Secrets of the Sharing Economy: Why Most Sharing Economy Companies fail
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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.
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Secrets of the Sharing Economy: Why Most Sharing Economy Companies fail
- 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