1. The document discusses challenges and solutions for peer-to-peer sharing economies. It addresses how to make sharing economies as desirable as consumerism by leveraging mainstream values like minimalism. 2. Building and measuring trust between users is another challenge. The document proposes focusing on trustworthiness by taking ownership of user profiles and leveraging existing trust from other platforms. 3. Finding a sustainable revenue model is difficult due to the small individual transaction sizes. The document suggests exploring a tiered membership or listing fee model rather than commissions to generate revenue at scale.

1. Rent + borrow from neighbors, rather than buy from shops
CCMF + Incubation
Digital Marketplace Seminar, Aug 13, 2015, Cyberport, Hong Kong

2. Sharing Economy - Challenges
About Gaifong (P2P co-usage of consumer goods)
Challenge I: Going against mainstream values
Challenge II: Building and measuring trust
Challenge III: Finding revenue model

3. ONE-OFF DEMAND FOR GOODS
NOT MET BY MARKET
IDLE ASSETS NOT PUT TO
PRODUCTIVE USE
COSTLY, IMPERSONAL EXPERI-
ENCE FROM RENTAL COMPANIES
Problem

4. ONE-OFF DEMAND FOR GOODS
NOT MET BY MARKET
IDLE ASSETS NOT PUT TO
PRODUCTIVE USE
COSTLY, IMPERSONAL EXPERI-
ENCE FROM RENTAL COMPANIES
Problem

5. ONE-OFF DEMAND FOR GOODS
NOT MET BY MARKET
IDLE ASSETS NOT PUT TO
PRODUCTIVE USE
COSTLY, IMPERSONAL EXPERI-
ENCE FROM RENTAL COMPANIES
Problem

6. Solution
A smartphone-accessed, on-demand library of consumer goods.
Meet new
friends
Save money Make money
Request and pick-up
nearby
Rent out idle assets
at home (cheaper items,
can lend)
Connect through shared
interests + branded
experience

7. MVPs:
MAR 19, 2015
NOV 21, 2014
Photo: See-Ming Lee, CC 2.0

8. Challenge I: Going against mainstream values
Buy less, own less...
are you crazy?
Photo: Hernán Piñera, CC 2.0
Stigma in Asia
Hygiene / SARS
Individualism
Also:

9. Challenge I: Going against mainstream values
Solution: Leverage OTHER mainstream values? Marketers unite.
MINIMALISM
“MEASURING
WATER”
SOCIAL
RECOGNITION
Do the math for
consumers
Movements need “first-followers”
Celebrity endorsements
Cultural shifts:
斷捨離 ＋Kondo

10. Challenge II: Building and Measuring Trust
“Airbnb hosts return to find home trashed after 'drug-induced orgy'”
Source: Guardian, Apr 2015

11. Challenge II: Building and Measuring Trust
“HK tourists' nightmare at Italian Couchsurfing host's home... ”
Source: SCMP, Feb 2015

12. Challenge II: Building and Measuring Trust
Ron Burt, Brokerage and Closure, p. 93
“You trust someone when you commit to a relationship before you know how the
other person will behave... The two definitional qualities are that trust is a
relationship with someone... in which contractual terms are incompletely
specified. The more unspecified, taken-for-granted, the terms, the more that trust
is involved.”

13. Challenge II: Building and Measuring Trust
Solution: Focus on trust-WORTHINESS
Take ownership of
profile
Social Proof Leverage on existing
trust profiles

14. Challenge III:
Finding
Revenue
Model
Sharing Economy capital raised:
TIME, Feb 2015 (scanned)

15. Challenge III: Finding Revenue Model
Main concerns:
High-repeatability (aka “wraparound”): Traditional
commission model unattractive.
Large volume needed due to small individual deal sizes.

16. Challenge III: Finding Revenue Model
Taobao
Tmall
AirBnb
LinkedIn etc.
Commission per transaction; suppliers pay less
eBay / Yahoo Visting fee (tiered) + commissiom per transaction
Gaifong
“Freemium”. Tiered membership
Listing fee charged to owners upon first successful rental of item.
No commission. Small merchants pay to get listings prioritised
Revenue streams, select marketplaces / companies:
Large merchants. Annual fees plus sales commission

17. SUMMARY
1. Make SE as desirable as consumerism: marketers unite
2. Empower the decision-maker: trust metrics and beyond
3. Never settle: aim for AirBnb flows x 100
Elliot Leung
Twitter: @ewyleung

18. Contact Email: hello@unwire.space
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available for media advice.
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