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Papers > Business > iVillage com What business model s are being used What revenue model s are being used
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iVillage com What business model s are being used What revenue model s are being used |
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Background The idea behind iVillage was conceived in 1995 when Candice Carpenter, Nancy Evans and Robert Levitan spotted a niche in the online market. ... This document looks at the initial difficulties encountered by iVillage, the business and revenue models they have adopted and how these have, and are continuing, to evolve. Early Difficulties With so much business being carried out online, the ongoing analysis of the dot.com boom & bust and the sheer volume of traffic now on the Internet, it’s hard to imagine not having any technical or business models to learn from. ... Good business practice meant they should start small, test user reactions and only then develop further. They were forced to move quickly to ensure their competitive edge, being first in the market, remained. ... The Business Model This established iVillage (as they are now known) as a B2C intermediary adopting a Community business model. It could be argued iVillage are a hybrid B2C/C2C Company as it actively encourages users to communicate with each other (customer-to-customer interaction), even if it is not necessarily to sell products or services. iVillage offer users highly targeted and relevant content along with a forum for discussion. Users must become members to use the site, which although free, provides iVillage with a priceless source of customer information, behaviour and preferences. The model is successful because it has two fundamental elements of a good business model; owning the relationship with the user and owning the data. ... In little over a year from launch iVillage had created the virtual community it set out to. More than that, they had developed their business model further by creating customer value. ... This effectively elevated iVillage to a position of loyalty and trust in the users eye as providers of the content and guardians of the virtual community. |
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Title: iVillage com What business model s are being used What revenue model s are being used
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