Presented at Hawaii Life's VR Pro Day, this presentation reviews how we might take an ecosystem based approach to the industry for mutual benefit. Based on the concepts being developed into "Ecosystem Thinking" and applied to the Vacation Rental industry, this is a high level introductory overview and a call to action to VR Pro's to find ways to come together in collaborative, friendly competition to advance the industry and their own interests within it. Accompanying audio version coming soon.

1. Ecosystem Thinking & The VR Industry
VR Pro Day, Hawaii
December 8, 2016
by Chris Heuer

2. In Digital, Connected World, Intention Matters
‘OHANA—
Those who are family, and those you
choose to call your family.
As a value, ‘Ohana is a human circle of
complete Aloha.

3. My Family: Then and now…

4. My Digital Ohana

5. My OhanaMy Global Ohana

6. Ecosystem Thinking
Co-creating shared value for the world by empathetically
approaching all stakeholder relationships with positive
intentions that go beyond concern for the transaction.

7. Ecosystem: Traditional Definition
“The word was coined in the 1930s by British botanist Arthur Tansley to
refer to a localized community of living organisms interacting with each
other and their particular environment of air, water, mineral soil, and other
elements. These organisms influence each other, and their terrain;
they compete and collaborate, share and create resources, and coevolve;
and they are inevitably subject to external disruptions, to which they adapt
together.”
— Business Ecosystems Come of Age. Deloitte University Press, 2015

8. Ecosystem: Modern Business Definition
“Successful businesses are those that evolve rapidly and effectively. Yet
innovative businesses can't evolve in a vacuum. They must attract
resources of all sorts, drawing in capital, partners, suppliers, and
customers to create cooperative networks. . . . I suggest that a company
be viewed not as a member of a single industry but as part of a business
ecosystem that crosses a variety of industries. In a business ecosystem,
companies co-evolve capabilities around a new innovation: They work
cooperatively and competitively to support new products, satisfy
customer needs, and eventually incorporate the next round of innovations.”
— James Moore - 1993 Harvard Business Review article

9. The Vacation Rental Ecosystem
Marketplaces: HomeAway & VRBO
Service Providers
• Real Estate Professionals
• Construction / Contractors
• Insurance
• Cleaning Companies
• Photographers
• Marketing Agents
• Lawyers
• Accountants
Partners
• Property Owners
• Property Managers
• Property Management Companies
• Software Vendors
Media
• Journalists
• Media Producers
• Travel Media
• Analysts
Civic Sector
• Travelers
• The Local Economy
• Local/State/Federal Government
• Tourism Boards
• Neighbors
• HOA's
• Garbage / Utilities
…and also includes?

10. “There is no spoon.”

11. Radical Stakeholder Centricity

12. 12
Empathy

13. Behavior =
Knowledge Personaƒ
Formula for Customer / Stakeholder Success

14. Crafting Authentic Personas, Planing the Journey

15. Balance harmony, fishes eating one another, predator
over fishing
Co-existing in Harmony

16. Taking the Long Term View

17. With the rise of digital
media, knowledge is
free, though diplomas
are not…

18. Getting Things Right is Now the Price of Admission

19. Give a Hand-Up to Those Who Follow

20. Growth oriented mindset, beneficial to all

21. Case Study

22. Friendly Competition

23. Stronger Together

25. Markets Are Experiences as much as Transactions

26. • Trust
• Insights
• Attention
• Data
• Stories
• Labor
• More $ in, less $ out
• Loyalty
Markets Are Ecosystems Based on the Flow of Value

27. The Real Time, On Demand Economy

28. The Quickest to Adapt Wins

29. A successful ecosystem
is one that is intentionally
designed for Alignment,
Agility and Accountability.

30. The Strongest Ecosystems Win

32. What is Ecosystem Thinking?
Co-creating shared value with and for all stakeholders, helping
each to achieve their full potential.
You are better off, if everyone is better off. We are all connected.

33. What can you do to support a healthy VR Ecosystem?

34. Stand Together
Share Knowledge
Support Others
Speak Up & Out

35. Think of our industry as an
ecosystem, don't pollute it,
nurture it with us and it may
grow as beautiful and lush
as the islands of Hawaii.

36. Chris Heuer
Ecosystem Architect
ChrisHeuer.com
cheuer@homeaway.com