1. MARCO TORREGROSSA
Managing Director
Euro Freelancers & European Sharing EconomyCoalition
The Sharing Economy
TrainingToolkit Based on Strength, Weaknesses,
Opportunities andThreats (SWOT)

2. Summary
1. Definition
2. Examples
3. Characteristics
4. Technology
5. Business
6. Regulation
7. Sustainability
8. Developments
9. Freelance Economy

3. Definition

4. The Sharing Economy
“A social and economic system driven by network technologies and peer
communities that enables the sharing of underutilised assets from space to
skills to objects and money, transforming how we produce, consume, finance
and learn”.
Source: Collaborative Lab

5. Source: Collaborative Lab

7. Source: ShareNL andWhat’s Mine isYours:The Rise of Collaborative Consumption.

8. Underlining Principles
 Optimisation of underutilised assets (tangible and
intangible) with idle capacity
 Shift from individual ownership to shared access
 Disaggregated physical assets consumed as
services
 Horizontal value chains
 Collaborative digital technologies
 Trust between strangers
 More convenience, choices and empowerment

9. It is Already Happening …

10. Source: Aldo deJong, Claro Partners

11. The 3 Systems of the Sharing Economy
1. Redistribution Markets redistribute things from where they are not needed
to someone or somewhere they’re needed.
– Examples include eBay (auction site), Craigslist (local classified ads),
Swap.com and niche marketplaces such as 99dresses (clothes), thredUP
(children’s clothing), yerdle (various)
2. Product Service Systems allow members to pay for the benefit of using a
product without needing to own it outright.
– Examples include Zipcar, Getable, Snapgoods, RelayRides,City CarShare,
Velib, bicycle sharing platforms
3. Collaborative Lifestyles platforms allow for the sharing and exchange of less
tangible assets such as time, skills, money, experiences or space.
– Examples include Skillshare,Airbnb,TaskRabbit, Lending Club, LiquidSpace,
Vayable, time banks and local exchange systems such as Sel du Lac
Source:Young Global Leaders Sharing Economy Dialogue Position Paper 2013

13. Worldwide Blurred Distinctions
 Professional and personal life
 Public and private sectors
 Manufacturing and services
 Science and society
 Multinationals and small businesses
 “Proprietas” and “Usus”

14. Examples

17. Selected Examples of Sharing Economy
Disruptions
 Retailers disrupted by -> Zilok (goods exchanges)
 Hospitality disrupted by -> Airbnb (accommodation)
 Banks disrupted by -> Zopa (money lending)
 Transportation disrupted by -> Zipcar (cars rental)
 Staffing disrupted by ->Taskrabbit (small tasks)
 Universities disrupted by -> Skillshare (skills)
 Design disrupted by -> 99design (graphic design)
 Journalism disrupted by GrassWire (newsroom)

18. Selected Examples of Sharing Economy
Disruptions (Continued)
 Food disrupted by -> Feastly (meals)
 Clothing disrupted by -> sixosix (cloths exchange)
 Art disrupted by -> getARTup (art exchange)
 Office Rental disrupted by -> liquidspace (co-working places)
 Dating disrupted by -> Rent a Friend (friendship)
 Travelling disrupted by -> Easynest (travel costs sharing)
 Volunteering disrupted by -> TimeRepublik (volunteering)
 Manufacturing disrupted by -> 3D Printing (co-creation
manufacturing)

19. Sharing Economy Recent Success
Source: Ouishare

21. Source: Collaborative Lab

23. Characteristics

24. The Sharing Economy Drivers (Social)
 Renewed belief in the importance of the community (virtual
and real) with sense of togetherness, intimacy, trust
 Population growth: more people - smaller spaces - less stuff
 Shift in power balance from centralised organisations to
distributed networks of people
 Global recession that has shocked consumers behaviours
 Independent lifestyle trend above all among young, IT savvy
and urban people
 Active citizenship
 Disillusionment with consumerist culture

25. The Sharing Economy Drivers (Economic)
 Monetise excess and the idling capacity of assets
 Need to reduce carbon footprint by sharing assets, stretching
the life cycle of a product and reducing waste
 Rising costs of production and of living, e.g. energy, food
prices
 Influx ofVC Funding
 Economic disparities and shifting of resources
 Inaccessible luxury items
 Pervasive unemployment

26. The Sharing Economy Drivers (Technological)
 Peer to peer social networks
 Mobile and real time technologies
 Peer to peer payments
 Internet of things

27. Overarching Drivers
 Convenience
 Costs saving
 Desire for authentic experiences
 Desire for quality goods and services

29. The Sharing Economy Consequences
 More efficient allocation of underutilized resources
 Favourable effects on competition, forcing traditional suppliers to
innovate and reduce their prices
 Greater consumer choice with lower transaction costs
 New distribution lines to support multi-user product life cycles
 Increases happiness and contentment due to positive social
interactions
 Lowers barriers to entrepreneurship
 Fosters local production, exchanges, investments
 Shifts power from top down, from centralized institutions to
decentralized, connected communities and distributed networks

30. Organisational Shift

31. Where Sharing Economy Works Best
 The asset needs to become “liquid,” i.e. easy to share e.g.
spaces and skills
 The asset needs to have high idling capacity, i.e. low
frequency of use e.g. cars or spare spaces
 Assets that are expensive to own outright e.g. solar panels
and luxury goods
 Assets that quickly become obsolete e.g. baby goods and
maternity-related clothing and products
 Assets that have no demand or supply limitations, or whose
value increases because of the fact it is shared e.g. travel
experiences

32. Technology

34. The 3 Phases of Internet Evolution
Source:The Sharing Economy,Torben Rick

35. Power ofTechnology in the Sharing
Economy
 Increased efficiency
 Enables to build trust/accountability among
strangers
 Peer to peer reviews and stars rating systems

36. HowTrust is Built Online
 Identity verification systems
 Social network integration
 Similar interests and values
 Comments, rating and reviews

37. OLAF BLECKER

38. Online Reputation Data to BuildTrust
Among Strangers
 Extraction and aggregation of online reputation
 Reputation capital as a credit to spend via data
banks beyond marketplaces
 New forms of payment like virtual or peer-to-peer
currency (Bitcoin) or social capital (Klout)
 Privacy concerns

39. How to MeasureTrust
Source: Aldo deJong, Claro Partners

43. Challenges of Online Reputation
 Is trust universal accross different types of sharing
platforms?
 Can I trust the „trust platform“ that is collecting all
my data?
 How will this data be used?
 Do these trust aggregation platforms foster
control, rather than trust?
Source: Francesca Pick, OuiShare

44. “The original idea of the web was that it
should be a collaborative space where
you can communicate through sharing
information.”
-Tim Berners-Lee, the inventor of theWorldWideWeb

45. Business

47. The 4 “I” Areas Ripe for Disruption
1. Infrastructures 2. Intermediaries
Complex
Dictating Distributions
Non interactive
Enticing control
Monopolistic
Redundant
Diffused
Unwanted
Inappropriate
Expensive
3. Inventories 4. Institutionalisations
Centralised
Enclosed
Burdensome
Locked in
Proprietary
Pervasive
Hierarchical
Broken trust
Unempowering
Inaccessible
Undemocratised

48. Recipe for Disruption
 Follow an approach that makes it more accessible,
more affordable, faster and with higher quality for
a large group of people to do what matters to
them.
 Develop a way of offering a product or service that
is difficult for others to replicate, keeping costs
radically lower than competitors.
 Tackle markets that existing companies are
motivated to exit or ignore because they are
unprofitable or seemingly too small to matter.

49. How Companies Get Involved in the
Sharing Economy
 Partnerships
 Investment
 Business model reinvention
 Tapping into the crowd (crowdsourcing)

50. Examples from Big CompaniesTapping
into the Sharing Economy
 Nike (runners communities)
 Virgin Atlantic (sharing luggage space)
 Lego (pley, renting lego sets)
 Groupon (collective buyers power)
 French Post (digital identities for registered letters)
 Quirky (user-submitted ideas via virtual platforms)
 Starbucks (crowdsourcing design)
 Dell (crowdsourcing product specifications)
 Google Helpouts (skills sharing)

51. Sharing Economy Partnership Examples
 Marriott and Liquid Space
 Google and Lending Club
 BMW and ParkatmyHouse
 GM and RelayRides
 Ebay and Patagonia
 GE and Quirky
 Philips and Indiegogo
 Walgreens andTaskRabbit
 Western Union and Airbnb
 Home Depot and Uber
 Kelly Services and oDesk
 DHL and MyWays
 Uniliver and Carrotmob
 Lufthansa and Home Exchange

53. “The secondhand market opens up [our]
brand to a lot of people who can’t afford
to buy it first-hand. In a way, it opens up a
market to us that we might not have
otherwise had.”
–Vincent Stanley, Patagonia

54. Business Models
Traditional selling for consumption is no longer the
only viable business model. New models of access
over traditional ownership include:
 Rental
 On-demand
 Freemium
 Subscription
 Membership usage
 Try-and-buy

55. Source: Collaborative Lab

56. Source: Aldo deJong, Claro Partners

57. Source: Aldo deJong, Claro Partners

58.