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Ecosystem Thinking & The VR Industry
VR Pro Day, Hawaii
December 8, 2016
by Chris Heuer
In Digital, Connected World, Intention Matters
‘OHANA—
Those who are family, and those you 

choose to call your family.
A...
My Family: Then and now…
My Digital Ohana
My OhanaMy Global Ohana
Ecosystem Thinking
Co-creating shared value for the world by empathetically
approaching all stakeholder relationships with...
Ecosystem: Traditional Definition
“The word was coined in the 1930s by British botanist Arthur Tansley to
refer to a locali...
Ecosystem: Modern Business Definition
“Successful businesses are those that evolve rapidly and effectively. Yet 

innovativ...
The Vacation Rental Ecosystem
Marketplaces: HomeAway & VRBO
Service Providers
• Real Estate Professionals
• Construction /...
“There is no spoon.”
Radical Stakeholder Centricity
12
Empathy
Behavior =
Knowledge Personaƒ
Formula for Customer / Stakeholder Success
Crafting Authentic Personas, Planing the Journey
Balance harmony, fishes eating one another, predator
over fishing
Co-existing in Harmony
Taking the Long Term View
With the rise of digital
media, knowledge is

free, though diplomas

are not…
Getting Things Right is Now the Price of Admission
Give a Hand-Up to Those Who Follow
Growth oriented mindset, beneficial to all
Case Study
Friendly Competition
Stronger Together
Markets Are Experiences as much as Transactions
• Trust
• Insights
• Attention
• Data
• Stories
• Labor
• More $ in, less $ out
• Loyalty
Markets Are Ecosystems Based on ...
The Real Time, On Demand Economy
The Quickest to Adapt Wins
A successful ecosystem

is one that is intentionally
designed for Alignment,
Agility and Accountability.
The Strongest Ecosystems Win
What is Ecosystem Thinking?
Co-creating shared value with and for all stakeholders, helping 

each to achieve their full p...
What can you do to support a healthy VR Ecosystem?
Stand Together

Share Knowledge

Support Others

Speak Up & Out
Think of our industry as an 

ecosystem, don't pollute it, 

nurture it with us and it may 

grow as beautiful and lush

a...
Chris Heuer

Ecosystem Architect
ChrisHeuer.com
cheuer@homeaway.com
Ecosystem Thinking and the Vacation Rental Industry
Ecosystem Thinking and the Vacation Rental Industry
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Ecosystem Thinking and the Vacation Rental Industry

Presented at Hawaii Life's VR Pro Day, this presentation reviews how we might take an ecosystem based approach to the industry for mutual benefit. Based on the concepts being developed into "Ecosystem Thinking" and applied to the Vacation Rental industry, this is a high level introductory overview and a call to action to VR Pro's to find ways to come together in collaborative, friendly competition to advance the industry and their own interests within it. Accompanying audio version coming soon.

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Ecosystem Thinking and the Vacation Rental Industry

  1. 1. Ecosystem Thinking & The VR Industry VR Pro Day, Hawaii December 8, 2016 by Chris Heuer
  2. 2. In Digital, Connected World, Intention Matters ‘OHANA— Those who are family, and those you 
 choose to call your family. As a value, ‘Ohana is a human circle of 
 complete Aloha.
  3. 3. My Family: Then and now…
  4. 4. My Digital Ohana
  5. 5. My OhanaMy Global Ohana
  6. 6. Ecosystem Thinking Co-creating shared value for the world by empathetically approaching all stakeholder relationships with positive intentions that go beyond concern for the transaction.
  7. 7. Ecosystem: Traditional Definition “The word was coined in the 1930s by British botanist Arthur Tansley to refer to a localized community of living organisms interacting with each other and their particular environment of air, water, mineral soil, and other elements. These organisms influence each other, and their terrain; they compete and collaborate, share and create resources, and coevolve; and they are inevitably subject to external disruptions, to which they adapt together.” — Business Ecosystems Come of Age. Deloitte University Press, 2015
  8. 8. Ecosystem: Modern Business Definition “Successful businesses are those that evolve rapidly and effectively. Yet 
 innovative businesses can't evolve in a vacuum. They must attract resources of all sorts, drawing in capital, partners, suppliers, and customers to create cooperative networks. . . . I suggest that a company 
 be viewed not as a member of a single industry but as part of a business
 ecosystem that crosses a variety of industries. In a business ecosystem, companies co-evolve capabilities around a new innovation: They work cooperatively and competitively to support new products, satisfy 
 customer needs, and eventually incorporate the next round of innovations.” — James Moore - 1993 Harvard Business Review article
  9. 9. The Vacation Rental Ecosystem Marketplaces: HomeAway & VRBO Service Providers • Real Estate Professionals • Construction / Contractors • Insurance • Cleaning Companies • Photographers • Marketing Agents • Lawyers • Accountants Partners • Property Owners • Property Managers • Property Management Companies • Software Vendors Media • Journalists • Media Producers • Travel Media • Analysts Civic Sector • Travelers • The Local Economy • Local/State/Federal Government • Tourism Boards • Neighbors • HOA's • Garbage / Utilities …and also includes?
  10. 10. “There is no spoon.”
  11. 11. Radical Stakeholder Centricity
  12. 12. 12 Empathy
  13. 13. Behavior = Knowledge Personaƒ Formula for Customer / Stakeholder Success
  14. 14. Crafting Authentic Personas, Planing the Journey
  15. 15. Balance harmony, fishes eating one another, predator over fishing Co-existing in Harmony
  16. 16. Taking the Long Term View
  17. 17. With the rise of digital media, knowledge is
 free, though diplomas
 are not…
  18. 18. Getting Things Right is Now the Price of Admission
  19. 19. Give a Hand-Up to Those Who Follow
  20. 20. Growth oriented mindset, beneficial to all
  21. 21. Case Study
  22. 22. Friendly Competition
  23. 23. Stronger Together
  24. 24. Markets Are Experiences as much as Transactions
  25. 25. • Trust • Insights • Attention • Data • Stories • Labor • More $ in, less $ out • Loyalty Markets Are Ecosystems Based on the Flow of Value
  26. 26. The Real Time, On Demand Economy
  27. 27. The Quickest to Adapt Wins
  28. 28. A successful ecosystem
 is one that is intentionally designed for Alignment, Agility and Accountability.
  29. 29. The Strongest Ecosystems Win
  30. 30. What is Ecosystem Thinking? Co-creating shared value with and for all stakeholders, helping 
 each to achieve their full potential.
 
 You are better off, if everyone is better off. We are all connected.
  31. 31. What can you do to support a healthy VR Ecosystem?
  32. 32. Stand Together
 Share Knowledge
 Support Others
 Speak Up & Out
  33. 33. Think of our industry as an 
 ecosystem, don't pollute it, 
 nurture it with us and it may 
 grow as beautiful and lush
 as the islands of Hawaii.
  34. 34. Chris Heuer
 Ecosystem Architect ChrisHeuer.com cheuer@homeaway.com

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