The image below illustrates the value map for the vBulletin ecosystem. The arrows point to monetary relationships; i.e. the forum owner earns revenue by selling community members ads; the forum owner also buys vBulletin, and pays services from vBulletin professionals.


Currently, the vBulletin owner is the most important part of this ecosystem.

This is really because the forum owner is closest to the customer. The person who is closest to the customer is in the best position to control the ecosystem.

As with all web 2.0 case studies, just think about Google.

Just as a single astrological chart can have an infinite number of interpretations (and hence it is up to the individual to give the chart meaning -- to become the hero who gives life meaning), ecosystems can have an infinite number of value maps depending on the perspective of the individual drawing the value map (the value cartographer, you could say). What the value map above does not illustrate is the other connections; for instance, vBulletin mod developers often collaborate amongst themselves to make sure their mods work harmoniously and even create new synergies. And of course, that vBulletin developers and designers are also dependent upon vBulletin itself; their business is based on it.

The one constant is that the customer is the source of value, and hence those closest to the customer are in the best position to control the entire ecosystem. And in this case, I think the forum owner (i.e. the webmaster who buys vBulletin and uses it to administer a community) is closest to the customer.

Now that we've done a bit of value cartography pertaining to the vBulletin ecosystem, we're ready to look at how two of the biggest players in the vBulletin ecosystem -- Zoints and vBSEO -- are working on strategies that could re-arrange things a bit. Click here to go to the next article.

If you're just joining us, here's the start page of our vBulletin case study.