Who pays? A key question for reinventing the innovation business model

"Who pays" is a central question when rethinking a business model for a product or service offering.

In most cases, this question is limited to determining the selling or subscription price. In some cases, a "free" service model financed by advertising is adopted. Habit often guides choices.

In fact, a more analytical approach to the revenue model is potentially a source of new value-creating ideas, especially when several categories of direct and indirect service beneficiaries can be identified. To do this, company management will first need to identify :

• the players and their roles ;

• the contribution of each stakeholder group.

It will then be possible to make the best choice of revenue model, after imagining the various possible options:

• make the revenue model a factor in differentiating the offering;

• make the revenue model a barrier to entry;

• optimize the type of revenue model.