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Smartup Movement – A New Narrative for Sustainability

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Demos Effect's presentation in the Sustainable Brands conference.

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Smartup Movement – A New Narrative for Sustainability

  1. 1. sey&Company Smartup Movement A New Narrative for Sustainability Roope Mokka CEO Demos Effect
  2. 2. The Nordic Foresight and Co-Creation Agency
  3. 3. What is the story of sustainability?
  4. 4. Consumer patterns are changing…
  5. 5. …and big brands are getting better.
  6. 6. Is it really happening? Yes. Is it happening fast enough? NO. PWC 17th Annual Global CEO Survey 2014 When a corporate CEO puts on a suit they fall a sleep.
  7. 7. ”The greater the number of bystanders, the less likely it is that any one of them will help” The Corporate world suffers from the Bystander Effect
  8. 8. 7 of 10 of the biggest companies in the world are fossil fuel companies (actually 8/10). Lets hope these do not sustain and in 2030 this list is totally different. Where does the next top 10 come from?
  9. 9. What if there is another story?
  10. 10. David emerged as a winner due to smartness.
  11. 11. This story starts with a crazy vision of world domination.
  12. 12. You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. R. Buckminster Fuller
  13. 13. Efficient Sustainable Disruptive Smart Consumer Eco-version Serving new needs Entrepreneuer The new narrative moves from sustaining current companies to disrupting markets with radical innovation by serving new needs and therefore making unsustainable lifestyles obsolete.
  14. 14. Nordic Smartups are the heroes of this narrative.
  15. 15. Hoffice = homes as offices Hoffice.nu is a network aiming at creating fantastic, free work spaces – and make it thereby possible for people to realise their dreams.
  16. 16. Uber for deliveries PiggyBaggy is a crowdsourced logistics service
  17. 17. New kind of animal protein
  18. 18. Swap childrens clothes Swap.com is the largest Online Consignment store for baby, kids' and women's apparel and accessories.
  19. 19. Make heating intellingent Fourdeg offers an energy saving and indoor temperature comfort improving subscription for buildings with water radiator heating.
  20. 20. “Smartups are temporary organisations searching for a scalable business model to free users from dependency on natural resources.” Demos Helsinki: Smartup Manifesto (download here)
  21. 21. The biggest startup success stories are smartup strories.
  22. 22. Google to Buy Nest Labs for $3.2 Billion Internet Company Extends Reach Into Home with Buy of Thermostat, Smoke Detector Maker Opower Shares Soar in IPO Uber Sets Valuation Record of $17 Billion in New Funding Airbnb Might Soon Be Worth $10 Billion, Valued More Than Hyatt Hotels BlaBlaCar Raises A Massive $100 Million Round To Create A Global Long Distance Ride-Sharing Network Bill Gates-Backed Food Startup Hampton Creek Begins To Come Out Of Shell, Make Money5/13/2014 @ 8:45fm 17 181 views Facebook Buys Oculus Rift For $2 Billion Tesla Rises as Musk Sets Faster Production Pace
  23. 23. Airbnb is 89% more climate-friendly than and average hotel in EU 89% - > disruptive
  24. 24. One year ago… …..6 days ago.
  25. 25. What should corporations do? Make innovation partnerships with Smartups: Smartups have managed to turn global drivers, including digitalization, scarce resources, changing consumer demand and the innovation imperative, into a competitive advantage. Thanks to their relatively small size and agility, they are quick to learn from their mistakes and can very efficiently find ways to operate in changing environments. This does not, however, mean that smartups can operate by themselves. Despite the fact that the smartup movement is growing to become one of the most visible innovation drivers, it isn’t the whole story. In order to scale up and flourish, they need the incumbents as well as the public sector to pave the way for smart futures. Create smartups ecosystems: Smartups have managed to turn global drivers, including digitalization, scarce resources, changing consumer demand and the innovation imperative, into a competitive advantage. Thanks to their relatively small size and agility, they are quick to learn from their mistakes and can very efficiently find ways to operate in changing environments. This does not, however, mean that smartups can operate by themselves. Despite the fact that the smartup movement is growing to become one of the most visible innovation drivers, it isn’t the whole story. In order to scale up and flourish, they need the incumbents as well as the public sector to pave the way for smart futures.
  26. 26. Why is this happening now?
  27. 27. With internet of things services based on material things become the forefront of innovation • Energy • Accomodation • Transporation • Shopping • Deliveries • Offices • what next… Internet of things is driving a new wave of disruption Source: Harvard Business Review 2014 In 2018 there will be more things in the internet than people.
  28. 28. Growth is moving from capital and natural resource intensive forms of business to platforms of networked services What Airbnb, Uber, and Alibaba Have in Common Barry LibertYoram (Jerry) WindMegan Beck Fenley HBR NOVEMBER 20, 2014 Smart Growth: ”These companies create a network of peers in which the participants interact and share in the value creation. They may sell products or services, build relationships, share advice, give reviews, collaborate, co-create and more.”
  29. 29. There are four ways in which companies can become smart.
  30. 30. Increasing the utilisation rate of physical resources by sharing. Examples include ride and home sharing services, such as BlaBlaCar and Swap. com.
  31. 31. Optimizing the use of physical inputs through the use of feedback, smart home and metering applications. Companies active in this field include Nest, Optiwatti, Enerfy and Opower.
  32. 32. Upcycling and refurbishing physical assets by implementing energy efficiency solutions for homes, as well as various circular economy applications. Companies that do this include Bundles, Zen Robotics and Bio-bean.
  33. 33. Using smart substitution to replace resource-intensive practices - videoconferencing and virtual reality applications instead of travel for meetings, and replacing animal based proteins from the food system with something that takes fewer resources to produce. Oculus Rift and Beyond Meat are emerging smartups in this sphere.
  34. 34. Smartups are hitting the big markets Eurostat 2012, Energy consumption Eurostat 2012, Spending Housing 26.2% Industry 25.6% Transport 31.8% Services 13.5%
  35. 35. Homes HOMES
  36. 36. Cars CARS
  37. 37. Food FOOD
  38. 38. FOOD CARS HOMES ENERGY INTERNET There is a convergence of energy, internet housing, transportation and food going on. Its driven by megatrends in technology and natural resources. Its similar – yet not identical – to the convergence of digital media, that moulded together Information Technologies, Telecommunication, Consumer Electronics, and Entertainment.
  39. 39. Three lessons from the Smartups movement 1. Disrupt or be disrupted. 2. Do what matters. 3. Get smart and beat the system.
  40. 40. You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. Disruptive is the new sustainable. Roope Mokka Demos Effect @mokka
  41. 41. The Nordic Foresight and Co-Creation Agency

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