{"id":9322,"date":"2021-09-29T10:42:56","date_gmt":"2021-09-29T08:42:56","guid":{"rendered":"https:\/\/journalift.org\/?p=9322"},"modified":"2021-09-29T12:11:03","modified_gmt":"2021-09-29T10:11:03","slug":"da-li-je-freemium-pravi-biznis-model-za-vas","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/da-li-je-freemium-pravi-biznis-model-za-vas\/","title":{"rendered":"Da li je freemium pravi biznis model za vas?"},"content":{"rendered":"\n

Venture kapitalista Fred Wilson objavio je 2006. godine na AVC blogu \u010dlanak “My Favorite Business Model”<\/a> u kome je rekao:<\/p>\n\n\n\n

Dajte svoju uslugu besplatno, podr\u017eite je oglasima, ili mo\u017eda i ne, do\u0111ite do kupaca putem sugestije, mre\u017eom preporuka, organskim pretra\u017eivanjem i sli\u010dno, a onda, ponudite dodatne usluge po odre\u0111enoj cijeni ili pobolj\u0161anu verziju ve\u0107 postoje\u0107e usluge va\u0161oj bazi kupaca\/korisnika.<\/em><\/p><\/blockquote>\n\n\n\n

Pomenuo je nekoliko primjera ovog uspje\u0161nog biznis modela i kao glavni cilj naveo eliminisanje prepreka za po\u010detno sticanje kupaca.<\/strong> Na\u017ealost, iako je do kraja \u010dlanka imao prili\u010dno jasnu sliku biznis modela, nije imao njegovo ime. Zbog toga je pozvao ljude da u komentarima predlo\u017ee naziv modela, i jednom od njih, Jarid Lukinu, palo je na pamet da to bude Freemium<\/em> biznis model. Ostalo je istorija.<\/p>\n\n\n\n

Za\u0161to je freemium<\/em> postao dominantan biznis model na internetu?<\/h2>\n\n\n\n

Tokom protekle decenije, freemium<\/em>, \u010diji je naziv zapravo kombinacija rije\u010di besplatno (free)<\/em> i ekskluzivno (premium),<\/em> postao je dominantan poslovni model na internetu. Korisnici dobijaju osnovne funkcije bez ikakvih tro\u0161kova i mogu da pristupe ne\u0161to boljim funkcijama uz pretplatu. Zvu\u010di savr\u0161eno: privu\u010dete tonu novih korisnika besplatnim modelom, a onda ih namamite da plate cio proizvod da bi dobili i ono \u0161to su propustili.<\/p>\n\n\n\n

Dobar primjer za to je paywall<\/em> naplatni sistem koji danas koriste mnogi novinski portali, ne samo u inostranstvu, ve\u0107 i u regionu. <\/p>\n\n\n\n

Ovakav model primjenjuje Balkan Insight<\/a>, informativni portal na engleskom jeziku koji vodi BIRN. Na njemu postoji dio sadr\u017eaja besplatan za sve i selektovani sadr\u017eaj dostupan samo pretplatnicima. Jo\u0161 jedan primjer je hrvatski Teatar.hr<\/a> gdje je mnogo ve\u0107i broj tekstova (vi\u0161e od 180.000), zajedno sa, recimo, pristupom dosijerima, feljtonima i nagradnim igrama, rezervisan samo za pretplatnike. \u010citaoci mogu da izaberu pretplatni\u010dki period na 30, 90 ili 365 dana.<\/p>\n\n\n\n

U zavisnosti od pristupa medija postoje razli\u010dite vrste pretplata: freemium<\/em> \u2013 dio sadr\u017eaja je besplatan, a pun pristup sadr\u017eaja se pla\u0107a; softwall<\/em> \u2013 pla\u0107a se pristup kada se pre\u0111e odre\u0111en broj \u010dlanaka mjese\u010dno; hardwall<\/em> \u2013 samo dio teksta je besplatan za \u010ditanje, za cijeli tekst je potrebno platiti.<\/p>\n\n\n\n

Jasno je da u primjeni generisanja prihoda od pretplate najdalje idu mediji koji su prepoznatljivi po profesionalnom i analiti\u010dkom novinarstvu, odnosno oni koji svojim pretplatnicima nude ekskluzivan sadr\u017eaj. Takav je recimo crnogorski portal Vijesti<\/a> koji u sklopu Premium<\/em> paketa nudi reporta\u017ee i kolumne koje se ina\u010de ne mogu na\u0107i na portalu. <\/p>\n\n\n\n

\"02-Freemium-je-svuda-oko-nas.png\"<\/figure>\n\n\n\n

Freemium<\/em> je svuda oko nas<\/h2>\n\n\n\n

Spotify usluga strimovanja muzike je primjer uspje\u0161nog freemium<\/em> modela koji dosta nas koristi. Platforma je samo pro\u0161le godine imala 345 miliona aktivnih korisnika<\/a>, od \u010dega je vi\u0161e od 155 miliona premium<\/em> profila<\/a>. U prevodu – skoro polovina ukupnog broja korisnika pla\u0107a uslugu.<\/p>\n\n\n\n

Ako se udaljimo jo\u0161 koji korak od medija, tu su primjeri kao \u0161to su Evernote (aplikacija koja snima i \u010duva sve \u0161to \u017eelite da zapi\u0161ete i zapamtite) ili MailChimp (jedan od najboljih alata za email marketing).<\/p>\n\n\n\n

U slu\u010daju kao \u0161to je MailChimp, imamo situaciju da se po\u010delo sa premium<\/em> poslovnim modelom da bi se ne\u0161to kasnije pre\u0161lo na freemium<\/em>. Rezultat toga bio je slede\u0107i:  broj korisnika koji pla\u0107aju porastao je 150%, a dobit 650%. S druge strane, imamo Dropbox (vjerovatno ste ga koristili u nekom trenutku u \u017eivotu) koji je napustio freemium<\/em> i opredijelio se za premium<\/em>. Danas, Dropbox nudi samo besplatni probni period od 30 dana. <\/p>\n\n\n\n

Ukoliko i dalje razmi\u0161ljate da li je freemium<\/em> pravi pretplatni\u010dki biznis model za vas, slede\u0107a pitanja \u0107e vam pomo\u0107i da do\u0111ete do odgovora.<\/p>\n\n\n\n

Da li \u0107e va\u0161 portal privla\u010diti nove korisnike?<\/h2>\n\n\n\n

Ovo je prvo pitanje na koje morate odgovoriti.<\/p>\n\n\n\n

Od klju\u010dne je va\u017enosti da je va\u0161 proizvod dovoljno dobar da mo\u017ee da stvori reakciju kod va\u0161e ciljne publike. To \u0161to \u0107ete odre\u0111eni proizvod nuditi besplatno, ne zna\u010di da \u0107e tek tako nestati sa polica i postati neophodan.<\/p>\n\n\n\n

Marketin\u0161ki i promotivni napori uvijek \u0107e vam pomo\u0107i, ali \u0161ta god da nudite mora ili da rije\u0161i problem, ili da pru\u017ei dugoro\u010dnu prednost <\/strong>va\u0161im \u010ditaocima. Ovi korisnici onda dijele svoja pozitivna iskustva sa ljudima i poma\u017eu u generisanju va\u0161ih novih korisnika.<\/p>\n\n\n\n

\"Sta-bi-trebalo-da-ponudite-besplatno\"<\/figure>\n\n\n\n

\u0160ta bi trebalo da ponudite besplatno?<\/h2>\n\n\n\n

Recimo da imate digitalni proizvod sa nekih 20 funkcija i da ste odabrali njih 5 koje \u0107e biti besplatne svakome ko se registruje ili uop\u0161te posjeti va\u0161 sajt. Oni koji \u017eele da koriste i ostalih 15 moraju da plate. Pitanje koje se name\u0107e je kako da znate jeste li napravili pravi izbor i \u0161ta raditi ako niste.<\/p>\n\n\n\n

Zapamtite da je jedan od glavnih ciljeva freemium<\/em> modela upravo da privu\u010de nove korisnike.<\/strong> Ako ne uspjevate u tome, to onda zna\u010di da ono \u0161to nudite besplatno nije dovoljno dobro. U tom slu\u010daju, morate ponuditi besplatno jo\u0161 neku vrijednost ili probati ne\u0161to sasvim drugo.<\/p>\n\n\n\n

S druge strane, ukoliko imate dosta registrovanih \u010dlanova, ali mali broj korisnika premium<\/em> opcije, onda imate suprotan problem: ono \u0161to nudite je previ\u0161e dobro i morate ne\u0161to od toga povu\u0107i.<\/p>\n\n\n\n

Da li va\u0161i korisnici razumiju premium<\/em> ponudu?<\/h2>\n\n\n\n

Ukoliko korisnici ne dobiju jasnu sliku toga \u0161ta dobijaju pretplatom, ne\u0107ete uspjeti da zaradite dovoljno. Objasni\u0107emo ovo na primjerima Dropbox-a i LinkedIn-a.<\/p>\n\n\n\n

Prvi je privukao 200 miliona korisnika jednostavnim predlogom: svako ko unese korisni\u010dko ime i lozinku, dobija 2 GB skladi\u0161ta zasnovanog na oblaku besplatno. Ako ljudima ponestane prostora, mogu da plate 9,99 dolara mjese\u010dno (ili, umjesto toga, 99 dolara godi\u0161nje) za 100 GB skladi\u0161nog prostora. Jasno je da je besplatna verzija ve\u0107 super, ali svako ko je \u017eelio da napravi rezervnu kopiju fotografija ili drugih medija, brzo je iskoristio 2 GB i pre\u0161ao na premium<\/em>. <\/p>\n\n\n\n

Kada je u pitanju LinkedIn, prednosti premium<\/em> opcije su ne\u0161to \u201cmutnije\u201d. Kompanija nudi 4 premium<\/em> pretplate, od kojih su neke namijenjene odre\u0111enim segmentima kupaca, poput regrutera ili prodavaca, a ve\u0107ina njih sadr\u017ei dublju funkcionalnost pretra\u017eivanja, bolju mogu\u0107nost primanja\/slanja e-po\u0161te i ve\u0107u vidljivost toga ko je gledao va\u0161 profil. Iako je LinkedIn uspje\u0161an (bio je jedna od prvih kompanija sa freemium<\/em> modelom koja je iza\u0161la u javnost), jasno je da bi mogao zaraditi mnogo vi\u0161e ukoliko bi razlike izme\u0111u besplatnih i pla\u0107enih ponuda bile jasnije.<\/p>\n\n\n\n

\"Jeste-li-spremni-za-konstantne-inovacije\"<\/figure>\n\n\n\n

Jeste li spremni za konstantne inovacije?<\/h2>\n\n\n\n

Nove korisnike je \u010desto najte\u017ee nagovoriti da koriste premium<\/em> verziju, pa se moraju konstantno pobolj\u0161avati opcije koje prelazak na pla\u0107enu opciju nudi. Pametne kompanije znaju da na freemium<\/em> ne smiju gledati samo kao na model generisanja prihoda. Freemium<\/em> je istovremeno i neprekidna posve\u0107enost inovacijama. <\/strong><\/p>\n\n\n\n

Dropbox je, jo\u0161 jednom, sjajan primjer. Kada je kreiran, 2008. godine, bio je primarno servis za backup<\/em> fajlova. Onda je dodata opcija dijeljenja foldera \u010dime je postao alatka za saradnju. Karakteristike koje su naknadno dodavane dozvoljavale su automatsko povezivanje i upload<\/em>-ovanje fotografija sa telefona i drugih ure\u0111aja. Poslije nekog vremena se i korisni\u010dki interfejs pobolj\u0161ao. Svaka nova karakteristika pove\u0107avala je vrijednost onoga \u0161to je nudio premium<\/em>. Stoga, i korisnici su se mnogo lak\u0161e odlu\u010divali za pretplatu.<\/p>\n\n\n\n

Kada i za\u0161to izbje\u0107i freemium<\/em> biznis model?<\/h2>\n\n\n\n

I pored svojih prednosti, freemium<\/em> biznis model ima i nedostataka zbog kojih bi neke kompanije mogle da preispitaju potencijalno nu\u0111enje ove opcije. Glavni nedostatak je \u0161to je potrebno puno korisnika da bi se do\u0161lo do pristojnog broja kupaca\/korisnika.<\/strong> \u010cak i kompanije koje se smatraju uspje\u0161nim freemium<\/em> brendovima imaju \u010desto iznena\u0111uju\u0107e niske stope konverzije.<\/p>\n\n\n\n

Za veliki broj preduze\u0107a, freemium<\/em> zapravo i nije opcija jer bi se tro\u0161kovi poklanjanja proizvoda ili usluge brzo zbrajali i kompaniju ostavili bez posla. Ono gdje se freemium<\/em> ipak uklapa, jeste SaaS (softver kao usluga) i druge kompanije zasnovane na internetu, usredsre\u0111ene na pretplate. Ovdje, iako mnogo tro\u0161kova mo\u017ee da ide na istra\u017eivanje i razvoj, sam proizvod zaista ne ko\u0161ta dobavlja\u010da ni\u0161ta kada se platforma izgradi – ili barem nema velike razlike u tro\u0161kovima izme\u0111u pru\u017eanja usluge na, recimo, 1000 korisnika naspram 10000 korisnika. S obzirom na to da je ponuda digitalne prirode, tro\u0161kovi davanja pristupa dodatnim korisnicima su zanemarljivi.<\/p>\n\n\n\n

Onda, da rezimiramo: iako freemium<\/em> nije pravi model za svaku kompaniju, ako se pametno koristi mo\u017ee biti izuzetno mo\u0107an alat. U slu\u010daju medija, pretplatni\u010dki model zarade jeste preporu\u010dljiv, ali nije lako izvodljiv. Zato je, nagla\u0161avamo jo\u0161 jednom, jako bitan sadr\u017eaj. Svojim \u010ditaocima morate ponuditi ne\u0161to \u0161to ne mogu na\u0107i nigdje drugdje na vebu. Samo tako \u0107ete otkloniti otpor korisnika prema pla\u0107anju i pretvoriti besplatne korisnike u kupce koji pla\u0107aju.<\/p>\n","protected":false},"excerpt":{"rendered":"

Venture kapitalista Fred Wilson objavio je 2006. godine na AVC blogu \u010dlanak “My Favorite Business Model” u kome je rekao: Dajte svoju uslugu besplatno, podr\u017eite je oglasima, ili mo\u017eda i ne, do\u0111ite do kupaca putem sugestije, mre\u017eom preporuka, organskim pretra\u017eivanjem i sli\u010dno, a onda, ponudite dodatne usluge po odre\u0111enoj cijeni ili pobolj\u0161anu verziju ve\u0107 postoje\u0107e […]<\/p>\n","protected":false},"author":32,"featured_media":9323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[66,64,63],"tags":[714,717,715,716],"class_list":["post-9322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brending-i-marketing","category-digitalna-transformacija","category-razvoj-biznisa","tag-freemium","tag-hardwall","tag-paywall","tag-softwall","ciTrackContent"],"acf":[],"yoast_head":"\nDa li je freemium pravi biznis model za vas? 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