A profit model refers to a company’s plan that aims to make the business profitable and viable. It lays out what the company plans to manufacture or provide, how sales will be generated, and all the expenses that the business will incur in a bid to make the model viable. Without a concrete profit model, the business will be operating blindly and will be much less likely to become profitable.
The starting point of designing a profit model is to understand the value proposition of the business. The value proposition is a statement detailing all the products and services that the company offers to the market and what makes them of value to potential customers.
The driving force when a customer is making a purchase is the value that they will obtain from using that product rather than any other product offered in the market. A clear value proposition also helps the company’s services stand out from competitors who sell identical or similar products.
Types of Profit Models
There are various types of profit models, depending on the activities the company performs and how it charges for such activities. The different profit models include:
1. Production model
The production model involves the creation of a product or service for sale to consumers. The company purchases raw materials for use in the production process, then adds value to the product in order to obtain a finished product.
The product is then sold directly to the consumer or to a wholesaler or retailer who then resells the product to consumers. An example is a soap manufacturer that sells its finished products directly to customers or wholesalers who resell the product to consumers.
2. Rental/Leasing model
The rental/leasing model involves such things as renting or leasing of motor vehicles, buildings, machinery and equipment, land, office furniture, and computers. For example, a landlord and tenant enter into an agreement where the tenant agrees to pay a certain fee for the temporary use of the housing asset owned by the landlord.
After the expiry of the lease or rental period, the property reverts back to the landlord.
3. Advertising model
The advertising model involves providing an advertising space that businesses can use to promote their service and product offerings. An advertising model is mainly used by media companies that provide free information to the public and rely on advertisements to generate revenue. They sell advertising space in newspapers, magazines, television, websites, and mobile applications.
4. Commission model
The commission model generates revenues by charging a fee when it offers a service to another party. An example is a brokerage or an auctioneer that acts as an intermediary between two parties. The intermediary then charges a commission depending on the value of the transaction.
Components of a Profit Model
There are several components of a profit model that are key to making a business profitable. They include:
1. Production and operating component
The production and operating component forms the backbone of the profit model. The production component is the process that a product undergoes before it can become available for customers to buy. The production department must operate at maximum efficiency to produce high-quality products that give value to customers. It must also operate at the lowest possible cost, since a high production cost would make the products too expensive for potential customers to buy.
The operating component comprises both personnel and production equipment. The personnel operating the production equipment must be efficient in their work, with little to no idle time. The personnel should be well-trained to handle production machinery and they should receive frequent training to enhance their skills.
When hiring new employees, the company should look for employees who are well-skilled and experienced, rather than novice employees who may take a long time to learn the required skills. For the operating equipment, the management should ensure that they are operating at optimal levels and working properly. They should be serviced periodically and upgraded whenever newer models are available in the market.
2. Sales and marketing component
The sales and marketing component involves getting the word out about the company’s products, with the goal of creating interest among consumers. The personnel in charge of sales and marketing achieves objectives using word of mouth, billboards, television and radio ads, internet ads campaign, etc.
The sales and marketing department should remain open to adopting new ideas and technologies that make it easy to reach out to consumers about the company’s products, their benefits, and how they are different from competitor’s products. The concerned personnel should also work to retain current customers by providing discounts, special offers, and free samples of new products.
3. Delivery of goods and services
The last component of a profit model is the delivery of goods and services to the customer. Once the sales and marketing department has made potential customers aware of the company’s products, and the customers purchase the items, the seller should ensure that the buyer receives their goods or services in a timely manner. Failure to deliver the goods will be wasting all the efforts spent in developing and marketing the product.
After delivery, the company should provide a communication channel that customers can use to submit complaints, make recommendations, and ask questions about its products and services.
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