Network Effects Support Network Effects Support Premium PricingPremium Pricing
Bob PritchettLogos Bible Software
The ProblemEverybody Is an Author
Content OverloadContent Overload
Old content never diesContent creation is easier than everIt’s all at our fingertipsLots of it is free
It’s Good Stuff!It’s Good Stuff!
Good News:◦For every 1,000 cat videos and blog posts,
there’s only 1 good piece of content.Bad News:
◦There are a bazillion cat videos and blog posts, and consequently a lot of good, free stuff.
Really Bad News:◦Systems for identifying good, free stuff are
getting better.
The ChallengeMaintain Pricing to Support Quality Content Creation
The LawThe Law
Law of supply and demand is commoditizing content
Only unique and valuable content can command premium prices
AttentionAttention
Two ways to get and keep attention:◦Brand◦Community
Hard to do:◦Too much noise◦Every item is its own brand and requires
investment to earn attention
The SolutionThe Solution
Build brand and attention around a unique and valuable core
Network effects mean your brand and attention grow exponentially
Creates consumer lock-in (even if only of attention)
How ToHow To
Choose a knowledge domainInterconnect contentCreate unique digital databases
◦They grow◦They are of mysterious size◦They don’t go out of date
Integrate tools and contentBuild community
DemonstrationLogos Bible Software
Other ExamplesOther Examples
Ancestry.comConsumerReports.orgPreachingToday.comWestlaw.com
◦PeopleMapNEJM.org (The New England Journal of
Medicine)◦PowerPoint slides, audio articles, etc.
ACM.org◦Controlled vocabulary
Game PlanGame Plan
Identify knowledge domainsIdentify interconnectionsCreate unique complementary dataCreate tools to enhance content useBuild community around content