Demos Effect's presentation in the Sustainable Brands conference.

1. sey&Company
Smartup
Movement
A New Narrative
for Sustainability
Roope Mokka CEO Demos Effect

2. The Nordic Foresight and Co-Creation Agency

3. What is the story of
sustainability?

4. Consumer patterns are changing…

5. …and big brands are getting better.

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. ”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. 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. What if there is another story?

10. David emerged as
a winner due to
smartness.

11. This story starts with a crazy vision of world domination.

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. 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. Nordic Smartups
are the heroes of this
narrative.

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. Uber for deliveries
PiggyBaggy is a crowdsourced logistics service

17. New kind of animal protein

18. Swap childrens clothes
Swap.com is the largest Online Consignment store for baby, kids' and
women's apparel and accessories.

19. Make heating intellingent
Fourdeg offers an energy saving and indoor temperature comfort improving
subscription for buildings with water radiator heating.

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. The biggest startup
success stories are
smartup strories.

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. Airbnb is 89%
more climate-friendly
than and average
hotel in EU
89% - > disruptive

24. One year ago… …..6 days ago.

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. Why is this
happening now?

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. 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. There are four ways in which
companies can become smart.

30. Increasing the utilisation rate of physical resources
by sharing. Examples include ride and home sharing
services, such as BlaBlaCar and Swap. com.

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. 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. 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.

35. 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%

36. Homes
HOMES

37. Cars
CARS

38. Food
FOOD

39. 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.

40. Three lessons from
the Smartups movement
1. Disrupt or be disrupted.
2. Do what matters.
3. Get smart and beat the system.

41. 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

42. The Nordic Foresight and Co-Creation Agency