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BUSI 701 Artistic Entrepreneurship . Class 8 Business Model. Videos: Danger 1 / 2 Google Makes Money Google Strategy. Midterm Check-In. Get specific More research Be prepared for group sessions. Risk Aversion. When was the last time you… …tried a new route home?

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BUSI 701 Artistic Entrepreneurship

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busi 701 artistic entrepreneurship

BUSI 701Artistic Entrepreneurship

Class 8

Business Model

Videos: Danger 1 / 2

Google Makes Money

Google Strategy

midterm check in
Midterm Check-In
  • Get specific
  • More research
  • Be prepared for group sessions
risk aversion
Risk Aversion

When was the last time you…

…tried a new route home?

…went to a new restaurant?

…said hello to a stranger in an elevator?

How many of you order the same thing every time you go to your favorite restaurant?

risk aversion4
Risk Aversion

Risk aversion explains…

…why all popular music sounds the same.

…why all morning show sets look the same. (the window, the hooting audience, the jolly weatherman…)

…why all talk shows look the same. (the desk, the format of standup and then interviews, the band)

If it works, copy it!


Trying something truly NEW is the riskiest of all.

The newer and riskier your business, the longer your business plan will need to be.

There is no insurance policy for a new venture. (Insurance is paying now to reduce risk.)

paying to reduce risk
Paying to Reduce Risk



Building codes

vernon s razor
Vernon’s Razor
  • Value Proposition
  • Market Potential
  • Return
  • Team
  • Competitive Advantage
  • Business Model
  • Customer Pain





business model
Business Model
  • How you will build an organization to redistribute the value you create
  • To “monetize” value you must identify best customer from value network
  • Reduce risk by using known models
business model9
Business Model
  • Startup capital
  • Scalability
  • Margins
  • Revenue model
  • Simplicity
startup capital
Startup Capital
  • Startup capital: the less money we risk up front, the less risky our venture is
  • VCs call this “capital intensity”
  • The trick with startup capital is balancing the need to maximize our opportunity while also reducing our risk
    • Find ways to validate idea before scaling big
  • Often directly linked to scalability
  • How easily you can replicate your success so that you can create even more value
  • Less infrastructure = higher scalability
  • Service vs. product business
    • Hard to scale talented people
  • Ideally you have a ready-to-use product
  • Outsource non-essential tasks
  • Simply: how profitable is your enterprise
  • Sales minus cost (COGS)
  • Ideally you take a commodity, add value and sell at a significant markup

Video: Facebook generating revenue

revenue model
Revenue Model
  • How you charge your customers (or monetize your value)
  • Flat price, subscription, installation, add-ons, etc.
  • One-time vs. recurring
  • Razor/Blade, Printer/Cartridge
  • Simple “value transactions” are preferred
  • Beware “house of cards” structure before value is created
    • Critical mass
    • Buy-in from multiple constituencies
  • Usually you can copy other good, simple business models

Video: Kawasaki Model

ideal business model
Ideal Business Model
  • Startup capital: LOW
  • Scalability: EASY
  • Margins: HIGH
  • Revenue model: RECURRING
  • Simplicity: SIMPLE
countdown to product article
“Countdown to Product” Article
  • Reaching customers
  • Differentiating your product
  • Pricing
  • Selling
  • Distribution
  • Support
  • Customer satisfaction

Customers drive model video

By Vivek Wadhwa

freemium article
“Freemium” Article
  • Product stands out
  • Upsell strategy from the start
  • Once free, always free
  • One click away
  • No bugs
  • Harness collective intelligence
  • Keep improving for stickiness
  • Range of revenue
  • Time revenue to cover cost

Video: charge for service

By Katherine Heires