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[PR] Ch6 – Monetization & Ch9 – Metrics image, image, (4) Charging…

- - - - More producers, more value creation
  - - - User Charges
        
        Charging for usage
        
        Charging for production
        
        Charging for access
        
        Charging for consumption
  - - - Razors-and-blades model
        
        E.g: The printer market, Gillette
      - Freemium model
        
        E.g: Dropbox
    - - Pipelines
        
        Deliver value in the
        form of a product or service
        
        E.g: Whirlpool
        
        Home, Kitchen & Laundry Appliances & Products
      - Platform
        
        Designing and building technology
        
        Invite users to join the platform
        
        Charging for the value that created for users
        
        4 broad categories
        
        For consumers: Access to value created on the platform.
        
        For producers or third-party providers: Access to a community or market
        
        For both consumers and producers: Access to tools and services that facilitate interaction
        
        For both consumers and producers: Access to curation mechanisms that enhance the quality of interactions
  - - - E.g: Zvents
        
        14 million visitors every month
        
        the interest of users would quickly evaporate
        
        Charging producers for access
        
        eBay accquired
    - - E.g: Meetup
        
        Charge Restaurants & Bars
        (Fail)
        
        Charge to Advitiesers
        Fail
        
        Charge to Political Organizations
        Fail
        
        Recover by the Deals with Organizers
  - - - charged only when an actual transaction occurs
        
        without hampering the growth of network effects
        
        eg. Upwork / Uber/ Fiverr, Groupon/ Clarity
        
        Challenge as Off Platform, Discount negotiation
    - - Dribbble
        
        design community
        
        LinkedIn
    - - Play with Curatoin
        
        Google/ Yahoo/ Tweeter/ Facebook
  - - - Free Drink or Ladies'Night
    - - Carbon NYC, a platform for multimillionaire residents of New York City.
    - - Skillshare and Indiegogo
    - - Real Estate in Denver and Boston Case
- - - - Growth phase
        
        Maturity phase
  - - - Tracking the percentage of listings lead to
        interactions within a given time period
        
        Interaction
        
        Iliquid situations
    - - Delivering value and stimulating the long-termed growth and success of the platform
        
        Tracing the sales conversion rate
        
        Correlating the interaction percentage for particular users with the long-term rate of activity of those users
        
        Excellent product or service curation
    - - users of platform feel comfortable with the level of risk associated with engaging in interactions
        
        Airbnb
        
        Host and guest review each other
        
        Having photographers certify the accuracy
  - - - Monitor figur
        
        Frequency of producer
        participation、listings created、outcomes achieved
      - Monitor instances of producer fraud
      - Value of producer can be calculated by traditional
        lifetime value (LTV) models
    - - Monitor the frequency
        
        Consumption, searches, rate of conversion to sale
        
        Calculate LTV
  - - - studing the extension by the developers
        
        Microsoft Windows+Applications
        
        Cisco+AXP
        
        Apple Map VS Google Map
    - - Labor
        
        Upwork
      - Data
        
        Thomson Reuters
      - Connection
        
        Skype
  - - - 3 A's test(Eric Ries by Lean startup) :explode:
        
        Actionable
        
        Accessible
        
        Auditable
- - - - E.g: The failed social network-My space
        
        Too confident
        
        Find ways to increase revenue from advertising
        
        No matter how inane or annoying it might be
    - - Avoid charging for value that users previously received for free
      - Avoid reducing access to value that users have become accustomed to receiving
      - Strive to create new, additional value that justifies the charge
      - Consider potential monetization strategies when making your initial platform design choices
- - - - Can Upgrade to Subscription Fees for many courses
        
        Royalties Fees Pay to Teachers
        
        Better Courses Better Revenue