E-business lab (YB1104 | 2023)
September 2023 – Januari 2024 (examen /2024)
Inhoudstafel
Evaluatie.................................................................................................................................................1
Bedrijfsstrategie.....................................................................................................................................2
Basismodel voor cursus & practica.....................................................................................................2
Bedrijfsstrategie vs digitale strategie..................................................................................................2
E-business vs e-Commerce.................................................................................................................2
TCP/IP gebaseerd...............................................................................................................................4
E-Business gaat over de hele waardeketen........................................................................................4
Waardeketen tussen verschillende actoren...................................................................................5
Meer focus op e-business: 3 redenen.................................................................................................5
Verschillende ‘niveau’s’ van e-business..............................................................................................6
Zes ontwikkelingsfasen...................................................................................................................6
E-commerce........................................................................................................................................7
Verschillende platformen...............................................................................................................7
Missie, visie en kernwaarden.................................................................................................................7
De bouwstenen..................................................................................................................................7
Missie.................................................................................................................................................7
Visie....................................................................................................................................................8
De “why”............................................................................................................................................8
Formuleren.....................................................................................................................................8
Kernwaarden......................................................................................................................................8
Merkwaarden.....................................................................................................................................8
Doelstellingen.....................................................................................................................................8
4 W-vragen.........................................................................................................................................9
Type e-commerce modellen – vanuit de marktbenadering................................................................9
Markt georiënteerde e-commerce.................................................................................................9
Van desintermediatie … naar re-intermediatie...............................................................................9
Types e-commerce (vanuit marktbenadering)..............................................................................10
Lijnen vervagen.............................................................................................................................10
Diversificatie wordt belangrijker...................................................................................................11
Uitdagingen & ethisch vraagstuk..................................................................................................11
Samenvattend overzicht...............................................................................................................12
Type e-commerce modellen – vanuit een product/dienst benadering............................................12
Mediaplatformen..........................................................................................................................12
SAAS e-commerce model (software as a service).........................................................................12
PAAS als basis voor circulair ondernemen (product as a service).................................................13
DAAS (device as a service)............................................................................................................13
Marktplaatsen..............................................................................................................................13
Lead generation platformen.........................................................................................................14
Brand-to-consumer websites (Merkensites).................................................................................15
Het kanaalconflict van de merken................................................................................................15
, Online Retail websites..................................................................................................................16
Deskresearch – online business model.................................................................................................16
Basismodel voor cursus & practica...................................................................................................16
Deskresearch....................................................................................................................................16
Trends & evoluties: markt onderzoek...........................................................................................16
Waar kan je info vinden?..............................................................................................................17
SWOT-analyse...................................................................................................................................18
Interne & externe marktanalyse...................................................................................................18
Bepalen van een online business model...............................................................................................18
Basismodel voor cursus & practica...................................................................................................18
Wat is een (e-) business model?...................................................................................................19
Grote samenhang tussen de onderdelen:....................................................................................19
Hoe business model bepalen?......................................................................................................19
Business canvas: 4 domeinen, 9 bouwstenen...............................................................................19
Business Model Canvas deel 1: zoom op de bouwstenen....................................................................19
Doelgroepen of klantensegmenten..................................................................................................19
Groei-strategiën markt-product...................................................................................................20
Kernactiviteiten................................................................................................................................20
Waardepropositie.............................................................................................................................20
Waardecreatie door personalisatie..............................................................................................21
Nog vele andere ‘waarde-creaties’...............................................................................................21
Waardepropositiecanvas (value proposition canvas VPC)............................................................21
Verdienmodel/omzet (Revenu streams)...........................................................................................21
Types............................................................................................................................................22
Verkoop & transactiemodel..........................................................................................................22
Verhuur-model.............................................................................................................................22
Licentie-model..............................................................................................................................23
Marktplaats model.......................................................................................................................23
Abonnement/lidmaatschap..........................................................................................................24
Lokaas (Razor & Blade/Hook & Bait).............................................................................................24
Verbruiksmodel............................................................................................................................24
Freemium/premium model..........................................................................................................25
Advertentie-model.......................................................................................................................25
Productie-model...........................................................................................................................25
Service model...............................................................................................................................26
Upsell/cross-sell............................................................................................................................26
Affiliation......................................................................................................................................27
White label...................................................................................................................................27
Crowdfunding/crowdsourcing......................................................................................................29
Hybride model..............................................................................................................................29
Belang waarde-creatie & verdienmodel...........................................................................................29
,Business Model Canvas deel 2..............................................................................................................30
Klantrelaties......................................................................................................................................30
Kanalen.............................................................................................................................................30
E-commerce funnel..........................................................................................................................30
Digitale marketing plan omvat hele “funnel”...............................................................................31
Wat is e-marketing (digital marketing).............................................................................................31
Voordelen van digitale marketing.................................................................................................31
Digitale marketing media-kanalen................................................................................................32
Digital marketing funnel...................................................................................................................32
TOFU: Awareness Fase.....................................................................................................................32
Awareness Fase – SEA/SEO...........................................................................................................32
Awareness Fase – bannering/display............................................................................................33
Awareness Fase – Social media ads..............................................................................................33
Awareness Fase - affiliate marketing............................................................................................34
Awareness Fase – content/viral marketing...................................................................................34
Awareness Fase – above & below the line....................................................................................34
MOFU: Consideration Fase...............................................................................................................34
Consideration Fase: lead tools......................................................................................................35
Consideration fase: e-mail marketing...........................................................................................35
Consideration fase: Remarketing..................................................................................................36
Consideration fase: behavioral.....................................................................................................37
BOFU: Conversion fase.....................................................................................................................37
Conversion fase: monitoring.........................................................................................................38
Conversion fase: abandonment....................................................................................................38
Conversion fase: a/b testing.........................................................................................................38
Conversion fase: Funnel conversion optimizations.......................................................................39
BOFU: loyalty & advocacy.................................................................................................................39
L&A fase: bevestiging....................................................................................................................40
L&A fase: marketing automation..................................................................................................41
L&A fase: reviews & ratings..........................................................................................................41
L&A fase: Customer support & help.............................................................................................42
Kanalen.............................................................................................................................................42
Business Canvas: zoom op de bouwstenen..........................................................................................42
Key partners.....................................................................................................................................42
Voorbeeld Kernpartners...............................................................................................................43
Kostenstructuur................................................................................................................................43
Voorbeelden kosten.....................................................................................................................43
Business Canvas: zoom op de bouwstenen..........................................................................................45
Key resources (KR)............................................................................................................................45
Gastlezing 12/12/2023 CreativEyes – Koen Van Pottebergh................................................................46
,Evaluatie
Permanente evaluatie: Tussentijdse toetsing van de opgedane kennis en peer
assessment (20%)
Uitwerking van een paper/business case die inhoudelijk geëvalueerd wordt (30%)
Mondeling examen: presentatie en verdediging van de case (in groep) (20%)
Schriftelijk examen: Open vragen of meerkeuze vragen (individueel) (30%)
1
,Bedrijfsstrategie
Basismodel voor cursus & practi ca
Bedrijfsstrategie vs digitale strategie
Digitale strategie is …
- Onderdeel van ruimere bedrijfsstrategie & visie
- Staat nooit op zich
- Altijd in functie van ruimer kader & doelstellingen
- E-commerce is een manier om de bedrijfsstrategie in praktijk
te brengen
- Ook voor pure-players is dit zo
→ Strategie is niet verkopen, maar veel breder & gelinkt aan
missie & visie
E-business vs e-Commerce
E-Commerce:
- Marketing, inkoop & verkoop van producten en diensten via het internet
- Gaat samen met financiële transacties
- Bv. Ebay, Bol.com, Netflix, Youtube, Google, Spotify, Games, LinkedIn premium, B2B-
sales (bv. Staples)
E-Business:
- Omvat e-commerce, maar is veel breder
- Transformatie/verbetering van alle bedrijfsprocessen met behulp van TCP/IP
technologie
- Elektronische informatie-wisselwerking tussen bedrijfsprocessen, systemen en
bedrijfspartners
2
, 3
September 2023 – Januari 2024 (examen /2024)
Inhoudstafel
Evaluatie.................................................................................................................................................1
Bedrijfsstrategie.....................................................................................................................................2
Basismodel voor cursus & practica.....................................................................................................2
Bedrijfsstrategie vs digitale strategie..................................................................................................2
E-business vs e-Commerce.................................................................................................................2
TCP/IP gebaseerd...............................................................................................................................4
E-Business gaat over de hele waardeketen........................................................................................4
Waardeketen tussen verschillende actoren...................................................................................5
Meer focus op e-business: 3 redenen.................................................................................................5
Verschillende ‘niveau’s’ van e-business..............................................................................................6
Zes ontwikkelingsfasen...................................................................................................................6
E-commerce........................................................................................................................................7
Verschillende platformen...............................................................................................................7
Missie, visie en kernwaarden.................................................................................................................7
De bouwstenen..................................................................................................................................7
Missie.................................................................................................................................................7
Visie....................................................................................................................................................8
De “why”............................................................................................................................................8
Formuleren.....................................................................................................................................8
Kernwaarden......................................................................................................................................8
Merkwaarden.....................................................................................................................................8
Doelstellingen.....................................................................................................................................8
4 W-vragen.........................................................................................................................................9
Type e-commerce modellen – vanuit de marktbenadering................................................................9
Markt georiënteerde e-commerce.................................................................................................9
Van desintermediatie … naar re-intermediatie...............................................................................9
Types e-commerce (vanuit marktbenadering)..............................................................................10
Lijnen vervagen.............................................................................................................................10
Diversificatie wordt belangrijker...................................................................................................11
Uitdagingen & ethisch vraagstuk..................................................................................................11
Samenvattend overzicht...............................................................................................................12
Type e-commerce modellen – vanuit een product/dienst benadering............................................12
Mediaplatformen..........................................................................................................................12
SAAS e-commerce model (software as a service).........................................................................12
PAAS als basis voor circulair ondernemen (product as a service).................................................13
DAAS (device as a service)............................................................................................................13
Marktplaatsen..............................................................................................................................13
Lead generation platformen.........................................................................................................14
Brand-to-consumer websites (Merkensites).................................................................................15
Het kanaalconflict van de merken................................................................................................15
, Online Retail websites..................................................................................................................16
Deskresearch – online business model.................................................................................................16
Basismodel voor cursus & practica...................................................................................................16
Deskresearch....................................................................................................................................16
Trends & evoluties: markt onderzoek...........................................................................................16
Waar kan je info vinden?..............................................................................................................17
SWOT-analyse...................................................................................................................................18
Interne & externe marktanalyse...................................................................................................18
Bepalen van een online business model...............................................................................................18
Basismodel voor cursus & practica...................................................................................................18
Wat is een (e-) business model?...................................................................................................19
Grote samenhang tussen de onderdelen:....................................................................................19
Hoe business model bepalen?......................................................................................................19
Business canvas: 4 domeinen, 9 bouwstenen...............................................................................19
Business Model Canvas deel 1: zoom op de bouwstenen....................................................................19
Doelgroepen of klantensegmenten..................................................................................................19
Groei-strategiën markt-product...................................................................................................20
Kernactiviteiten................................................................................................................................20
Waardepropositie.............................................................................................................................20
Waardecreatie door personalisatie..............................................................................................21
Nog vele andere ‘waarde-creaties’...............................................................................................21
Waardepropositiecanvas (value proposition canvas VPC)............................................................21
Verdienmodel/omzet (Revenu streams)...........................................................................................21
Types............................................................................................................................................22
Verkoop & transactiemodel..........................................................................................................22
Verhuur-model.............................................................................................................................22
Licentie-model..............................................................................................................................23
Marktplaats model.......................................................................................................................23
Abonnement/lidmaatschap..........................................................................................................24
Lokaas (Razor & Blade/Hook & Bait).............................................................................................24
Verbruiksmodel............................................................................................................................24
Freemium/premium model..........................................................................................................25
Advertentie-model.......................................................................................................................25
Productie-model...........................................................................................................................25
Service model...............................................................................................................................26
Upsell/cross-sell............................................................................................................................26
Affiliation......................................................................................................................................27
White label...................................................................................................................................27
Crowdfunding/crowdsourcing......................................................................................................29
Hybride model..............................................................................................................................29
Belang waarde-creatie & verdienmodel...........................................................................................29
,Business Model Canvas deel 2..............................................................................................................30
Klantrelaties......................................................................................................................................30
Kanalen.............................................................................................................................................30
E-commerce funnel..........................................................................................................................30
Digitale marketing plan omvat hele “funnel”...............................................................................31
Wat is e-marketing (digital marketing).............................................................................................31
Voordelen van digitale marketing.................................................................................................31
Digitale marketing media-kanalen................................................................................................32
Digital marketing funnel...................................................................................................................32
TOFU: Awareness Fase.....................................................................................................................32
Awareness Fase – SEA/SEO...........................................................................................................32
Awareness Fase – bannering/display............................................................................................33
Awareness Fase – Social media ads..............................................................................................33
Awareness Fase - affiliate marketing............................................................................................34
Awareness Fase – content/viral marketing...................................................................................34
Awareness Fase – above & below the line....................................................................................34
MOFU: Consideration Fase...............................................................................................................34
Consideration Fase: lead tools......................................................................................................35
Consideration fase: e-mail marketing...........................................................................................35
Consideration fase: Remarketing..................................................................................................36
Consideration fase: behavioral.....................................................................................................37
BOFU: Conversion fase.....................................................................................................................37
Conversion fase: monitoring.........................................................................................................38
Conversion fase: abandonment....................................................................................................38
Conversion fase: a/b testing.........................................................................................................38
Conversion fase: Funnel conversion optimizations.......................................................................39
BOFU: loyalty & advocacy.................................................................................................................39
L&A fase: bevestiging....................................................................................................................40
L&A fase: marketing automation..................................................................................................41
L&A fase: reviews & ratings..........................................................................................................41
L&A fase: Customer support & help.............................................................................................42
Kanalen.............................................................................................................................................42
Business Canvas: zoom op de bouwstenen..........................................................................................42
Key partners.....................................................................................................................................42
Voorbeeld Kernpartners...............................................................................................................43
Kostenstructuur................................................................................................................................43
Voorbeelden kosten.....................................................................................................................43
Business Canvas: zoom op de bouwstenen..........................................................................................45
Key resources (KR)............................................................................................................................45
Gastlezing 12/12/2023 CreativEyes – Koen Van Pottebergh................................................................46
,Evaluatie
Permanente evaluatie: Tussentijdse toetsing van de opgedane kennis en peer
assessment (20%)
Uitwerking van een paper/business case die inhoudelijk geëvalueerd wordt (30%)
Mondeling examen: presentatie en verdediging van de case (in groep) (20%)
Schriftelijk examen: Open vragen of meerkeuze vragen (individueel) (30%)
1
,Bedrijfsstrategie
Basismodel voor cursus & practi ca
Bedrijfsstrategie vs digitale strategie
Digitale strategie is …
- Onderdeel van ruimere bedrijfsstrategie & visie
- Staat nooit op zich
- Altijd in functie van ruimer kader & doelstellingen
- E-commerce is een manier om de bedrijfsstrategie in praktijk
te brengen
- Ook voor pure-players is dit zo
→ Strategie is niet verkopen, maar veel breder & gelinkt aan
missie & visie
E-business vs e-Commerce
E-Commerce:
- Marketing, inkoop & verkoop van producten en diensten via het internet
- Gaat samen met financiële transacties
- Bv. Ebay, Bol.com, Netflix, Youtube, Google, Spotify, Games, LinkedIn premium, B2B-
sales (bv. Staples)
E-Business:
- Omvat e-commerce, maar is veel breder
- Transformatie/verbetering van alle bedrijfsprocessen met behulp van TCP/IP
technologie
- Elektronische informatie-wisselwerking tussen bedrijfsprocessen, systemen en
bedrijfspartners
2
, 3
