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SmarterStartup.org	
  
BUSINESS MODEL
ARCHETYPES
The 7 Business Personalities
BUSINESS MODEL ARCHETYPES
What is a Business Model?
A business model describes the rationale of
how an organization creates, delivers, and
captures value … Well-known business models
can operate as "recipes" for creative managers.
BUSINESS MODEL ARCHETYPES
Business Models Everywhere!
BRICKS & CLICKS
COLLECTIVE
CUT OUT THE MIDDLE MAN
DIRECT SALES
DISTRIBUTION MODEL
VALUE ADDED RESELLER
FREE IN, FREE OUT
FREEMIUM
AUCTION / ONLINE AUCTION
ALL-IN-ONE
LOW-COST BARRIER
LOYALTY
MONOPOLISTIC
MULTI-LEVEL MARKETING
NETWORK EFFECTS
PRO OPEN SOURCE
PYRAMID SCHEME
RAZOR & BLADES
SERVITIZATION OF PRODUCTS
SUBSCRIPTION
etcetera,	
  etcetera	
  …	
  
There	
  are	
  many	
  disparate	
  business	
  models	
  that	
  were	
  defined	
  in	
  isola8on	
  but	
  nothing	
  comprehensive	
  
	
  that	
  describes	
  the	
  fundamentally	
  unique	
  pa=erns	
  in	
  a	
  single	
  and	
  concise	
  framework	
  that	
  suited	
  our	
  needs.	
  	
  	
  
Describes 7 abstract business model
archetypes (fundamental personalities)
from which every business model is
inherited. Two prototypes (applied
examples) are given for each archetype.
This represents a holistic view of the
possibilities.
BUSINESS MODEL ARCHETYPES
Business Model
Archetypes
Trade
Product
Service
Marketplace
Ecosystem
Subscription
Brokerage
prototypes:
• e-commerce
• lead generation
prototypes:
• software
• content
prototypes:
• service platform
• service agency
prototypes:
• ad network
• dropship program
prototypes:
• content as a service
• software as service
prototypes:
• products market
• services market
prototypes:
• technology platform
• media platform
Carl Jung
Psychologist
BUSINESS MODEL ARCHETYPES
What is an Archetype?
A philosophical idea, referring to pure
forms which embody the fundamental
characteristics of a thing.
The concept is based on Carl Jung’s Personality Archetypes, describing fundamental
personalities and roles that we draw from to develop our own unique personality.
PRODUCT
TANGIBLE SOLUTION
SERVICE
CUSTOM SOLUTION
TRADE
CONNECT BUYERS & SELLERS
The Business Model Archetypes framework
takes a step back from specific business
models to say there are 7 abstract archetypes
(fundamental personalities) from which every
business inherits. Two prototypes (examples)
are given for each archetype. This represents
a holistic view of the possibilities.
BUSINESS MODEL ARCHETYPES
Primary Archetypes
BUSINESS MODEL ARCHETYPES
Product Archetype
HALLMARKS OF A PRODUCT
TRADE
PRODUCT
SERVICE Properties:
•  Up-front Investment
•  Sell for One-time Fee
•  Highly Scalable
Online Prototypes:
•  Software Product
•  Content Product
Develop a tangible good and sell on a one-time fee
basis (purchase or license). Requires high up-front sunk
capital but is able to leverage economies of scale.
BUSINESS MODEL ARCHETYPES
Service Archetype
Intangible work for a client, monetized on a per-use
basis. Low sunk costs but high float cost
requirements. Professionals or technicians with
expert knowledge and limited capital prefer it.
TRADE
SERVICE
PRODUCT
HALLMARKS OF A SERVICE
Properties:
•  Intangible Value Creation
•  Low Sunk / High Float Cost
Online Prototypes:
•  Service Agency
•  Platform as a Service
PRODUCT
TRADE
SERVICE
BUSINESS MODEL ARCHETYPES
Trade Archetype
Connecting prospective buyers with a product they
seek, making profit on the spread between sell price
and cost of acquisition. Requires moderate capital
and good sourcing connections.
HALLMARKS OF TRADE
Properties:
•  Connect Buyers/Sellers
•  Sourcing is key
•  Profit from Arbitrage
Online Prototypes:
•  Ecommerce
•  Lead Generation
Carl Jung
Psychologist
BUSINESS MODEL ARCHETYPES
What is an Archetype?
The meeting of two personalities
(archetypes) is like the contact of
two chemical substances; if there is any
reaction, both are transformed.
MARKETPLACE
TANGIBLE SOLUTION
SUBSCRIPTION
CUSTOM SOLUTION
BROKERAGE
CONNECT BUYERS & SELLERS
Secondary Archetypes are created by
combining the primary archetypes, similar to
how new colors are derived by combining 2or
more colors. In this way, all archetype
possibilities are accounted for, starting with a
model of three simple types of businesses.
BUSINESS MODEL ARCHETYPES
Secondary Archetypes
ECOSYSTEM
CONNECT BUYERS & SELLERS
SERVICE TRADE
BUSINESS MODEL ARCHETYPES
Brokerage Archetype
BROKERAGE	
  
Sourcing on behalf of a client for a retainer or per-
transaction fee. The client then profits from any
arbitrage spread rather than the sourcing partner.
HALLMARKS OF A BROKERAGE
Properties:
•  Trading for Clients
•  Paid by retainer not arbitrage
Prototypes:
•  Real Estate Broker
•  Ad Network
TRADE PRODUCT
BUSINESS MODEL ARCHETYPES
Marketplace Archetype
MARKETPLACE	
  
Create a platform that facilitates trade, rather than
actually trading. This is a network effects business
that depends heavily on bringing together sufficient
demand and supply.
HALLMARKS OF A MARKETPLACE
Properties:
•  Network Effects
•  Build Trade Platform
Online Prototypes:
•  Products Marketplace
•  Services Marketplace
SERVICE PRODUCT
BUSINESS MODEL ARCHETYPES
Subscription Archetype
SUBSCRIPTION	
  
Building, maintaining, and supporting ongoing use
of a product, rather than a one-time sell. Customers
pay a monthly subscription service and benefit from
continued improvements.
HALLMARKS OF A SUBSCRIPTION
Properties:
•  Monthly Billing
•  “Freemium” Pricing
•  Ongoing Updates
Online Prototypes:
•  Software as Service
•  Content as Service
SERVICE
TRADE PRODUCT
BUSINESS MODEL ARCHETYPES
Ecosystem Archetype
ECOSYSTEM	
  
A mature market leader may expand as a result of
success. They develop a marketplace and/or
community for customers and/or service/support
vendors to offer augmented solutions.
HALLMARKS OF AN ECOSYSTEM
Properties:
•  User Community
•  ISV or Dev Community
•  Enhanced Product Marketplace
Online Prototypes:
•  Tech Platform
•  Media Platform
BUSINESS MODEL ARCHETYPES
Business Model
Archetypes
Trade
Product
Service
Marketplace
Ecosystem
Subscription
Brokerage
prototypes:
• e-commerce
• lead generation
prototypes:
• software
• content
prototypes:
• service platform
• service agency
prototypes:
• ad network
• dropship program
prototypes:
• content as a service
• software as service
prototypes:
• products market
• services market
prototypes:
• technology platform
• media platform
Primary archetypes Review:
•  Trade, Product, Service
Secondary archetypes Review:
•  Product + Trade = Marketplace
•  Service + Trade = Brokerage
•  Product + Service = Subscription
•  Product + Service + Trade = Ecosystem
THE SMARTER STARTUP
STRATEGY FOR STARTUPS
The Smarter Startup looks at why some
startups succeed while others fail. By taking a
more strategic approach to entrepreneurship,
founders can improve their own outcomes.
Written by Neal Cabage and Sonya Zhang, PhD,
and published by Pearsons/NewRiders.
SMARTER STARTUP
The Book
SMARTER STARTUP
Created By
NEAL CABAGE
Digital Product Architect
•  Product manager and entrepreneur.
•  Founded ProductCamp.LA and PMA.LA.
•  Built and sold two startups.
•  Co-author, The Smarter Startup.
neal@smarterstartup.org@NealCabage
SMARTER STARTUP
SmarterStartup.org
The framework, including the part
described here, are posted on the
website, along with downloadable
worksheets and reference material.
Everything is free to use, so enjoy!.
www.SmarterStartup.org

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Business Model Archetypes

  • 2. BUSINESS MODEL ARCHETYPES What is a Business Model? A business model describes the rationale of how an organization creates, delivers, and captures value … Well-known business models can operate as "recipes" for creative managers.
  • 3. BUSINESS MODEL ARCHETYPES Business Models Everywhere! BRICKS & CLICKS COLLECTIVE CUT OUT THE MIDDLE MAN DIRECT SALES DISTRIBUTION MODEL VALUE ADDED RESELLER FREE IN, FREE OUT FREEMIUM AUCTION / ONLINE AUCTION ALL-IN-ONE LOW-COST BARRIER LOYALTY MONOPOLISTIC MULTI-LEVEL MARKETING NETWORK EFFECTS PRO OPEN SOURCE PYRAMID SCHEME RAZOR & BLADES SERVITIZATION OF PRODUCTS SUBSCRIPTION etcetera,  etcetera  …   There  are  many  disparate  business  models  that  were  defined  in  isola8on  but  nothing  comprehensive    that  describes  the  fundamentally  unique  pa=erns  in  a  single  and  concise  framework  that  suited  our  needs.      
  • 4. Describes 7 abstract business model archetypes (fundamental personalities) from which every business model is inherited. Two prototypes (applied examples) are given for each archetype. This represents a holistic view of the possibilities. BUSINESS MODEL ARCHETYPES Business Model Archetypes Trade Product Service Marketplace Ecosystem Subscription Brokerage prototypes: • e-commerce • lead generation prototypes: • software • content prototypes: • service platform • service agency prototypes: • ad network • dropship program prototypes: • content as a service • software as service prototypes: • products market • services market prototypes: • technology platform • media platform
  • 5. Carl Jung Psychologist BUSINESS MODEL ARCHETYPES What is an Archetype? A philosophical idea, referring to pure forms which embody the fundamental characteristics of a thing. The concept is based on Carl Jung’s Personality Archetypes, describing fundamental personalities and roles that we draw from to develop our own unique personality.
  • 6. PRODUCT TANGIBLE SOLUTION SERVICE CUSTOM SOLUTION TRADE CONNECT BUYERS & SELLERS The Business Model Archetypes framework takes a step back from specific business models to say there are 7 abstract archetypes (fundamental personalities) from which every business inherits. Two prototypes (examples) are given for each archetype. This represents a holistic view of the possibilities. BUSINESS MODEL ARCHETYPES Primary Archetypes
  • 7. BUSINESS MODEL ARCHETYPES Product Archetype HALLMARKS OF A PRODUCT TRADE PRODUCT SERVICE Properties: •  Up-front Investment •  Sell for One-time Fee •  Highly Scalable Online Prototypes: •  Software Product •  Content Product Develop a tangible good and sell on a one-time fee basis (purchase or license). Requires high up-front sunk capital but is able to leverage economies of scale.
  • 8. BUSINESS MODEL ARCHETYPES Service Archetype Intangible work for a client, monetized on a per-use basis. Low sunk costs but high float cost requirements. Professionals or technicians with expert knowledge and limited capital prefer it. TRADE SERVICE PRODUCT HALLMARKS OF A SERVICE Properties: •  Intangible Value Creation •  Low Sunk / High Float Cost Online Prototypes: •  Service Agency •  Platform as a Service
  • 9. PRODUCT TRADE SERVICE BUSINESS MODEL ARCHETYPES Trade Archetype Connecting prospective buyers with a product they seek, making profit on the spread between sell price and cost of acquisition. Requires moderate capital and good sourcing connections. HALLMARKS OF TRADE Properties: •  Connect Buyers/Sellers •  Sourcing is key •  Profit from Arbitrage Online Prototypes: •  Ecommerce •  Lead Generation
  • 10. Carl Jung Psychologist BUSINESS MODEL ARCHETYPES What is an Archetype? The meeting of two personalities (archetypes) is like the contact of two chemical substances; if there is any reaction, both are transformed.
  • 11. MARKETPLACE TANGIBLE SOLUTION SUBSCRIPTION CUSTOM SOLUTION BROKERAGE CONNECT BUYERS & SELLERS Secondary Archetypes are created by combining the primary archetypes, similar to how new colors are derived by combining 2or more colors. In this way, all archetype possibilities are accounted for, starting with a model of three simple types of businesses. BUSINESS MODEL ARCHETYPES Secondary Archetypes ECOSYSTEM CONNECT BUYERS & SELLERS
  • 12. SERVICE TRADE BUSINESS MODEL ARCHETYPES Brokerage Archetype BROKERAGE   Sourcing on behalf of a client for a retainer or per- transaction fee. The client then profits from any arbitrage spread rather than the sourcing partner. HALLMARKS OF A BROKERAGE Properties: •  Trading for Clients •  Paid by retainer not arbitrage Prototypes: •  Real Estate Broker •  Ad Network
  • 13. TRADE PRODUCT BUSINESS MODEL ARCHETYPES Marketplace Archetype MARKETPLACE   Create a platform that facilitates trade, rather than actually trading. This is a network effects business that depends heavily on bringing together sufficient demand and supply. HALLMARKS OF A MARKETPLACE Properties: •  Network Effects •  Build Trade Platform Online Prototypes: •  Products Marketplace •  Services Marketplace
  • 14. SERVICE PRODUCT BUSINESS MODEL ARCHETYPES Subscription Archetype SUBSCRIPTION   Building, maintaining, and supporting ongoing use of a product, rather than a one-time sell. Customers pay a monthly subscription service and benefit from continued improvements. HALLMARKS OF A SUBSCRIPTION Properties: •  Monthly Billing •  “Freemium” Pricing •  Ongoing Updates Online Prototypes: •  Software as Service •  Content as Service
  • 15. SERVICE TRADE PRODUCT BUSINESS MODEL ARCHETYPES Ecosystem Archetype ECOSYSTEM   A mature market leader may expand as a result of success. They develop a marketplace and/or community for customers and/or service/support vendors to offer augmented solutions. HALLMARKS OF AN ECOSYSTEM Properties: •  User Community •  ISV or Dev Community •  Enhanced Product Marketplace Online Prototypes: •  Tech Platform •  Media Platform
  • 16. BUSINESS MODEL ARCHETYPES Business Model Archetypes Trade Product Service Marketplace Ecosystem Subscription Brokerage prototypes: • e-commerce • lead generation prototypes: • software • content prototypes: • service platform • service agency prototypes: • ad network • dropship program prototypes: • content as a service • software as service prototypes: • products market • services market prototypes: • technology platform • media platform Primary archetypes Review: •  Trade, Product, Service Secondary archetypes Review: •  Product + Trade = Marketplace •  Service + Trade = Brokerage •  Product + Service = Subscription •  Product + Service + Trade = Ecosystem
  • 17. THE SMARTER STARTUP STRATEGY FOR STARTUPS The Smarter Startup looks at why some startups succeed while others fail. By taking a more strategic approach to entrepreneurship, founders can improve their own outcomes. Written by Neal Cabage and Sonya Zhang, PhD, and published by Pearsons/NewRiders. SMARTER STARTUP The Book
  • 18. SMARTER STARTUP Created By NEAL CABAGE Digital Product Architect •  Product manager and entrepreneur. •  Founded ProductCamp.LA and PMA.LA. •  Built and sold two startups. •  Co-author, The Smarter Startup. neal@smarterstartup.org@NealCabage
  • 19. SMARTER STARTUP SmarterStartup.org The framework, including the part described here, are posted on the website, along with downloadable worksheets and reference material. Everything is free to use, so enjoy!. www.SmarterStartup.org