1. stuart@henshall.com Idea Genes - Strategic DNA Stuart Henshall April 13 2001

2. stuart@henshall.com Species versus species Fast Company August 2000 New competitive landscape Genetic structure Idea genes new DNA of value Viruses infect the network

3. stuart@henshall.com Web Taxonomy and Functionalities Where is the gene pool? How do you categorize them? Can you identify new functionalities? Are new hives emerging? Best of web searches+

4. stuart@henshall.com “Functionalities” the DNA for tomorrow’s strategist! Functionalities are the DNA which enable the business to interact with its customers Just as the different genomes contribute to success or failure of an animal species so it is with these business models – only life and death is faster!

5. stuart@henshall.com Functionalities around ebay Auctions Categor- ization Feedback Browsing Reporting Realtime Auctions Forums Search Regis- tration Pass- words Safe Harbor Person- alization Privacy Policy www.ebay.com ebay pioneers the market. Position circa mid 1999

6. stuart@henshall.com Functionalities for emerging marketspace Deconstruct any internet business into its component functionalities and show how the “genes” combine to create the business and thus its value. Competitors with more of the right genes will ultimately destroy businesses with inferior DNA. Possible clues for the investor and manager.

7. stuart@henshall.com Functionalities around the online auction market Categor- ization Feedback Browsing Reporting Realtime Auctions Forums Search Regis- tration Pass- words Safe Harbor Person- alization Privacy Policy Appraisals Auction News Links all Auctions Counters Rates Compar- isons Anywhere Mail Contact E-Post- cards www.auctionwatch.com www.ebay.com Ebay pioneers the market. Massive number of new entrants Auctionwatch links auctions Simplifies search and find function Payment Systems

8. stuart@henshall.com Discussion: Creating Corporate DNA! Functionality: How might changing Internet functionality re-define your model? Reorganize as the customers value star? Intermediation: Identify intermediaries that change the proposition behind your business or industry. Using the additional functionalities identified in the list identify new possible combinations. What value added benefits are provided by this proposition? Who’s who in the food chain? Are new possible species emerging?