Uberized Economy - Inspiring Route

U B E R I Z E D E C O N O M Y
I N S P I R I N G R O U T E
July,
7th
2015

0 1
T H E S I Z E O F U B E R I Z E D
E C O N O M Y
0 2
F R O M A B U S I N E S S
P O I N T O F V I E W
0 3
I N S T A N T
H A P P I N E S S
C O N T E N T S .
0 0

MARKET R EVOLUT IO N I S AN
INSPIRATION CO MPANY. OUR MISSIO N
IS TO IDENT IF Y AND UNDERSTAND TH E
IMPACTS O F NEW CONSUMER AND
BUSINESS T REN DS.
WE WORK WI TH COMPA NIES AND
BRANDS WHO WAN T TO BE VISION ARY ,
CREATIVE, BRAVE. AND ALSO A BIT
REVOLUTIONARY.

G E T I N S P I R E D N O W !
DRO P US A LIN E AT
IN FO@M A RKE TRE VOLU TIO N.IT
TO LEARN M O RE
ABOU T OU R SE RVICE S.

I N S T A N T
H A P P I N E S S
0 1

T H I S S T O R Y
S T A R T S I N
S A N F R A N C I S C O

I N S T A N T H A P P I N E S S
L I Z ’ S S T O R Y
Liz
is
a
working
from
home
journalist,
based
in

San
Francisco.

At
12:15
pm
she
opens
up
the
SpoonRocket
app

on
her
phone
and
selects
a
chicken
tamale
and
a

mint
smoothie.

Six
minutes
later,
there’s
a
car
in
her
driveway.

She
goes
downstairs
to
greet
the
driver,
who
pulls

the
order
from
a
bag
in
his
passenger
seat.

She’s
back
at
her
laptop
before
the
clock
has

ticked
past
seven
minutes.
8

S E A N ’ S S T O R Y
Sean
is
a
23-‐year-‐old
driver,
based
in
San

Francisco.

He
just
got
a
degree
in
photography,
and
he’s

saving
up
money
to
travel
to
photograph
wildlife.

Carrying
two
iPhones
that
beep
out
assignments

all
day
long,
Sean
works
for
three
different
app-‐
enabled
services:
SpoonRocket,
Sprig
and

Instacart.

He
does
about
25
to
30
deliveries
per
day

and
he
thinks
he
will
make
between
$45K
and

$60K
this
year.
9

L I Z I S O N E O F U S A N D W H AT M AT T E R S I S T I M E
11
H U R R Y
S I C K N E S S

L I Z I S O N E O F U S A N D W H AT M AT T E R S I S T I M E
12
N E W R I C H
P A R A D I G M

A N D W E W A N T T H I S
13
SPEED
COGNITIVE EASE
Source: Market Revolution, 2015; Business Insider, 2014; Next Juggernaut, 2014

A N D W E W A N T T H I S
14
CONVENIENCE

I L M A C R O
M E S S A G G I O D A
D A R E .

I N S TA N T G R AT I F I C AT I O N
16
“I
want
what
I
want
when
I
want
it”
Source: Recode, 2014.

W E A R E G I V I N G U P Q U E U E S A N D
W A I T I N G , T H E B O R I N G P A R T O F
O U R L I F E T O G E T T H E N E W , T H E
S H I N I N G A N D M A K E T H E M O S T
O F I T.

S E A N I S O N E O F T H E
U B E R I Z E D W O R K E R S
Workers
aren’t
expecting
stability.

Coffee
shops
are
their
office.

No
expectation
of
standard
work
hours.

They
take
freelance
tasks.

They
want
to
be
their
own
boss.

They
want
a
greater
work-‐life
balance.

19

U B E R I Z E D W O R K E R S G E N D E R
20
27,0%
73,0%
MALE FEMALE

U B E R I Z E D W O R K E R S A G E
21
18-24
25-34
35-44
45-54
55-64
+65 0,9%
4,3%
11%
16,3%
28,8%
38,7%
Source: The Atlantic, 2015

W H Y U B E R I Z E D W O R K E R S L E F T T H E I R F O R M E R C O M P A N I E S
22
Insufficient pay
Lack of enjoyment from work
I don't need to work there anymore
Insufficient flexibility in schedule 26,4%
28,2%
36,9%
42,9%
Source: The Atlantic, 2015

T H E Y A R E
N O T J U S T
M E S S E N G E R S

O T H E R W I S E T H E Y
W O U L D B E
D A B B A W A L L A

A L F R E D
Alfred
is
a
$99-‐per-‐month
service.
It
connects

customers
with
home
managers
called
“Alfreds”.

Each
Alfred
will
visit
at
a
pre-‐determined
time

twice
a
week
to
complete
a
user’s
chores.

Alfreds
will
keep
the
home
cleaner,
send
any

packages
that
need
to
be
dealt
with,
and
even

pick
up
prescriptions
from
the
neighborhood

pharmacy.
27

I N S TA C A R T
“Instacart
lets
you
order
food
from
your
fave

local
grocery
stores,
and
then
select
your
desired

delivery
window,
which
could
be
as
soon
as
the

next
hour
—
we
can’t
even
manage
to
fight
our

way
into
the
Union
Square
Trader
Joe’s
in
that

amount
of
time.”

28

H O W D I D W E
G E T H E R E ?

T H I S H A S C H A N G E D
30
CONTENT INTERACTION SERVICE
accessing
a
document

with
the
push
of
a

button
stay
in
touch
with
our

friends
and
family

from
the
comfort
of

our
couch
getting
whatever
you

want
delivered
to
your

doors
two
days
later
PRODUCTS
large-‐scale

marketplace
powered

by
independent

workers
and

smartphones

I N S P I R E D B Y U B E R , U B E R I Z E D
E C O N O M Y I S T H E E C O N O M I C
A C T I V I T Y , T H AT F U L F I L L S
D E M A N D O F G O O D S A N D
S E R V I C E S , V I A T H E I M M E D I AT E
S U P P LY , P R O V I D E D B Y P E O P L E

T H E S I Z E O F
U B E R I Z E D
E C O N O M Y
0 2

A N E N T I R E C I T Y
I S B E C O M I N G
U B E R I Z E D

34
A D A I LY R O U T I N E I N S A N F R A N C I S C O …
09:00 14:00
11:00 16:00 22:00
18:00
Woke
up
with

a
headache?
Need
to
send

a
pack?
An
action
movie

with
the
guys?
No
clean
cloths

for
tomorrow?
Prefer
a

Michelin-‐Starred
dinner?
Girlfriend
to
spoil?
Source:
Medium

35
A C I T Y W H E R E A C L I C K G E T S Y O U A L L !
Source:
Medium

A N Y T H I N G T H A T
C A N B E
C O N S U M E D ,
C A N B E
“ U B E R I Z E D ”

S I Z E
“ T H E U B E R O F X ”
The
business
model
that
has
been
established
by
Uber
has
inspired
a
lot
and
is
seeing
similar

and
various
applications
in
different
industries…
37
Source:
The
On
Demand
Economy
TRANSPORTATIONRESERVATIONS
&
TICKETING TRAVEL
HOME
SERVICESDELIVERY HEALTH
&
BEAUTY

S I Z E
“ T H E U B E R O F X ” - M A N Y O F T H E M
The
business
model
that
has
been
established
by
Uber
has
inspired
a
lot
and
is
seeing
similar

and
various
applications
in
different
industries…
with
almost
300
companies.
38
Source:
The
On
Demand
Economy
TRANSPORTATIONRESERVATIONS
&
TICKETING TRAVEL
HOME
SERVICESDELIVERY HEALTH
&
BEAUTY
7 9 1 3 2 4
1 19 73 1

S I Z E
“ T H E U B E R O F X ” - S O M E O F T H E M
39
PROFESSIONAL
SERVICESHEALTH
&
BEAUTYDELIVERY
20
min. 30
min. 24
hr.
hand
over
in receive
in deal
in
Source:
The
On
Demand
Economy

W H A T P E O P L E
D O A N D D E M A N D
M O S T ?

S I Z E
W H E R E T H E S E O N D E M A N D S E R V I C E S A R E C O N C E N T R AT E D ?
The
on
demand
services
have
been
developed
especially
in
the
areas
where
people
pass
plenty
of
time

and
spend
plenty
of
money.

In
US,
the
concentration,
among
all
the
spendings
is
in
home
services,
transportation
and

food
delivery.
41
33
% 18
% 14
%
@HOME
EVERYDAY 37
MILES
/
DAY GROCERY
2X
A
WEEK
Source:
KPCB,
Internet
Trends
2015

S I Z E
H O M E S E R V I C E S
42
$350
spent
per
customer/month

18.000+
runs

Dry
cleaning
58K
shirts

Delivering
3K
pounds
of
dog
food
40.000
hours
in
5
months
4,5
years
time
Source:
CrunchBase,Business
Insider,
Boston
Magazine

S I Z E
T R A N S P O R TAT I O N
43
Source:
CrunchBase,
Lyft,
Sherpa
Ventures,
Bloomberg
29%
71%
SF
Taxi

Rev.2013
SF
OD
Serv.

Rev.2013
Growth
in
revenues
2013-‐2014:
983%

2013:
7.000
drivers,
488.000
rides/month

2014:
51.000
drivers,
2,2m
rides/month

S I Z E
F O O D D E L I V E R Y
44
Gross
Profit:
2014-‐2015:
+10%
Source:
Techcrunch

T H E R E I S S T I L L
R O O M F O R
G R O W T H

S I Z E
A W A R E O R N O T A W A R E ?
Among
the
three
most
spending
industries,
the

awareness
rates
are
still
improvable.
46
8 5
%
4 5
%
6
%
4 3
%
1 3
%
2 5
%
Source:
The
On-‐Demand
Economy
2015
Mobile
Consumer
Survey

S I Z E
C O U L D H A V E A G R E AT P O T E N T I A L
The
online
penetration
rates
of
top
industries
for
on-‐demand
services
are
really
impressive
considering

that
the
services
are
operatively
functioning
in
the
last
5
years
at
most.
47
Source:
BIA
Kelsey
5%
95%
10%
90%
20%
80%
TAM
=
$1.100B TAM
=
$660B TAM
=
$80

I N V E S T O R S
A R E I N T O I T !

T H E R E W E R E F E W O F T H E M
F I V E Y E A R S A G O …
Investments
in
on-‐demand
services
have
begun
with
nearly
20
Venture

Capital
firms
in
2010.
49
S I Z E
Source:
CB
Insights

… N O W T H E M A R K E T I S O N
F I R E !
As
of
April
2015,
there
are
already
198
of
them
investing.
50
S I Z E
Source:
CB
Insights

$ 9 + B I L L I O N S
O F T O T A L
I N V E S T M E N T
S I N C E 2 0 1 0

S I Z E
V E N T U R E C A P I TA L S H A V E A N E Y E O N “ U B E R F O R X ’ s ” !
Big
players
among
Venture
Capitals
got
their
eye
on
on-‐demand
services.
Since
2010,
including
all
the

investment
stages
-‐seed,
early,
A/B/C/D/E-‐
more
than
$9B
have
been
invested.
52
Source:CrunchBase,
CB
Insights

4 6 % H I G H E R
S E R I E S A
I N V E S T M E N T S
C O M P A R E D T O
T E C H S T A R T - U P S

S H E R P A
V E N T U R E S W I T H
$ 1 5 4 M I L L I O N S

S I Z E
W H AT A R E T H E Y I N V E S T I N G I N ? T R A N S P O R TAT I O N T O P !
These
companies
in
on-‐demand
services
have
seen
the
bigger
investments
among
all.
They
are
also

those
operating
in
the
three
main
industries
where
we
previously
saw
that
there
is
a
major
frequency

and
spending.
55
$5.9B $1B $275M
Source:CrunchBase,
CB
Insights
a n d l o t m o r e …
$62M

G O O G L E
S H O P P I N G
E X P R E S S W I T H
$ 5 0 0 M F R O M
G O O G L E

I N O N - D E M A N D
B U S I N E S S E S ,
T H E R E I S S T I L L
M O R E T O
I N V E S T , L O T T O
C H A N G E !

58
O N - D E M A N D M O B I L E S E R V I C E S F U N D I N G T R E N D
J A N U A R Y 2 0 1 0 - A P R I L 2 0 1 5
Source:CB
Insights

59
W E ’ L L S E E L O T M O R E I N V E S T M E N T S
O N - D E M A N D M O B I L E S E R V I C E S F I N A N C I N G T R E N D F O R 2 0 1 5
$4.924M
Source:CB
Insights
+186%

F R O M A
B U S I N E S S
P O I N T O F V I E W
0 3

I W A N T I T A L L , I W A N T I T
A L L , I W A N T I T A L L , A N D
I W A N T I T N O W .
Q u e e n ,
1 9 8 9 .

T H E S E N E E D S A R E
R E A L L Y N E W ?
( S P O I L E R : N O )

" I F I ' M W I L L I N G T O P AY $ 1 0 0 F O R
S O M E O N E T O B R I N G M E A G L A S S O F
F R E S H M I L K F R O M A N O M A H A D A I R Y
C O W R I G H T N O W , T H E R E M I G H T V E R Y
W E L L B E A G U Y W H O W O U L D B E S U P E R
H A P P Y T O D O T H AT , B U T H E D O E S N ' T
K N O W T H AT I ' M T H E C R A Z Y G U Y W H O
I S W I L L I N G T O P AY $ 1 0 0 . "
B o
F i s h b a c k ,
C E O
Z a a r l y
Source:
Fastcompany,
mar
2014.

T E C H N O L O G Y H A S
C H A N G E D O U R
B E H A V I O R S A N D
E X P E C T A T I O N S

I T E N A B L E D A
N E W B U S I N E S S
M O D E L :
O N - D E M A N D

W I T H M P 3 s I T ’ S
E A S Y , A F T E R A L L
B U T T R Y I T W I T H
A H A I R D R E S S E R

N O T E V E R Y T H I N G
I S S C A L A B L E .
S E R V I C E S A N D
P R O D U C T S H A V E
B O T T L E N E C K S

B U S I N E S S P O V
“ W E B V A N ” W H O ?
A
30-‐minute
grocery
delivery
service
funded
in

1996.

“If
We
Build
It,
They
Will
Come”.

In
oder
to
handle
up
to
10.000
orders
per
day,

they
built
a
huge
infrastructure,
including
a

30.000
square
meters
-‐
50.000
SKUs
distribution

center
in
Oakland

Webvan
went
bankrupt
in
2001,
with
the
largest

dot-‐com
flop
in
history.
69
Source:
Youtube,
1998;
Wikipedia,
2015;
The
Innovative
Manager,
mar
2015.

A R E A S S E T S S T I L L
A S T R E N G T H ?

“ I D O N ’ T O W N T R U C K S , I D O N ’ T P AY F O R H U B S ,
I D O N ’ T P AY F O R D R I V E R S I D O N ’ T U S E ”
71
Source:
Recode,
aug
2014.
ASSET-BASED COMPANY
$50
ACCESS-BASED COMPANY
$5VS
Who’s
going
to
win?

H E R E C O M E S
T H E S H A R I N G
E C O N O M Y

A N E C O N O M I C S Y S T E M
B A S E D O N S H A R I N G
U N D E R U S E D A S S E T S O R
S E R V I C E S , F O R F R E E O R F O R
A F E E , D I R E C T LY F R O M
I N D I V I D U A L S .
R a c h e l
B o t s m a n
Source:
Fastcoexist,
may
2015.

M U C H M O R E T H A N C H E A P C A R P O O L I N G B U T A W H O L E N E W
S E T O F T O O L S T O R E B U I L D B U S I N E S S E S F R O M T H E I N S I D E
74
CROWDSOURCED WORKERS &
MICRO-ENTREPRENEURSHIP
SEAMLESS ACCESS TO
ASSETS
AGGREGATION PLATFORM &
INTERMEDIATION NETWORK
FEEDBACK &
COLLABORATION TOOL

A N E W
B U S I N E S S
F R A M E W O R K

U B E R , T H E W O R L D ’ S L A R G E S T TA X I
C O M P A N Y , O W N S N O V E H I C L E S .
F A C E B O O K , T H E W O R L D ’ S M O S T P O P U L A R
M E D I A O W N E R , C R E AT E S N O C O N T E N T.
A L I B A B A , T H E M O S T V A L U A B L E R E TA I L E R ,
H A S N O I N V E N T O R Y. A N D A I R B N B , T H E
W O R L D ’ S L A R G E S T A C C O M M O D AT I O N
P R O V I D E R , O W N S N O R E A L E S TAT E .
T o m
G o o d w i n ,
V P
H a v a s
M e d i a
Source:
Techcrunch,
mar
2015.

T H E C O M P A N Y
B E C O M E S “ L I Q U I D ”

T H E P E R F E C T F I T
F O R O N - D E M A N D
B U S I N E S S

“ O N - D E M A N D ” S Q U A R E D :
M A G I C
TEXT
“HELLO”
TO
83489
TO
GET
WHATEVER

YOU
WANT
ON
DEMAND
WITH
NO
HASSLE.

Trained
operators
standing
by
24/7
answer
to

everyone
requests.
Send
a
text
message,
and

you'll
get
what
you
want.

They
order
what
you
need
from
the

appropriate
service
(e.g.
DoorDash,

Instacart,
Postmates,
etc.),
and
deal
with

them
so
you
just
automatically
get
what
you

want,
like
magic...
79
Source:
Magic,
2015.

A T H I N L A Y E R
O N T O P O F V A S T
S U P P L Y S Y S T E M S
( W H E R E T H E C O S T S A R E )

T H A T I N T E R F A C E S
A H U G E N U M B E R
O F P E O P L E
( A N D H E R E ’ S T H E M O N E Y )

A R T I F I C I A L A R T I F I C I A L I N T E L L I G E N C E
Amazon
Mechanical
Turk
is
a
web
service
that
enables
individuals
and
businesses
(known
as

Requesters)
to
coordinate
the
use
of
human
intelligence
(known
as
Providers
or
“Turkers”)
to
perform

tasks
that
computers
are
currently
unable
to
do.
82
QUALITY

Pre-‐qualified
workers
FLEXIBILITY

Scale
your
workforce

up
and
down
quickly
ACCURACY

Get
high-‐quality,

cost-‐effective
results
SPEED

Start
receiving
results

in
minutes
Source:
Amazon
Mechanical
Turk,
2015;
Wikipedia,
2015;
Quora,
may
2013;
Panos
Ipeirotis,
nov
2012.
1K-10K FTEs 10$M-150$M PER YEAR

I N S E A R C H O F
T H E M O S T
E F F I C I E N T ( A N D
P R O F I T A B L E )
M O D E L

T H E I M M E D I A T E
S U P P L Y O F G O O D S /
S E R V I C E S V I A T H E
M A T C H I N G O F
U N S T R U C T U R E D
D E M A N D A N D
S C A L A B L E O F F E R

3 M A I N C O M P O N E N T S
85
BUSINESS MODEL
SERVICE MODEL
CUSTOMER EXPERIENCE

L I Q U I D C O M P A N Y
L E V E R A G I N G T H E A G G R E G A T I O N O F
D E M A N D A N D T H E E L A S T I C I T Y O F
S U P P L Y

W Y - W A N T - I W Y G
R E M O V I N G A N Y F R I C T I O N S T O
D E L I V E R A T A I L O R E D , F A S T A N D
E F F I C I E N T S E R V I C E

C L O S E D L O O P
C O L L A P S I N G A L L T H E P O I N T S O F
T H E V A L U E C H A I N I N O N E
Source:
Schalafman,
apr
2014..

I F T H E S U P P L Y
I S ( V I R T U A L L Y )
U N L I M I T E D ,
T H E D E M A N D
H A S M O R E A N D
M O R E P O W E R

A L L T H E S E T R A N S F O R M E D D E M A N D , S U P P LY A N D W O R K
The
power
relationships
that
regulate
the
traditional
supply
chain
are
called
into
question.
91
W M D C
Workers Manufacturers Distributors Customers

T H E D A R K S I D E O F
“ U B E R I F I C A T I O N ”

S O C I A L A N D P O L I T I C A L I M P A C T S
93
Source:
The
Nib,
2015.
Employees
VS

contractors?
EMPLOYMENT
People
with
money
VS

people
with
time
NEW CLASSISM
Un-‐regulation
VS

De-‐regulation
REGULATION
Virtual
assets
VS

real
profit
TAX

U N B U N G L I N G T H E
I N C U M B E N T S
( T H E F O R M E R W I N N E R I S
T H E N E W L O S E R )
Source:
CBInsight,
mar
2015..

P A R T N E R T O L E A R N
Hyatt
took
part
in
a
$40
million
investment
deal

in
Onefinestay.

CEO
Mark
Hoplamazian
says
the
company

invested
to
help
the
chain
learn
about
the
new

ways
that
customers
look
at
the
guest

experience.
97
Source:
Skift,
jun
2015.
“Democratizing tavel makes the pie bigger”

E X P E R I M E N T T O F I T
Volvo
is
turning
his
cars
into
a
pickup
and
drop-‐
off
zone.

In
2014
piloted
the
Roam
Delivery
service:

enabled
by
Connected
Car
and
Digital
Keys

technologies,
Volvo
owners
can
receive
their

purchases
online
directly
on
their
car
with
the

goal
to
deliver
the
goods
to
people
and
not
to

places.

98
Source:
The
Verge,
feb
2014;
Volvo,
Feb
2014.
92 % say roam delivery is more convenient than
getting their online orders at home.

B U I L D H Y B R I D M O D E L S
A
virtual
supermarket
available
anytime,
at
the

metro
stop,
on
the
train,
from
the
couch
at
home

or
in
line
at
the
postoffice,
to
organize
your

groceries
at
any
time
and
place.

From
wherever
you
order,
the
shopping
can
be

collected
within
1
hour
at
your
favorite
store,

jumping
the
queue
through
a
checkout,
or

delivered
at
your
door
in
3
hours.
99
Save time do fun things and be together
Source:
Cliccaeritira,
2015;
Economyup,
may
2015.

A L O O K T O
T H E F U T U R E

U B E R I F I C A T I O N
O F B 2 B
D E M O C R A T I Z A T I O N O F O U T S O U R C I N G
Source:
KPCB,
may
2015.

U B E R I F I C A T I O N
+ I N T E R N E T O F
E V E R Y T H I N G
A L I F E H A S S L E - F R E E
Source:
Amazon,
2015.

S O , G O O D B Y E T O
T H E G O O D O L ’
M A R K E T I N G
Source:
Recode,
aug
2014.

ARE YO U IN TE RE STE D IN
THESE TOP ICS FOR YO U R
ORGANIZAT ION ?
WRITE US F OR AN IN - HO U SE
WORKS H OP AT
IN FO@M A RKE TRE VOLU TIO N.IT

MARKET R EVOLUTION IS PART
OF FUTUREBE RRY,
THE STRATE GIC CONSULTANCY
GROUP T HAT ENA BLES
INNOVATION A ND CHANGE.

106
M A R K E T
R E V O L U T I O N
July, 7th 2015
info@marketrevolution.it
marketrevolution.it
/MarketRevolutionBlog
@MktRvltn
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W E B
F A C E B O O K
T W I T T E R

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