7 by 9 export (2)

A glimpse into the
Collaborative Consumption
Redistribution Market
system.
COLLABORATIVE
CONSUMPTION
CONFRENCE
Marines’ Memorial Theatre,
609 Sutter,
San Francisco CA 94102
What’s mine is
yours.

Table of Contents

01
03
05
08
11
14
17
22
DAY 2 ITINERARY
[Confrence Summary, & Times]
RACHEL BOTSMAN
Resdistribution Markets
KATE LUCKINS
Exchanging Businesses
JEREMIAH OWYANG
The Third Collaborative Market
MARTA NOWINSKA
Bartering 101
BENITA MATOFSKA
Let’s All Share!
DAVE TELM
Consumption in the Community
BIBLIOGRAPHY
[References & Contributors]

The Itinerary
March 22, 2016
Thhe Collaborative Consumption Confrence focuses of the Third
Collaborative Market: the market involved in the redistribution,
swapping, trading, or bartering of (primarily) goods without the
use of monetary currency. Confused about this type of business?
Six Collaborative Consumption experts speak throughout the day
and will explain, as well as give their input on this growing market.
Guest speakers including Rachel Botsman, Jeremiah Owyang, Dave
Telm, and many more fully flesh out the concept in full, in addition
to giving personal opinions, experiences, and stories.
9:00 am
Rachel Botsman on the Resdistribution Market in
the grand scheme of the Collaborative Consumption
market system.
9:45 am
Kate Luckins on her clothing exchange company
and her perspective on the exchanging/swapping
community & business platform.
1

10:30 am
Jeremiah Owyang on the value of “The
Third Market” and it’s different forms.
11:45 am
Break. Lunch provided in the Red
Auditorium. (Have Day 2 pass)
1:00 pm
Marta Nowinska on the notion of bartering.
(Providing personal examples and
discusses her business, Swapsity).
1:45 pm
Benita Matofska on the origins and
concept of sharing.
2:30 pm
Dave Telm on his hopes for the Redistribution
Market in the future.
2

Rachel Botsman
Rachel Botsman is an author and the global
authority on the power of collaboration and
sharing to change the way we live, work, bank
and consume. She is known for originating the
theory of ‘collaborative consumption’ with her
acclaimed book, What’s Mine is Yours-- How
Collaborative Consumption is Changing the
Way We Live (Harper Collins, 2010). The concept
was subsequently named by TIME as one
of the ‘10 Ideas that Will Change the World’ in
2011 and the book was shortlisted for the 800
CEO-Read Business Book of the Year in 2010.
3

“[Redistribution Markets]
stretch the life cycle of a product
and thereby reduce waste”
- R. Botsman
It’s been more than a decade since the founding of Netflix
and Zipcar, and by now both are well-established businesses.
They’re leading examples of an economy and
culture model we call collaborative consumption—systems of
organized sharing, bartering, lending, trading, renting, gifting,
and swapping. Collaborative consumption gives people
the benefits of ownership with reduced personal burden and
cost and also lower environmental impact—and it’s proving
to be a compelling alternative to traditional forms of buying
and ownership. We’ve organized the thousands of examples
of collaborative consumption into three types of systems. In
the first, Product servicce systems, companies offer goods
as a service rather than sell them as products. In the second
system, collaborative lifetyles, people with similar needs or
interests band together to share and exchange less-tangible
assets such as time, space, skills, and money. Then there are
redistribution markets.
In redistribution markets, used/preowned goods are moved
from somewhere they are not needed to somewhere they are.
In some markets, the goods may be free, as on Freecycle and
Kashless. In others, the goods are swapped (as on thredUP
and SwapTree) or sold for cash (as on eBay and/or craigslist).
Over time, “redistribute” may become the fifth R—joining
“reduce, reuse, recycle, and repair”—and a key form of
sustainable commerce. A Redistribution market: Unwanted
or underused goods redistributed. Redistribution markets,
just like Swaptree, are when you take a used, or pre-owned,
item and move it from where it’s not needed to somewhere,
or even someone, where it is. They stretch the life cycle of a
product and thereby reduce waste.
4

Kate Luckins
Learning to “live better with less”, Kate
Luckins is primarily known for founding
The Clothing Exchange, a company that
allows people to swap clothes online on its
website or during the series of swapping
events they host across Australia. With her
personal interest in sustainable living (the
subject of her doctorate completed in 2011),
she hopes that if people would start swapping
on one area of their consumption,
they would start addressing other wasteful
behaviours within their broader lifestyles.
5

Exchanging Businesses
What motivated you to start
The Clothing Exchange?
On a personal note, I was
trying to bridge a gap between
my love of fine fashion and
my environmental conscience
but on a broader level I was
trying to address the problem
of wasteful fashion consumption
which in 2005 amounted
to $1.7 Billion according to
The Australia Institute. Based
on the notion that we were
only wearing 20% of our wardrobe
and many garments
were sentenced to the darkest
corner of the closet, The Clothing
Exchange was created to
enable the exchange of preloved
garments for desirable
“new” wardrobes so people
could save their pennies, look
great and be kinder to the planet
too.
What’s your intention for
the new online swapping
service you’ve recently
introduced?
We have developed an online
swapping service so everyone
in Australia has access to it.
We want to expand the reach
and value of what we are doing
and engage more people
in our swapping com-munity.
The online service draws upon
what we’ve learnt fromour decade
of live swapping. There
are a few extra bonuses like
you can set the button value
based on the quality of your
garments and we think people
will enjoy the convenience of
swapping from their armchair.
How are the big names
in fashion responding to
clothes swapping and the
sharing economy?
I honestly couldn’t say! I
know that a UK swap site
opened up with many leading
fashion models etc singing it’s
praises. Twiggy (Uk model
from the 60’s) has her own
show based on the premise
of swapping I’ve heard.
Recently we had people like
Paula Joye (a well known
Aussie stylist )& Sarah Wilson
(a lifestyle guru/sugar
warrior) singing our praises.
I think swapping has started
at the grassroots level and is
likely to make it’s way to the
top and I’m not sure it has
captures the attention of the
superstar designers and celebrities
just yet.
The Clothing Exchange has
a quiet undertone of being
anti-status and operates aside
the mainstream. We prioritise
personal style over fashions
dictated because we attract an
eclectic mix of garments for
the swapping. The swap shop
is a neutral enviroment where
brands are less relevant, there
are no pushy judgemental
sales assistants & patrons can
swap for what fits and flatters
and suits their style.
Has the fashion industry
practices changed much
since you launched The
Exchange back in 2004?
There’s definitely more industry
interest in sustainable practices
– back in 2004 sustainable
fashion was considered an oxymoron
as my supervisor Sue
Thomas would say! From recollection
it was around 2008
when there was a widespread
interest in sustainable fashion
practices as the antidote to the
global financial crisis. Tailors,
cobblers, secondhand retailers
and businesses like ours were
suddenly on the map and the
journalists were calling. The
“reccessionista” was borne &
savvy swapping were part of
her philosophy.
Alongside the growth and
expansion of the clothing exchange
(from a fringe Melbourne
concept to a national
network of swapping), the
retail industry made some big
changes. Gorman seemed to
lead endeavouring to become
climate neutral, utilise organic
textile and encourage their
customers to ride bikes and
take public transport with
discounts as incentives. Over
the years some more mainstream
labels have taken some
inspiration and dabbled in organic
textiles and the like but
customers are increasingly
wary of greenwash.
6

How do you partner with
local governments in
Australia to host swapping
events?
Local councils became interested
in our swapping services
because they engaged women
of all ages and bridged the
gap between fashion and sustainability.
In response, we developed
a customised hosting
service that seems to have
been music to the ears of timepoor
council workers with
tight budgets. We often host
an event for a council to offer
within their chosen festival or
event (eg National Recycling
Week) and it becomes an exciting
and colourful event to
headline these festivities. We
have also done a similar thing
with universities (including
RMIT Fashion) and corporations
including Telstra and
BP.calling. The “reccessionista”
was borne and savvy
swapping were part of her
philosophy.
What is your opinion on this
swapping movement?
Of course, I think it is fantastic.
I believe that the concept
of swapping or exchanging
goods is going to change the
earth. Our planet is going to a
bettere place once swapping
becomes more normalized. I
cannot wait for the day when
I can tell everyone “I told you
so.” Swapping is gonna will
change the world.
“We prioritise personal style
over fashions dictated because
we attract an eclectic mix of
garments for the swapping”
- K. Luckins
7

Jeremiah Owyang
Owyang is the founder of Crowd Companies,
industry analyst, speaker, and family man. His
career mission is to help corporations connect
with customers using web technologies. He researches
the way disruptive technologies are
changing the customer relationship, by speaking
at many conferences and events, and by
serving as a frequent source for the media. He
lives at the edge of technology but map it back
to what it means for businesses. This has led
him to early thinking in the realms of customer
experience, social business, interactive marketing,
and now the collaborative economy.
8

d is just gett
tarted. “
This trend is just
getting started.
Jeremiah Owyang
”

The Third
Collaborative Market
ing
The Three Categories of Collaborative Economy Markets
Within this market, there are multiple use scenarios.
Right now, we see the following three categories: First
Collaborative Market, Second Collaborative Market, and
Third Collaborative Market. The third market focuses on
bartering, gifting, or non-currancy exchanges of used products
or remnant services. For example, Toyswap allows
parents to exchange toys with other parents, rather than purchase
products that their kids will outgrow. Giftflow encourages
users to ask for what they need, then to help others in
the future, paying it forward. There are swap sites for books,
baby goods/toys, clothing, used items--almost anything you
could think of. There are now bartering sites where users
are able to connect, save, and trade. There are even free/gift
exchange sites where people are able to get rid of their old
items and pay them forward. Not only do these market places
make all users content, but they are envoirmentally friendly.
The Third Market is apart of the overall Collaborative Economy,
which is defined as, “a digital system that manages the
coordination of buyers and sellers who offer or exchange
used products and remnant se-rvices”. It’s a tricky market.
These startups enable the crowd to get what they need from
each other --rather than go to corporations. Don’t expect more
than 20% of these startups to survive, as categories will expand
and collapse in the traditional innovation environment.
However, these startups will become more popular, used and
crucial in the upcoming years. The Third Market, as well as
the Collaborative Economy in general is beneficial for reasons
including networking, inspiration and support, symbiotic
selling, shared ownership, as well as economies of scale. The
3rd Market is undervalued considering how valuable it is.
10

Marta Nowinska
Marta Nowinska, Swapreneur, is a social
entrepreneur and the founder of Swapsity.
She traded her Bay Street banking job to
start Canada’s leading bartering community,
which proved to be the biggest swap of
her life. Marta loves to share her business
experience with aspiring and existing
entrepreneurs and also offers business
model mapping expertise to help entrepreneurs
launch ideas or make existing
initiatives soar. She is a big supporter of
forward-thinking business models that
propagate social good and create a positive
impact on our world.
11

Bartering 101
What are some of the benefits
to bartering?
The obvious advantage of barter
is that it does not involve
money. Swapping enables you
to meet your needs in lieu of
using your cash or credit card.
We’ve seen Swapsity swappers
trade kitchen renos for
a car ($4,000 saving), organic
veggies for web design and
even financial consultations
for custom designed maps. A
swapping site like Swapsity
helps turn your things, talents
and time into something else
of value by connecting you to
swappers in your neighbourhood
and across the country.
Joining a swapping site is a
great way to tap into a community
of people interested
in bartering with you. Barter
community Swapsity Swapping
makes the exchange personal.
In the words of one of
our members, “bartering puts
a sense of warmth and humanity
back into transactions
that can seem colder and more
distant when there is money
changing hands.” People also
feel connected to something
bigger and get to expose
themselves to new, cool and
unique experiences.
Bartering has been around
so long, what is like in the
21st century?
Barter is bigger and more
popular than most people
realize. 20% of business done
worldwide is conducted via
barter and 65% of Fortune 500
companies engage in barter.
According to Time Magazine,
Collaborative Consumption is
one of the “10 Ideas That Will
Change the World”. Toronto
swappers have saved $200,000
in three years at Swapsity.
The salary of Roman soldiers
was once paid in salt and the
history of barter can be traced
back to 6000 BC. In a nutshell,
bartering is the trading of
products or services for other
products or services between
two or more parties. Today,
technology and peer-to-peer
communities are reviving and
reinventing the oldest form
of commerce and enabling
people to live a more collaborative
lifestyle. There are two
crucial benefits to bartering:
The “ME” benefit and the
“WE” benefit.
What are some of these
“ME” benefits?
Of course there is keeping
money in your wallet, as well
as building social connections,
de-cluttering your space, and
easier recycling. Bartering
allows access to items, services
or new experiences not
in your budget, in addition to
opening your eyes to the valuable
skills you have to share.
And what about these “WE”
benefits?
These benefits include encouraging
a collaborative lifestyle
and the strengthening of communities,
the redistribution of
pre-loved stuff to new homes
where they can be re-loved, &
the reduction of waste!
Tell us about your company,
Swapsity.
Swapsity believes that the
swapping economy complements
the cash economy and it
pays to incorporate both into
our daily lives. Everyone has
a wealth of skills and talents
to share and we can all benefit
by supplementing our budgets
with barter. We can then use
the cash that we save through
barter toward paying off debt.
Swapsity is a creative effort
kindled by the vision of making
swapping accessible to all
Canadians. We have a strong
passion for people who want
“Baterting is the trading of
products or services for other
products or services between
two or more parties”
- M. Nowinska
12 8

to swap and actively growing
the swapping movement in
Canada, online and offline. It’s
an exciting time for us and we
warmly invite everyone possible
to be part of the journey.
At the heart of Swapsity is
the vision to help Canadians
build a more collaborative and
sustainable lifestyle through a
peer-to-peer swapping community.
Instead of always
buying new stuff & maxing
out credit cards, the idea aimed
at empowering people on
financial, environmental and
social levels while helping
build more connected communities
and a greener planet.
In a climate of Collaborative
Consumption, environmental
awareness and mindful
spending, the dream of Swapsity
quickly took shape and in
the fall of 2008 the first private
beta version of wesite
was created. Since then, Swapsity
has grown by leaps &
bounds, attracting like minded
people who share a vision.
So give us the general
advantages of bartering in
a broad sense.
One advantage to bartering is
flexibility. You can trade one
related product for another
-- such as a laptop for a portable
tablet -- or two completely
different items -- like a television
for a lawn mower. You
can even save money on travel
by trading homes, allowing
friends to stay in your residence
while you borrow their
cottage or house for recreation
or proximity. Alternately, you
might not even have to part
with material possessions,
offering maintenance, construction
or other services in
exchange for material goods
or other assistance. Of course,
there is the clear advantage
of saving money. Not only do
you get something you need
or want, but neither party has
to spend a cent.
And be honest--what are
they disadvantages?
While bartering has immediate
benefits, it can also cause
serious complications. This
is especially true if you can’t
guarantee the trustworthiness
of your fellow trader. That
other party doesn’t require
certification or any proof of legitimacy
and you don’t have a
warranty or consumer protection.
You may end up trading
a good item or service in exchange
for a defective or poor
one. If this concerns you, limit
your exchanges to friends and
family. Bartering also requires
skill. You may overestimate
the value of your desired item
and underestimate yours. As
a result, the other party could
exploit you. To prevent this,
focus on related items wit similar
value -- such as one large
appliance for another.
To wrap up, can you generally
talk about bartering
once more & clear up confusion
readers may have?
The Internal Revenue Service
defines bartering as “the trading
of one product or service
for another.” You may remember
doing this during childhood,
trading snacks or toys.
The same concept applies in
adult life, albeit with more
valuable products or services.
The key difference between
bartering and buying is that
bartering does not involve
monetary transaction. You
simply offer an item you do
not want in exchange for
something you desire.
13

Benita Matofska
From the United Kingdom, Benita Matofska
has founded and become “Chief Sharer”
at Compare and Share. A self-proclaimed
“Sharing Expert”, Benita says one morning
she woke up and decided that one of the
key problems with the world is that there is
a shortage of sharing. She became excited
about the possibilities this presented and
felt that the situation could be fixed as each
of us having unlimited potential to share.
She had a drive to make an impact, create
a difference and do something good in the
world, so she left televison broadcasting
and went to work in the charity sector for
a year. Since then, Benita has been wildly
successful and continues to propsper.
14

Let’s All Share!
B
usiness has changed forever now that people can trade
directly with other people using technology. In order
for businesses to future proof themselves they need to
find ways to be part of the sharing economy. Companies the
world over are starting to look at different ways of getting
involved and one way corporations can get into this space is
by buying. Zip Car was acquired by Avis in 2013. BMW have
invested in Just Park and they also have something called
Drive Now – all different forms of car clubs, most of the major
car companies like Peugeot or Daimler have all invested in
car sharing in some form. There is a massive shift in how we
are leading our lives. Beyond the profitable sharing economy,
there is a market equally as valuable in which no monetary
currency is used at all.
The Redistribution Market is taking off and is making for a
better world
Exchange
to live in. The world is becoming more accustomed
to the idea of swapping recipes, clothes, and even
houses! You can share music, ideas, and family adventures,
all free. Exchange it, swap it, borrow it, lend it, give it. Guess
what? It’s all share. Heck, it’s already happening in a neighbourhood
near you. Your mum does it. Your friends do it.
In fact, you might already be doing it... right now! Think of
that time when you borrowed a ladder off your neighbour,
swapped your way to a new set of gladrags at a swishing
it, borrow it, le
event lent a friend your favourite record - yep, all shar-
point? Why even bother? Because it’s awesome. It connects
Guess
you to new friends, communities
what?
and exciting experiences, home and away. But don’t just take it from us? Hear it from
real people, with real experiences. We took to the streets of
ing! But what does it mean in the wider world? What’s the
London to discover what people really think. From everyday
life (pet swaps) to life-changing opportunities (shared mortgages),
no matter how you do it: borrowing, lending, swapping,
exchanging or simply giving it away, there’s a world
of sharing going on all around you. That’s where Compare
and Share comes in. It’s the site to help you access it. We’ve
got the largest collection of sharing experiences - 8,000 and
counting - so you’re sure to find something to enhance your
life or better yet, your next big adventure might just find you.
Sharing is a great thing.
15

it, swap
nd it, give it.
Exchange it, swap
it, borrow it, lend
it, give it. Guess
what? It’s all share.
It’s all share.
“
Benita Matosfka
”

Dave Telm
Telm is the Chief Operations Officer for
Collaborative Lab working with organizations
to deliver socially game-changing
& profitable solutions in the Collaborative
Consumption space, named by TIME as
one of the “10 Ideas That Will Change The
World.” Telm has played an instrumental
role in building the global collaborative
consumption movement. Over the past 3
years, she has been a vital source of strategic
knowledge and market insights for
entrepreneurs, venture capitalists and government
leaders; identifying technology,
regulatory and consumer shifts and the
implications for the space.
17

Consumption in the Community
So how does collaborative
consumption work?
Collaborative consumption
describes the reinvention of
traditional market behaviors
such as renting, bartering,
swapping, exchanging, with
technology enabling us to
exchange and collaborate on
a scale that would not have
been possible before.
Beyond the U.S., where else
has this concept been adopted,
and in what ways?
The biggest misconception
around collaborative consumption
is that it’s a completely
new trend that has
emerged from Silicon Valley,
and San Francisco generally.
In reality, some of the earliest
forms of collaborative consumption
perhaps didn’t have
the technology available that
we have now, but ideas like
carpooling and car sharing,
for example, have actually
been in Europe for decades.
Now, a technological layer is
allowing this to happen on a
much bigger scale. And And
things like ride sharing have
arguably been more successful
at a mainstream level in
Europe and the United Kingdom
than they have been in
the States. Other technology
centric businesses, such as E-
Bay, that have come from the
U.S., have encouraged this
shift towards e-commerce, and
“re-commerce,” but have also
enabled people to build trust
with each other to trade and
exchange their assets. To an
extent we need to be re-taught
how to share, given 50 years
of advertising telling us we
need our own things.
What role can collaborative
sharing have in building
community?
There are very few collaborative
consumption businesses
that are marketing from a primarily
environmental angle,
or from a primarily social benefit
angle. Generally our first
motivation is to participate
for self-interested reasons—to
make or save money, because
it’s more convenient, or because
we have more choice.
So that’s really the starting
point for people using collaborative
consumption. But
it’s through this process of
sharing that we learn other
upsides when we start to reduce
our consumption levels
and consider how we can tap
into a shared inventory. So
there is definitely a learning
process that goes along with
that. Some companies have
been better at educating along
those lines, whereas others
just appeal to the primary motivations
of independence and
personal benefit and keep the
community quite isolated. So
there are different examples
on both sides.
One of our global curators
in the Netherlands has been
doing his masters thesis on
the motivations of Dutch
collaborative consumers,
trying to understand what
arethe intrinsic and extrinsic
motivations. So there are some
really interesting findings and
anecdotes that have come out
of this research that are available
on our site.
Have you seen any particularly
transformative examples
where collaborative
consumption has brought a
community together?
Some of the great examples
are actually in countries that
are experiencing severe crisis,
economic or otherwise. Greece
has had a particularly bad run
in the last couple of years, &
we’ve seen a couple of really
interesting examples of colaborative
consumption that
have emerged through the crisis.
The first was more informal,
which was siply that
when currency was reduced to
almost nothing and the local
economy was completely depressed,
people turned to bartering
to get the things that
they needed. Like trading possessions
for the food they
needed, or bartering skills instead
of paying for them. We
remember that we can measure
the value of things outside
of money, & sometimes it
is more advantageous to do
that. The second example from
Greece as well, is called “Gine
Agrotis,” which means “Become
a Farmer.” Instead of the
farmers producing food for
the large local retailers, they
basically rent plots of their
land to individual city
18

dwellers who could actually
commission particular vegetables
or fruit to be grown
on their land, and they then
get a weekly or fortnightly
delivery of the produce that
was taken from that land. So
they are directly responsible
for supporting the farmers’
livelihoods but also having
a hand in growing their own
food, and they can visit the
farm and see what’s growing
there and even help out. This
really obviously changes our
relationship to the food we are
eating as well.
In an ideal future, how do
you see the role of collaborative
consumption?
I think it’s the classic statement
where you hope collaborative
consumption won’t
even need to be called out as
different in the future, because
it will just be the modus
operandi. We won’t need to
separate it out as a specific or
unique behavior. Because
technology has made it so
easy--it’s just the way we
interact.
“You hope collaborative
consumption won’t even need
to be called out as different in
the future, because it will just
be the modus operandi.”
- D. Telm
We’ve seen so many examples
of technology integrating into
our lives. Like social media,
the fact we’re on Facebook all
the time and communicating
with each other virtually and
tagging each other is more instinctive
than conscious. So
I’d love to see sharing or borrowing
become just the way
you go about things, and
for shopping centers to be
an afterthought, or for them
to become more like active
civic spaces—more community
hubs than consumption
havens.
I’d love to se
or borrowing s
19

you go
“
I’d love to see sharing
or borrowing something
become just the way
you go about things.
”
e sharing
Dave Telm
omething

Bibliography & Sources
(Works Cited)
“Article Swapping and the Art of Visitor Acquisition.”
SEO Chat. Devshed, 20 Oct. 2004. Web.
Botsman, Rachel. “Rachel Botsman.” Rachel
Botsman. CollaborativeConsumption.com, n.d. Web.
“Intro to Barter.” Swapsity. Swapsity, n.d. Web.
Matofska, Benita. “What Is the Sharing Economy?”
The People Who Share. The People Who Share, n.d.
Web.
Owyang, Jeremiah. “The Master List of the
Collaborative Economy: Rent and Trade Everything.”
Web Strategy. Web Strategy LLCResearch, n.d. Web.
Sharp, Darren. “Collaborative Pioneer Interview Kate
Luckins of The Clothing Exchange.” Collaborative
Consumption. N.p., 02 Sept. 2014. Web.
“The Sharing Economy.” Slide Share. LinkedIn
Corporation, 19 Nov. 2015. Web.
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March 22, 2016
9:00 am