Kerb co-founder Rob Brown reveals some of the learnings of building an international Sharing Economy startup, plus some of the secrets of the most successful Sharing Economy startups, like Airbnb, Uber, WeWork and Lending Club.

1. Marketing Secrets from the Sharing Economy
Rob Brown – Co-Founder & CEO - Kerb
Media Social | Digital Trends | 1 June 2017

2. 1. Context
Something strange is happening around the world…

3. We’re getting into cars with total strangers…
3 days ago in Saigon…
CONTEXT

4. We’re swapping hotel suites for strangers’ beds…
CONTEXT
Paris, Nov 2014
Paris, Nov 2016
Barcelona, Apr 2015

5. We’re lending money online to unknowns in far-away places…
CONTEXT

6. We’re ordering crafts from a girl called ‘Carly’ in San Francisco
CONTEXT

7. And we’re leaving our $70k Mazda in someone’s driveway…
CONTEXT

8. The currency of the new economy:
The new ‘Trust’/‘Sharing’ Economy
TTRRUUSSTT BBEETTWWEEEENN
SSTTRRAANNGGEERRSS
CONTEXT
Credits: Rachel Botsman

9. The notion of ‘trust’ is shifting…
CONTEXT
IINNSSTTIITTUUTTIIOONNSS TTOO IINNDDIIVVIIDDUUAALLSS
INSTITUTIONAL TRUST PEER TRUST
Credits: Rachel Botsman

10. Welcome to the world of the Sharing Economy…

11. This is not a
new phenomenon…

12. II NNEEEEDD…… YYOOUU HHAAVVEE……
TRUST
EFFICIENCY

13. Just 250 years ago, the ‘marketplace’ was the centre of community life
THIS IS NOT A NEW PHENOMENON

14. And in the marketplace everything was about trust + reputation
THIS IS NOT A NEW PHENOMENON

15. The same phenomenon happened in Asia, Europe and America
THIS IS NOT A NEW PHENOMENON

16. But we just had a
250-year interruption

17. This happened in 1764
THE 250-YEAR INTERRUPTION…
Then this in 1775…
Spinning Jenny Steam Engine

18. And that led to this…
THE 250-YEAR INTERRUPTION…
And this…

19. Last century we got this…
THE 250-YEAR INTERRUPTION…
And this…

20. And mass production created a growing class of ‘consumers’…
THE 250-YEAR INTERRUPTION…

21. Which led to mass marketing…
THE 250-YEAR INTERRUPTION…

22. Which lead to mass media…
THE 250-YEAR INTERRUPTION…

23. But in 1994 we started
sharing again…

24. This appeared in 1994
WE STARTED SHARING AGAIN
….Then this in 1998

25. And then this in 2007…
WE STARTED SHARING AGAIN

26. And here we are today…
WE STARTED SHARING AGAIN

27. Today’s Sharing Economy
=
“Winner Takes All”

28. Winner-Takes-All Scenario
TODAY’S SHARING ECONOMY
VVAALLUUEE = ‘NETWORK EFFECT’
RRaaiisseedd:: $$33..44bb
VVaalluueedd:: $$3333bb
RRaaiisseedd:: $$33..77bb
VVaalluueedd:: $$1166bb
RRaaiisseedd:: $$11bb
VVaalluueedd:: $$22..44bb
RRaaiisseedd:: $$88..88bb
VVaalluueedd:: $$7744bb
PPaarrkkiinngg????

29. But these winners have a few
things in common…

30. 1. Winners are a TRUE ALTERNATIVE TO (X)
MARKETING SECRETS FROM THE SHARING ECONOMY

31. 2. Winners provide a superior (‘frictionless’) tech experience
MARKETING SECRETS FROM THE SHARING ECONOMY

32. 2. Winners provide a superior (‘frictionless’) tech experience
MARKETING SECRETS FROM THE SHARING ECONOMY
Airbnb Home Awayvs

33. 3. Winners have managed to solve the ‘supply-side’ problem
MARKETING SECRETS FROM THE SHARING ECONOMY

34. 4. Winners persist. (And are willing to pivot on their strategy)
MARKETING SECRETS FROM THE SHARING ECONOMY

35. 4. Winners persist. (And are willing to pivot on their strategy)
MARKETING SECRETS FROM THE SHARING ECONOMY

36. 5. Winners have not overlooked the PERSONAL TOUCH OFFLINE
MARKETING SECRETS FROM THE SHARING ECONOMY

37. 5. Winners are maximizing the PERSONAL TOUCH OFFLINE
MARKETING SECRETS FROM THE SHARING ECONOMY

38. It’s not hard to add a personal touch…
MARKETING SECRETS FROM THE SHARING ECONOMY

39. “People will forget what you
said. People will forget what
you did. But people will never
forget the way you made
them feel.”
(Maya Angelou)
A FINAL THOUGHT…

40. TThhaannkk yyoouu
rob@kerb.works | 0405500564 | @robbrowntweets