Simply Seven: Seven Ways to Create a Sustainable Internet Business

Hardcover | November 15, 2011

byErik Schlie, Jörg Rheinboldt, Niko Waesche

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Published as part of Palgrave Macmillan's IE Business Publishing Series, Simply Seven is a practical guide to Internet business for students, entrepreneurs and executives. The book presents a practical blueprint created to get entrepreneurs and executives started on finding the right Internet business model for their web site. It is based on the idea that there are seven business building blocks - which form the foundation of all Internet business models. Simply Seven emphasizes constant experimentation in selecting and fine-tuning one's business model and encourages using models outside of the narrow range of today's "hyped" candidates.

Chapter by chapter, the book guides the reader through the lessons learned by the flagship pioneers of each business module: Skype for services, Blizzard Entertainment for subscriptions, Amazon.com for retail, Google for advertising, eBay for commissions and Apple for license sales.

The Simply Seven framework of seven Internet business models was jointly developed by a successful entrepreneur, a technology consultant and a business school professor and is being used by them in their jobs every day. It contains original insight from leading Internet thought leaders and entrepreneurs, including Joe Gebbia of Airbnb, Trip Adler of Scribd, Esther Dyson, Brad Burnham of Union Square Ventures, Mark Gorenberg of Hummer Winblad Venture Partners and Doc Searls.


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From the Publisher

Published as part of Palgrave Macmillan's IE Business Publishing Series, Simply Seven is a practical guide to Internet business for students, entrepreneurs and executives. The book presents a practical blueprint created to get entrepreneurs and executives started on finding the right Internet business model for their web site. It is ba...

ERIK SCHLIE is Associate Dean and Professor of Marketing and General Management at IE Business School in Madrid, one of the world’s leading business schools. Before joining IE Business School, Erik was the first hired member of the founding faculty at ESMT in Berlin, an international business school start-up sponsored by corporate blu...
Format:HardcoverDimensions:208 pages, 9.63 × 6.36 × 0.76 inPublished:November 15, 2011Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230308171

ISBN - 13:9780230308176

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Table of Contents

Acknowledgements
(I) Introduction – The Search for the Perfect Model
Your second priority
Getting started
Simply Seven – That’s it
Business Model Design
The business model hype phases
The making of this book
Stress-testing the Simply Seven
The selection criteria
Initial results: Seven confirmed
Our 21 companies
Retail leads in sales
Many users and rapid growth – the advertising business model
Market valuations – Advertising, again
Margins – The beauty of aggregation
Key financial indicators
(II) The First Business Model – Services Sales
Plain and straightforward
A business model with problems
“Can I skype you?
(III) The Second Business Model - Subscriptions
The heaviest weapon in the arsenal
The rise and fall of AOL
The “Bouncer Effect”
In the “dog house”
The future of clubs
Getting people to subscribe
(IV) The Third Business Model - Retail
Don’t treat online like offline
The million books project
Early death in May 2000
Being good at bricks is not enough
The “long tail” vs. “superstar economics”
Fighting the clutter
The future of the shop is personal
(V) The Fourth Business Model – Commissions
Don't believe your clients are stupid
The beauty of C2C
Listings * ASPs * Conversion Rates = GMV
Fraud
The B2B trap
Beware of the smart client
Reports of the death of the intermediary
(VI) The Fifth Business Model – Advertising
You force it, you lose it
Spam and pushy banners
Search revolution
“The Wisdom of Money”
The death of the newspaper
The sexiness of statistics
Advertising as a service
(VII) The Sixth Business Model – License Sales
You will need all your friends
Intellectual property 300 years after Queen Anne
The indecisive history of computing platforms
Distributed distribution
“Stay hungry. Stay foolish.” - The rebirth of Apple
Platform building best practice
The "Battle of Platforms" in entertainment
Micro license sales – evolution continues
(VIII) The Seventh Business Model – Financial Risk
Making money with money
The mysteriously slow growth of financial services online
George W. Bush wrecks the party
The brave and few
Virtual currencies and coupons – A hotbed for future financial innovation?
(IX) Conclusion – The Free Foundation
You cannot live on love alone
May we proudly present - The 5%/ 95% rule
A web powered by small deeds of heroism
The reciprocal donation economy and innovation
A fairy tale with a GNU
One million lines of code
Three million articles
Donated power for business
Selective pricing
Competing with free
The Facebook dilemma
Learning from mistakes and business model design as a continual exercise