3. We help corporates
innovate like startups.
www.boardofinnovation.com
@boardofinno
Training.
Bootcamps.
...
@nickdemey
Enjoy the presentation!
All feedback is welcome.
7. First understand why people
put their money on the table.
Only then explore how you can
capture that value with a
strong business model.
8. . Like a Boss
. Be part of a Mob
. Mystery & Thrills
. “I own this Sh*t”
. Collection Completion
. Keeping secrets
. Harder, better, Faster!
. the VIP-treatment
. Push the buttons
. Just like me
. Serve me
. The clock is ticking
. Reduce guilt/ fairness
. Mine is bigger
. Show me the numbers
. Call me maybe?
. Fear of missing out
What is missing?
tip us @boardofinno or @nickdemey
17 Why people pull
out their wallet:reasons
9. People want to look professional.
cc flickr Thompson C
Let’s start with the
first technique
Like a Boss
10. People want to look professional.
Example: Chocolat App
If you don’t pay $49 the
font of this Mac text editor
will change to Comic Sans.
The horror.
Know a better example? - tip us @boardofinno or @nickdemey
11. People want to look professional.
Example: Windows Vista
You don’t want to be that manager/sales lady/... who
opens up “Home Basic” in a meeting, right?
vs
Know a better example? - tip us @boardofinno or @nickdemey
12. People want to look professional.
Example: Slideshare.net
The only reason why we
pay Slideshare $190/year
is that our decks wouldn’t
look like this...
ADS
Know a better example? - tip us @boardofinno or @nickdemey
13. People want to look professional.
Example: Slideshare.net
The only reason why we
pay Slideshare $190/year
is that our decks wouldn’t
look like this...
< but like this.
Know a better example? - tip us @boardofinno or @nickdemey
14. People want to look professional.
Example: Flickr.com
Some people pay $25/y
just to have the PRO badge.
and so on...
you get the message.
Know a better example? - tip us @boardofinno or @nickdemey
15. People want to belong to a group, something bigger.
cc flickr Natural-Heart
Be part of a Mob
16. People want to belong to a group, something bigger.
Example:
Founderscard.com
A €495 membership to get
access to exclusive perks
for entrepreneurs.
You have to know
someone (referral code) to
get access. #smart
Know a better example? - tip us @boardofinno or @nickdemey
17. People want to belong to a group, something bigger.
Example: App.net
Would you pay to use
Twitter? Some do! App.net
offers a paid alternative.
But on twitter you’re a
user, here you’re a
member, starting at $5/m.
You share a common goal:
open ad-free social network
Know a better example? - tip us @boardofinno or @nickdemey
18. People want to belong to a group, something bigger.
Example: Kickstarter.com
You’re not a user, member
but a backer on kickstarter.
You pay (donate) money to
become part of a
movement.
For some the actual
product is optional. Being
part of the process is more
important.
Know a better example? - tip us @boardofinno or @nickdemey
19. More inspiration & tips?
Download all slides as PDF
@boardofinno @nickdemey
PDF
20. To experience and discover new things
cc flickr dominiqueb
Mystery & Thrills
21. To experience and discover new things
c - yanidel.com
Example: Zynga Farmville
What’s in the box? To
discover the contents
gamers could
spam 10 friends or
pay 20 Farm Coins
($10 = 55 Farm coins)
This is one of the most
lucrative ‘gambling’
techniques used in Free-
to-play games these days.
Know a better example? - tip us @boardofinno or @nickdemey
22. To experience and discover new things
Example: Carrot Todo app
This paid iOS app ($0.99)
has an attitude. It might
get mad at you, tease you,
and so on...
Very smart tactic to
differentiate the app from
the thousands of other
Todo apps.
Many in-app purchases are
available.
Know a better example? - tip us @boardofinno or @nickdemey
24. People hate to lose things.
Example: Pinboard.in
Yahoo decide to close
down the free service
Delicious.
Pinboard quickly launched
a paid alternative to save
your bookmarks.
10$ - one time fee
Know a better example? - tip us @boardofinno or @nickdemey
25. Example: Gmail.com
When Gmail is full, you
don’t won’t to sort out
thousands of mails to see
what can be deleted. You
just pay.
Starting at 5$/y for 20Gig
People hate to lose things.
Know a better example? - tip us @boardofinno or @nickdemey
27. cc flickr Natural-Heart
People love to complete a set when possible
Example: Fontshop.com
You might have enough
with 3 fonts version. (italic,
bold,...) but when there are
16 variations in total some
people will just buy them all.
Just to be sure and for the
sake of completeness.
Know a better example? - tip us @boardofinno or @nickdemey
28. cc flickr Natural-Heart
People love to complete a set when possible
Know a better example? - tip us @boardofinno or @nickdemey
Example: Humble Bundle
The pay-what-you-want
model is already smart but
in order to have all 9
games, the full package,
you have to pay more than
average.
An easy nudge to put more
money on the table.
30. cc flickr verbeeldingskr8
Able to control privacy
Example: Livestream.com
Remove your videos from
the public stream or the
ability to set a password
are Premium features.
$333/month.
Know a better example? - tip us @boardofinno or @nickdemey
31. cc flickr verbeeldingskr8
Able to control privacy
Example: Godaddy.com
Cheap domain names are
nice but if you want to
keep your registration info
private you pay extra on
top.
$9.90/y (without discount)
Know a better example? - tip us @boardofinno or @nickdemey
32. To speed things up
cc flickr scubabrett22
Harder, better, Faster!
33. To speed things up
cc flickr scubabrett22
Example: Rapidshare.com
This file sharing services
limits the download speed
of free users. Parallel
downloads are also only
available for paid users.
€8.33/m
Know a better example? - tip us @boardofinno or @nickdemey
34. To speed things up
cc flickr scubabrett22
Example: Evernote
The files stored by
Premium members are
processed faster than free
members.
For €40/year people can
go Premium.
Know a better example? - tip us @boardofinno or @nickdemey
35. Let people be first/ focus on exclusivity
cc flickr dcmetrobloggerKnow a better example? - tip us @boardofinno or @nickdemey
the VIP-treatment
36. Let people be first/ focus on exclusivity
Example: Steam
Some gamers pay to play
unfinished games solely
for the right to experience
the game first.
Do note: It’s not a pre-sale.
Know a better example? - tip us @boardofinno or @nickdemey
37. Let people be first/ focus on exclusivity
Example: Plex Media App
A subscription on the plex
pass (starting €3.99/m)
gives users early access to
new features.
To iOS app itself costs
already $4.99.
Know a better example? - tip us @boardofinno or @nickdemey
39. Give users the right to tweak/ control
Example: Yammer.com
In order to manage a large
user base or to change
specific settings many
services provide premium
paid features for admins.
Yammer: 3$/user/month
40. Give users the right to tweak/ control
Example: Appmakr.com
This app iphone builder
offers Premium users the
ability to add custom lines
of codes and to tweak the
HTML.
$79/app/month
41. . Like a Boss
. Be part of a Mob
. Mystery & Thrills
. “I own this Sh*t”
. Collection Completion
. Keeping secrets
. Harder, better, Faster!
. the VIP-treatment
. Push the buttons
. Just like me
. Serve me
. The clock is ticking
. Reduce guilt/ fairness
. Mine is bigger
. Show me the numbers
. Call me maybe?
. Fear of missing out
What is missing?
tip us @boardofinno or @nickdemey
17
You are halfway!reasons
43. Let user personalize their experience
Example: Wetransfer.com
This file transfer service
offers numerous options
to personalize the
branding & experience.
Know a better example? - tip us @boardofinno or @nickdemey
44. Let user personalize their experience
Example: Windows 7
As a bad example,
Windows 7 Starter edition
(the cheapest version)
didn’t allow customers to
change the desktop
background.
A bad decision that created
a lot of frustration.
Know a better example? - tip us @boardofinno or @nickdemey
46. People will always pay for convenience
Example: Shoeboxed.com
This app takes away the
hassle to keep track of
receipts & expenses. You
take a picture, the
scanning services does the
rest.
Starting at $9.95/m
Know a better example? - tip us @boardofinno or @nickdemey
47. People will always pay for convenience
Example: useSold.com
A newcomer in the field of
e-commerce. Just take a
photo of an item you want
to sell. They do the rest
(from price setting to
shipment).
They take a (secret)
margin on top of your
payout.
Know a better example? - tip us @boardofinno or @nickdemey
49. Add enough time pressure
Example:
Business Model Hub
The faster you joined this
online writing community
the lower entry ticket was.
The fee started at $24 and
rose gradually to $243.
Know a better example? - tip us @boardofinno or @nickdemey
50. Add enough time pressure
Example: iBood.com
One of the easiest tricks of
the book. Deals or
offerings that are limited
in time. iBood has 1 offer
available per day.
Take it or leave it.
Know a better example? - tip us @boardofinno or @nickdemey
51. People want to limit negative feelings.
Reduce guilt/ fairness
52. People want to limit negative feelings.
cc flickr kenstein
Example: Godaddy.com
When buying domain
names (or other impulsive
products) people might
feel guilty. To reduce this
‘negative‘ feeling you could
link your product to
charity.
The “round up” approach is a
nice way to tackle this.
53. People want to limit negative feelings.
cc flickr kenstein
Example: iTunes
Many people still buy
music because it “feels
right”. They don’t think it’s
fair to download music via
torrents.
For some products it helps to
emphasize that “you did the
right thing.”
55. cc flickr gioxxswall
Some (men) like to brag or show off.
Example: I am Rich app
Remember this extreme
case? Several people
actually paid $999.99 to
have an app that does
nothing more than
showing a red diamond,
just to show off.
56. cc flickr gioxxswall
Some (men) like to brag or show off.
Example: ARGirl
There should be an app
category: “show off at
parties”. Many small paid
apps have only one goal.
Trying to impress friends
with the next (paid)
gimmick.
57. People like to get insights
cc flickr seenoevil
Show me the numbers
58. People like to get insights
Example: Polar app
While this health tracking
app is free you have to pay
to have a better
understanding of the
figures.
$5 for 5min status check.
Know a better example? - tip us @boardofinno or @nickdemey
59. People like to get insights
Example: Runkeeper Elite
You can track your
workouts with Runkeeper
but to get detailed insights
in your performance you
have to upgrade.
$19,99/year
Know a better example? - tip us @boardofinno or @nickdemey
61. Let people communicate/ connect
Example: SinglesAroundMe
This app scans your
neighborhood for matches.
But the number of messages
you can send is limited.
Paid in-app upgrades are
available to continue the
conversation.
Up to $19.99 per package.
62. Let people communicate/ connect
Example: Facebook.com
Facebook is experimenting
with paid conversations (if
you want to message
strangers).
$1 to reach the inbox
63. People want to get notified
c - yanidel.com
Fear of missing out
64. People want to get notified
c - yanidel.com
Example: unfollowed.me
Would you pay $4.99 to
get notified when people
unfollow you on twitter?
This paid service believes
you will!
Know a better example? - tip us @boardofinno or @nickdemey
65. People want to get notified
c - yanidel.com
Example: Netvibes.com
This social media
monitoring services has
premium alert features to
get notifications & alerts.
The service ain’t cheap:
$499/month
Know a better example? - tip us @boardofinno or @nickdemey
66. People want to get notified
c - yanidel.com
Example: TomTom GPS
An expensive in-app
purchase of €29.90 to
have access to 1 year of
traffic alerts.
This update is the #1 paid
feature for this app (on top
of the 1 time €89.99 fee to
install the car nav app).
Know a better example? - tip us @boardofinno or @nickdemey
