D Hubspot: A Complex Subscription Model for Inbound Marketing

Chapters in this book

1. Frontmatter I
2. Preface VII
3. About the Authors IX
4. Contents XI
5. 1 Beyond Digital Ubiquity: The Digital Business Model Iron Triangle 1
6. Part 1: Mastering the Power of Networks: Who is Creating Value?
7. 2 Looking Behind the Scene: Assessing the Value Drivers Behind Digital Business Models 11
8. 3 Digital Platforms: Unlocking the Power of Networks 27
9. Part 2: Reshaping Markets: How is Value Configured?
10. 4 Marketplaces: Better, Faster, Stronger? Removing Frictions in E-commerce 47
11. 5 “Social” at the Core of a Digital Business: Valuing Audience or the Community? 65
12. 6 Unlocking the Sharing Economy: Scaling Trust with Digital 81
13. Part 3: Capturing (and Locking) the Value: How Is Value Captured?
14. 7 Brokerage Model: Scaling with Fees on Marketplaces? 93
15. 8 The Magnitude of Subscription: Monetisation of “Everything-as-a-Service” 107
16. 9 “Free” is Not a Business Model: Business Models Behind Free 119
17. 10 Looking Forward: Is Winter Coming? 133
18. Appendices: Illustrative Case Studies
19. A The OLIO Case Study: A Social Enterprise App Tackling the “Chicken and Egg” Paradox 143
20. B Amazon Versus Alibaba: Amazon is Amazing, but can Alibaba Dethrone it? 151
21. C BlaBlaCar: Value Creation on a Digital Platform 155
22. D Hubspot: A Complex Subscription Model for Inbound Marketing 165
23. E AirBnB: Managing Trust and Safety on a Platform Business 167
24. List of Figures 179
25. Index 181