According to Day, a product portfolio is a total market share of the product of a company based on the competition and the stages of the product lifecycle. This definition is nearly likely for the traditional merchandising company. These companies prepare their product and offer to the customers. They try hard and sole to retain and grow their market share. The customer or dealer visit the shop, order the product. These companies use direct promotional techniques to attract the customer as well as maintain a strong supply chain for materials and delivery of the product. This traditional business also uses the traditional business models. 1000venture.com provides a traditional business model, which consists of six components. Those are competitive strategy, growth strategy, value proposition, market segment, value chain structure, and revenue model.
However, the product portfolio and business model of SpreadShirt.com is far different from that one of the traditional companies. SpreadShirt.com is doing a business online, where the competition is not like traditional one. They create a platform for the individual entrepreneur and small company to promote their product. So the product portfolio of SpreadShirt.com ranges from garments to other particulars with more than a thousand designs. The business model is also substantially different from the traditional one. The business model is simples to SpreadShirt.com. They took the order from the customer online and then made the product in their production house. After the strict inspection of the quality, the product was packed for shipment. They provide the commission to the shop owners, and the deal finishes. They do not need to maintain a strong supply chain for their production and supply. In a true sense, it is a business model of new generations, which differ significantly from the traditional one.