More and more startups are popping up and offering customers new services and products that can save them money. And while their offerings are attractive, they have one shortcoming: They do not capture any value for the company.

Fortunately, there is a strategic model that startups can follow that allows them to focus on service and capture value at the same time – double game. Incorporating double play into a startup process means that a startup understands its current position and then finds ways to capture additional value in the process. In the double game, there is a high degree of dependency within the business areas, which makes it possible to create a virtuoso circle of value capture within a symbiotic relationship. There are three key stages in creating double play: identify the best product your company can offer, identify value points in your company, and monetize that value.

From the freemium business model to the aggregation business model …

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