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Corporations must join the collaborative economy Important: Many of the animations are not showing on Slideshare, it's best to download PPT
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The Collaborative Economy
Jeremiah Owyang
An economic model where ownership and access are shared between people, startups, and corporations.
Eras of the Internet
What role do corporations playif people don’t need them?
The Collaborative EconomyAn economic model where ownership and access are shared between people, startups, and corporations.
The only way, is to let go to gain more.
Is this a business disruption?
Sharing Is Not New
Lyft
People Can Tap into Each Other
Need to travel…
Lyft enables crowd to be transportation –avoiding taxis
AirBnb
People Can Tap into Each Other
Need a place to stay…
AirBnb Enables Crowd to be a Hotel
People Can Tap into Each Other
Need to get funded...
LendingClub
LendingClub enables crowd to be a bank
oDesk
People Can Tap into Each Other
Need staff…
oDesk enables crowd to be a workforce
Feastly
People Can Tap into Each Other
Need to dine…
Feastly enables your neighbors kitchens to be a restaurant
People Can Tap into Each Other
Need a place for staff…
LiquidSpace
Liquidspace enables companies to rent from each other
Yerdle
People Can Tap into Each Other
Need products and goods…
Yerdle enables neighbors to gift goods --rather than buy
A properly shared car is$270,000Lost RevenueOf auto sales
(1 shared car = 9 cars at average of $30k each.)
24
Is this a passing fad?
Societal Factors
75% said they predicted sharing of physical objects and spaces will increase in next 5 years
–Shareable Magazine Study
Population
Economic Factors
1975: 4 Billion
2050: 9 Billion
Technology Factors
• 87 phones per 100 people on planet
• Three quarters of startups use social tech like Facebook
A movement that’s only increasing
Out of 200 collaborative economy startups, total funding was over $2 billion
Of those funded, the average was $28 million (May 2013, Lyft raised $60m)
The sharing revolution is an unstoppable movement
Collaborated with the Revolutionaries
32
What can you do?
Collaborative Economy: Value Chain
Collaborative Economy: Value Chain
1. Company as a Service
Toyota as a Service
Razors as a service
Mobility as a Service
Collaborative Economy: Value Chain
2. Motivate a Market
ScotteVest enables second market
Patagonia enabling second market and altruism
Value add: sell 1000 cars to everyone
Collaborative Economy: Value Chain
3: Provide a Platform
Collaboration
FundDesignDevelopProduceDeliverStoreMarket
Co
Co-Fund new products like Kickstarter
Co-Design products like Nike
Co-Develop like Quirkly
Co-Customize Like Etsy
Co-Production with 3D Printers
Co-Storage of Products with Lockitron
Co-Deliver with Deliv
Co-Market: Christiana Bike
Enable othersto build a product
Collaborative Economy: Value Chain
What will challenge us as we move forward?
Opposing Market Forces Abound
1. Governments, lobbyists, and institutions oppose
2. Buyers and sellers lack complete trust
3. Fragmented startups in every category
4. Uncertainty about which startups will stand the test of time
What are your benefits for letting go to the collaborative economy?
More efficient, as the crowd helps you
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2 A long-term relationship with your vested customers
3 New value created between people, means new revenues
4 If you act now, you will have first mover advantage
Collaborative Economy: Value Chain 20%
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Let go of your company to gain the market.
What side of history will you be on?
Download Report: http://bit.ly/collabeco
Jeremiah OwyangPartner and Industry AnalystAltimeter Group@jowyang
Collaborative Economy Take-Aways
• The crowd turns to each other to get goods and services –bypassing corporations
• The sharing revolution is an unstoppable movement
• Solution: embrace the Collaborative Economy Value Chain:
1. Company as a Service2. Motivate a Marketplace3. Provide a Platform
Collaborative Economy GlossaryCollaborative Economy (Model): An Economic model where ownership and access is shared between people, startups, and corporations. Two sided Marketplace (Category): An online website where buyers and sellers of goods or services are sharing inventory, need, and transacting. Example: Ebay, Craigslist, AirBnb, 99 dresses.
Transactions (Verbs): There are many types of verbs that can be used in facilitation including: Buy, Sell, Swap, Lend, Gift, Co-own, co-fund , buy and more.
Maker Movement (Trend): An emerging trend where customers can self-design, create, produce, and distribute products and goods on their own.
Company as a Service (Strategy): Rather than sell goods in the traditional sense, offer products or services to customers on- demand or through a subscription model. Rent, Subscribe, or Gift.
Motivate a Marketplace (Strategy): A community around a brand enabling customers and partners to resell or co-purchase products, swap goods related to the brand, or even enable lending or gifting for no monetary exchange.
Provide a Platform (Strategy): Corporations that enable an ecosystem customers to build products and new services as partners — not just consumers.
Online Reputation (Feature): Any number of online features that store historical and current information about social profiles, individuals network connections, credibility, or reviews of previous and predictable behavior.
Social Sign On (Feature): A technology feature that connects websites with profile systems from social networks like Facebook, LinkedIn or Twitter connect enabling existing reputation, social contacts, and social graph information
Altimeter looked at over 200 collaborative economy startups
Over 1/3 of these startups have received venture capital funding
37%
$
The average funding per startupis $29M
$130M
$83M$50
M$29M
AverageStartup
The total funding across these 200 startups is $2B, showing broad investor commitment
$2B
2/3 of these startups focus on peer-to-peer sharing
63%
Peer-driven sharing, like Airbnb or 99Dresses
35%
Business/brand-driven sharing, like co-working or BMW Drive NOW
2/3 of these startups charge on a per usage (pro rata)
67%
21%
10%
6%
Pro Rata
Membership/One Time
Fee
Free
Exchange
Of the Top 30 Startups, Most Have Social Networking Features
75
Have social networking features, e.g. social profiles and reputation systems
73%
Integrate Facebook Connect
53%
Collaborative Economy Value Chain: Exploded Visualization
Credits: Research InterviewsAirbnb, Molly Turner, Public Policy
Arbor Advisors, Dean Callas, Investment Banker
Ariba, An SAP Company, Joseph Fox, VP of Strategy
August Capital, David Hornik, Investor
Bazaarvoice, Stephen Collins, CEO
carpooling .com, Markus Barnikel, CEO
Cisco, Carlos Dominguez, SVP, Office of the COB and CEO
ConnectMe 360, Brian Hayashi, Founder
Decide.com, Shauna Causey, VP, Marketing
Enterprise Holdings, Ryan Johnson,
WeCar AVPeToro, Yoni Assia, CEO and Founder
eToro, Nadav Avidan, PR and Communications Manager
eToro, Adi Yagil, Head of Social Media
Gazelle, Israel Ganot, CEO
HomeExchange, Ed Kushins, Founder
Jive Software, Christopher Morace, Chief Strategy Officer
LiquidSpace, Mark Gilbreath, CEO/Founder/Skipper
Lithium, Rob Tarkoff, President and CEO
Lyft, Kristin Sverchek, General Counsel
MuckerLab, William Hsu, Co-Founder, Partner
Sasson Capital, Vivian Wang, Venture Capitalist
oDesk, Gary Swart, CEO
oDesk, Shoshana Deutschkron, Director, Communications
OuiShare, Antonin Léonard, Co-Founder
Oversee.net, Gene Chuang, CTO
PivotDesk, Alex Newman, Director, Customer Development
Sass.me and Oversee.net, Min Chan, GM of Mobile
SCOTTEVEST, Scott Jordan, CEO and Founder
Shareable Magazine, Neal Gorenflo, Founder
Shasta Ventures, Rob Coneybeer, Managing Director
Collaborative Lab, April Rinne, Chief Strategy Officer
Collaborative Lab, Lauren Anderson, Chief Knowledge Officer
The Mesh, Lisa Gansky, Author, The Mesh: Why the Future of Business is Sharing
Zuora, Tien Tzuo, CEO
Zuora, Brian Bell, CMO
Deborah Schultz, Innovation Strategist
The following people provided guidance, reviewed content, tested ideas, or
most importantly, challenged the thesis during the project:
David Armano, David Berkowitz, Richard Binhammer, Mel Blake, Erik Boles,
Michael Brito, Noelle Chun, Steve Farnsworth, Lyle Fong, Ian Greenleigh, Shel
Holtz, Noah Karesh, Kevin Kelley, Matt Krebsbach, Wendy Lea, Evelyn Lee,
Geoff Livingston, Jacob Miller, Marcus Nelson, Ben Parr, Jeff Richards, Andy
Ruben, Jim Rudden, Ben Smith, Aaron Strout, Carmen Taran, Rob Tarkoff, Ed
Van Siclen, Mike Walsh, Sharon Weinbar, Adam Werbach, Susan Williams,
Vladimir Mirkovic, Anita Wong, and the entire Altimeter Group research and
consulting team.
We extend special appreciation to LeWeb founder Loic Le Meur who inspired
Altimeter Group to research this topic.
Credits: Research Input