There is a subliminal idea that only the big winners (amazon, apple, facebook, google,...) have been able to monetize their investment in technology and their new business model. The process of transformation and its monetization is possible, as long as it is considered as a business model and not as a merely technological issue.
For this, it is necessary to take into account the various lines of savings/income that the process may have for the organization and combine them appropriately over time.
- Efficiency. Reduced costs due to improved technology, processes, or regulatory or compliance improvements
- Marketing and Advertising. Advertising spaces of different order (sponsor, positioning, offers,...) and promotion to attract new or existing customers.
- Direct and Indirect Financial Income. Derived from the margin that we induce to the traditional business, or customer acquisition, generating new sales and receiving the commission like any other agent.
- Digital services and commissions. The new business models may have their ability to sell the service: customer maintenance, payment for use, license, internal positioning, recruitment tools, sale of complementary digital services, etc.
An ideal scenario is one in which these lines are balanced over time so that each initiative that makes up the plan is sustainable and has organic growth with a scalability of resources in line with said growth, generating cost savings as said growth occurs. produces.
All these plans are developed over a minimum of 3 years. So the income statement is the result of the sum of costs and income for the 3 years.
The first year is that of creation, communication to the market, defining new relationship models, etc. The second year the break-even point is reached, aided, if applicable, by the cost savings generated as a result of the same business. The third year may have some residual efficiency to apply but it must be the year of consolidation of the new business model.
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