Under The Doormat Blog

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Market Pull, Technology Push or…?

There are two strategies that companies adopt to innovate in order to reach potential customers: traditional companies can implement either a market-pull or technology-push strategy. The main question is now: “what strategy do companies operating in the sharing economy implement?”


The sharing economy

To begin we can provide a short description of both strategies mentioned above. The market-pull strategy is quite simple since companies who intend to use it usually gather information from the market concerning what people want. It is thus only a matter of understanding what potential customers actually need, but which is not on the market yet. After this first process, companies try to develop a product or service which is the closest to the outcome of the customer-needs analysis.

A little more complicated to implement is the technology-push strategy, also called “innovation push.” This strategy aims to develop either a new product or service. The challenge here is to “teach” customers about new and innovative offers. The starting point is technological development, and from that the firms’ managers must be able to create demand in customers for what has been invented.

Instead sharing economy firms are neither market-pull nor tech-push companies. The fact here is that these companies do not create something new but thanks to the ability of their founders, team members, managers and so on, they provide something that goes to satisfy a pre-existent need but in a more attractive way. The real innovation in the sharing economy is the business model that companies implement. Their ability is to understand that not only customers have needs but also normal people, so-called peers: that is, making money. In times of difficulty, after the global crisis occurred in 2007, an alternative way to make money is definitely well received by those with assets to exploit. At the end of the day, sharing economy firms make their money by keeping part of the value created when two groups interact who would never have otherwise met.

To answer the original question: “what strategy do companies operating in the sharing economy implement?”  we can now assert that they aim to have an innovative business model, which puts together different pieces of something already existing but in a different way rather than developing a web of products. Thanks to this substantial difference with other firms, they are creating wealth in the economic system by enabling the movement of money where otherwise there would have been nothing.

tech push



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London’s best pop-up food markets

London’s street-food markets (pop-ups, ephemeral restaurants: they take many names) are in full swing for the summer, with regular appearances every weekend across the city. Traditionally the haunt of small, independent chefs and outlets, increasingly they are incorporating larger, more established restaurants; however, this has failed to detract from the sizzling array of cuisines on offer.



Camden Market Street Food

Camden Market

Round the corner from Camden Lock you can find this culinary diamond; it feels as if the market is hiding away from the street, but the smells that greet you reward a hungry search for some great food. There is a rapid turnover of stalls meaning from one week to the next you will always find a new treat, although beware of the crowds at weekends.

When: Every day, 10:00-late

Nearest tubes: Camden Town, Chalk Farm, Camden Road



A photo posted by Pump (@pumpshoreditch) on

Urban Food Fest (Shoreditch)

Home to 15 food trucks with stalls changing every week, what sets Urban Food Fest apart are the incredibly well-stocked bars: featuring cocktails, wines, beers and exotic soft drinks. On a hot day it may be a bit stuffy inside, a crisp drink on ice will be worth it.

When: Saturdays, noon-midnight

Nearest tubes: Shoreditch High Street, Old Street.

Pump Shoreditch

Pump lies just next door to Urban Food Fest in what is London’s golden mile of street food. It offers a similar diversity, but, given the more permanent and established nature of its vendors, the food is a bit tidier. While drinks are on offer, for refreshment it’s best to stick with its neighbour.

When: Every day, 11:00-late

Nearest tubes: Shoreditch High Street, Old Street



Pop Brixton, Brixton, SW9

Pop Brixton

Pop Brixton represents manufactured spontaneity at its best, with a series of wooden boards and shipping containers lying just off Brixton Road. There is still a fun atmosphere, though what it does best is the food: Vietnamese fried chicken, sensibly-portioned pizzas and sumptuous ice cream are just the surface of this culinary masterpiece. The heaving crowds (yet still-short waiting times) are testament to this.

When: Every day, 9:00-23:00 (until midnight Thurs-Sat).

Nearest tube: Brixton

Street Feast Model Market (Lewisham)

Street Feast represent the pinnacle of the pop-up scene, with four venues across South and East London run in a slick operation. The venues are something to behold, with a large number of stalls from which to eat and drink, although the food on offer is perhaps lacking in breadth with an overt focus on meat, burgers and heavier foods. You also have to pay £3 entry (after 19:00).

When: Friday 17:00-late; Saturday noon-late.

Nearest tube: Lewisham 

Boxpark (Croydon – Opening soon)

Croydon is to receive its largest pop-up venue in the form of Boxpark – though we will have to wait until September. This is a transplant from the company’s first location in Shoreditch, with an identical concept of small retail spaces designed for a wide variety of independent shops, food and drink outlets. There will be a particular focus on local firms, such as Croydon-based The Cronx brewery.

When: From September 2016

Nearest station: East Croydon (by tram or national rail, 15 mins from Clapham Junction)




Lyric Square (Hammersmith)

A hub for West London’s office workers, this weekday lunchtime-market has grown from a small collection of farm shops selling homemade ware to an international bizarre of snacks, bakers and high-quality lunches. The stalls don’t change often, meaning that the highlights (particularly the sushi and Thai) are always present.

When: Thursdays and Fridays, 8:00-17:00 (though food ends about 15:00).

Nearest tube: Hammersmith

Fine Foods Market (Acton)

Fine Foods Acton is more of a farmers’ market than a hip street-food set-up, but that does not take away from the care and attention paid to the cuisine. The market mixes locally-sourced and (often organic) produce with food stalls to create an inviting Saturday-afternoon atmosphere.

When: Every Saturday, 10:00-15:00

Nearest tube: Acton Central


Pergola on the Roof (Shepherd’s Bush)

This is a food court – but with a slight twist. Pergola is providing a Mediterranean atmosphere under a canopy of flowers on the roof of the BBC’s old television centre, with four restaurants and two bars set to raise the roof in White City. If you sign up to their newsletter you will also receive a free drink.

When: Wed-Fri (18:00-23:00); Sat (12:00-23:00); Sunday (12:00-21:30) until 29th August.

Nearest tube: Wood Lane

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Seven best alternative places to work

As a start-up we know that sometimes it’s necessary to work wherever possible (and believe us, we’ve had to work everywhere). But sometimes you’re about in London, or just fancy getting away from the office. Here we consider some of the best alternative places to work in London.

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London: 2016’s biggest filmset

Steven Spielberg’s adaptation of the beloved Roald Dahl novel The BFG was filmed across the UK, and is being released next week. To celebrate, we have compiled a list of this year’s upcoming and recently released blockbusters that were shot on location across the capital.


Star Wars: Rogue One – Canary Wharf (December)

Star wars canary wharf


The Empire; rebels; Darth Vader; the Death Star. It doesn’t get much better. Star Wars returns with a visit back to the original series. Canary Wharf tube station was transformed from a bustling hub of office workers to the locus of the Death Star for Rogue One, the latest chapter of the franchise, with other filming taking place in Elstree studios, Hertfordshire.

Jason Bourne – Woolwich (28th July)

Jason Bourne

Matt Damon returns to London to rekindle his role as confused agent Jason Bourne in the fifth part of the action series. Filming took place in Woolwich, the second time London has been a significant location for Bourne after Waterloo station was used for an exhilarating pursuit and failed assassination attempt in The Bourne Ultimatum.

Ghostbusters – Waterloo (11th July)

Ghostbusters waterloo

Almost as unexpected for commuters in Waterloo this week is the enormous Stay Puft marshmallow man appearing to spawn from beneath the station. While Ghostbusters hasn’t been shot in the UK, he’s there to celebrate the film’s release this week.


The Legend of Tarzan – The City (6th July)


The reboot of the story of Tarzan sees the title character, played by Alexander Skarsgård, abandon his political ambitions and life in Britain for the far-flung reaches of the Congolese rainforest. Less well-known is that the majority of the film was shot on location in Warner Bros. studio in Leavesden, Hertfordshire, as well as the historic interior of Goldsmith’s Hall in the City.

The BFG Dream Jar Trail

BFG dreamjar trail map

While you’re at it, make sure to check out The BFG Dream Jars trail: an eclectic series of sculptures dotted around central London until the 31st August. They have been designed by groups and individuals ranging from Arsenal Football Club to Dame Helen Mirren.



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Secret Covent Garden

How do you get away from the tourists in one of London’s busiest areas? We have put together a guide to the secrets of this enthralling part of the West End. From hidden streets to historic buildings, there’s more than meets the eye in Covent Garden.

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Our crowdfunding is now public!

We are excited to announce our crowdfunding campaign is now public! What’s more, we have already raised over £100,000 in investment, and so are 60% of the way to our target of £175,000. 

The campaign was launched privately in June but it is now possible for anyone to invest through Seedrs, a professional crowdfunding platform.

The sharing economy is expanding at a phenomenal rate – from just $13 billion in 2013 to a predicted $335 billion in 2025, within which the accommodation sector is projected to increase by 31% each year. This incredible growth is projected to continue in spite of the uncertainty of Brexit – for more on this you can read our blog article.

We welcomed our first guest to one of our Richmond homes just over 18 months ago and since then we’ve had over 630 guests stay with us across London. We would love for you to join us as we grow, so please check out our six-step guide to crowdfunding.

Please get in contact with us at investors@underthedoormat.com or 0207 952 1650.

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What Brexit means for the Sharing Economy

Since Britain voted to leave the EU, people have been trying to understand the implications: for British politics, the economy, and their own lives. But what does Brexit really mean for Britain and its citizens?

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