SlideShare a Scribd company logo
*based on the forthcoming ”smartup manifesto” 
Smartups* 
sharing economy as first splash 
of the next wave of startups. 
Roope Mokka // Demos Helsinki @ KTH course on Future of Media //
Demos Helsinki 
We are an independent 
not-for-profit think 
tank operating in the 
Nordic countries. 
All of our projects are 
beneficial to the 
society – society is our 
second client. 
We have ten full time 
employees from 
various backgrounds. 
We focus to democracy 
and resource smart 
economy. 
We combine futures 
studies and co-creation 
in our projects.
Smartups and commons 
*all natural resources are in essence commons. 
They are primarily outside markets and pricing 
systems, thus ”natural”. 
This is a presention about how ICT can maintain 
a balance of the commons, known as natural 
resources and ecosystem services, i.e. stop 
overexploitation of these fundamentally 
shared resources by changing the way we live. 
Roope Mokka // Demos Helsinki
first lets try 
and understand 
how Megatrends 
grow business?
How can you say so? 
Let’s take a look at a very familiar 
example.
?
computers in 70’s
8 
In 1984 was a megatrend moment. 
ICT was connected to a megatrend of the 1980’s and 90’s: Individualisation. So personal computing began.
Steve jobs 
understood 
megatrends 
that the biggest 
new forces of the 
80’s were: 
Personal 
computing 
COMPUTING POWER INDIVIDUALISATION
now a 
part of 
everyday 
life.
what are the 
Megatrends of 
2014 driving 
startups ?
Resource 
scarcity and 
climate 
changE 
group 
centricness 
This is 
smart 
business 
digitalization of 
the material world
The change is already here.
Oil 
Copper 
PhosporCultivated landWater 
Natural 
gas 
consumption/head is bound to drop
Life expectancy 
Wealth 
InnovationsFreedom 
Happiness 
Love 
with the current model its means...
Probably not... 
However things are going 
to change massively and fast.
BOTTOM LINE: 
What 
changes 
the most?
Most natural resources are 
consumed by 
Homes Cars Food Shopping Consumer 
electronics Tourism
Homes
Cars
Food
Housing 
Mobility 
Food 
demand & 
disruption
Housing 
Mobility 
Food 
This is key 
areas where a 
new breed of 
startups is 
emerging.
What 
changes is 
our 
decisions.
natural 
resources 
are 
decisions 
how to 
impact 
them?
WTF are 
Smartups?
News This Year 
Google to Buy Nest Labs for $3.2 Billion 
Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker Jan. 13, 2014 6:46 p.m. ET 
Opower Shares Soar in IPO 
April 4, 2014, 10:18 AM PDT 
Uber Sets Valuation Record of $17 Billion in New Funding 
By Serena Saitto and Brad Stone Jun 7, 2014 11:15 AM GMT+0200 
Airbnb Might Soon Be Worth $10 Billion, Valued More Than Hyatt Hotels 
MEGAN ROSE DICKEY MAR. 20, 2014, 9:35 AM
The nature of the biggest startups is changing. 
The Wall Street Journal 2014
”Due to their relationship to natural 
resources, smartups are essentially 
startups that help free their users 
from inefficient use of natural 
Teksti 
resources. In a word, they do more 
with less. ” 
Smartup Manifesto, 2014 
(unpublished)
”The emergence of services and 
technologies in the intersection of 
physical and digital changes both. 
Rather than everything being digital 
or physical, everything becomes 
Teksti 
something else. This field of services 
is currently being defined by 
smartups.” 
Smartup Manifesto, 2014 
(unpublished)
Driverless cars 
There are four major models in which a business can proliferate 
resources and therefore create value out of resource scarcity. 
2 
Sharing Optimisation 
Upcycling 
and 
refurbishment 
Dematerialisation 
and Smart 
substitution 
3 improving physical 
assets by 
implementing energy 
efficiency solutions for 
homes, as well as 
various circular 
economy applications. 
2 Optimizing the use of 
physical inputs 
through the use of 
smart home, metering 
and gamification 
applications. 
4 Using smart 
substitution to replace 
resource-intensive 
practices. 
1 increasing the 
utilization rate of 
physical resources by 
sharing. 
1 
4 
3
Driverless cars 
Sharing 
Airbnb
Driverless cars 
Sharing 
Hoffice
Driverless cars 
Sharing 
Venuu
Driverless cars 
Sharing 
Bla Bla Car
Driverless cars 
Sharing 
Open Utility
Driverless cars 
Sharing 
We share solar
Driverless cars 
Sharing 
PiggyBaggy
Driverless cars 
Sharing 
Feastly
Driverless cars 
Sharing 
Swap.com
Driverless cars 
Sharing 
Sharetribe
Driverless cars 
Sharing 
= increasing the 
utilization rate of 
physical 
resources by 
sharing.
Driverless cars 
Enerfy 
Optimisation
Driverless cars 
Optimisation 
Nest
Driverless cars 
Opower 
Optimisation
Driverless cars 
Caretosave 
Optimisation
Driverless cars 
Optimisation 
= Optimizing the 
use of physical 
inputs through 
the use of smart 
home, metering 
and gamification 
applications.
Driverless cars 
Upcycling, 
renewal and 
refurbishment
Driverless cars 
Upcycling, 
renewal and 
refurbishment 
Bio-Bean
Driverless cars 
Upcycling, 
renewal and 
refurbishment 
Bundles
Driverless cars 
Upcycling, 
renewal and 
refurbishment 
Etsy
Driverless cars 
Upcycling, 
renewal and 
refurbishment 
Terracycle
Driverless cars 
Upcycling, 
renewal and 
refurbishment 
RVS
Driverless cars 
= improving 
physical assets 
by implementing 
energy efficiency 
solutions for 
homes, as well as 
various circular 
economy 
applications. 
Upcycling, 
renewal and 
refurbishment
Driverless cars 
Dematerialisation 
and Smart 
substitution 
Bitty
Driverless cars 
Oculus Rift 
Dematerialisation 
and Smart 
substitution
Driverless cars 
Beyond Meat 
Dematerialisation 
and Smart 
substitution
Driverless cars 
DHL in collaboration with Amazon 
Dematerialisation 
and Smart 
substitution
Driverless cars 
Dematerialisation 
and Smart 
substitution 
= Using smart 
substitution to 
replace resource-intensive 
practices.
Driverless cars 
There are four major models in which a business can proliferate 
resources and therefore create value out of resource scarcity. 
2 
Sharing Optimisation 
Upcycling 
and 
refurbishment 
Dematerialisation 
and Smart 
substitution 
3 improving physical 
assets by 
implementing energy 
efficiency solutions for 
homes, as well as 
various circular 
economy applications. 
2 Optimizing the use of 
physical inputs 
through the use of 
smart home, metering 
and gamification 
applications. 
4 Using smart 
substitution to replace 
resource-intensive 
practices. 
1 increasing the 
utilization rate of 
physical resources by 
sharing. 
1 
4 
3 
Smartup Manifesto, 2014 (unpublished)
Driverless cars 
However, the real impact lies in combinatory models. 
Sharing Optimisation 
Upcycling 
and 
refurbishment 
Sharing Optimisation 
Upcycling 
and 
refurbishment 
Dematerialisation 
and Smart 
substitution Smart 
substitution 
Smartup 
value 
creation 
hotspot 
Smartup Manifesto, 2014 (unpublished)
Want to make money? 
Leave social media, photosharing, 
e-commerce, gaming... 
Eurostat
Startup Smartup 
Mass market Big market 
Proof of concept Sufficient market 
Quick exit Sustainable value creation 
Disruption of markets Transformation of infrastructure 
Winner takes all Market creation 
Communications and entertainment Housing, transportation, food, energy 
ARPU CLV 
Born global Global platforms for customisation and 
localisation 
Facebook, Google, Apple, Ebay, InstagramAirbnb, Über, Opower, Nest, Blablacar 
Exit via IPO or acquisition by digital 
corporate 
Exit via acquisition by incumbent (or digital 
corporation) 
Freemium and long tail Transactions and ESCO as service 
Time Things 
More value out of personal relationships More value out of personal property 
Ownership (free or paid for) Access 
Mass exodus to next service Sustainable value 
Creating new resources (e.g. connections) Efficient use of current resources (proliferation) 
Virtually unlimited pool of resources Tangible pool of assets base 
Free for users Cheaper for users
End of big 
companies?
What can you do? 
Apply Now to the 
Smart Retro 
Programme.
Thanks!

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Smartups - Sharing Economy as the First Splash of the Next Wave of Startups.

  • 1. *based on the forthcoming ”smartup manifesto” Smartups* sharing economy as first splash of the next wave of startups. Roope Mokka // Demos Helsinki @ KTH course on Future of Media //
  • 2. Demos Helsinki We are an independent not-for-profit think tank operating in the Nordic countries. All of our projects are beneficial to the society – society is our second client. We have ten full time employees from various backgrounds. We focus to democracy and resource smart economy. We combine futures studies and co-creation in our projects.
  • 3. Smartups and commons *all natural resources are in essence commons. They are primarily outside markets and pricing systems, thus ”natural”. This is a presention about how ICT can maintain a balance of the commons, known as natural resources and ecosystem services, i.e. stop overexploitation of these fundamentally shared resources by changing the way we live. Roope Mokka // Demos Helsinki
  • 4. first lets try and understand how Megatrends grow business?
  • 5. How can you say so? Let’s take a look at a very familiar example.
  • 6. ?
  • 8. 8 In 1984 was a megatrend moment. ICT was connected to a megatrend of the 1980’s and 90’s: Individualisation. So personal computing began.
  • 9. Steve jobs understood megatrends that the biggest new forces of the 80’s were: Personal computing COMPUTING POWER INDIVIDUALISATION
  • 10. now a part of everyday life.
  • 11. what are the Megatrends of 2014 driving startups ?
  • 12. Resource scarcity and climate changE group centricness This is smart business digitalization of the material world
  • 13.
  • 14. The change is already here.
  • 15. Oil Copper PhosporCultivated landWater Natural gas consumption/head is bound to drop
  • 16. Life expectancy Wealth InnovationsFreedom Happiness Love with the current model its means...
  • 17. Probably not... However things are going to change massively and fast.
  • 18.
  • 19. BOTTOM LINE: What changes the most?
  • 20. Most natural resources are consumed by Homes Cars Food Shopping Consumer electronics Tourism
  • 21. Homes
  • 22. Cars
  • 23. Food
  • 24. Housing Mobility Food demand & disruption
  • 25. Housing Mobility Food This is key areas where a new breed of startups is emerging.
  • 26. What changes is our decisions.
  • 27. natural resources are decisions how to impact them?
  • 29.
  • 30. News This Year Google to Buy Nest Labs for $3.2 Billion Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker Jan. 13, 2014 6:46 p.m. ET Opower Shares Soar in IPO April 4, 2014, 10:18 AM PDT Uber Sets Valuation Record of $17 Billion in New Funding By Serena Saitto and Brad Stone Jun 7, 2014 11:15 AM GMT+0200 Airbnb Might Soon Be Worth $10 Billion, Valued More Than Hyatt Hotels MEGAN ROSE DICKEY MAR. 20, 2014, 9:35 AM
  • 31. The nature of the biggest startups is changing. The Wall Street Journal 2014
  • 32. ”Due to their relationship to natural resources, smartups are essentially startups that help free their users from inefficient use of natural Teksti resources. In a word, they do more with less. ” Smartup Manifesto, 2014 (unpublished)
  • 33. ”The emergence of services and technologies in the intersection of physical and digital changes both. Rather than everything being digital or physical, everything becomes Teksti something else. This field of services is currently being defined by smartups.” Smartup Manifesto, 2014 (unpublished)
  • 34. Driverless cars There are four major models in which a business can proliferate resources and therefore create value out of resource scarcity. 2 Sharing Optimisation Upcycling and refurbishment Dematerialisation and Smart substitution 3 improving physical assets by implementing energy efficiency solutions for homes, as well as various circular economy applications. 2 Optimizing the use of physical inputs through the use of smart home, metering and gamification applications. 4 Using smart substitution to replace resource-intensive practices. 1 increasing the utilization rate of physical resources by sharing. 1 4 3
  • 38. Driverless cars Sharing Bla Bla Car
  • 39. Driverless cars Sharing Open Utility
  • 40. Driverless cars Sharing We share solar
  • 45. Driverless cars Sharing = increasing the utilization rate of physical resources by sharing.
  • 46. Driverless cars Enerfy Optimisation
  • 48. Driverless cars Opower Optimisation
  • 50. Driverless cars Optimisation = Optimizing the use of physical inputs through the use of smart home, metering and gamification applications.
  • 51. Driverless cars Upcycling, renewal and refurbishment
  • 52. Driverless cars Upcycling, renewal and refurbishment Bio-Bean
  • 53. Driverless cars Upcycling, renewal and refurbishment Bundles
  • 54. Driverless cars Upcycling, renewal and refurbishment Etsy
  • 55. Driverless cars Upcycling, renewal and refurbishment Terracycle
  • 56. Driverless cars Upcycling, renewal and refurbishment RVS
  • 57. Driverless cars = improving physical assets by implementing energy efficiency solutions for homes, as well as various circular economy applications. Upcycling, renewal and refurbishment
  • 58. Driverless cars Dematerialisation and Smart substitution Bitty
  • 59. Driverless cars Oculus Rift Dematerialisation and Smart substitution
  • 60. Driverless cars Beyond Meat Dematerialisation and Smart substitution
  • 61. Driverless cars DHL in collaboration with Amazon Dematerialisation and Smart substitution
  • 62. Driverless cars Dematerialisation and Smart substitution = Using smart substitution to replace resource-intensive practices.
  • 63. Driverless cars There are four major models in which a business can proliferate resources and therefore create value out of resource scarcity. 2 Sharing Optimisation Upcycling and refurbishment Dematerialisation and Smart substitution 3 improving physical assets by implementing energy efficiency solutions for homes, as well as various circular economy applications. 2 Optimizing the use of physical inputs through the use of smart home, metering and gamification applications. 4 Using smart substitution to replace resource-intensive practices. 1 increasing the utilization rate of physical resources by sharing. 1 4 3 Smartup Manifesto, 2014 (unpublished)
  • 64. Driverless cars However, the real impact lies in combinatory models. Sharing Optimisation Upcycling and refurbishment Sharing Optimisation Upcycling and refurbishment Dematerialisation and Smart substitution Smart substitution Smartup value creation hotspot Smartup Manifesto, 2014 (unpublished)
  • 65. Want to make money? Leave social media, photosharing, e-commerce, gaming... Eurostat
  • 66. Startup Smartup Mass market Big market Proof of concept Sufficient market Quick exit Sustainable value creation Disruption of markets Transformation of infrastructure Winner takes all Market creation Communications and entertainment Housing, transportation, food, energy ARPU CLV Born global Global platforms for customisation and localisation Facebook, Google, Apple, Ebay, InstagramAirbnb, Über, Opower, Nest, Blablacar Exit via IPO or acquisition by digital corporate Exit via acquisition by incumbent (or digital corporation) Freemium and long tail Transactions and ESCO as service Time Things More value out of personal relationships More value out of personal property Ownership (free or paid for) Access Mass exodus to next service Sustainable value Creating new resources (e.g. connections) Efficient use of current resources (proliferation) Virtually unlimited pool of resources Tangible pool of assets base Free for users Cheaper for users
  • 67. End of big companies?
  • 68.
  • 69.
  • 70. What can you do? Apply Now to the Smart Retro Programme.
  • 71.
  • 72.
  • 73.