Chalmers Sweden-Berkeley Summer Program 2013
Instructor: Professor Amy Shuen
Course venue: UC Berkeley campus
Field trip: 6/19 Wednesday evening 5:30-9:30pm, Companies: Crowdflower, Mycrowd, etc.
Event location: Rocket Space, 181 Fremont St, San Francisco CA 94105 www.rocket-space.com
Office Hours: By appointment
This workshop introduces you to the economics and business models of successful Web 2.0 companies.
Key Themes and Company Examples Required Reading and Discussion Questions
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Theme: Users Create Value Web 2.0 Business Model Analysis Monetization of Crowdsourcing
Companies & Business Models Analyzed: Flickr Threadless Kiva Kickstarter Explain the following terms: A. UGC-Users Generated Content B. Crowdsourcing C. Crowdfunding D. Monetization & Value Capture |
Book Preface and Chapter 1: 1.What is the Web 2.0 cash flow curve and why is it positive? 2.What are 5 online web-based revenue models and examples? 3.Who designs Threadless T-shirts and why? How does this compare to a traditional retailer or manufactured product company? 4. Is Threadless profitable and how do you analyze its profitability? 5. What role does the internet play in Kiva’s success and who does Kiva match together on the web and why? 6. What are the steps in the process of making a $25 loan to a Kiva “entrepreneur” and how is repayment collected and returned? 7. What is the investment risk, what are your criteria for selecting an entrepreneur? 8. What are three key differences between Kickstarter crowdfunding and traditional bootstrapping, venture or angel startup funding? 9. What are some of the key problems or challenges that Kickstarter-funded projects have encountered? 10. What are ways to apply these concepts to your summer project? |
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Theme: 5 Network Effects Strategies and Industry Disruption/Transformation 2-sided Market Analysis
Companies & Business Models Analyzed: Google and PlentyofFish Apple i-Pod, iTunes, iPhone, iPad Mint.com and RPU analysis Skillshare and the MVP 1-2pm Explain the following terms: A. Freemium & 2-sided markets B. Positive & negative network effects C. Externalities & public goods D. Business Model Map E. RPU Analysis E. Minimum viable product
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Book Chapter 2 and Chapter 5 1. How does Adwords and Adsense monetize the longtail of paid search keywords? 2. Why do online web-enabled networks “multiply” customers and user value compared to traditional physical goods value-added benefits? What’s different about the economics of “digital stone soup” from the traditional stone soup? 3. How does Adwords and Adsense bring revenues to both Google & small one-man businesses like PlentyofFish? What % go to Google and what % to PlentyofFish? 4. How did Apple disrupt the digital music, smartphone and laptop industries? Fill in Apple’s business model map for digital music. 5. Fill in Android & Google’s business model map in Smartphones 6. How did Mint.com make money? How do you calculate RPU for a free service? 7. How does Skillshare’s CEO start a company for under $5k. What is a minimum viable product? 8. Come up with three Skillshare topics you could teach to your fellow Chalmers students or friends. Look at the current popular Skillshare topics for ideas. 9. What are the three biggest customer problems that your project company faces with its current value proposition? Are any of them solvable with Web 2.0
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