Business Model Deconstruction of Tribe: A Case Study

Desklib provides past papers and solved assignments. This report analyzes Tribe's business model.

Assessment 1: Business Model Deconstruction
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Table of Contents
Description of business....................................................................................................................3
Business Canvas Model...................................................................................................................4
Key Relationships............................................................................................................................8
Critical Success Factors...................................................................................................................9
Factors Impacting on the Success..................................................................................................10
Conclusion and Recommended Changes.......................................................................................11
References......................................................................................................................................12
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Description of business
The tribe is a marketplace that creates opportunities for the content creators to collaborate and
work with different leading brands searching in the need for creative and specific marketing
content. The business organisation established in 2015 by the founder Jules Lund. The business
aims at developing a personal workflow solution and time management for creative content
writing and development (Tribe, 2019). The founder developed this marketplace with the aim of
developing own time management for different brands that offer payments to post content on
different social media accounts. The business already has 13,000 influencers in the application
and 2600 brand campaigns through different platforms and mediums. Tribe functions the
business on the basis of connecting social media content writing with different brands and
leading platforms. The business is recognised as the fastest growing influencer marketing
platform where micro influencers meet macro brands.
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Business Canvas Model
Key partners
Key partners
are the key
individuals or
groups of
individuals
that aid the
business to
undertake its
operations
and functions.
The key
partners
identified for
Tribe are as
follows:
 Content
writers
 Freelance
rs
 Brands
and
companie
s (Tribe,
2019)
Key activities
Key activities are
the business
operations and
services that are
required to
regulate the
business aims and
goals. These
activities are
required to be
undertaken on a
regular basis. The
business activities
undertaken by
Tribe are as
follows:
 Data
collection of the
brands (Tribe,
2019)
 Data
collection of
content writes
 Performan
ce assessment of
Value proposition
The value
proposition can be
attributed as
different elements
and dynamics that
add values and
benefits for the
business activities
and functions. The
value proposition
identified for Tribe
are discussed as
below:
 Manageme
nt of writers and
marketing
companies
 Dealing
with the writers
 Engaging
with the marketing
firms
 Ethical
development of
Customer
relationship
Customer
relationship is
considered as an
essential and
productive
aspect in the
management and
administration of
a business.
 Effective
management of
relations with
the writers
 Effective
management of
relations with
the marketing
brands and
organizations
(Tribe, 2019)
 Evolving
marketing
campaigns
Customer
segment
A customer
segment is the
identification of
customers in the
market by the
company. The
customers can be
segmented
through different
approaches and
strategies. The
customers
identified of Tribe
are as below:
 Private
Companies
 Governme
nt agencies
 Marketing
firms
 Marketing
Campaigns
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 Marketing
companie
s
 Companie
s engaged
in
marketing
campaign
s
the writers
 Interacting
with marketing
firms
 Establishin
g a supply chain
model (Tribe,
2019)
 Processing
and assessment of
writing
content and
subjective writing
 Manageme
nt of the different
campaigns (Tribe,
2019)
 Discussin
g the needs of
companies with
the writers and
vice versa.
Key resources
Key resources are
identified as the
natural and
artificial materials
used by the
business
organisations in
order to
accomplish the
operations and
develop the
business aims.
The key resources
used by Tribe are
as follows:
Channels
Channels refer to
the networks and
routes that are
used by the
business to
provide its
developed
services and
products towards
the end users
and customers.
The channels
used by Tribe
are as follows:
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 Human
Resources
 Innovative
technologies
 Applicatio
n Software (Tribe,
2019)
 Technical
know how
 Online
Applications
 Softwares
 Internet
services
 Online
Marketing
 Website
of the
organisation
 Directly
contacting the
marketing
organisations
 Marketin
g Campaigns
(Tribe, 2019)
 Contracts
and Freelancing
Cost Structure
The cost structure is different costs applied
by the business in order to develop the aims
and objectives of the operations. The cost
structure includes operational and fixed costs
which are required to develop business aims
and objectives. The costs used in the business
are as follows:
Revenues
Revenues are the earnings of the business made
with the execution of different services and
operations. The revenues earned by a business
can be derived through different sources
illustrated as below:
 Direct dealings
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 Costs paid to writers
 Costs paid to freelancers
 Deals undertook with marketing
companies
 Internet costs (Tribe, 2019)
 Research and development
 Website Development Costs
 Software Development Costs
 Advertising
 Marketing (Tribe, 2019)
 Dealing under marketing campaigns.
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Key Relationships
The model and business canvas provided in the report is highly integrated with all the elements.
The nine building blocks provided with a structural base model to support the business
operations and processes. The model covers different aspects and dynamics of any
contemporary different business organisation. The model also supports establishing a clear
relationship with the business objectives and activities. It is necessary for a business model to
include a relationship with different aspects as it establishes for effective business integration
(Joyce & Paquin, 2016). Cost structure and customer relationship are the business elements
which provide the business with areas to support for effective distribution of finances and
resources towards the customer and their needs analysis. At tribe, the model lays focus on the
managing effective customer relationships in order to develop long term and strategic business
relations. The model at Tribe also derives for exhibiting effective allocation of resources in
respect to the cost structures. The tribe focuses on creating business activities and operations
that enables to generate greater revues through effective channels and networks of supply.
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Critical Success Factors
The success of a business organisation depends on the magnitudes of the management and its
administration in the contemporary business environment. The tribe has been a massive success
and has received a more than expected results since the launch of the website. The success
factors that have aided Tribe to accomplish the levels of performance is the idea and the concept
the business is based on (Tribe, 2019). Tribe works as a communal and social platform for the
content developers and the marketing organisations looking for effective and cheaper marketing
content. The business success factor also includes for two different functions the business serves
i.e. influencer marketing campaign and content marketing campaigns rolled out by the business
organisation.
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Factors Impacting on the Success
There are several factors that may impact on the performance and the success of the business for
Tribe. Firstly with the growing market share and awareness of services provided by
Tribe different competitors and business organisations have emerged in the market. The tribe
has witnessed the establishment of different organisations providing with similar services that
have impacted on the business. Secondly, the business also faces issues with the availability of
authentic and original content developers (Celik, 2012). The influencer application services of
the business have witnessed various issues with the copyright and trademark for the content and
materials sampled by the developers on the websites and different portals. The business has also
observed issues with the payment for the services consumed by different brands. The content
developers have often complained about the brand not undertaking payments as per the
requirements and the needs of the content developers. The business operates in an environment
where the supply chain channels and networks are not clearly established. There is no constant
availability of the content developers (Meertens, et. al., 2012). The brands are required to go
through different developers and review their content which often acts as a drawback or a factor
that might hinder the business’s growth and success.
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Conclusion and Recommended Changes
It is analysed and structured from the above discussions that Tribe is running a successful and
unique business. The idea of merging the content developers with the marketing companies and
the brand is an innovative business idea and approach. However, the business has witnessed
several faults and defects in the business and its operations which calls for the development of
recommendations mentioned below:
 The business is recommended to develop and establish a strong and independent supply
chain network of the content developers to the marketing brands.
 It is recommended to develop for channels that support for the supply of content
developers as per the requirements and needs of the branding companies (Tribe, 2019).
 The business must focus towards developing such services which provide with
personally cur rated content.
 The branding companies must be provided with options of separately classifying and
reviewing the content of different developers as per their branding and marketing needs
or requirements (Tribe, 2019).
 It also has been suggested for the business to develop strategic payment modes and
mediums which supports for effective and on-time payments for the brands and different
business organisations.
 The business is also recommended to develop inbuilt systems and software on the web
sites and applications that support for the content development on a common platform or
portal (Tribe, 2019).
 The brands must be provided with opportunities to review and rate the content of
different content developers so that it supports the scope of improvement and
development of the developers.
With the development and follow up of the above-mentioned recommendations of the business
and operations of Tribe are deemed to reach higher levels of performance and customer
satisfaction. It will also aid in supporting long term relations with the client base and the content
developers.
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References
 Celik, S., 2012. Development of usability criteria for e-learning content development
software. Turkish Online Journal of Distance Education, 13(2), pp.336-345.
 Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to
design more sustainable business models. Journal of Cleaner Production, 135, 1474-
1486.
 Meertens, L.O., Iacob, M.E., Nieuwenhuis, L.J., Van Sinderen, M.J., Jonkers, H. and
Quartel, D., 2012, March. Mapping the business model canvas to ArchiMate.
In Proceedings of the 27th annual ACM symposium on applied computing (pp. 1694-
1701). ACM.
 Tribe. (2019). About us. [Online]. Tribe. Available at: https://www.tribegroup.co/.
[Accessed on: 05.04.2019].
 Tribe. (2019). Ignite the power of Influencer Marketing. [Online]. Tribe. Available at:
https://www.tribegroup.co/brands [Accessed on: 05.04.2019].
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