Examples of a layered revenue architecture by industry
Example: E-Commerce
Primary Revenue: Product sales
Secondary Revenue
Product bundles
Subscription programmes
Extended warranties
Premium support services
Tertiary Revenue
Affiliate partnerships
Marketplace commissions
Consumer insight reports
The logic is: "I sell products. Then I increase customer value. Then I monetise the audience, relationships and data those customers create."
Example: Manufacturer
Primary Revenue: Product manufacturing and sales
Secondary Revenue
Maintenance services
Spare parts
Technical support agreements
Tertiary Revenue
Licensing designs or patents
White-label production
Technical training academies
Industry data and benchmarking
The logic is: "I make products. Then I support them. Then I monetise the intellectual property and expertise behind them."
Example: Tradesperson
Primary Revenue
Installation and repair work
Secondary Revenue
Maintenance contracts
Emergency call-out cover
Annual inspections
Tertiary Revenue
Training apprentices
Product recommendations and commissions
Licensing specialist methods
The logic is: "I do the work. Then I create recurring relationships. Then I monetise expertise and reputation."
Example: Freelance Creative
Primary Revenue
Client projects
Commissions
Secondary Revenue
Workshops
Retainer arrangements
Content packages
Creative direction and advisory services
Training and mentoring
Tertiary Revenue
Digital templates and assets
Stock photography or video libraries
Online courses
Books, guides and publications
Licensing intellectual property
The logic is: "I create work for clients. Then I help clients build capability and continuity. Then I monetise the assets, expertise and intellectual property created through that work."