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Value Exchange Mapping System
GUIDE
Capturing Business Model Interactions
The Value Exchange Mapping System is a product of collaborative research
between academics, companies, and consultants facilitated by the Institute
for Strategic Innovation, Inc.

Innovate and prosper.

ISI

Institute for
Strategic
Innovation

www.isiworld.org
Atlanta, Georgia USA

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US.
Value Exchange
Mapping: Capturing
Business Model
Interactions
Value Exchange Mapping Guide
Value Exchange Mapping Guide
Value Exchange Mapping Guide
Value Exchange Mapping Guide
Angie's List
Small
Businesses

Value Exchange Map

Reputation
Management Tools

Growth Strategist

Free Listing
Subsidize

Home Service
Providers

Consumer Review
Database
Angie's List Magazine
Big Deal Notifications

Add Businesses
Advertising

Medical
Service
Providers

Call Center Support
Complaint Resolution

6-12 Month Campaigns
Angie's List

Sign-up Fees &
Subscription Fees

Storefronts & e-Commerce Ser vices
Auto Service
Providers

Other Service
Providers

General
Consumers

Subscription Fees

Big Deal
Promotions

40% of Sale

60% of Sale

Homeowner
Consumers

More
Members

Commissions Per Sign-up

Affiliates

More Customers
Revenue from Delivery of Products/Services

Products from Reputable Businesses

Reliable & High Quality Services
Angie's List
Key Partners

Business Model Canvas
Key Activities

Value Propositions

Sales &
marketing

Hire the best
service
providers

Phone support

Affiliates

Complaint
resolution
Generating
content

Platform
development &
maintenance

Complaint
resolution

Direct via
Web

Authentic &
detailed
reviews

Live support
via call
center

Live phone
support
Discounts

Key Resources

Call center

Promote
business
Get quality
customers

Cost Structure

Customer Segments

Homeowner
Consumers
General
Consumers

Home Service
Providers

Channels

Advisory
information

Platform

Platform
development
staff

Customer Relationships

Mobile
Apps

Medical Service
Providers
Auto Service
Providers

Generate
revenue
Build &
manage
reputation

Other Service
Providers

Revenue Streams

Data &
Infrastructure
maintenance
Sales
& marketing
staff

Commissions
for member
Sign-ups

Call center

Sign-up fees
&
subscriptions

Advertising

e-Commerce
services
Commissions
on promotions
NETFLIX

Netflix is the leading Internet television network for movies and TV shows with nearly 38 million
members in 40 countries. For one low monthly price, Netflix members can watch as much as they
want, anytime, anywhere, on nearly any Internet-connected screen without commercials.

General Info

Financial Picture (2012)

Growth Trajectory

Business Model Themes

37+ Million subscribers
Leader in category
S&P 500 (June 30th, 2013)
#629 Fortune 1000 (2013)

Revenue: $3,609.282
Gross Profit: $983.416
Operating Income: $49.992
Net Income: $17.152

Increase subscriber base with
original content exclusive to
Netflix; expand into international
markets

Subscription revenue model
Long-tail business model
Broker/reseller model

[Value Exchange Map]
Customers

Subscription

Streaming
Content
License Fees
Distribution
Rights

Content
Providers

Streaming
Content

Subscription

DVD
Postage
VP

DVD's
DVD
Delivery
% Sales

[Apple,
Sony, etc.]

DVD
Content
Reach
Customers
Viewing
Behavior

Advertising Fees
DVD Jackets

Ads

Original Content

% Sales

Advertisers

Intermediary
Parters

Right to Sell
Streaming
Content

Content
Production

Production
Companies

Growth Strategist
Netflix
Key Partners

Business Model Canvas
Key Activities

Post office

Value Propositions

Processing DVD
orders

Content
licensing

Flat rate DVD
rental via
mail

Streaming
Producing
digital content original content

Content
providers

Customer
viewing
suggestions

Technology
development

Content
production
companies

Licensed
content
Original
content

Customer
viewing
behavior data

Knowledge of
what content
will be popular

No late fees
unlimited #
turns on DVD's
per plan

DVD order
processing
costs

Channels

Content hubs
(ex: AppleTV)

Website

Stream video on
a number of
devices
Broad exposure
of ads to
customers

DVD
Customers
Streaming
Content
Customers

Customer
homepage

No commercials

Cost Structure

DVD mailing
fees

Customer Segments

Self-service
via Web

All you can
stream video

Key Resources

Technology
infrastructure

Customer Relationships

Advertisers
Video game
consoles
iOS Apps

Mail

Revenue Streams

Content license
contracts

Cost of
producing
original content
Data equipment,
facilities &
staff

DVD plan
subscriptions

Streaming plan
subscription

Advertising
fees
Groupon is a marketing service that helps businesses attract customers by offering deep
discounts on things to eat, see, and do in more than 500 markets worldwide. Groupons leverages
collective buying power to guarantee businesses a minimun number of customers.

GROUPON
General Info

Financial Picture (2012)

Growth Trajectory

Business Model Themes

35+ million subscribers
Leader in category
Active in 48 countries
#851 in Fortune 1000 (2013)

Revenue: $2,334.472
Gross Profit: $1,615.532
Operating Income: $98.701
Net Income: $-54.773

Expand goods business; physical
warehouses for faster shipping;
Groupon Reserve (capacity mgt);
POS Apps and merchant services

Collective buying model
Broker/reseller model
Financial intermediary Model

[Value Exchange Map]

Growth Strategist

VP

Launch Deals at 50-90%
Discount (Usually 50%)

Groupon

Merchant Consultation
(Design Deals)

Daily Deal

1 Merchant Value Capture Assumptions
Groupon customers will spend above
Groupon customers will come back and
pay full price

Capture
100% of
Payment

Join Deal Group &
Commit Payment

Word of mouth referrals will generate new
customers

50% of Revenue

Customer Intel

Merchants

Payout Over 3
Months
Guaranteed Number
of Customers

Local Offers

Local Offers

Else

Deal
Cancels;
No One
Charged

Deal Activates
(Minimum Number of
Customers Reached)

Groupon

More Potential Customers 1
Heavily Discounted Products & Services

Local Offers
Group of Buyers
Groupon
Key Partners

Key Activities

Value Propositions

Help businesses
attract new
customers

Sales &
marketing
Credit card
clearing houses

Customer Relationships

Automated
Direct via Web
and email

Guaranteed #
of customers
per daily deal

Platform & app
development

POS solution &
credit card
processing

Customer Segments

Consumers

Direct via Sales
& Marketing
Team
Merchant
center
Channels

Key Resources

Groupon Apps
& Web
platform

Mobile Apps
Daily deal
notifications

Small
Businesses

Discounts of
50%-90%

Groupon is
guaranteed
Cost Structure

Technology
operations

Revenue Streams

IT
development
staff

Sales &
marketing
staff

Commissions on
sale of daily
deals

POS & Credit
card processing
services

Reservation
system??
Spotify
Value Exchange Map

Royalty fees

Distributor /
aggregators

Subsidized
Right to
distribute
music

Large music
labels

Add
users

Merlin
Network

Reach customers

Free service

Unlimited
service
Spotify
$4.99/month

Partners

Premium
service
ISP's

Platform
Operators

Consumer
electronics
companies

mobile
operators

$9.99/month
Targeted exposure (free users)

Increase utility value
of product or ser vice

Revenue from advertising
(Free users only)

Advertisers

Growth Strategist
Spotify
Key Partners

Distributor /
aggregators

Large music
labels

Business Model Canvas
Key Activities

Value Propositions

Delivery
platform
development
Content
licensing &
reporting

Huge catalogue
of big music &
Independent

Delivery
platform

Unlimited

download &
listen to music
off-line

Channels

Advertisers
ISP's

Target by
location &
music genre
Customers not
hostile to
advertisement

Cost Structure

Premium

Mobile
Operators

Target by
demographics

Knowledge of
customer
listening prefs

IT
infrastructure
development

Free

Social media
integration

Key Resources

Merlin
Network

Customer Segments

Direct via
Web

Listen to music
on any device

Analyze
customer
behaviors

Tracking &
reporting
portal

Customer Relationships

Consumer
electronics
companies

Platform
Operators

Revenue Streams

Infrastructure
maintenance

Royalty
fees

Unlimited
subscriptions

Premium
subscriptions

Advertising
revenue
(free users only)
Whole Foods Market
Unique Shopping Environment

Supplier
Partners

Custom Ser vices

Happy, Friendly and
Knowledgeable Staff
Customer-centric Attitude
Customer Service #1

Grocery Products
Producers

Elagent/Artistic Stores
Produce & other items
meticulously displayed

Purchases
Distributors

Coffee Bar, Bakery and
Eatery (Large Selection)
Eating/Socializing Areas

Various Ser vices

Specialty Service
Providers

Purchases

Support

Fair Trade
Certifiers

Whole
Foods
Market

Social
Responsibility
Certifiers

Samples Throughout Store

Sustainable
Practices
Certifier

Consumers

Healthy
Lifestyle
Shoppers

Affluent
Social
Shoppers

Quality Standards & Values
Lifestyle Grocery Brand (Customer Pull)

Supply Chain
Compliance
to Standards

Growth Strategist

In-store Cooking
Exhibition & Food Sampling

Fresh Juice Bar

Other
Partners

Organic
Certifiers

Value Exchange Map

Grocery Products
Purchases

Values-based
Shoppers
Whole Foods Market
Key Partners

Business Model Canvas

Key Activities

Value Propositions

Delighting
customers

Producers

High quality
natural &
organic products

Store design

Distributors

Specialty
service
providers

Supply chain
management
(win-win)

Certified
quality
standards

Key Resources

Local
community
support

Stores
Customer
centric
culture
High quality
products
(certified)

Personal
interaction in
stores

Delightful
shopping
experience

Purchasing

Certifying
organizations

Customer Relationships

Channels

Adhere to
Sustainable
practices

Customer Segments

Healthy
Lifestyle
Shoppers

Affluent
Social
Shoppers

Values-based
Shoppers

Progressive
organizational
culture & values

Cost Structure

Revenue Streams

Building out
new stores
Store
operations

Store
Amenities
Outsourced
services for
stores

Stocking
Products for
stores

In-Store
purchases

Online
purchases
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Contact us at: help@isiworld.org

For Apple Users
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For Windows Users
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All VEM files are licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
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Value Exchange Mapping Guide

  • 1. Value Exchange Mapping System GUIDE Capturing Business Model Interactions
  • 2. The Value Exchange Mapping System is a product of collaborative research between academics, companies, and consultants facilitated by the Institute for Strategic Innovation, Inc. Innovate and prosper. ISI Institute for Strategic Innovation www.isiworld.org Atlanta, Georgia USA This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US.
  • 8. Angie's List Small Businesses Value Exchange Map Reputation Management Tools Growth Strategist Free Listing Subsidize Home Service Providers Consumer Review Database Angie's List Magazine Big Deal Notifications Add Businesses Advertising Medical Service Providers Call Center Support Complaint Resolution 6-12 Month Campaigns Angie's List Sign-up Fees & Subscription Fees Storefronts & e-Commerce Ser vices Auto Service Providers Other Service Providers General Consumers Subscription Fees Big Deal Promotions 40% of Sale 60% of Sale Homeowner Consumers More Members Commissions Per Sign-up Affiliates More Customers Revenue from Delivery of Products/Services Products from Reputable Businesses Reliable & High Quality Services
  • 9. Angie's List Key Partners Business Model Canvas Key Activities Value Propositions Sales & marketing Hire the best service providers Phone support Affiliates Complaint resolution Generating content Platform development & maintenance Complaint resolution Direct via Web Authentic & detailed reviews Live support via call center Live phone support Discounts Key Resources Call center Promote business Get quality customers Cost Structure Customer Segments Homeowner Consumers General Consumers Home Service Providers Channels Advisory information Platform Platform development staff Customer Relationships Mobile Apps Medical Service Providers Auto Service Providers Generate revenue Build & manage reputation Other Service Providers Revenue Streams Data & Infrastructure maintenance Sales & marketing staff Commissions for member Sign-ups Call center Sign-up fees & subscriptions Advertising e-Commerce services Commissions on promotions
  • 10. NETFLIX Netflix is the leading Internet television network for movies and TV shows with nearly 38 million members in 40 countries. For one low monthly price, Netflix members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen without commercials. General Info Financial Picture (2012) Growth Trajectory Business Model Themes 37+ Million subscribers Leader in category S&P 500 (June 30th, 2013) #629 Fortune 1000 (2013) Revenue: $3,609.282 Gross Profit: $983.416 Operating Income: $49.992 Net Income: $17.152 Increase subscriber base with original content exclusive to Netflix; expand into international markets Subscription revenue model Long-tail business model Broker/reseller model [Value Exchange Map] Customers Subscription Streaming Content License Fees Distribution Rights Content Providers Streaming Content Subscription DVD Postage VP DVD's DVD Delivery % Sales [Apple, Sony, etc.] DVD Content Reach Customers Viewing Behavior Advertising Fees DVD Jackets Ads Original Content % Sales Advertisers Intermediary Parters Right to Sell Streaming Content Content Production Production Companies Growth Strategist
  • 11. Netflix Key Partners Business Model Canvas Key Activities Post office Value Propositions Processing DVD orders Content licensing Flat rate DVD rental via mail Streaming Producing digital content original content Content providers Customer viewing suggestions Technology development Content production companies Licensed content Original content Customer viewing behavior data Knowledge of what content will be popular No late fees unlimited # turns on DVD's per plan DVD order processing costs Channels Content hubs (ex: AppleTV) Website Stream video on a number of devices Broad exposure of ads to customers DVD Customers Streaming Content Customers Customer homepage No commercials Cost Structure DVD mailing fees Customer Segments Self-service via Web All you can stream video Key Resources Technology infrastructure Customer Relationships Advertisers Video game consoles iOS Apps Mail Revenue Streams Content license contracts Cost of producing original content Data equipment, facilities & staff DVD plan subscriptions Streaming plan subscription Advertising fees
  • 12. Groupon is a marketing service that helps businesses attract customers by offering deep discounts on things to eat, see, and do in more than 500 markets worldwide. Groupons leverages collective buying power to guarantee businesses a minimun number of customers. GROUPON General Info Financial Picture (2012) Growth Trajectory Business Model Themes 35+ million subscribers Leader in category Active in 48 countries #851 in Fortune 1000 (2013) Revenue: $2,334.472 Gross Profit: $1,615.532 Operating Income: $98.701 Net Income: $-54.773 Expand goods business; physical warehouses for faster shipping; Groupon Reserve (capacity mgt); POS Apps and merchant services Collective buying model Broker/reseller model Financial intermediary Model [Value Exchange Map] Growth Strategist VP Launch Deals at 50-90% Discount (Usually 50%) Groupon Merchant Consultation (Design Deals) Daily Deal 1 Merchant Value Capture Assumptions Groupon customers will spend above Groupon customers will come back and pay full price Capture 100% of Payment Join Deal Group & Commit Payment Word of mouth referrals will generate new customers 50% of Revenue Customer Intel Merchants Payout Over 3 Months Guaranteed Number of Customers Local Offers Local Offers Else Deal Cancels; No One Charged Deal Activates (Minimum Number of Customers Reached) Groupon More Potential Customers 1 Heavily Discounted Products & Services Local Offers Group of Buyers
  • 13. Groupon Key Partners Key Activities Value Propositions Help businesses attract new customers Sales & marketing Credit card clearing houses Customer Relationships Automated Direct via Web and email Guaranteed # of customers per daily deal Platform & app development POS solution & credit card processing Customer Segments Consumers Direct via Sales & Marketing Team Merchant center Channels Key Resources Groupon Apps & Web platform Mobile Apps Daily deal notifications Small Businesses Discounts of 50%-90% Groupon is guaranteed Cost Structure Technology operations Revenue Streams IT development staff Sales & marketing staff Commissions on sale of daily deals POS & Credit card processing services Reservation system??
  • 14. Spotify Value Exchange Map Royalty fees Distributor / aggregators Subsidized Right to distribute music Large music labels Add users Merlin Network Reach customers Free service Unlimited service Spotify $4.99/month Partners Premium service ISP's Platform Operators Consumer electronics companies mobile operators $9.99/month Targeted exposure (free users) Increase utility value of product or ser vice Revenue from advertising (Free users only) Advertisers Growth Strategist
  • 15. Spotify Key Partners Distributor / aggregators Large music labels Business Model Canvas Key Activities Value Propositions Delivery platform development Content licensing & reporting Huge catalogue of big music & Independent Delivery platform Unlimited download & listen to music off-line Channels Advertisers ISP's Target by location & music genre Customers not hostile to advertisement Cost Structure Premium Mobile Operators Target by demographics Knowledge of customer listening prefs IT infrastructure development Free Social media integration Key Resources Merlin Network Customer Segments Direct via Web Listen to music on any device Analyze customer behaviors Tracking & reporting portal Customer Relationships Consumer electronics companies Platform Operators Revenue Streams Infrastructure maintenance Royalty fees Unlimited subscriptions Premium subscriptions Advertising revenue (free users only)
  • 16. Whole Foods Market Unique Shopping Environment Supplier Partners Custom Ser vices Happy, Friendly and Knowledgeable Staff Customer-centric Attitude Customer Service #1 Grocery Products Producers Elagent/Artistic Stores Produce & other items meticulously displayed Purchases Distributors Coffee Bar, Bakery and Eatery (Large Selection) Eating/Socializing Areas Various Ser vices Specialty Service Providers Purchases Support Fair Trade Certifiers Whole Foods Market Social Responsibility Certifiers Samples Throughout Store Sustainable Practices Certifier Consumers Healthy Lifestyle Shoppers Affluent Social Shoppers Quality Standards & Values Lifestyle Grocery Brand (Customer Pull) Supply Chain Compliance to Standards Growth Strategist In-store Cooking Exhibition & Food Sampling Fresh Juice Bar Other Partners Organic Certifiers Value Exchange Map Grocery Products Purchases Values-based Shoppers
  • 17. Whole Foods Market Key Partners Business Model Canvas Key Activities Value Propositions Delighting customers Producers High quality natural & organic products Store design Distributors Specialty service providers Supply chain management (win-win) Certified quality standards Key Resources Local community support Stores Customer centric culture High quality products (certified) Personal interaction in stores Delightful shopping experience Purchasing Certifying organizations Customer Relationships Channels Adhere to Sustainable practices Customer Segments Healthy Lifestyle Shoppers Affluent Social Shoppers Values-based Shoppers Progressive organizational culture & values Cost Structure Revenue Streams Building out new stores Store operations Store Amenities Outsourced services for stores Stocking Products for stores In-Store purchases Online purchases
  • 18. Get the VEM Icons Trouble downloading files? Contact us at: help@isiworld.org For Apple Users These are the icons and templates as individual image files (.png) that can be used with any software like PowerPoint, Keynote, Word, Excel, etc. http://bit.ly/1lpZ8St These are the OmniGraffle stencils and templates. http://bit.ly/1a7Iy4S For Windows Users These are the icons and templates as individual image files (.png) that can be used with any software like PowerPoint, Keynote, Word, Excel, etc. http://bit.ly/1lpZmJj These are the Visio stencils and templates. http://bit.ly/1nwqDsf All VEM files are licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en_US.