Nov 2010 presentation to iGAP

Monetisation Strategies and
Revenue Models
Scott Rafer
@rafer || rafer@rafer.net

Sunday, November 21, 2010

Ours is not to reason why,
Just to sell ‘em
what they wanna buy.


Biases and bio

• 18+ years of startups

• Thousands of errors

• Selling prevented
thousands more


Before we even start

• Why make money now?
• Where can you get when you sell, and
where can’t you get?
• How many models can I pick?


Timing is everything
too early and 9/11


What Model Picks You?
Session One

No Revenue Exists in a Vacuum

Your Revenue has a Context

• Increase a Business’s Sales Directly
• Increase a Business’s Potential Sales
• Reduce a Business’s Churn
• Reduce a Business’s or Consumer’s Cost
• Make a Consumer Happy, Safe, Healthy ...


Each others’ Sales Funnels
B2C B2B

Unique

Standard


Strengths required for each task

Revenue SWOT (exercise)


Taking Attention and Money
from Customers
Session 2


Quickie Case Studies


On time, but ...

Customers too strong

No longer early

What evidence do you have of
being on time/early?
Mini-exercise


Decomposing the Funnels

What part of the overall funnel
are you suited for?

• Sales leads are normally the problem
• Selling it once
• Selling subscriptions
• Being a middleman


Pricing the stuff

• A great reason to sell immediately
• ROI Value vs. Cost-plus
• How many prices is too many?


Taking Data from One Place
and Money from Another*
Session 3

*Plus a Big Money Bonus


Not Just Advertising


More Quickie Case Studies


Perfectly timing Bitly

Just-right two step

Trafﬁc, stuck & lucky

Fatally early

Too early to tell:
Klout & PercentMobile
Mini-exercise


This is just a start


Advertising


Performance
and shifting risk
Cost per Thousand, per Click,
per Lead, per Action ....


What scale is meaningful?

Targeting data
No magic bullet,
need to sell ﬁrst


Funnel similarities

Ad units
Custom vs. Standard


Where do you ﬁt? In which
funnel and how directly do you
touch the end user?
Exercise


Bonus! Network Effect

• Sell to create a unique network of
customers
• Link those customers in a way incumbents
don’t have permission to


Nov 2010 presentation to iGAP

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