Recently I watched the documentary I recommend watching to all current or new c2c marketplace founders. It is called 'The Third Industrial Revolution.'
Well, the word 'revolution' sounds like something far away from our current lives, however, the author Jeremy Rifkin in simple language explains what triggered industrial revolutions in the past, and how the recent technological advancements are pushing us to a new, unprecedented, revolution.
In essence, Rifkin says that two main factors trigger a massive change in all industries: (i) the new source of energy and (ii) the new communication technologies. Revolution is triggered once (i) and (ii) merge.
The (i) discovery of coal and (ii) invention of the printing device triggered the first industrial revolution. Coal was a source of cheap energy (heat). It was the main fuel for the invented steam engine, which was put on wheels and in boats. It created the logistics never seen before in the history – massive rail and ship networks. Transportation became cheap and accessible. Printing devices allowed information to be replicated and copied cheaply on a scale – something never seen in history before.
The (i) discovery of oil and (ii) invention of the phone triggered the second industrial revolution. Oil was a new, much cheaper energy. It was the main fuel for the internal combustion engine. It was put into cars and allowed the creation of a new kind of logistics – personal, cheap, and agile. The phone allowed people on two different locations to communicate in real-time - something was never seen in history before.
I love Rifkin's view on the economy from a thermodynamics point of view. The amount of energy in the closed system is constant, and energy only changes forms. He argues that oil, gas & coal fuel the majority of our current economy. These fossil fuels are the primary sources of electricity production. Oil is the primary source of energy for logistics. The more injection of fossil fuels to the economy leads to more GDP.
Well, the oil extraction per day peaked in the '80s, and oil price peaked in 2006, which was a massive shock to the whole economy (will not elaborate in this post).
What is happening today? We see an emerging new source of energy - renewables, which Rifkin argues, at scale, will become the much cheaper and primary source energy. Emerging new communication technologies like 5G will allow unprecedented connectivity among not only humans but things (known as the Internet of Things, IoT). Cheap, clean energy merged with IoT will be the foundation for new, fully autonomous networks of logistics.
This 21st-century smart digital infrastructure is giving rise to a radical new sharing economy that is transforming the way we manage, power, and move economic life. It is where massive opportunities lie for future c2c networks.
I genuinely believe Qoorio is one of them.
Watch the film here: https://www.vice.com/en_us/article/bj5zaq/watch-vices-new-documentary-the-third-industrial-revolution-a-radical-new-sharing-economy
Read the book here: https://www.amazon.com/Third-Industrial-Revolution-Lateral-Transforming/dp/0230341977
NB. It is one of those rare cases when I found the movie better than the book. The book has too many political stories and other things which I account as sales pitches for Rifkin's consulting firm's services, IMO.
Rifkin itself is an impressive person. According to The "European Energy Review," "Perhaps no other author or thinker has had more influence on the EU's ambitious climate and energy policy than the famous American' visionary' Jeremy Rifkin. The Huffington Post reported from Beijing in October 2015 that "Chinese Premier Li Keqiang has not only read Jeremy Rifkin's book, The Third Industrial Revolution, but taken it to heart," he and his colleagues have incorporated ideas from this book into the core of the country's thirteenth Five-Year Plan.
According to EurActiv, "Jeremy Rifkin is an American economist and author whose best-selling Third Industrial Revolution arguably provided the blueprint for Germany's transition to a low-carbon economy, and China's strategic acceptance of climate policy."
Credit goes to Justinas Mačiulis for the film's recommendation.
A nice essay about the evolution of marketplaces by Li Jin and Andrew Chen, both investors @ A16Z.
The first thing they say that the next trillion-dollar opportunity lies in services vs. goods. Why?
In the past twenty years, we’ve transformed the way people buy goods online, and in the process created Amazon, eBay, JD.com, Alibaba, and other e-commerce giants, accounting for trillions of dollars in market capitalization. The next era will do the same to the $9.7 trillion U.S. consumer service economy, through discontinuous innovations in AI and automation, new marketplace paradigms, and overcoming regulatory capture.
The service economy lags: while services make up 69% of national consumer spending, the Bureau of Economic Analysis estimated that just 7% of services were primarily digital, meaning they utilized the internet to conduct transactions.
There is a clear trend that software is eating the service economy, but it’s been slow, and they unpack the reasons for that in the article.
They also cover how marketplaces were evolving over the last decades, essentially in 4 eras:
1. The Listings Era (1990s). These marketplaces were the digital version of the Yellow Pages, enabling visibility into which service providers existed, but placing the onus on the user to assess providers, contact them, arrange times to meet, and transact.
2. The Unbundled Craigslist Era (2000s). Companies iterated on the horizontal marketplace model by focusing on a specific sub-vertical, enabling them to offer features tailored to a specific industry.
3. The ‘Uber for X’ Era (2009-2015). In the early 2010s, a wave of on-demand marketplaces for simple services arose, including transportation, food delivery, and valet parking. These marketplaces were enabled by widespread mobile adoption, making it possible to book a service or accept a job with the tap of a button.
4. The Managed Marketplace Era (Mid-2010s). Managed marketplaces take on additional work of actually influencing or managing the service experience, and in doing so, create a step-function improvement in the customer experience. Rather than just enabling customers to discover and build trust with the end provider, these marketplaces take on the work of actually creating trust.
The big question is, what’s next? My answer is Qoorio.
Watch the interview here: https://www.youtube.com/watch?v=zl14Ty5-0Ko
Read the article here: https://a16z.com/2018/11/27/services-marketplaces-service-economy-evolution-whats-next/
How to kickstart a marketplace business?
A nice piece written by Lenny Rachitsky, ex Growth PM @ Airbnb. He is sharing insights from 17 of today’s biggest marketplaces, including Airbnb, DoorDash, Thumbtack, Etsy, Uber and many more.
Sharing some of his learnings:
1. Constraint. With the exception of one company, every single marketplace that he interviewed constrained their initial marketplace to more quickly get to critical mass. To some this may seem counter-intuitive — why limit your growth and opportunities when you are starting out? It turns out that the best way to get big is by first going small.
2. Supply. The vast majority of successful marketplaces focused almost all of their resources on growing supply early-on (80% of the companies I interviewed, 14 out of 17).
3. Direct sales (supply). One-on-one direct sales ended up being a crucial lever for about 60% of the companies, twice as common as the next biggest lever (piggy-backing and referrals).
4. Word of mouth (demand). Word-of-mouth was the most important growth channel for over half of the companies. Though this isn’t actually a growth “lever”, it was an enormous growth driver for these companies, and was a strong early signal of product/market fit.
Three Types of Marketplace Shifts: Changing Without Breaking The Marketplace
“Making decisions about shifts in value, control, or risk is hard. It’s scary. Perhaps the shift will offset the special equilibrium of trust and value that exists in the marketplace...mechanics you may privately confess not to even fully understand.
And it’s emotional. While that’s true for any change or big decision at any company, it’s doubly true when the company is serving multiple customers at once. In a marketplace business, different parts of the company will, by design, see themselves as allied with one of the marketplace parties more than the others. Sales will advocate for the supply side. Marketing may advocate for the demand side. Product teams, depending on their focus area, will have a bias for their segment or constituency. And Finance, Legal and Policy teams will often lean towards more control, more value, and less risk for the business. This type of partisanship shouldn’t be disappointing to you. It’s ultimately a good thing! It's checks and balances. But it can result in some charged debates when marketplace shifts are required.”
Full article: https://www.giladhorev.com/posts/three-types-of-marketplace-shifts-changing-without-breaking-the-marketplace