Archive for May, 2011

I joined the EmpireAvenue site three weeks ago because, after reading an interesting article (Serious Play: The Business of Social Currency about the EmpireAvenuein Harvard Business Review,) I became curious as to how this challenging, innovative service works. What I read in the article and saw at the site caused me to start thinking about the EmpireAvenue business model and the possible advantages of combining that model into a company’s business model.
The EmpireAvenue offer platform gives members the opportunity to trade shares with other participants. Shares are used as social currency and each participant (individual, company, or institution) is a partner who gives information to EmpireAvenue information about his/her/its activities on various social media. The frequency of activities on a participant’s social media are measured and calculated and then expressed as the value of one’s shares. Thus, the basis for one’s social currency depends to a great degree on the quantity of a participant’s activities. That is the “real “ virtual value because measuring quality of content is virtually impossible. Therefore, one’s “value” is largely determined by a participant’s followers, friends, and partners on his/her/its social networks.

EmpireAvenue enables members  to see how active and how influential a participant is in the virtual world of social media, and it was an interesting experiment to see how much impact I supposedly have. In addition, companies may want to combine the EmpireAvenue or similar business models into their own business models because by doing so they can get information about influential individuals and other companies or institutions. That information gives them an opportunity to collaborate with important participants. Thus, EmpireAvenue can be great tool for businesses and for high-value players who could sway a company’s significant customers.

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Quechua is a French brand, founded in 1997 at the foot of the Mont Blanc. The Quechua brand is oriented towards the hiking, mountaineering, climbing, raid-trail and Nordic walking markets. It held 5th place among outdoor equipment manufacturers worldwide (by turnover) in 2007 and it has not stopped climbing the ladder of the world manufacturers.
The Quechua business model is built on a unique value proposition which includes the most suitable prices for customers, attractive innovations, and eco-friendly products. Its specialized staff has created a variety of value propositions with some technical design partners. Two such partners are The Institute for Training and Research on Mountain Medicine (IFREMMONT) and proMONT-BLANC, an international nongovernmental organization. Quechua combines with Institute for Training and Research on Mountain Medicine for many aspects of scientific research while it combines with proMONT-BLANC in a partnership on environmental issues. Quechua also combines business models by using prominent athletes as technical partners/advisors..
The Quechua value proposition is oriented towards the best bargain hunters, mainly middle class customers who represent the biggest segment of the population interested in outdoor activities. Its customers want the highest quality at the most reasonable price.
Quechua differs from the competition by virtue of its technical & design innovations and its inexpensive, eco-friendly products, thereby making the pleasure of hiking available to all!
Business Model Canvas, Osterwalder, Pigneur & al. 2010, CC BY-SA 3.0.
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