Sehingga, bagi para pemain baru yang ingin membuat sebuah startup digital berbasis sosial media akan merasa kebingungan bagaimana caranya agar bisa menghasilkan uang. Atau bahkan seperti yang mas Chandra bilang, "saya mau bikin aplikasi seperti facebook, tapi... bla bla bla". Yang bahkan tidak tahu, sebenarnya model bisnisnya seperti apa, targetnya seperti apa. Inginnya membangun yang sama, tapi tidak tahu akan memecahkan masalah apa.
Memang kalau mengamati perkembangan internet di Indonesia, meningkatnya pertumbuhan startup digital di Indonesia. Dari terdata saja, ada sekitar 8000 startup digital. Belum yang tidak terdaftar. Pasti lebih banyak lagi.
Lalu pertanyaannya, jika di antara yang sekian banyak itu membuat startup ber-genre sosial media, darimana mereka bisa menghasilkan uang? Apakah dari meningkatkan jumlah trafik? Padahal, jumlah trafik sendiri bukan jaminan utama kita bisa mendapatkan revenue. Karena mendapatkan uang dari iklan baris saja tidak cukup untuk membuat sebuah perusahaan rintisan bertahan. Kalau digarap sendiri mungkin. Tapi apa iya sebuah perusahaan hanya bermodalkan one-man show? Tentu saja tidak.
Nah. Coba kita tengok beberapa model bisnis berikut yang memungkinkan sebuah startup genre sosial media mendapatkan uang.
1. Freemium member
Pernah menemukan yang semacam ini:
Ini adalah salah satu aplikasi penerapan konsep Freemium tadi. Gratis untuk awalnya atau paket dasar, bayar jika ingin dapat fitur lebih banyak. Kalau kita memiliki akun Flickr atau LinkedIn atau UserVoice pasti akan ketemu dengan kondisi begini.
Tentu saja tantangan terbesarnya adalah, bagaimana kita bisa mengarahkan para pengguna paket dasar itu untuk meng-upgrade paketnya. Apalagi di Indonesia. Tahu sendirilah bagaimana sifat dasar kita. "Kalau ada yang gratis, kenapa harus bayar?". Bukan pelit sih, tapi ngirit aja. Hehe.
Saya sendiri misalnya, mungkin tidak akan pernah mengupgrade akun LinkedIn karena memang tidak memerlukan fitur-fitur tambahan seperti Video dengan format HD. Karena memang merasa, fitur tersebut tidak cocok dengan saya.
Jun Loayza, Presiden dari SocialMediaMarketing.com pernah me-wawancara Marcus Nelson dari UserVoice tentang model Freemium ini.
1. Is UserVoice profitable?
We're "ramen noodle" profitable, but have recently taken funding to accelerate our growth.
2. How long did it take UserVoice to implement a business model?
Eight months, though I would not recommend that as a new startup. I talk a lot more about this in an interview on Mixergy.
3. How long did it take to get your first customer?
Depends on your definition of customer - we had sign ups immediately and grew by 30-35% a month. What we had built was core features, so as we spoke with customers we began asking what would they pay for on our UserVoice page. Once we had some premium features in place, we went back to those customers and began doing paid pilots to test out the service. The first paid customer arrived in November.
4. How many users do you have right now?
16,652 as of June 5, 2009.
5. What percentage of users are paying members?
Since moving to paid plans, our conversion rate is around 5%.
6. What are the biggest obstacles that UserVoice has for getting members to pay?
The same as most businesses, providing value that customers want to pay for, and overcoming objections for implementation.
2. Model Afiliasi
Fokus model ini tentu saja ada pada peningkatan trafik, lead, dan penjualan produk kepada pengunjungnya. Jika trafiknya lumayan tinggi, potensi penghasilan dari klik terhadap produk affiliate akan semakin tinggi. Keran uang-pun mengalir dengan derasnya.
Tentu saja, pengunjung sebuah situs atau blog yang memiliki model bisnis afiliasi ini haruslah pengunjung unik. Yang mengunjungi situs itu bukan sekadar "numpang lewat". Tapi karena memang mereka betul-betul interest terhadap apa yang ditawarkan di sana. Sehingga, tingkat konversi dari lead yang berasal dari tingginya trafik tadi betul-betul menghasilkan closing.
Di Indonesia kita kenal Ratakan yang mengusung model ini. Kalau di luar, model-model jualan template seperti DIY Theme. Salah satu yang mengungkapkan bagaimana menghasilkan uang dari model bisnis afiliasi ini adalah Johnatan Mead dari IlluminatedMind
1. When did you start your blog and how long did it take you to generate enough revenue to be a full-time blogger?
I started blogging in February of 2008, so it took me a little over a year (15 months) to become a full time blogger.
2. How much revenue are you generating through affiliate links?
I earn roughly $2-3k per month from affiliates. It depends on the month though, some are better than others.
3. How many page views per month do you have to receive in order to generate the status of a full-time blogger?
I don't think page views really played a critical role in my success. I think creating a community based around living on your own terms and making self-development palatable, was really the key to my success. You can have tons of traffic without anyone really caring enough to value what you have to offer.
4. What is the best way to get your readers to click on your affiliate links?
I'll try to break it down into what I think are the three most important factors.
1. You have to have your reader's trust. If they don't trust you, they will not buy what you recommend.5. What are the best kinds of affiliate links: Low price point and low margin, or high price point high margins?
2. You have to target the products to your readers. Speak to their interests, personality and emotions.
3. You need to be able to write decent copy and communicate in a compelling way why they should buy what you're recommending.
I only aim for $20 and above range, so I'm not sure how the lower priced products convert.
6. What are the biggest obstacles to overcome when generating revenue through affiliate links?
Reader trust and proper targeting. These things seem so simple, but it's amazing how many people don't get this part right. It's worth the time researching those in your niche selling products and starting conversations with them. Ask them why their readers buy and then use that in your copy.
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