  2015  
  • 4. IntroducHon:  Internet  has  changed  our  world   42%   28%   50%   23%  
  • 5. IntroducHon:  Internet  has  changed  our  world   §   Access  to  several  sales  channels   §   Access  to  informa9on   §   Access  to  interac9ve  pla;orm   §   The  community  power   §   Readap9ng  their  business  model   §   Apply  new  technology  to  transform  their  business   §   Digital  startups  are  forcing  tradi9onal  business  to  innovate   Internet  is  about  doing  everything  faster,  beWer  and  cheaper   §   Development  of  Mcommerce  
  • 6. New  generaHon  of  startups   2010:  ranked  3   2014:  ranked  14   2010:  ranked  4   2014:  ranked  1   2010:  ranked  1   2010:  ranked  2   2014:  ranked  18   2011:  ranked  2   2014:  ranked  13     2012:  ranked  19   2014:  ranked  6  2013:  ranked  6   Source  :  www.fastcompany.com    
  • 7. Part  1:  What  is  my  Business  Model?   “A  business  model  describes  the  ra9onale  of  how  an  organisa9on  creates,  delivers,  and  captures   value”     Source:  Alexander  Osterwalder  and  Yves  Pigneur  –  Business  Model  Genera9on  
  • 8. Bricks  &  Mortar   Pros   Cons   Trust/authority/legi9macy     Immediate  possession  of  the  product   Low  marke9ng  cost  –  Customer  acquisi9on  cost   Shopping  is  a  social  ac9vity   Mul9ple  payment  methods   High  costs  (startup,  fixed,  opera9on…)   Perceived  as  more  expensive   Market  limita9on   Bricks  and  Mortar  
  • 9. Case  study  :  Virgin  Megastore   Suppliers  &   manufacturers     Publishers     Merchandising     One  stop   entertainment  shop:   wild  range  and  variety   of  mainly  books,   music,  electronics,   events  9ckets   Exci9ng  interac9ve   shopping  experience   Possibility  to  meet   ar9sts   Well  strategically   located  shops   Effec9ve  customer   service     Emailing     Virgin  megastore   membership:   -­‐Discounts,   -­‐Gies.     Mass  market   Royal9es  (Brands)  Rent     Sponsoring  of  events  Labor     Inventory  management     Stores  sales   Franchising     Royal9es   Virgin   Megastore   stores     Physical  warehouses   Marke9ng  &  branding   Human  resources    
  • 10. Pure  players   Pros   Cons   Convenience  and  9me  saving   Possibility  to  target  any  customer   Agrac9ve  rates   Unlimited  inventory     Low  startup  costs  and  fixed  costs   Green   Security  and  privacy   Profitability  /  High  customer  acquisi9on  cost   Online  reputa9on  management   Low  entry  barriers   Limited  payment  op9ons   Delivery  9me  
  • 11. Case  study  :  Amazon   Suppliers  &   manufacturers   Network  of  sellers   Publishers   Logis9c  partners   (DHL…)   Affiliates   Payment  solu9ons   Ne;lix   Spo9fy     Merchandising   IT  infrastructure,   soeware  design,   digital  content   Online  retail,   internet  services  &   kindle     Compe99ve  pricing   (low  cost)   Wide  range  of  product   and  services   Same  day  delivery     Automated  service   User  friendly       Customized  online   profiles  and   recommenda9ons   Easy  to  use     Quick  delivery       Mass  market   Students     Mothers     Labor    Supply  chain  management   Economy  of  scales   Marke9ng  &  technology  –  content     Development  of  the  pla;orm     Online  sales    Adver9sement     Ebooks  and  content  Student  membership   Market  place  commission  Mom  membership   Amazon  prime  membership  Music  subscrip9on   Amazon.com   Mobile  app   Affiliate   (Market  place)     Human:  Web  and   applica9ons   development     Intellectual:  Kindle   pla;orm  
  • 12. Bricks  &  Mortar   Pure  Players   Click  &  Mortar   1.  Limit  of  the  ecommerce  experience   2.  Consumers  looking  for  more  value   3.  Use  mobile  as  bridge  to  increase  sale   1.  Develop  brand  awareness  (use  of  social  media)   2.  Reach  broader  audience   3.  Entry  barriers  against  pure  players   Click  and  mortar  
  • 13. Click  and  mortar   Pros   Cons   Combine  the  advantages  of  brick  and  mortar   and  pure  players   Cross-­‐selling  :  Robo  /  Showrooming     Trade  off  physical  stores  vs.  online  presence   Channel  conflict   High  costs  of  physical  buildings  and  large  sales   staffs  
  • 14. Case  study  :  Fnac   Major  brands   (Apple,  Bose,   Samsung,  Sony…)   Editors  (books,   music  labels,  video   games…)   Travel  agencies   (Fnac  voyages)   Service  companies   (SNCF,  Lagardère…)   Shipping  companies   (Laposte,  DHL…)   Clients  (second   hand  market)   Wholeselling  :   mul9media,  high   tech,  books,  music,   photography…,  High   Tech  Manufacturing     Services:  events   9ckets,  travel,   products  reviews   Wild  range  of   products   Kids  area     Electronics  &  games   Cultural  travels     Newsleger   Social  network   Personal  assistant   Aidefnac.com     Fnac  loyalty  program     Produc9on  and  support      Labor   Royal9es  (brands)    Rent   Sponsoring  (fes9val,  cultural  events)  Technology   Inventory  management      Marke9ng   Physical  store  sales   Online  sales   Franchising     Royal9es     Physical  store   Click  and  mag     Click  and  collect     Click  and  relais  colis   Human:  Web  and   applica9ons   development     Intellectual:  Kindle   pla;orm   Mass  market   Looking  for  high   tech  and   innova9ve   products   Family/kids    
  • 15. Business   Model   InnovaHon   ReacHve   AdapHve   Expansive   Pro-­‐acHve/   ExploraHve  
  • 16. The  sharing     economy   Source:  The  Economist,  the  rise  of  the  sharing  economy     9th  March  2013  
  • 17. Technological  breakthroughs   (Pla;orms)   Climate  change/Resource   scarcity   (cost  of  owning  vs.  Accessing)   Rapid  urbanizaHon   (Inventory)   Demographic  and  social  change     (Pla;orm  usage)   The  sharing  economy  
  • 18. Part  2:  The  startup  revoluHon  
  • 19. Why  startups  fail   Build-­‐Measure-­‐Learn  feedback  loop   Startup  objec9ve  is  to  minimize  total  9me  through  the   loop  
  • 21. Kayak   Orbitz   Family  and  friends   for  the  seed  capital     Pla;orm   development  and   maintenance       Hosts:  generate   revenue  out  from  an   unused   accommoda9on   space.     Guests:  available   airbeds  and  couches   at  affordable  rate   especially  during   mega  event  and  a   local  customer   experience.       Public  rela9on   Affilia9on  of  new   lis9ngs   Word  of  mouth     Conference   agendees  in  San   Francisco,  New   York  and  other   US  regions   Young  leisure   travelers  in  USA     Hosts  and  guests   should  be  above   18  years  old     Website   10%  commission  paid  by  the  guest  on  each   transac9on   Breakfast  cereal  sales     AirBedAndBrea kfast.com   Kayak   Orbitz     Airbed  and  breakfast   pla;orm   Seed  capital     Airbed  and  Breakfast  Business  Model  
  • 22. Challenges  faced   3%   6  to  12%  
  • 23. Y  Combinator   Y  Venture   Sequoia  Capital     Photographers       PayPal   WesternUnion     Effec9ve  customer   travel  experience   Affordable  rates     Availability  during   mega  events   Unused  asset   consump9on   Value  of  belonging  to   a  trusted  community   Easy  to  use  website     Cost  saving   Wide  range  of   loca9on     Airbnb  website,  app,   Airbnb  community   team     SMS,  users  review   Local  brand   ambassadors   Local  events     Online  payment  Human  resources   Servers   Photographer    Marke9ng   3%  commission  on  the  host     6  to  12%  commission  on  the  guest     Airbnb  website     Double  sided  Pla;orm   Community  of  hosts   and  guests   Strong  branding   Venture  capitalist   2010  Airbnb  Business  Model     Pla;orm   development  and   maintenance     Community   engagement   Photography     Mass  market     -­‐Hosts   -­‐Guests    
  • 25. Local   photographers   Venture  capitalists   Payment  solu9ons   Insurance:  Lloyd’s   of  London     Effec9ve  customer   travel  experience   Affordable  rates     Availability  during   mega  events   Unused  asset   consump9on   Value  of  belonging  to   a  trusted  community   Easy  to  use  website  an   app   Cost  saving   Wide  range  of   loca9on   Pineapple  magazine   free  of  charge  for  the   community  member   Website,  mobile  app,   community,  support   team,  SMS,  users   review…,  Local  brand   ambassadors,  Local   events,  Round-­‐the-­‐ clock  service  hotline,   Pineapple  magazine     Online  payment    Human  resources   Insurance      Servers   Photographer      Marke9ng   Round-­‐the-­‐clock  service  hotline   3%  commission  on  the  host,     6  to  12%  commission  on  the  guest,   Pineapple  magazine  sold  at  12$.         Website/app   Social  media,  Search   engine,  other  links,   local  events,  word  of   mouth,  network  effect,   referred  program,   hotline…     Double  sided  Pla;orm   Community  of  hosts   and  guests   Strong  branding   Venture  capitalists   Airbnb  Current  Business  Model     Pla;orm  development,   Local  events  and   community   engagement,   Photography,  Round-­‐ the-­‐clock  service   hotline,  Pineapple   magazine  edi9on       Mass  market  in  190   countries:     -­‐Hosts   -­‐Guests:   Leisure  travelers   (90%)   Business  travelers   (10%)    
  • 26. Challenges  faced   Market  satura9on   Fierce  compe99on   Legal  challenges  
  • 27. RecommendaHon  1:  SaturaHon  risk   Business  Travel  segment   Hosts:  unlimited  photos/videos-­‐Content-­‐Display   Guests:  Customized  recommenda9ons/concierge/Hotline  
  • 28. Local   photographers   Venture  capitalists   Payment  solu9ons   Insurance:  Lloyd’s   of  London   Concierge     Standard  values       Adapted  lisHng  to   business  travelers     Premium  service     Free  round  the  clock   for  premium     Website,  mobile  app,   community,  support   team,  SMS,  users   review…,  Local  brand   ambassadors,  Local   events,  Round-­‐the-­‐ clock  service  hotline,   Pineapple  magazine     Online  payment    Human  resources   Insurance      Servers   Photographer      Marke9ng   Round-­‐the-­‐clock  service  hotline  Premium   3%  commission  on  the  host,                              Premium   6  to  12%  commission  on  the  guest,      Round  the  clock     Pineapple  magazine  sold  at  12$.         Website/app   Social  media,  Search   engine,  other  links,   local  events,  word  of   mouth,  network  effect,   referred  program,   hotline…     Double  sided  Pla;orm   Community  of  hosts   and  guests   Strong  branding   Venture  capitalists   Pla;orm  development,   Local  events  and   community   engagement,   Photography,  Round-­‐ the-­‐clock  service   hotline,  Pineapple   magazine  edi9on       Mass  market  in  190   countries:     -­‐Hosts   -­‐Guests:   Leisure  travelers   (80%)   Business  travelers   (20%)     Business  Model  :  SaturaHon  risk  
  • 29. RecommendaHon  2:  Fierce  compeHHon   Hosts:  stop  charging  commission   Enhance  lis9ng  content     Guests:  Loyalty  program  
  • 30. Local   photographers   Venture  capitalists   Payment  solu9ons   Insurance:  Lloyd’s   of  London   Standard  values       Loyalty  program     Website,  mobile  app,   community,  support   team,  SMS,  users   review…,  Local  brand   ambassadors,  Local   events,  Round-­‐the-­‐ clock  service  hotline,   Pineapple  magazine     Online  payment    Human  resources   Insurance      Servers   Photographer      Marke9ng   Round-­‐the-­‐clock  service  hotline  Loyalty  program   0%  commission  on  the  host,                                 9  to  15%  commission  on  the  guest,         Pineapple  magazine  sold  at  12$.         Website/app   Social  media,  Search   engine,  other  links,   local  events,  word  of   mouth,  network  effect,   referred  program,   hotline…     Double  sided  Pla;orm   Community  of  hosts   and  guests   Strong  branding   Venture  capitalists   Pla;orm  development,   Local  events  and   community   engagement,   Photography,  Round-­‐ the-­‐clock  service   hotline,     Loyalty  program   Mass  market  in  190   countries:     -­‐Hosts   -­‐Guests:   Leisure  travelers   (90%)   Business  travelers   (10%)     Business  Model  :  Fierce  compeHHon  
  • 31. RecommendaHon  3:     LegislaHon  
  • 32. Local   photographers   Venture  capitalists   Payment  solu9ons   Insurance:  Lloyd’s   of  London   Local  authoriHes   Standard  values     Website,  mobile  app,   community,  support   team,  SMS,  users   review…,  Local  brand   ambassadors,  Local   events,  Round-­‐the-­‐ clock  service  hotline,   Pineapple  magazine     Online  payment    Human  resources   Insurance      Servers   Photographer      Marke9ng   Round-­‐the-­‐clock  service  hotline  Law/Lobby  firms   3%  commission  on  the  host,                               6  to  12%  commission  on  the  guest     Pineapple  magazine  sold  at  12$.         Website/app   Social  media,  Search   engine,  other  links,   local  events,  word  of   mouth,  network  effect,   referred  program,   hotline…     Double  sided  Pla;orm   Community  of  hosts   and  guests   Strong  branding   Venture  capitalists   Pla;orm  development,   Local  events  and   community   engagement,   Photography,  Round-­‐ the-­‐clock  service   hotline,     Tax  collecHon   Mass  market  in  190   countries:     -­‐Hosts   -­‐Guests:   Leisure  travelers   (90%)   Business  travelers   (10%)     Business  Model  :  Legal  challenges  
  • 33. Thank you for your attention