When a company is introduced in a real way in the new business models, it usually ignores the income statement, leveraging itself on the image and without taking advantage of the opportunity to develop new income models for the entity. The income statement of these new models has 4 differentiated axes that would be
1.- Efficiency. Derived from improvements in current systems and models. Cost savings, process efficiency, platform decommissioning, ..
| If the project consists exclusively of an efficiency model, there is a risk of generating a process reengineering initiative to reduce costs. Being useful and of value for the company, it does not respond to a new business model but is framed within the entity's efficiency plans. |
2.- Efficiency in corporate image expenses. Advertising, collaborations with third parties, savings on sponsorships or patronage (substituting economic investments for delivery of assets), lead generation, creation of new customer journeys for recruitment, online brand positioning (SEO), recruitment on social networks,...
| The greatest risk in this aspect, if the four axes are not considered, is to generate an incremental and disorderly digital development model. Examples of this risk are the creation of a large number of mobile applications, development of web pages with unconnected forms or without the transfer of user data in an orderly manner, negative impact on reputation on social networks,... |
3.- Exploitation of the model. Each new model has its own revenue model. Service commissions, subscriptions, content or service syndication, partnerships, payment for use, third-party advertising, positioning services, are some examples of possible income
| The support of the legal, regulatory and compliance departments, being essential in all cases, in this case with a password, since a detailed analysis of the income models must be carried out so as not to generate conflicts with the corporate purpose of the parent company. Large companies often have subsidiaries where these revenue models are more appropriately located, or, if the size of the company is smaller, joint ventures can be established with related suppliers. |
4.- Intermediation of matrix services. The parent company, in addition to benefiting from the benefits generated by the new model for aspects 1 and 2 (efficiency and positioning), generates new income. The new business model has an additional benefit thanks to the support of the brand and its client portfolio that allows it to both test the model and generate income in a sustainable way.
These axes, in order to carry out an economic model, it is convenient to separate them, since the counterpart of efficiency is cost savings and that of income is the growth of the platform (new developments, operations, etc.)
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