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The Business Model Journey
Unbundling Searcus, creating Hoosh
Inventor & entrepreneur
The journey begins
Search Marketing
Building Relationships
Creating results
A bundled business
SEO & SEM
Local Search
People
Search Intelligence
Trying to do everything!
Deliver consulting
Innovate new products
Building Technology
Breaking things up!
Consulting
Technology
On pause: People & Local
Why I had to unbundle?
Employee profiles
Minimize risk

Channel conflicts
Attracting investors
The business model journey
2013

Dedicated Search Marketing Agency

2013

100% scalable marketing intelligence

2012

Busi...
Adding Searcus to Canvas
The Business Model Canvas: Searcus
Key partners

Key activities
Optimize use of
marketing
budgets.

External
freelance
exp...
Competitive Intelligence
&
Market Research
12
Based on

BIG DATA
From

Google!
13
20 million new lines in
our database every day
Just passed..
2.000.000.000
14
We believe that online
visibility is a strong
indicator for general
market position.
15
Especially if you expect to
be in business also in 4-5
years from now!
16
We help you better
understand your online
business landscape!
17
Adding Hoosh to Canvas
The Business Model Canvas: Hoosh
Key partners

Data
providers
Developers

Key activities

Platform &
feature
development

...
What was then one
company with 18
employees is now two
companies with 32
employees!
21
HOOSH Technology SA
Viale Cassarate 6
6900 Lugano
Switzerland
www.hoosh.com
The Business Model Journey. Unbundling Searcus, creating Hoosh.
The Business Model Journey. Unbundling Searcus, creating Hoosh.
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The Business Model Journey. Unbundling Searcus, creating Hoosh.

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This presentation was presented at USI Lugano (alumni association) October 2013. http://www.alumni.usi.ch/en/eventi/eventi-prossimi/business-model.htm

The overall scope of the day was to talk about business model generation using the methodology - Business Model Canvas - http://www.businessmodelgeneration.com

As case for my presentation I used the process of unbundling Hoosh Technology (www.hoosh.com) as a company from SearcusGroup. (www.searcusgroup.com)

Searcus is a consulting company with its core competences in search marketing. An internal project connected to competitive intelligence was born in 2010. During 2011 the project grew much bigger than planned and action needed to be taken. There were different options. Close down projects, sell projects or unbundle it from Searcus and create a new company. I chose to latter and Hoosh Technology was born in 2012.

I have tried to add both Searcus and Hoosh to the business model canvas.

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The Business Model Journey. Unbundling Searcus, creating Hoosh.

  1. 1. The Business Model Journey Unbundling Searcus, creating Hoosh
  2. 2. Inventor & entrepreneur
  3. 3. The journey begins Search Marketing Building Relationships Creating results
  4. 4. A bundled business SEO & SEM Local Search People Search Intelligence
  5. 5. Trying to do everything! Deliver consulting Innovate new products Building Technology
  6. 6. Breaking things up! Consulting Technology On pause: People & Local
  7. 7. Why I had to unbundle? Employee profiles Minimize risk Channel conflicts Attracting investors
  8. 8. The business model journey 2013 Dedicated Search Marketing Agency 2013 100% scalable marketing intelligence 2012 Business is Unbundled and Hoosh is Born 2011 Data Driven Consulting - Some scalability 2010 - late Some data – Hourly rates – No scalability 2010 No data – Hourly rates – No scalability
  9. 9. Adding Searcus to Canvas
  10. 10. The Business Model Canvas: Searcus Key partners Key activities Optimize use of marketing budgets. External freelance experts Create growth for our clients. Key resources Value proposition Customer segments Customer relationships Get more clients. Key account management Sell more. Online oriented business Channels People. Sales force Methodology & experience Word of mouth Revenue streams Cost structure People Technologies Ad hoc consulting assignments Monthly retainer
  11. 11. Competitive Intelligence & Market Research 12
  12. 12. Based on BIG DATA From Google! 13
  13. 13. 20 million new lines in our database every day Just passed.. 2.000.000.000 14
  14. 14. We believe that online visibility is a strong indicator for general market position. 15
  15. 15. Especially if you expect to be in business also in 4-5 years from now! 16
  16. 16. We help you better understand your online business landscape! 17
  17. 17. Adding Hoosh to Canvas
  18. 18. The Business Model Canvas: Hoosh Key partners Data providers Developers Key activities Platform & feature development Value proposition Customer segments Customer relationships Make more and better pitches. Win more deals. Key Account Management Agencies Personal assistance Self-service Channels Key resources University and Research Institutes Data Human Resources Data sources Online sales Benchmark your online business performance. Know your competitors. Sales force Partner technologies Partner Agencies Revenue streams Cost structure People Online oriented business Sales & marketing Subscription fees Usage fee
  19. 19. What was then one company with 18 employees is now two companies with 32 employees! 21
  20. 20. HOOSH Technology SA Viale Cassarate 6 6900 Lugano Switzerland www.hoosh.com

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