An Ideation Exercise

One generative exercise for any CPG company to explore growing market
share is hold a session where a team role-plays a wide array of alternative
revenue models for a particular brand.
As far as the ground rules for this ideation session, any ideas should be
welcomedand the cultural antibodies of HOW WE HAVE ALWAYS DONE
THINGS need to be silenced. This session will not only challenge your existing
model and inspire new, profitable thinking, but will also unlock new avenues
of growth the existing paradigm of doing business usually will not allow
considering.
We know what youre thinking: our whole business is built around creating
products and distributing them in certain channels by set, predictable
methods. Dont worry. The feasibility of enacting one or more of these new
growth areas can be vetted rigorously after the session. This workshop is for
creating and surfeiting desirability.
Here are the eight revenue models to explore:

1.
2.
3.
4.
5.
6.
7.
8.

Unit Sales
Ad Fees
Franchise Fees
Utility Fees
Subscription Fees
Transaction Fees
Professional Fees
License Fees

Each of the eight models offers a multitude of ways to create sales or fees.
Even thinking about your current model, take Unit Sales for example, with
uninhibited gusto can lead you to discover new ways to drive sales, such as
selling in different channels, creating a premium niche, displaying in different
categories or departments, etc.
Once you have all of the output of the revenue model innovation exercise,
your team can discern the most probable means to augment your existing
revenue model. Whether the session yields a dramatic breakthrough or
simply incremental growth that increases sales and brand value, this exercise
is a worthwhile and cost-effective method of realizing more value within your
current portfolio.