How Brands are Leading the Collaborative Economy

Editor's Notes

1. http://www.economist.com/printedition/covers/2013-03-07/na
2. The key is to convert products into services, services into marketplaces, and marketplaces build products They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. Let me walk through each one in detail and show you how.
3. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
4. For companies that have high durable goods, unattainable luxuries, idle invetories, or high consideration purhcaseds, allow them to now be a service For example Toyota and BMW now rent cars from their dealership in SF bay area. To get ahead of changing consumer needs, Toyota and BMW are now services. Acknowledgment required by Shutterstock for the Toyota image: Kosarev Alexander - Shutterstock.com
5. #collaboration #workspace #hotel #coworking Links: http://www.smartplanet.com/blog/design-architecture/how-marriott-is-designing-a-smarter-business-hotel/8828 http://www.workspring.com/
6. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
7. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
8. http://campaigns.ebay.com/patagonia/
9. #sharedfoodprep #food https://munchery.com/ http://www.geekwire.com/2014/meal-delivery-service-munchery-raises-20m-expands-seattle/
10. #bikesharing#peertopeer #city #retail
11. Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
12. In this third phase. Companies who have marketplaces, must activate them to build their future products. We call this “provide a platform” And it means that companies must empower their crowds to build future products and services. This is the hardest level –but yields the most benefits. Lots of of “co” words that are part of the collaboration mindset It doesn’t exist, but we see parts of it We see many startups already doing this: -Ideation sites like uservoice co-ideate new products -Kickstsarter co-funds new ideas -Quickly co-builds new products But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. But the costs of buidling are leveraged by the crowd, reducing the costs of the company In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. In this future state: “The CROWD BECOMES THE COMPANY.“
13. Image from http://productnation.in/5-key-considerations-for-platform-approach/
14. #collaboration #workspace #hotel #coworking Links: http://www.smartplanet.com/blog/design-architecture/how-marriott-is-designing-a-smarter-business-hotel/8828 http://www.workspring.com/
15. #sharedfoodprep #food https://munchery.com/ http://www.geekwire.com/2014/meal-delivery-service-munchery-raises-20m-expands-seattle/
16. Links: https://www.niceridemn.org/about/
17. In this third phase. Companies who have marketplaces, must activate them to build their future products. We call this “provide a platform” And it means that companies must empower their crowds to build future products and services. This is the hardest level –but yields the most benefits. Lots of of “co” words that are part of the collaboration mindset It doesn’t exist, but we see parts of it We see many startups already doing this: -Ideation sites like uservoice co-ideate new products -Kickstsarter co-funds new ideas -Quickly co-builds new products But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. But the costs of buidling are leveraged by the crowd, reducing the costs of the company In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. In this future state: “The CROWD BECOMES THE COMPANY.“
18. In this third phase. Companies who have marketplaces, must activate them to build their future products. We call this “provide a platform” And it means that companies must empower their crowds to build future products and services. This is the hardest level –but yields the most benefits. Lots of of “co” words that are part of the collaboration mindset It doesn’t exist, but we see parts of it We see many startups already doing this: -Ideation sites like uservoice co-ideate new products -Kickstsarter co-funds new ideas -Quickly co-builds new products But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. But the costs of buidling are leveraged by the crowd, reducing the costs of the company In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. In this future state: “The CROWD BECOMES THE COMPANY.“
19. In this third phase. Companies who have marketplaces, must activate them to build their future products. We call this “provide a platform” And it means that companies must empower their crowds to build future products and services. This is the hardest level –but yields the most benefits. Lots of of “co” words that are part of the collaboration mindset It doesn’t exist, but we see parts of it We see many startups already doing this: -Ideation sites like uservoice co-ideate new products -Kickstsarter co-funds new ideas -Quickly co-builds new products But imagine if this was extended to co distribution, co marketing, co selling, and even co revenue sharing? In this case, it may be Hard to tell the diference between employees and customers as new products are built from the crowd. But the costs of buidling are leveraged by the crowd, reducing the costs of the company In this radical state, the non essential parts of the company reduce, and perhaps the most important remaining parts are the brand, and perhaps an ecommerce engine. In this future state: “The CROWD BECOMES THE COMPANY.“