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Published as part of Palgrave Macmillan´s IE Business Publishing Series, Simply Seven is a practical guide to Internet business for students, entrepreneurs and executives. The book presents a practical blueprint created to get entrepreneurs and executives started on finding the right Internet business model for their web site.

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Acknowledgements PART I: INTRODUCTION - THE SEARCH FOR THE PERFECT MODEL Your Second Priority Getting Started Simply Seven: That´s it Business Model Design The Business Model Hype Phases The Making of this Book Stress-Testing the Simply Seven The Selection Criteria Initial Results: Seven Confirmed Our 21 Companies Retail Leads in Sales Many Users and Rapid Growth: The Advertising Business Model Market Valuations: Advertising, Again Margins: The Beauty of Aggregation Key Financial Indicators PART II: THE FIRST BUSINESS MODEL - SERVICE SALES Plain and Straightforward A Business Model with Problems ´Can I Skype you? PART III: THE SECOND BUSINESS MODEL - SUBSCRIPTIONS The Heaviest Weapon in the Arsenal The Rise and Fall of AOL The ´Bouncer Effect´ In the ´Dog House´ The Future of Clubs Getting People to Subscribe PART IV: THE THIRD BUSINESS MODEL - RETAIL Don´t Treat Online like Offline The Million Books Project Early Death in May 2000 Being Good at Bricks is Not Enough The ´Long Tail´ vs. ´Superstar Economics´ Fighting the Clutter The Future of the Shop is Personal PART V: THE FOURTH BUSINESS MODEL - COMMISSIONS Don´t Believe your Clients are Stupid The Beauty of C2C Listings ASPs Conversion Rates = GMV Fraud The B2B Trap Beware of the Smart Client Reports of the Death of the Intermediary PART VI: THE FIFTH BUSINESS MODEL - ADVERTISING You Force it, you Lose it Spam and Pushy Banners Search Revolution ´The Wisdom of Money´ The Death of the Newspaper The Sexiness of Statistics Advertising as a Service PART VII: THE SIXTH BUSINESS MODEL - LICENSE SALES You Will Need all your Friends Intellectual Property 300 Years after Queen Anne The Indecisive History of Computing Platforms Distributed Distribution ´Stay Hungry. Stay Foolish.´ - The rebirth of Apple Platform Building Best Practice The "Battle of Platforms" in Entertainment Micro License Sales: Evolution Continues PART VIII: THE SEVENTH BUSINESS MODEL - FINANCIAL RISK Making Money with Money The Mysteriously Slow Growth of Financial Services Online George W. Bush Wrecks the Party The Brave and Few Virtual Currencies and Coupons: A Hotbed for Future Financial Innovation? PART IX: CONCLUSION - THE FREE FOUNDATION You Cannot Live on Love Alone May we Proudly Present: The 5%/ 95% Rule A Web Powered by Small Deeds of Heroism The Reciprocal Donation Economy and Innovation A Fairy Tale with a GNU One Million Lines of Code Three Million Articles Donated Power for Business Selective Pricing Competing with Free The Facebook Dilemma Learning from Mistakes and Business Model Design as a Continual Exercise

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