2.

eCommerce Business
Models and Concepts
Intro To Axure
Tutorial 2
DanielleThornhill 10/09/2015

CreatingaButton
DragandDropaButtonShape Dragthebuttonshapewidgetfrom
the"Widgets"paneanddropitontothedesignarea
EditTextto"NextPage Withthebuttonshapewidgetselected,
type"NextPage"toeditthetextonthewidget.
SetFillColour toBlue Withthebuttonshapeselected,chooseablue
color usingthe"FillColor"buttonintheToolbar.

AddingaLink

ArrangepagesintheSitemap

Click"CreateLink... Withthebuttonshapewidgetselected,click
the"CreateLink..."optioninthe"Interactions"tabofthe"Widget
InteractionsandNotes"pane.

Drag"Page3"Up Clickanddrag"Page3"slightlyaboveandtothe
rightof"Page2".

SelectPage1 Inthelinkpropertiesdialog,selectPage1.
ClickPreview Clickthe"Preview"buttoninthetoolbarandtestyour
link.

RightClicktoDelete"Page2 SelectPage2intheSitemapandthen
rightclickandselect"Delete".
AddaNewPage Select"Page3"andrightclick.Select"Add>Child
Page".
RenamePages Rename"NewPage1"to"LastPage".

ShowtheGridandcreateGuides

AddaSinglePageGuide

Openthelastpage DoubleclickLastpage
Togglethegrid rightclickthedesignareaandselectGridand
Guides>ShowGrid
CreateGuides rightclickonthedesignareaandselectGridand
Guides>CreateGuides
Selectpreset selectthe960Grid:12Columnoption
Clickok

DragaPageGuidefromtheRuler Clickanddragfromthetopruler
ontothedesignareatocreateapageguideatY:35.Holdingthe
[Ctrl]keywhiledraggingwouldmakeitaglobalguide.
DragandDropanImageWidget Draganimagewidgetfromthe
"Widgets"paneanddropitwhentheleftedgesnapstotheguideat
X:90andthetopedgesnapstotheguideatY:35.
ResizetheWidget Clickanddragtheresizehandleontherightside
oftheimagetosnapittotheguideatX:230.

Centrethepage

ChangetheBackgroundcolour

SelectthePageStyleTab Selectthe"PageStyle"tabinthe"Page
Properties"pane.

OpenPageStyleEditor ClickthePageStyleEditorbuttontomake
formattingchangestoallyourpages

Center AlignthePage SelecttheCenter Alignbuttonsothepagewill

becentered inthegeneratedoutput.

SelecttheColour InthePageStyleEditor,selectabackground
colour.
ClickOK

1.ClassgroupDiscussion(34students)
eCommerce Business
Models and Concepts

Selectanecommercecompany.VisititsWebsiteanddescribeits
businessmodelbasedontheinformationyoufindthere.
Identifyitscustomervalueproposition,itsrevenuemodel,the
marketspace itoperatesin,whoitsmaincompetitorsare,any
comparativeadvantagesyoubelievethecompanypossessesand
whatitsmarketstrategyappearstobe.
Alsotrytolocateinformationaboutthecompanysmanagement
teamandorganizationalstructure.(Checkforapagelabeled the
Company,AboutUs,orsomethingsimilar).

Review questions

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2.ClassgroupDiscussion(34students)

1.Whatisabusinessmodel?
Howdoesitdifferfromabusinessplan?

VisiteBayandlookatthemaintypesofauctionsavailable.
Ifyouwereconsideringestablishingarivalspecializedonlineauction
business,whatarethetopthreemarketopportunitiesyouwould
pursue,basedonthegoodsandauctioncommunityinevidenceat
eBay.
Prepareapresentationtosupportyouranalysisandapproach.

Abusinessmodelisasetofplannedactivities
(businessprocesses)thataredesignedtoresult
inaprofitinthemarketplace.
Abusinessplanontheotherhand,isa
documentthatoutlinesthedetailsofabusiness
model.

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2.Whataretheeightkeycomponentsofaneffectivebusiness
model?

valueproposition
revenuemodel
marketopportunityforthefirm(themarketspaceandhowbigitis)
competitiveenvironmentforthefirm
(whothecompetitorsareinthemarketspace)
competitiveadvantagethefirmbringstothemarketspace(the
uniquequalitiesthatsetthefirmapartfromothersinthe
marketspace)
marketstrategythefirmwillusetopromoteitsproductsand
services
organizationaldevelopmentofthefirmthatwillenableittocarry
outitsbusinessplan
capabilitiesofthemanagementteamtoguidethefirminits
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endeavors

4.Describethefiveprimaryrevenuemodelsused
byecommercefirms.
Advertisingrevenuemodel
derivesitsprofitbydisplayingpaidadvertisementsonaWebsite.Thegoalistoconvince
advertisersthatthesitehastheabilitytoattractasizeableviewership,oraviewershipthat
meetsamarketingnichesoughtbytheadvertiser.
Subscriptionrevenuemodel
offerusersaccesstosomeoralloftheircontentorservicesforasubscriptionfee.
Transactionfeerevenuemodel
FirmsthatuseTFRmodelderiveprofitfromenablingorexecutingtransaction,i.e.
transactionfeesarepaidtoeBaywhenasellerissuccessfulinauctioningoffaproduct,and
E*Tradereceivesatransactionfeewhenitexecutesastocktransactionforacustomer.
Salerevenuemodel
Companiesdrawprofitdirectlyfromthesaleofgoods,information,orservicesto
consumers.
ffiliate revenuemodel
Sitesreceivereferralfeesorapercentageoftherevenuefromanysalesthatresultfrom
steeringbusinesstotheaffiliate.
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3.WouldyousaythatAmazonandeBayare
directorindirectcompetitors?
(YoumayhavetovisittheWebsitestoanswer.)

AmazonandeBayaredirectcompetitorsbecausetheysell
productsandservicesthatareverysimilar,andtheyselltothe
samemarketsegment.
Theybothsellbooks,music,computersandsoftware,games
andtoys,electronics,tools,moviesandDVDs,andcamping
equipment.
eBayhasaconsumertoconsumerbusinessmodelwhile
Amazonhasabusinesstoconsumerbusinessmodel.
EventhougheBaysellsnew,overstocked,remaindered,and
usedproductsatdiscountedprices,thetwocompetefor
essentiallythesamemarketsegmentofconsumers.
eBaymayattractthebargainhuntervarietyofshopperwho
wouldnotstopatAmazonfirst,butitisstillessentiallythe
samemarketsegment.
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5.Besidesnewsandarticles,whatotherformsofinformation
orcontentdocontentprovidersoffer?
Besidesnewsandarticles,
contentprovidersmayalsosupply

music,
photos,
video,
artwork,
educationalmaterials,or
games.

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6.Whatisareverseauction?What

7.Whataresomebusinessmodelsseenin

companyisanexampleofthistypeof
business?

theC2CandP2Pecommerceareas?

Areverseauctionisoneinwhichaconsumeroffersto
payacertainpriceforaproductorserviceandthebidis
eitheracceptedornot.
Thepremierexample ofthistypeofbusinessisPriceline,
inwhichtheconsumermakesanofferforairlinetickets,
hotelrooms,carrentals,andothertravel
accommodations.

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8.Whatarefourgenericbusinessstrategies

forachievingaprofitablebusiness?
Differentiation involvessettingyourfirmorproductapartfrom
thecompetitionbyestablishingsomeuniquepropertyor
consumptionexperiencethatyourcompetitorsdonothave.
Afirmthatadoptsacost strategymusthaveauniquesetof
businessprocesses,auniqueresource,oralowcostsupplier.It
isessentialthatotherfirmsinthemarketplacedonothave
accessto,orcannotduplicate,thissinceitwillallowthemto
chargealowerpricewhilestillmakingaprofit.
Ascope strategysetsouttocompeteinallmarketsaroundthe
globe,ratherthanjustlocallyorregionally.
Afocus strategyontheotherhand,isaplantocompetewithin
anarrowmarketsegmentorproductsegment.Specialization
strategistsseektobecomethepremierproviderinasmall 19
marketsegmentorniche.

ThemostcommonbusinessmodelseeninC2Ccommerce
isamarketcreator,whichhelpsconsumersorbusinesses
toconnectwithotherconsumers.
P2Pbusinessesaregenerallycontentprovidersthatlink
userssothattheycansharefilesandcomputerresources
withouthavingtogothroughacommonserver.

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