1.
EMPOWERING THE BUSINESSES THAT ARE REDEFINING COMMERCE
INFLUENCERS DINNER
7/1/14

2.
The On-Demand Economy is a member-driven organization of mobile
commerce executives, thought leaders, service providers, journalists,
investors, and consumer advocates.
We are experiencing a revolution enabled by new technologies and shifting
consumer habits, spurring “The On-Demand Economy.” Mobile businesses
are rapidly changing industries, cities, and lives, and smartphones are
becoming the remote controls that allow us to navigate our daily lives. We
believe mobile spending will represent the fastest and most
transformational shift in consumer spending seen in history.
The On-Demand Economy will serve as an unbiased platform to meet
influential industry participants, collaborate with like-minded businesses,
address collective issues, and provide access to research and data for all
members.
Discover, celebrate, and learn from this innovative new industry that is
redefining commerce by making lives around the world easier and more
convenient.

3.
Table of Contents
3
I. The On-Demand Economy
II. Grocery Survey
III. On-Demand Influencers’ Survey
IV. On-Demand Mobile Survey
© The On-Demand Economy
4
7
13
23

4.
I. The On-Demand Economy
4© The On-Demand Economy

5.
5© The On-Demand Economy
On-Demand Framework
5

6.
Fact Sheet
6© The On-Demand Economy
0
4
8
12
16
20
0
500
1,000
1,500
2,000
2,500
NumberofBusinesses
TotalInvestnts(000's)
Industry Sector
On-Demand Investments
Previous 5 Years
Previous 12 Months
Number of Businesses
On-Demand Pioneers
0%
20%
40%
60%
80%
Mobile Commerce Categories To Experience The Most
Explosive Growth Over The Next Three Years
0%
10%
20%
30%
40%
50%
Reasons For Trying Online Grocery Shopping
Source: Data as of 6/30/14 compiled from AngelList and Crunchbase by On-Demand Economy Researchers
Sources: National Restaurant Association, Euromonitor, GrubHub, AngelList, Crunchbase, Mobile Commerce Daily, IBISWorld, TechCrunch
US Total AddressableMarket ($B) $683 $11
Total Capital Invested in Past 5 Years
($B)
>$1.1 >$2.1
Number of On-Demand Companies
(globally)
>20 >25
Representative Businesses
Monthly Active Users (000’s) >3,800 >450
Total Global Revenue in 2013 ($M) >$1,000 >$1,000
Estimated Growth Rate (per year) >50% ~200%
Gross Margins (% of Rev) 10-15% 20-25%
Mobile Transactions (as % of Total) >40% 100%
Food
Delivery
Ground
Transportation

7.
II. Grocery Survey
7© The On-Demand Economy

8.
Grocery Survey
8
 The On-Demand Economy surveyed 250 shoppers on
6/12/14 - 7/1/14 at Trader Joe’s and Whole Foods in
NY who were in the store but had previously
purchased groceries online
 Grocery delivery services such as Instacart,
FreshDirect, and Postmates have raised over $372M
in funding with nearly 40% raised in the past year
 The On-Demand Economy’s goal was to determine
the online groceries consumer’s:
 Mindset when purchasing groceries online
 Preferred medium for ordering online
 Rationale for purchasing groceries in the store
versus shopping online
Overview
© The On-Demand Economy
Male
38%
Female
62%
Gender
<20
2%
20-35
55%
36-50
32%
50+
10%
Age

9.
9
 20% of respondents have purchased
groceries online through their mobile
devices
© The On-Demand Economy
 63% of respondents who have purchased
groceries through their mobile devices are
under 35, with only 13% older than 50
63%
13%
0%
10%
20%
30%
40%
50%
60%
70%
<35 >50
Age
Age of Shoppers
Purchasing Groceries
Through Their Mobile
DevicesMobile
11%
Not mobile
81%
Both
9%
Are Shoppers Ordering Groceries Through
Mobile?
Young Shoppers Dominate Mobile Grocery Shopping
Mobile Grocery Shopping

10.
Why Are They At The Grocery Store?
10
 30% of respondents noted “being in
the neighborhood” as one of their
main reasons for not ordering online
 Only 6% of respondents reported
having a bad experience with a
previous online order
They’re In The Neighborhood…
© The On-Demand Economy
30%
25%
19% 18%
13%
11% 11%
9%
6% 5%
0%
5%
10%
15%
20%
25%
30%
35%
Rationale For Choosing Not To
Purchase Online

11.
11© The On-Demand Economy
 46% of respondents cited the
convenience of deliveries as one of
the main reasons for trying grocery
delivery services
 23% of respondents noted avoiding
the hassle of carrying groceries as a
key reason for trying online grocery
delivery services
46%
23% 22%
19% 18%
16%
10%
8%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Reasons For Trying Online Grocery
Shopping
Why Try Purchasing Groceries Online?
Convenience Is King!

12.
12© The On-Demand Economy
 35% of mobile grocery shoppers
noted incentives as one of their main
reasons for trying the services, as
compared to only 15% of Non-Mobile
shoppers
The Influential Power of Incentives for
Mobile vs. Non-Mobile Grocery
Shoppers
35%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Mobile Not Mobile
Transaction Method
The Power of Incentives
Mobile Incentives Are Key to Customer Acquisition

13.
III. On-Demand Influencers’ Survey
13© The On-Demand Economy

14.
14© The On-Demand Economy
 19 on-demand service executives and thought leaders
were surveyed by The On-Demand Economy on
6/23/14-7/1/14
 These surveys were conducted by The On-Demand
Economy with the intention of:
 Uncovering new trends and opportunities through
the collective wisdom of those who know the
space most intimately
 Developing a collaborative viewpoint on persistent
questions and concerns related to the industry
 Highlighting commonalities between a wide range
of on-demand services
 On-demand business
executives
 On-demand business
investors
 On-demand industry 3rd
party service providers
Survey Participants
On-Demand Influencers’ Survey
Overview

15.
15© The On-Demand Economy
Over valued
63%
Under valued
37%
Uber's Valuation
n= 19
Uber’s Valuation
Is Uber at $18.2B Over Valued?

16.
16© The On-Demand Economy
Expected Compound Annual Growth Rate (next 3 years)
0%
10%
20%
30%
40%
<10% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% >90%
PercentageofResponses
US M-Commerce Compound Annual Growth Rate During
The Next Three Years
n= 18
The Rapid Growth of Mobile Commerce
2x Expected Growth Over Next 3 Years

17.
0.0%
10.0%
20.0%
30.0%
40.0%
16-19% 20-24% 25-29% 30-34% 35-39% 40-44% 45-49% >50%
M-Commerce Spend As a Percentage of Total US Digital
Spend (E-Commerce & M-Commerce) in 2016
17© The On-Demand Economy
16%
Estimates as
reported by
eMarketer
Percentage of M-Commerce Spend/Total
n= 18
Mobile Commerce Spend In 2016
61% Believe M-Commerce Will Comprise >30% of Total Spend

18.
18© The On-Demand Economy
0%
10%
20%
30%
40%
50%
60%
70%
80%
Industry That Will Experience The Most Explosive Growth Over
The Next Three Years
n= 18
The Future of Mobile Commerce
67% Believe Grocery Industry Will Experience The Most Growth

19.
19© The On-Demand Economy
n= 18
No
61%
Yes
39%
Do You Feel That We Are In a Bubble?
Do You Feel That We Are In a Bubble?
61% Do Not Feel That We Are In a Bubble

20.
20© The On-Demand Economy
Yes
89%
No
11%
Is Mobile What Makes The On-Demand Economy
Possible?
n= 18
The Impact of Mobile On The On-Demand Economy
89% Believe Mobile Makes The On-Demand Economy Possible

21.
21© The On-Demand Economy
0% 10% 20% 30% 40% 50%
Government support
Other (better
experience)
Collaboration between
industry participants…
Continous
improvements in…
Adoption in secondary
and tertiary markets
Appetite for
convenience in…
Factors of Success For The On-Demand Economy
Percentage of Responses
n= 18
Factors of Success For The On-Demand Economy
33% Believe Appetite For Convenience In Primary Markets is Key

22.
22© The On-Demand Economy
0% 10% 20% 30% 40% 50%
Availability of financing
Future market demand
New regulations
Technical resources
Existing competition
Current market demand
Operational resources
New competition
On-Demand Worries: Investing and Operations
Percentage of Responses
n= 18
On-Demand Worries: Investing and Operations
39% Are Worried About New Competition

23.
IV. On-Demand Mobile Survey
23© The On-Demand Economy

24.
24© The On-Demand Economy
 Surveys conducted by The On-Demand Economy on
11/3/13-11/6/13 with over 9,000 smartphone users in the
act of using a mobile application
 These surveys were conducted by The On-Demand
Economy with the intention of:
 Assessing awareness levels of on-demand
services within core demographics
 Exploring how consumers engage with mobile
applications
 Smartphone owners
 Primarily urban dwellers
 Mobile application users
Survey Participant Profile
On-Demand Mobile Survey
Overview

25.
25© The On-Demand Economy
22% 20%
24% 21% 24% 23%
27%
22%
78% 80%
76% 79% 76% 77%
73%
78%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total NY LA CHI DA BOS SF Other
Awareness of Uber By City
Unaware
Aware
n= 9156
Awareness of Uber By City
22% of Smartphone Respondents Have Heard of Uber

26.
26© The On-Demand Economy