The Sharing Economy - Training Toolkit Based on Strengths, Weaknesses, Opportunities and Threats

MARCO TORREGROSSA
Managing Director
Euro Freelancers & European Sharing EconomyCoalition
The Sharing Economy
TrainingToolkit Based on Strength, Weaknesses,
Opportunities andThreats (SWOT)

Summary
1. Definition
2. Examples
3. Characteristics
4. Technology
5. Business
6. Regulation
7. Sustainability
8. Developments
9. Freelance Economy

The Sharing Economy
“A social and economic system driven by network technologies and peer
communities that enables the sharing of underutilised assets from space to
skills to objects and money, transforming how we produce, consume, finance
and learn”.
Source: Collaborative Lab

Source: ShareNL andWhat’s Mine isYours:The Rise of Collaborative Consumption.

Underlining Principles
 Optimisation of underutilised assets (tangible and
intangible) with idle capacity
 Shift from individual ownership to shared access
 Disaggregated physical assets consumed as
services
 Horizontal value chains
 Collaborative digital technologies
 Trust between strangers
 More convenience, choices and empowerment

Source: Aldo deJong, Claro Partners

The 3 Systems of the Sharing Economy
1. Redistribution Markets redistribute things from where they are not needed
to someone or somewhere they’re needed.
– Examples include eBay (auction site), Craigslist (local classified ads),
Swap.com and niche marketplaces such as 99dresses (clothes), thredUP
(children’s clothing), yerdle (various)
2. Product Service Systems allow members to pay for the benefit of using a
product without needing to own it outright.
– Examples include Zipcar, Getable, Snapgoods, RelayRides,City CarShare,
Velib, bicycle sharing platforms
3. Collaborative Lifestyles platforms allow for the sharing and exchange of less
tangible assets such as time, skills, money, experiences or space.
– Examples include Skillshare,Airbnb,TaskRabbit, Lending Club, LiquidSpace,
Vayable, time banks and local exchange systems such as Sel du Lac
Source:Young Global Leaders Sharing Economy Dialogue Position Paper 2013

Worldwide Blurred Distinctions
 Professional and personal life
 Public and private sectors
 Manufacturing and services
 Science and society
 Multinationals and small businesses
 “Proprietas” and “Usus”

Selected Examples of Sharing Economy
Disruptions
 Retailers disrupted by -> Zilok (goods exchanges)
 Hospitality disrupted by -> Airbnb (accommodation)
 Banks disrupted by -> Zopa (money lending)
 Transportation disrupted by -> Zipcar (cars rental)
 Staffing disrupted by ->Taskrabbit (small tasks)
 Universities disrupted by -> Skillshare (skills)
 Design disrupted by -> 99design (graphic design)
 Journalism disrupted by GrassWire (newsroom)

Selected Examples of Sharing Economy
Disruptions (Continued)
 Food disrupted by -> Feastly (meals)
 Clothing disrupted by -> sixosix (cloths exchange)
 Art disrupted by -> getARTup (art exchange)
 Office Rental disrupted by -> liquidspace (co-working places)
 Dating disrupted by -> Rent a Friend (friendship)
 Travelling disrupted by -> Easynest (travel costs sharing)
 Volunteering disrupted by -> TimeRepublik (volunteering)
 Manufacturing disrupted by -> 3D Printing (co-creation
manufacturing)

Sharing Economy Recent Success
Source: Ouishare

The Sharing Economy Drivers (Social)
 Renewed belief in the importance of the community (virtual
and real) with sense of togetherness, intimacy, trust
 Population growth: more people - smaller spaces - less stuff
 Shift in power balance from centralised organisations to
distributed networks of people
 Global recession that has shocked consumers behaviours
 Independent lifestyle trend above all among young, IT savvy
and urban people
 Active citizenship
 Disillusionment with consumerist culture

The Sharing Economy Drivers (Economic)
 Monetise excess and the idling capacity of assets
 Need to reduce carbon footprint by sharing assets, stretching
the life cycle of a product and reducing waste
 Rising costs of production and of living, e.g. energy, food
prices
 Influx ofVC Funding
 Economic disparities and shifting of resources
 Inaccessible luxury items
 Pervasive unemployment

The Sharing Economy Drivers (Technological)
 Peer to peer social networks
 Mobile and real time technologies
 Peer to peer payments
 Internet of things

Overarching Drivers
 Convenience
 Costs saving
 Desire for authentic experiences
 Desire for quality goods and services

The Sharing Economy Consequences
 More efficient allocation of underutilized resources
 Favourable effects on competition, forcing traditional suppliers to
innovate and reduce their prices
 Greater consumer choice with lower transaction costs
 New distribution lines to support multi-user product life cycles
 Increases happiness and contentment due to positive social
interactions
 Lowers barriers to entrepreneurship
 Fosters local production, exchanges, investments
 Shifts power from top down, from centralized institutions to
decentralized, connected communities and distributed networks

Where Sharing Economy Works Best
 The asset needs to become “liquid,” i.e. easy to share e.g.
spaces and skills
 The asset needs to have high idling capacity, i.e. low
frequency of use e.g. cars or spare spaces
 Assets that are expensive to own outright e.g. solar panels
and luxury goods
 Assets that quickly become obsolete e.g. baby goods and
maternity-related clothing and products
 Assets that have no demand or supply limitations, or whose
value increases because of the fact it is shared e.g. travel
experiences

The 3 Phases of Internet Evolution
Source:The Sharing Economy,Torben Rick

Power ofTechnology in the Sharing
Economy
 Increased efficiency
 Enables to build trust/accountability among
strangers
 Peer to peer reviews and stars rating systems

HowTrust is Built Online
 Identity verification systems
 Social network integration
 Similar interests and values
 Comments, rating and reviews

Online Reputation Data to BuildTrust
Among Strangers
 Extraction and aggregation of online reputation
 Reputation capital as a credit to spend via data
banks beyond marketplaces
 New forms of payment like virtual or peer-to-peer
currency (Bitcoin) or social capital (Klout)
 Privacy concerns

How to MeasureTrust
Source: Aldo deJong, Claro Partners

Challenges of Online Reputation
 Is trust universal accross different types of sharing
platforms?
 Can I trust the „trust platform“ that is collecting all
my data?
 How will this data be used?
 Do these trust aggregation platforms foster
control, rather than trust?
Source: Francesca Pick, OuiShare

“The original idea of the web was that it
should be a collaborative space where
you can communicate through sharing
information.”
-Tim Berners-Lee, the inventor of theWorldWideWeb

The 4 “I” Areas Ripe for Disruption
1. Infrastructures 2. Intermediaries
Complex
Dictating Distributions
Non interactive
Enticing control
Monopolistic
Redundant
Diffused
Unwanted
Inappropriate
Expensive
3. Inventories 4. Institutionalisations
Centralised
Enclosed
Burdensome
Locked in
Proprietary
Pervasive
Hierarchical
Broken trust
Unempowering
Inaccessible
Undemocratised

Recipe for Disruption
 Follow an approach that makes it more accessible,
more affordable, faster and with higher quality for
a large group of people to do what matters to
them.
 Develop a way of offering a product or service that
is difficult for others to replicate, keeping costs
radically lower than competitors.
 Tackle markets that existing companies are
motivated to exit or ignore because they are
unprofitable or seemingly too small to matter.

How Companies Get Involved in the
Sharing Economy
 Partnerships
 Investment
 Business model reinvention
 Tapping into the crowd (crowdsourcing)

Examples from Big CompaniesTapping
into the Sharing Economy
 Nike (runners communities)
 Virgin Atlantic (sharing luggage space)
 Lego (pley, renting lego sets)
 Groupon (collective buyers power)
 French Post (digital identities for registered letters)
 Quirky (user-submitted ideas via virtual platforms)
 Starbucks (crowdsourcing design)
 Dell (crowdsourcing product specifications)
 Google Helpouts (skills sharing)

Sharing Economy Partnership Examples
 Marriott and Liquid Space
 Google and Lending Club
 BMW and ParkatmyHouse
 GM and RelayRides
 Ebay and Patagonia
 GE and Quirky
 Philips and Indiegogo
 Walgreens andTaskRabbit
 Western Union and Airbnb
 Home Depot and Uber
 Kelly Services and oDesk
 DHL and MyWays
 Uniliver and Carrotmob
 Lufthansa and Home Exchange

“The secondhand market opens up [our]
brand to a lot of people who can’t afford
to buy it first-hand. In a way, it opens up a
market to us that we might not have
otherwise had.”
–Vincent Stanley, Patagonia

Business Models
Traditional selling for consumption is no longer the
only viable business model. New models of access
over traditional ownership include:
 Rental
 On-demand
 Freemium
 Subscription
 Membership usage
 Try-and-buy

Industrial Capitalism Sharing Economy
Access controlled by few Empower individuals
Cantralised Distributed
Monopoly Participative
Competitive advantage Open innovation
Individual customer Network
Design and deliver a product Design exchanges of services

How Companies can Embrace the
Sharing Economy and Stay Profitable
 Adapt business model to become a service: sell
access to goods instead of ownership of those
goods e.g. renting, subscribing, premium
memberships, loyalty programs etc
 Connect buyers and sellers by encouraging and
motivating a virtual marketplace
 Enable customers to give feedback and build value
to company brands via online platform

Source:Jeremiah Owyang, AltimeterGroup

Source:Javi Creaus, Ideas for Change

Benefits for Companies
 More efficient, as the crowd helps you to create,
distribute and sell your products
 Sell same product multiple times
 Show durability of products, commitment to
sustainability, a thriving community
 A long-term extended relationship with customers
 Serve new market segments
 Drive trial among prospective customers
 New value created between people, means new
revenues

Benefits for Companies (Continued)
 Tap into repeated business transactions
 Additional cost of producing other units is very low
if redistribution markets are in place
 Strengten brand and competitive service
 Collect more users feedback and improve service
 If you act now, you will have first mover advantage
 Own no inventory, warehouses, distribution centers
or other ancillary overhead required for most
traditional business models to operate

How toTurn Businesses into Platforms
 Identify an idle asset
 Allow customisation
 Prolong product life-cycle
 Allow multi-user interaction
 Let users and providers rate each other

Marketplace Examples
Source:Jeremiah Owyang, Crowd Companies

Consumers Shift
Customers are becoming:
 Sellers
 Producers
 Distributors
 Lenders
 Teachers
Customers are beginning to act like:
 Hotels
 Restaurants
 Transport operators
 Manufacturers
 Banks
 Universities

Common Reasons for Start-up Failures
 Difficulty in building a critical mass of supply and demand
 Difficulty in creating the inventory (especially with
geographical dispersion)
 Higher-than-expected operating costs (customer service,
insurance, lobbying, customer acquisition, security, etc)
 Competition from free alternatives
 Customers sidestepping the middleman platform
 Too much revenue going back to suppliers
 Mounting opposition from conventional industry groups
 Neglecting advocacy for regulatory change

Regulations and the Sharing Economy
Why the regulators' sudden interest?
 Scale: Rule enforcers are beginning to realize how
big the collaborative marketplace is growing.
 Cash: As collaborative start-ups begin to
monetise, governments smell taxable revenue.
 Consumer Protection: Consumers and providers
need an element of legal protection to exchange
services between themselves.

Opportunities for a “Sharing City”
 High population density and more assets to share
 Tackling congestion and efficient use of space
 Setting up “sharable” infrastructures
 Bringing together residents and neighbourhoods
 Redefining public services, innovation and civic
engagement
 Commissioning studies on sharing assets within the city
and set up working groups to identify opportunities
 Incentivising public investments (grants, subsidies)
 Investing in co-creation centres and sharing of unused
public spaces

Seoul, South Korea:The Self Proclaimed
“Sharing City”
Act No. 5396 (Act for Promoting Sharing)
The Seoul Metropolitan Government has declared the
Sharing City as a new city paradigm. On 20 September
2012, the government disclosed its plan for promoting
the “Sharing City Seoul” project, which includes 20
sharing programs and policies for generating or
diffusing infrastructure to promote and enable
sharing-based platforms.

The Shareable Cities Resolution in US
The Resolution was adopted by the US Conference of
Mayors in June 2013!The resolution, co-sponsored by
fifteen mayors including Mayor Lee of San Francisco
and Mayor Bloomberg of NewYork City, states that:
“mayors resolve to make their cities more shareable,
encourage better understanding of the sharing
economy, and create local task forces to review and
address regulations that may hinder participation in the
sharing economy.”

Questions for Cities in the EU
 What opportunities to pass a similar resolution or a manifesto among the
cities signatories of the EU Covenant of Mayors?
 What shared infrastructures and urban development plans are needed to help
the sharing economy take root at city level?
 What department, agency, working group or other vehicle is needed to lead
collaborative economy strategy and vision within the local government?
 Does your city have any plans to do a systematic mappings, an impact
assessment or life-cycle analysis of its own assets which have idling capacity
and/or might be shared?
 Does your city have any plans to create a hyper-local directory of examples in
the collaborative economy?
 How can your city promote or create sharing economy platforms and
public/private partnerships with start-ups in this space?
 How can the sharing economy help to achieve your city’s targets in the
framework of other initiatives e.g. carbon reduction, climate action plans,
Covenant of Mayors, recycling, regeneration, resource efficiency?
 How can your city mitigate the impact of existing outdated regulations that
unintentionally obstruct collaborative ventures and new business models?

Questions for Cities in the EU (Continued)
 How can your city incentivise public investments and community-focused
financing mechanisms in the sharing economy ecosystem e.g. investing in
incubators and accelerators, research projects, building capacity of collaborative
economy companies, networks and cooperatives, shared infrastructures, micro-
entrepreneurship, social innovation etc?
 How can your city regulate on the sharing economy on a sector-by-sector basis,
incorporating feedback from collaborative companies, end-users and involving a
broad set of stakeholders in consultations?
 How could your city take the lead in the creation of a “Shareable Cities Network”
at EU level?
 Under which existing EU city network can sharing cities be embedded or
incubated?
 What plans does your city have to review/establish laws in the field of taxation,
zoning, insurance and licensing to allow the sharing economy to scale?
 What collaborative sectors have the greatest traction in your city among
transportation, housing, food and retail or others and how to leverage their
outreach?
 How does your local procurement system favour public tenders with criteria that
include shareability or collaboration?

Examples of PPPs Between Cities and
Sharing Economy Enterprises
 Bike/car sharing infrastructures and pick up points
 Smart grids for renewable energy excess output sharing
 Empty public buildings utilisation
 Partnership for emergency preparedness (e.g. airbnb &
San Francisco during superstorm Sandy)
 Reallocation of redundant workers to maker spaces
 Local group purchasing platforms for consumers
 Investment in coworking spaces
 Establishment of hubs for reusable products diverted from
landfill

The EU and the Sharing Economy
Some common goals:
1. Increase resource efficiency
2. Create jobs and prosperity
3. Build community participation
4. Advance social innovation
Great opportunity to combine efforts around joint
priorities and mainstream a stronger, more resilient
Europe in view of meeting the EU2020 objectives.

The EU 2020 Strategy and the Sharing
Economy
“The consumption of goods and services should take
place in accordance with smart, sustainable and
inclusive growth and should also have an impact on job
creation, productivity and economic, social and
territorial cohesion".
- EU 2020Strategy

Taxation
Insurance
Labour
Licensing / Permitting
Health and safety
Digital
Liability
Zoning
Consumer protection
Environment
Certification
Data privacy
Patents
IPR
Finance
RegulatoryTopics Impacting the Sharing
Economy

EU Policies and the Sharing Economy
 Problem: Current lack of tailored European policy
frameworks and institutional support for regulating this new
sector. Absence of regulatory measures creates uncertainty
that may inhibit investments and development of the sector
and can result in companies trying to exploiting loopholes in
the legislative vacuum, damaging consumer trust.
 Solution:The European Sharing Economy Coalition aims to
inspire European policy makers by providing them with a
tangible narrative, available scalable solutions and an
innovative vision for faster adoption of the Sharing
Economy across policies, sectors and markets in Europe.

The European Sharing Economy Coalition
The Coalition promotes and monitors progress towards European and national policy that:
 Mainstream the Sharing Economy
By campaigning to raise awareness, improve visibility and build capacity of community and
policy leaders.
 Sustain the Sharing Economy
By advocating for fair and sensible regulations, ensuring the Sharing Economy becomes a
political priority at European level.
 Scale Up the Sharing Economy
By promoting leadership and best practice exchange, aiming towards scalability and
transferability in the EU.
 Invest in the Sharing Economy
By raising EU funding to kick start relevant pilot projects and platforms all over Europe,
above all in cities.
MA S S IVE

Recommendations for EU Policy Makers
 Create an environmental for sharing economy enterprises to
grow given the economic benefits they bring. If necessary,
pursue smart and targeted regulations.
 Treat sharing economy enterprises as facilitators in a p2p
marketplace, not as traditional employers.
 Legislate only as a complement, when there are gaps
(market failures).
 Create a level playing field among p2p business and
traditional businesses.
 Measure impact and make policy decisions that are data-
driven and flexible given the pace of change in this new
market.
 Facilitate a mechanisms for local authorities and cities to
learn about the sharing economy and how to develop
appropriate rules and enabling infrastructures.

“Whether it is about cabs, accommodation,
music, flights, the news or whatever, the
fact is that digital technology is changing
many aspects of our lives.We cannot
address these challenges by ignoring them,
by going on strike, or by trying to ban these
innovations out of existence’’.
- Neelie Kroes, FormerVice-President of the EuropeanCommission

Source: Ellen MacArthur Foundation

Current World Resource Consumption
 Market forces rather than human needs dictates the
distribution of resources, goods and services
 Commercialisation has infiltrated every aspect of our
lives, encouraging highly individualistic and
unsustainable consumerist lifestyles
 Natural resources are usurped at far greater rates than
they can be replenished
 At least 18 international conflicts have been triggered
by competition for resources since 1990 and this is set
to increase in light of a rising world population, soaring
global consumption and rapidly disappearing energy
supplies

Sustainability Benefits
Environmental
 Less resource use and CO2 emissions, if number of new products
manufactured is reduced
 Higher demand for good quality products, if products are to be
lend or leased, repaired, upgraded multiple times
 Favours eco-design for multi-user experiences, durability and
repeat customisation for shareable products
Social
 Enhances social interaction, community building and trust
between citizens
 Access to high quality products also for low income consumers
 Lowers barriers to entrepreneurship
 Helps learning new skills

Sustainability Concerns
Rebound effects (offset the sustainability benefits)
 Does sharing under-utilised items leads to longer lasting and
higher quality products or leads to increased and faster
consumption?
 Does home sharing lead to a more sustainable tourism or leads
to more tourism, hence higher environmental impacts?
 Does car sharing lead to more sustainable transport or the
money saved from car sharing is reused into long distance
travel?
 Does office sharing lead to more sustainable energy use?
 Does movie streaming lead to higher carbon impact coming
from the intensive energy use caused by inefficient equipment?

Sustainability Concerns
 May increase faster consumption, if sharing is used as trial before
buying new products
 May increase disposal of old items in exchange of newer ones, if
shared item is cheaper and with lower quality
 May increase transport, distribution, logistics and related CO2
emissions (e.g. long distance shipping and delivery of items from
home to home)
 May increase social disparities, social dumping and job losses

Way Forward for Sustainability and
Sharing Economy
 Invest in behavioural change, awareness raising campaigns and
capacity building to reduce the rebound effect
 Create measurement systems for the long-term positive
sustainability impacts against key performance indicators
 Create minimum environmental performance standards with
high benchmarking potential
 Commission environmental impact assessment and lifecycle
analysis studies on sharing assets above all in large cities

Way Forward for Sustainability and
Sharing Economy (Continued)
 Support green public procurement favouring sharing economy
enterprises
 Introduce mandatory requirements for shareable products (e.g.
minimum recyclability, reusability, upgradeability and durability)
 Promote the creation of awards schemes for the most
sustainable sharing economy concepts
 Support the development of one sharing economy regional
cluster in the EU to accelerate the innovation process

Market Developments
 Movement towards professionalism of sharing services (To Follow -> B&Bs on
airbnb)
 Reputation and trust to become a new currency (To Follow -> eID legislation)
 Accountability in collaborative manufacturing, more business to “police” the
system and ensure equal retribution for contributors
 More synergies between collaborative consumption and collaborative production
(To Follow -> 3D printing, maker movement)
 More removal of “middle-men” (To Follow -> from sharing companies owning
the stock to individual ownership)
 “Shareability” criteria enacted in private procurement along the supply chain
 More “unionised” type of associations for sharing economy providers (To Follow -
> union of Uber drivers in Seattle)
 More sharing economy companies to start CSR programs and CSR internal
departments
 Rising B2B sharing of manufacturing equipment (To Follow -> Floow2 in the
Netherlands)

Market Developments (Continued)
 More partnerships between corporates and startups in traction sectors
(housing, mobility, retail, food, education) and across EU MemberStates
(To Follow -> Marriott/Liquid Space,Google/LendingClub, BMW
/ParkatmyHouse, Ebay/Patagonia,GE/Quirky)
 More platforms to be shaped as cooperatives, own and financed by users
and not byVCs (To Follow -> Coop Europe)
 Integration with sensors development and internet of things (To Follow -
> smart home appliances and mobile apps)
 Increased focus on customer service for sharing enterprises (To Follow ->
Uber)
 More p2p providers moving into other services along the value chain (To
Follow -> airbnb and hospitality industry, uber and logistics industry)
 Introduction of “matchmaking in searches” type of algorithms
 Aggregation of users’ data and reputation dashboard to boost trust in
p2p marketplaces
 Shareability index for companies

Source: Michel Bouwens, p2p Foundation

Policy Developments
 “Shareability” to be effectively integrated in EU innovation policies (To
Follow -> EU2020 Strategy)
 More financial support from public authorities to sharing economy
startups e.g. on market data collection (To Follow -> CAPs projects of DG
Connect e.g. co-working spaces and new H2020 calls)
 White Paper and ConsultationConclusions on Crowdfunding (To Follow ->
DG Growth and EuropeanCrowdfunding Network)
 Possible EU Commission Communication on “Collaborative and
Participative Consumption” (To Follow -> DG Health – July 2015)
 Recognition of micro-entrepreneurship and freelancing into EU labour
legislation (To Follow -> revision of Directive on Professional
Qualifications)
 More support for harmonised peer2peer finance legislation (To Follow ->
Revision of Financial Services Directive)
 Emergency response and resilience planning through sharing economy
(To Follow -> DG Environment Impact Assessment Reviews)

Policy Developments (Continued)
 More cross-sectoral coalitions for advocacy with a focus on top-down
approaches (To Follow -> 9Flats,Wimdu, Housetrip alliance in p2p
accommodation)
 Network of SharingCities to be possibly integrated in the EU IP on Smart
Cities (To Follow -> HL Sherpa Group Meeting 31/03/2014 and CoR)
 More attention for end-of-life phase in current product designs, as
customer will seek durable and shareable products designed for longevity
(To Follow -> EU eco-design directive revision)
 Sharing Economy and Freelancing Petition in European Parliament or
through European Citizens Initiative (To Follow -> 2014 European post-
election campaigns)
 Consumers protection effectively enacted for electronic payments (To
Follow -> EU Consumers Agenda and e-payment directive revision and
BEUC)
 Direct financial support to high speed broadband projects at local and
regional level (To Follow -> EU DigitalAgenda Developments)

Source: Euromonitor International

Challenges to Overcome
 Scaling up from the young, urban and IT savvy to a viable alternative for
everyone and everywhere
 Changing consumers’ habits and cultural barriers e.g. in new EU Member
States with rising middle class
 Finding a level playing field with incumbents and traditional industries
e.g. hotels, taxi operators etc
 Friction with trade unions and consumers organisations on workers and
consumers rights & safety
 Liabilities and the need for targeted insurance products for sharing
assets
 Fragmented start-up scene, uncertainty about funding after initialVC
 Centralisation and potential formation of monopolies (e.g. airbnb, uber)
with loss of diversity and healthy competition
 Will the sharing economy bring down wages in some sectors or bring
gentrification?

Challenges to Overcome (Continued)
 EU Competition legislation inhibits certain collaboration between
companies (within product chains can be seen as a cartel)
 Guidelines needed for public procurers in support of sharing economy
enterprises
 Unintended macroeconomic effects: surging prices in real estates, taxes,
over-regulation
 Lack of standardized reputation systems
 Concerns over privacy and public safety for vulnerable consumer groups
 Standards on quality control and harmonisation of online terms of use
 Lock out effect (exclusivity of peer to peer communities)
 Technological novelty to meet social needs
 Mainstreaming “beyond GDP” principles (e.g. happiness index)

Challenges to Overcome (Continued)
 Application of traditional industry standards in regulations
 Drawing the line between peer-to-peer sharing and conventional
commercial activities
 EU legislation on product planned obsolescence still to be mainstreamed
 Disintermediation of services (when users bypass the platforms after first
interaction)
 Donation system instead of actual fees, sometimes used to circumvent
legislation
 Raising taxed revenues from sharing economy platforms
 Ensure economically disadvantaged citizens and neighbourhoods can
benefit from sharing economy, not only convenience-seeking affluents
with high disposable income
 Sharing transactions mostly happening among people with the same
social/economic status

“Infra horam vespertinam, inter canem et
lupum”
At dusk, when one can’t recognise a dog from a wolf
-Latin proverb

The Dark Side of the Sharing Economy
 Lack of rural outreach
 Digital trust
 Members exclusivity
 Quasi monopolies
 ProfitVs non-profit
 Shared ownership and distributed governance
 Workers rights
 Minimum wages
 Health and safety
 Liability and consumers protection
 Data privacy

From Collaborative Consumption to
Collaborative Creation
 Collaborative Consumption (reactive) => earn
some money, subsidise your belongings ownership
(e.g. zipcar), have more human cantered
experiences (e.g. airbnb)
 Collaborative Creation (proactive) => building new
skills, create a business, drive an industry, more
meaningful livelihoods, create innovative solutions,
jobs and new forms of wealth (not just share it)

Source: the new economics foundation

 Co Financing
 Co Production
 Co Creation
 Co Design
Co Distribution
 Co Marketing
 Co Selling
 Co Profiting
Imagine the Power of Collaboration

Big Shift to the Sharing Economy
Me <=> We
Ownership <=> Access
Global <=> Local
Centralised <=> Distributed
Competition <=> Collaboration
Company <=> People
Advertising <=> Community
Credit <=> Reputation
Money <=> Value
B2B <=> P2P
Hyper Consumption <=> Collaborative Consumption

“There are laws for people and there
are laws for business, but we are a new
category, a third category, people as
businesses.”
-BrianChesky,CEO Airbnb

A Role for Freelancers
in the Sharing Economy
40%
of EU’s workforce will be
freelances by 2020 and some of these will be the
providers powering up the sharing economy

Freelancers and the Sharing Economy
 It is notion of the past that freelancers are only hinging to their
professional sector. Nowadays, also because of the changing economic
climate, freelancers are more adaptable, therefore suitable actors to
thrive in the collaborative economy.
 Despite the massive growth of freelancing, European policy makers still
focus on “job” creation rather than “work” creation, an
area where independent professionals actively contribute.
 Targeted regulations that address freelancers in the collaborative
economy are often missing, as well as platforms to supply a rotation of
providers into different marketplaces.
 A re-definition of outsourcing is needed to fit the sharing economy new
developments.
 While freelancers create much of the value on p2p marketplaces, they
do not participate in the shared distribution of the value once captured
through a public offering, acquisition, or other form of surplus
distribution.

“A half century from now, our grandchildren are likely to look
back at the era of mass employment in the market with the
same sense of utter disbelief as we look upon slavery and
serfdom in former times.The very idea that a human being’s
worth was measured almost exclusively by his or her
productive output of goods and services and material wealth
will seem primitive, even barbaric, and be regarded as a
terrible loss of human value to our progeny living in a highly
automated world where much of life is lived on the
Collaborative Commons.”
-Jeremy Rifkin,The Zero Marginal Cost Society

“The Future is already here. It’s only not widely
distributed yet.”
-WilliamGibson

MARCO TORREGROSSA
Managing Director at Euro Freelancers & European Sharing Economy Coalition
marco.torregrossa@euro-freelancers.eu
@eurofreelancers

The Sharing Economy - Training Toolkit Based on Strengths, Weaknesses, Opportunities and Threats

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