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Danish Sharing Economy and New Business Models April Rinne SharingA Co-Created Magazine on the Sharing Economy City of Cities & Local Communities Danish Sharing April Rinne Opportunities for Economy and New — Global Perspectives on Better Mobility with Sharing Economy Business Models Sharing Economy? — Mark Lorenzen & — Søren Riis Emmy Laura Perez Fjalland READ: 24 New Sharing Economy Start-Ups / Annika Agger: On Sharing – Yours, Mine and Ours? PERSPECTIVE: Rethink Resources Within Your Business / TOPIC: What Role Should Municipalities Play in the Sharing Economy? / TOPIC: Scope of the Sharing Economy in Denmark / Resources for Further Thought 2 Article Authors (alphabetically) Ann Lehmann Erichsen Anne Grave Annika Agger April Rinne Bent Greve Brian Landbo Charlotte Fischer Sharing City Ditte Håkonsson A Co-Created Magazine on the Emmy Laura Perez Fjalland Sharing Economy of Cities & Local Ida Bigum Nielsen Ismir Mulalic Communities Jesper Kofoed-Melson Lars Pico Geerdsen Malene Freudendal-Pedersen Sharing City Project Owner Mark Lorenzen Nikolaj Sveistrup, Head of Cities programme, Martin von Haller Grønbæk Danish Architecture Centre Morten Bernhardt Søren Have Sharing City Project Manager Søren Riis Anne Grave, Senior Project Manager, Danish Architecture Centre Published First Editor and Head Journalist of Sharing City Magazine April 2017 Emmy Laura Perez Fjalland, Ph.D. Fellow, Roskilde University and Danish Architecture Centre ISBN 978-87-983096-4-2 Second Editor of Sharing City Magazine Brian Landbo, Rambøll Management Consulting Graphic Design Jakob Helmer — jakobhelmer.com In order to use this material, you must credit: The Danish Panel of Experts Architecture Centre ‘Sharing Mark Lorenzen, Professor, Copenhagen Business School City’, as well as photographers Bent Greve, Professor, Roskilde University when using pictures, and authors Martin von Haller Grønbæk, Partner, Bird & Bird Law Firm when using quotes or knowledge. 3 FarmBackup FarmBackup farmbackup.dk What is FarmBackup? via digital marketing. Therefore, What Are the Sharing Economical FarmBackup is Denmark’s FarmBackup employs a combi- Aspects of FarmBackup? first digital marketplace for farm nation of digital marketing via FarmBackup provides the indi- equipment rental and contracting Facebook, the Danish farming vidual farmer with more cost-ef- services. The marketplace makes news website landbrugsavisen. fective machinery, which means a it easy for farmers and contrac- dk and Google, along with print more healthy economy for farmers tors to offer available equipment ads in the farming newspaper everywhere. The company firmly – both with and without a driver. LandbrugsAvisen. believes that when capacity utili- Customers include equipment sation improves, so does our use lenders, who are mainly either The founders Anders Bram of precious resources. Thanks to farmers or contracting firms, Knudsen and Søren Iver Knudsen the sharing economy, we no longer and farmers seeking rentals. grew up on farms and therefore need to manufacture as much It’s absolutely free to search on are very familiar with the industry. farming equipment. In addition to FarmBackup. In addition, FarmBackup has helping farmers and contracting entered into various partnerships firms achieve a more efficient FarmBackup’s core competence with Shape A/S, which is respon- utilisation of their equipment and is therefore in connecting lenders sible for the technology behind resources, FarmBackup will also with renters so surplus equipment FarmBackup, and DM&E (the bring together farmers from far and labour capacity can be used trade group for contracting firms and wide to assist one another optimally. The biggest challenge and small business owners), so during peak seasons. An exam- FarmBackup faces is demographic DM&E’s members benefit from ple of this was when farmers in – many farmers and contracting being both on FarmBackup and Jutland were under pressure due firm owners are getting up there LandbrugsMedierne’s farming-re- to persistent rains in the autumn in age. The media habits of this lated media, providing excellent of 2016. They used FarmBackup to older demographic tend more exposure to FarmBackup’s target find available harvesting capacity towards the analogue, compared group. These partnerships have in Zealand so they could quickly with younger generations, so they helped turn FarmBackup into a harvest the crops once dry weath- are a little more difficult to reach real force in the market. er returned. ■ 4 5 Sharing City Innovators ↓ The Sharing City Partnership BrainShare 87 Byhøst 41 Cook with a Local 99 This magazine was developed as a result of the knowledge Cph Volunteers 78 and experience gained from the Sharing City partnership deemly 123 project. Sharing City is a national Danish knowledge and Del Dit Landskab 86 communicative project conducted between August 2015 – Donkey Republic 135 December 2016. The partnership project aimed to make the e-loue 122 Danish population more familiar with sharing economy and FarmBackup 3 explore potential impacts of different variations of sharing FriRUM Lab 35 economy to improve our cities, urban and rural communi- GoJoin 19 ties. The Sharing City project has drawn together munici- GoParkMe 98 palities, businesses, associations, innovators, residents and GreenDriveThinking 144 researchers in order to jointly come up with new ideas and Grønt Hus i Frederikssund 111 business models within the scope of the sharing economy. Hegnsholt Hønseri 24 These ideas and business models have the potential to play Kompostbudene 121 a significant role in optimising our use of resources to help Local Sharing Middelfart 134 improve our cities and environments. Min Landsby 78 Multikant 34 The Sharing City project is financed by the Danish phil- Naboskab 26 anthropic foundation Realdania and the Danish Business OPI Grejbank for alle 145 Authority through the means of the Green Business SnappCar 153 Development Fund. Spaceflex 129 Underbroen 17 The Sharing City project partnered with seven Danish mu- nicipalities: Frederikssund, Copenhagen, Lejre, Middelfart, Nyborg, Slagelse and Sønderborg municipalities. Midway in the process, 24 sharing economy innovators also got involved in the partnership. Rambøll Management Consulting and Rainmaking Innovation were advisors in the Sharing City project. Media partners include Politiken and Kommunen. The Sharing City project was developed and operated by the Danish Architecture Centre. 3 FarmBackup Contents 8 Preface 11 Article: A Co-Created Magazine on the Sharing Economy of Cities and Local Communities — Emmy Laura Perez Fjalland & Anne Grave 16 Q&A: Sharing Economic Thought Process Deals with Site-Specific Qualities and Local Communities — Interview with Anne Skovbro, Director of Philanthropy, Realdania 17 Underbroen 18 Q&A: Business Ambitions for the Sharing Economy — Interview with Anders Hoffmann, Deputy Director of the Danish Business Authority 19 GoJoin 21 Article: Sharing Cities — April Rinne 24 Hegnsholt Hønseri 26 Naboskab 29 Article: A Sharing City Laboratory — Can We Share Our Way to Better Cities? — Emmy Laura Perez Fjalland & Anne Grave 34 Multikant 35 FriRUM Lab 37 Expert Perspective: The Sharing Economy — Keep it Local — Mark Lorenzen 41 Byhøst 43 Expert Perspective: What Do We Know About Airbnb in Copenhagen? — Lars Pico Geerdsen, Ditte Håkonsson & Ismir Mulalic 51 Article: Urban Development and Planning in a Sharing Economy Context — Brian Landbo 54 Frederikssund Municipality 56 Copenhagen Municipality 59 Middelfart Municipality 60 Slagelse Municipality 62 Sønderborg Municipality 65 Lejre Municipality 66 Nyborg Municipality 69 Expert Perspective: Should Municipalities Take Responsibility for the Sharing Economy? — Ida Bigum Nielsen 75 Expert Perspective: Sharing Economy and the Welfare State — Bent Greve 78 Cph Volunteers 78 Min Landsby 81 Article: Communality in Sharing Economy — Emmy Laura Perez Fjalland 86 Del Dit Landskab 87 BrainShare 89 Expert Perspective: On Sharing - Yours, Mine and Ours: Citizen Involvement as a Catalyst for Sharing Economic Activities — Annika Agger 93 Expert Perspective: What Nobody Sees! — The Value of Co- Creation in Urban Development — Jesper Kofoed-Melson 98 GoParkMe 99 Cook With a Local 101 Expert Perspective: Breaking Up with Habits — Consumer’s Eye on Sharing Economy — Ann Lehmann-Erichsen & Emmy Laura Perez Fjalland 111 Grønt Hus i Frederikssund 113 Article: New Business Models — Chickens, Chocolate and Vinegar — Emmy Laura Perez Fjalland & Mark Lorenzen 121 Kompostbudene 122 e-loue 123 deemly 125 Expert Perspective: Law in the Sharing Economy — Challenges That Sharing Economy Projects Run Into — Martin von Haller Grønbæk & Morten Bernhardt 129 Spaceflex 131 Article: Elements of Green Transition in the Sharing Economy — Emmy Laura Perez Fjalland 134 Local Sharing Middelfart 135 Donkey Republic 137 Expert Perspective: Exploring Green Potentials of Sharing Economy — Charlotte Fischer 141 Expert Perspective: The Technological Fix is Not a Solution! — Malene Freudendal-Pedersen 144 GreenDriveThinking 145 OPI Grejbank for alle 146 Article: Mobility Aspects of Sharing Economy — Brian Landbo 149 Expert Perspective: Mobility in the Future — Søren Have 153 SnappCar 155 Expert Perspective: Better Mobility and the Sharing Economy — Søren Riis 159 Article: Findings and Openings — Which Changes Are Sharing Economy Creating? — Emmy Laura Perez Fjalland 8 Preface Kent Martinussen heads the Danes mainly live in towns – in cities, provincial towns Danish Architecture Centre and small towns in the countryside. (DAC), a public-private part-
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