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The Serrano Business Model
What is ?The Serrano Business Model?
really about … ? :
? HyperSynectics.com, 2015 URL: www.slideshare.net/highspirit/the-freemium-model-overview-highlights

Central terms and definitions:
? HyperSynectics.com, 2015
? Core products and services
? Ancillary revenue
? Ancillary products and services
? A-la-carte pricing
? A-la-carte features
? Unbundling

Characteristics of ancillary products &
services ... :
? It does not make sense just buying the ancillary products and
services separately, by themselves.
? Instead, it only makes sense to buy the ancillary products and
services in combination with the ?basic products?

The Serrano Business Model is a ... :
? Business model
? Strategy for selling & marketing services &
products
? Framework for conceptualization of products
and services
? Customer acquisition model

Here it is … !
Model & graphics by HyperSynectics.com

The Serrano Business Model and the principles of
unbundling are already well-known from ... :
? Automation
? Industrialization
? Production streamlining
? Franchising

Bonus effects from using
The Serrano Business Model :
? A clear product differentiation for both value, price & customer
engagement
? Customer segmentation according to Ability to Pay (ATP)
? Customer segmentation according to Willingness to Pay (WTP)
? Price differentiation among customers with heterogenous tastes
and preferences
? Inherent possibilities for up-selling, cross-selling & down selling
? An inherent sales funnel as a basic element of the model

The Serrano Business Model is
especially useful for :
? Products/services in a highly competitive market
?Products/services with an automated production facility
or ?back-end?
? Immaterial products/services - e.g. consulting services
? Products/services sold and marketed via digital self-service
and online-sales
? Visualization of services which seem to be
intangible to the client
?Complex or compound products
?Products/services with a high level of
individual customization options

Best Practice – A very simple example :
Basic product
Add-on #1
Add-on #2
Add-on #4
Add-on #5
Add-on #6
Add-on #3

Best Practice - Example :

When isn?t ?The Serrano Business Model?
working properly ... ?
? When the cost of the customer handling/
the customer service is too expensive, relative
to the ancillary products/services provided
? When the products/services provided
don?t match the special needs, wants
and requirements of the customers

When isn?t ?The Serrano
Business Model? relevant ?
? When you have a ?monolithic?
product which can?t be unbundled
? When you provide truly unique
products/services
Photo from : http://www.forbes.com/2003/11/19/cx_np_1119feat.html

Why are customers happy about
?The Serrano Business Model? - I ?
? A wide range of possibilities for product
customization – both for basis products and
for exclusive products
? The product can be aligned with the customer
preferences, both for wanted ?flavour? and price
? Buy-in for part of the target group to perceive
themselves as ?VIP? or ?Exclusive? customers.
? Opt-in for buying additional/subsequent/relevant
services/features on demand/as needed

? You (only) get what you pay for …
? A wide appeal to ?no-frills? customers
?If you want something extra, you only pay
for the specific ancillary services you want
and need
? Appeal to ?VIP? customers
Why are customers happy about
?The Serrano Business Model? ? I ?

Unbundling … ? – How to … ?
6 Steps to make a
product package by
using ?The Serrano
Business Model?
-Steps

A. Choose one of your
products/ services
B. Choose one of your
target groups for this
specific product

Choose and describe the
most comprehensive
version/ scope/ delivery
of the product/service

Perform a breakdown of the most
comprehensive version of the
product in all of its ?sub-products?/
?sub-steps?/ ?sub-processes?/all its
?ancillary services? *)
*) Continue with the break-down of the
sub-products into smaller sub-products
& ancillary products/services, as long as
it makes sense

Define and identify the smallest/
the most basic sub-product,
which will constitute a basic,
meaningful product/service(?the
basic product?) for the selected
target group

Define all possible, relevant,
meaningful, individual,
ancillary services for the
?basic product?, based on the
break-down of the full
product into its ?subproducts?

Evaluate the possibility of making
?combo packages?. I.e. ?bundles?
of basic products and ancillary
services.

A.) Add a snappy title for naming your
product package.
B.) Add some great photos to your
product package.
C.) Add some great product description to
your product package.
Graphics from : http://farm3.static.flickr.com/2743/4078608218_cd948eb285.jpg

Time for celebration ?
Now you are all set to go !
Go and present your new product
package to the world and your
raving fans ?

More info :
? Books :
- ?The E-Myth Revisited?
by Michael E. Gerber
? Useful Links :
-- https://www.pinterest.com/highspiritdk/business-product-conceptualization/

? Get inspired, look at
some of the best in
their field :
?Ask HyperSynectics :
- We are ready to make The Serrano Business Model
work for your business also :-)
? Web :
-- www.hypersynectics.com
? E-mail:
-- connect@hypersynectics.com
How to make it work for your
company & your products also ?

Questions ?

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