Airbnb from sharing business to corporate brand


Airbnb gradually changed its brand and strategic directions at a special event in July 2014. The old Airbnb strategy focused on sharing not used space in houses or apartments for the sake of helping each other and finding places to stay. It was an opportunity for people to make some extra money.
Then the business grew into the largest room sharing community worldwide. The infant company unexpectedly became a larger corporation. The change of logo, strategy, and approach mark this shift.
At the same time the commercialization of the brand focusses now on the consumer instead of the people sharing rooms. Airbnb empowers users with features, such as choosing individual logos for their properties, to keep them commited to the platform. The business is targetting at increasing the number of transactions and strengthen the users loyalty. It is becoming a brand instead of sharing economy.
Tags: #Airbnb, #collaborativeconsumption, #sharingeconomy

From A to Belo

Airbnb started as an idea. Joe and his two friends rented out their home to guest in order to get some extra money to help pay the rent. They thought they were selling a free bed, like any hotel in town, only cheaper, but what they were actually selling was the experience and the opportunity to connect.

The technological development and the rise of social network have fostered a world of online connected people. But out in the “real” world, it is no longer unusual not to know the name of your neighbour. Airbnb quickly fostered a community of people all different, from different part of the world, with different jobs and lives, but all with the one common characteristic, the desire to belong.

Airbnb got a new identity, but nothing have really changed, because Airbnb have always been about connecting, sharing and belonging, it just haven’t been verbalised as strongly as know.

airbnb belong travel connect love places people

Airbnb moved from being a tech brand to a consumer brand, whos greater purpose is to connect people from all over the world and create the opportunity for them to belong to something bigger.

Now, the Airbnb community have the opportunity to be local anywhere.

The New Airbnb



“Airbnb has just transformed itself from a tech company to a comsumer brand.”

Airbnb is no longer just a place where you go to put up your apartment (or a room in it) for rent to make a few bucks. The team behind Airbnb say that now it is all about “belonging”. Its core mission is for its users – the consumers – to feel at home and to make each other feel it as well. It´s about creating lasting connections and about personalizing the experiences that one creates when using Airbnb.

However, while all these words about belonging, and the development of a new logo with a deep meaning about shared values all sounds very nice, does it really mean anything?

All these buzzwords, and the aesthetically appealing new design have not really changed anything about the company itself. Will a new logo and mission statement change the way people use Airbnb – will the ability to customize the logo breed connections between the users?

It may help establishing new personal brands, instead making airbnb more of a framework or platform like Facebook, but will it change the way people have been connecting and travelling already? That seems doubtful.

SKill4Skill’s Business Model

Skill4Skill’s business model is based on the business model canvas.

Key partners: Are very limited, since Skill4Skill serve as an online intermediary for the users/customers.

Key Activities: The key activities for Skill4Skill is the dependability of the website and the continuously innovative development of the website.

Key Resources: The key resources of Skill4Skill are the people involved and their know-how of running an online business.

Costs: The dominating costs of Skill4Skill are the on-going expenses to maintenance, server and operational costs.

Value proposition: Skill4Skill serves as a facilitator of the sharing economy and offers users a unique online marketplace from where they can wallow in the opportunities provided by Skill4Skill.

Customer Relationship: With a relationship rooted in the web, there is a common understanding that the automatic and self-service is a inherent part of the process. Our role is that of the facilitator and enabler, rather than the provider and leader. Where we serve as a medium and tool for the users to communicate and exchange skills.

Customers: Customers are all those who have any practical skill which they are able to utilize and willing to share with others, in order to trade for other services. The willingness of the customers largely depends on the price elasticity of the respective users; low elasticity, results in higher pull.

Revenue: Our cash flow is largely made up of advertisement on the site. The advertisements are targeted in such a way that the data which the users have supplied, is aligned with that of the advertisers

Channels: With a non-existing advertising budget, we heavily rely on word of mouth as a source of communication to our customers.

Trust is our key currency

Trust equation

Within collaborative consumption and in our business model, trust and reputation are key elements for success.

When sharing clothes the trust component concerns two important points:

  1. Sharing baby clothes means dealing with strangers.
  2. Buying online means not checking the quality of the clothes.

By applying efficient solutions through the developing network technologies and want may be called a personal factor, we aim to decrease the risk level experienced by our co-creators and solve these two problems.

We are very lucky to have mums as customers, as they have something in common, the experience of being a mother. That brings confidence between them, because they share something very special. Motherhood.

To increase the level of trust we have added the social network component and made it possible to sign up with Facebook. Thanks to Facebook, a mum can connect and verify the identity of another user and have additional information about friends and interests. Facebook is the standard for reputation on the web, that is why we should use it.

Moreover, we have introduced the quality check that guarantee the best quality to our customers by having us, the AirbnBaby founders to quality check the clothes shared in order to secure a co-creating platform build on mutual trust.

/Lærke Kristensen, Malene Schultzer & Ghita Imani

An introduction to the brains behind Skill4Skill


The brains behind the start-up:

Formed in the first class of Mobile Reputations, at the CBS Summer School, the Skill4Skill team quickly found common ground regarding the potential benefits of a collaborative networking platform. With different backgrounds and experiences, each member of the 5 person team contributes with something different and together they came up with a solution to a problem experienced by many. While the Skill4Skill service-networking platform has several obstacles to overcome, we are confident that it can provide a useful tool for a huge community across the globe.

Tobias Urban Hansen – Finance and legal

Kristian Shafer- Business Development

Ina Jørgensen – Communications  @Ina_joergensen

Sophie Raie Ash-Collins – Creative  @RaieAshCollins

Sandra Maria Nikkila – Marketing  


Introducing: Team Selfie

We strongly believe… that there is no need for us to explain what a selfie is.

However, maybe we should explain why we named ourselves that way! And we would love to make up a really cool story about it, but the thing is, it just came up to us while we were taking a selfie in class, discussing our idea. That’s it!

So, let us introduce ourselves:

Mauricio Cerna, a.k.a Momo

Juan Sebastián Oviedo a.k.a. J-Papi

Desislava Dobreva a.k.a. DesiD

Julia Ivanova  a.k.a J-Mami 

Kira Tepaße a.k.a KT

Paola Dal Maso a.k.a. PaoPao

And this is how it’s going to go: On every blog post that we create, we’re going to include a selfie.

Why? Well, when you brand yourself in a certain way, you have to constantly live up to your brand and make it consistent. Because there is no way that your corporate brand can be successful, if your personal brand isn’t. But wait – we have much more clever insight, so don’t forget to follow our next posts!