The years of serendipity!

THE WORLD OF
SOCIETY 3.0
outlook & strategy 2014 & 2015
user
review
outlook & strategy 2014 & 2015 The years of serendipity!
We live at a juncture. There is no escaping it. Certain-
ties of yesterday are gone. There is a crisis. One crisis
after another. Our fnancial systems failed and dragged
us into an economic recession of unknown proportions.
The cogwheels of our society have stopped. Everywhere
you look there are traffc jams. Crisis? More like a global
social transition!
The technological and social mobility is greater than ever.
Our world seems to have shifted into top gear. But why
are her wheels not turning? Every right-minded person
must agree that our countries are structurally being de-
railed. Our craving for the faster, bigger and better has
crippled us. We still refuse to realize that our growth of
the past decades was based on creating debts and that
this game of debt creation is still a reality today. We also
forgot that economics is a social science and not a math-
ematical prediction machine. In spite of what our political
leaders may want us to believe, we are still in deep, deep
trouble.
However, in times of crisis, there are also great oppor-
tunities. A recent report of the Boston Consulting Group
argues: the latest wave of technological advancement
which encompasses cloud-based software, services, and
solutionsbrings the potential for the most far-reaching
innovation and business growth ever. The cloud gives
companies of any size access to the kind capabilities and
services that to date have only been available to the larg-
est of enterprisesat a fraction of their historical cost.
Moreover, for those who make the right moves, this new
wave can leverage an al-ready-connected community of
consumers and businesses, which is of unprecedented
size.
So, being entrepreneurs, where does it leave us? How
do we plan to seize the above-mentioned opportunities
from the cloud in 2014 & 2015? In this world of Society
3.0 we operate a global chain of Seats2meet.com 3rd
Spaces, sell collaboration software and launch exciting
new virtual features like The Serendipity Machine. We
aim to create a fast growing stage for Society 3.0 organ-
izational value creation.
Welcome to our World of Society 3.0!
Marille Sijgers
Ronald van den Hoff
Co-founders.
The Netherlands, Spring 2014
INTRODUCTION
outlook & strategy 2014 & 2015 The years of serendipity!
Ronald van den Hoff
Society
Mastering the Global Transition
on Our Way to
Cities will become more infuential and important
than the actual countries. These cities are global-
ly connected, through their inhabitants and start
to act interdependent with other big cities. They
even will have their own currencies, like the Cal-
gary Dollar or the Brixton Pound and may even
accept company and/or virtual currencies, like the
Amazon Coins or Bitcoins. The new value networks
of the mega cities, the places where the old and
the new work together again, are characterized by
clear communication and co-creation: directly do-
ing business, designing, producing and assessing
together. We call this The Mesh, not just a net-
work but the basic foundation of connected and
engaged people forming the starting point of new
value creation social networks.
The Mesh is an enormous cluster of value net-
works, also called value constellations. Processes
in this chaordic (chaotic and organized) society, are
simplifed by social media. A society that is much
fatter and therefore simpler, because we are bet-
ter connected with each other, with others, through
knowledge and through transactional systems. So,
a new economic playing feld is arising. The alli-
ance of prosumers with the new organization 3.0
ensures that consumers-to-be are participating at
an early stage and in doing so determine what and
how it is being produced.
By doing so all stakeholders in The Mesh of an
organization combine social capital and traditional
capital, both needed to create value.
In this case it is not about the product itself. More
and more products are being packaged as a ser-
vice. Many people want to have access to some-
thing, but do not necessarily have to own it.
The Interdependent Economy of Society 3.0 is try-
ing to create an innovative and visionary solution
for todays big challenges. This new eco system will
OUR VISION: THE RISE OF THE INTERDEPENDENT ECONOMY
Cities will become more powerfull than countries.
Today, after a long history of regional success, the nation-state is failing us on the global scale.
It was a perfect recipe for the liberty and independence of autonomous people and nations. It
is utterly unsuited to interdependence. The city, always the human habitat of frst resort, has in
todays globalizing world once again become democracys best hope.
Benjamin R. Barber: If Mayors Ruled The World.
outlook & strategy 2014 & 2015 The years of serendipity!
need leadership based on vision and authenticity.
The mutual dependency of time, place and of
social groups shape the starting point of this sys-
tem. The Interdependent Economy will create val-
ue by leaving the value chain and adapt our value
systems to a sort of continuous productivity system
that fosters a seamless integration between con-
sumers and business platforms.
A generation of Knowmads (Self Enterprising Pro-
fessionals) has access to the collective knowledge
of an entire profession and other experts are easy
to fnd and connect with. According to a study by
the global market intelligence and advisory frm In-
ternational Data Corp., this mobile work force will
surpass 1.3 billion people by 2015 representing
37.2 percent of the worlds overall work force.
Asia had 601.7 million mobile workers in 2010, but
that number is expected to reach 838.7 million
in 2015. Those fgures do not include Japan.
Japan is expected to hit 38.6 million mobile work-
ers in 2015, or 64.8 percent of the countrys
overall work force.
The Americas are expected to see a growth from
182.5 million mobile workers in 2010 to 212.1
million in 2015.
Europe, the Middle East and Africa will see a
growth from 186.2 million mobile workers in
2010 to 244.6 million in 2015.
Organizations have to connect, engage and collab-
orate. Value creation takes place across organiza-
tion and company boundaries as the Web connects
everyone. Data, knowledge, analysis, and opinion
are equally available to every member of a team in
formats that are digital, sharable, and structured.
All the above may be already obsolete. Where vir-
tuality blurs with reality we see the rise of so called
Crowd Companies (Owyang, 2013). The crowd can
get anything they want from each other and may
go around your organization. So in order to sur-
vive as an organization, you have to connect with
4.8%
7.5%
87.7%
6.1%
12.7%
81.2%
2012
USED DEVICES DESKTOP, TABLET AND PHONE
1
2
.
7
%
81.2%
6.1%
2013
Mobile visitors are growing for www.seats2meet.com. A growth of 6% in just one year.
outlook & strategy 2014 & 2015 The years of serendipity!
the crowd. Engage with the crowd. Work, design,
produce and sell with the crowd. Hence the name
Crowd Company.
To become a successful organization in Society 3.0,
we have to change our organizational thinking, in
terms of value creation, our raison dtre, the jus-
tifcation of our existence as an organization, and
we have to do that within different organizational
structures. We must do so with a different philos-
ophy than we have used traditionally. It is time to
reinvent ourselves
Smart Society 3.0 organizations can offer plat-
forms on which Web-connected people can inter-
act and can get stuff from each other without hav-
ing to go through the traditional organization. The
Sharing Economy becomes an integral part of this
new Interdependent Economy.
Sharing is made possible by the solidarity of people,
the possibility to monitor the quality and integrity
of the network, the will and the capacity of people
to share and the transparency of the supply. Social
media enables us to meet these conditions. Per-
haps it may not be visible to everyone immediately,
but some of these services are starting to grow out
of proportion. Eventually this development will ren-
der the current traditional supplier-chain useless
and will deny the present governments of sales-
and income taxes as their most important fnancial
resource.
Collaboration is a form of reciprocal reward. Value
nowadays, is often created without money being
involved. In the old systems we call that free. A
better defnition is reciprocity. Only traditional or-
ganizations can give something away for free, and
then it is literally gone. In a reciprocal organiza-
tion something that is been given for free, always
comes back. You only dont know exactly when,
where or in which form. We call this Asynchronous
Reciprocity. People help each other in exchange for
acknowledgement, status or just because it is fun.
New eco systems grow because of intangible val-
ues, of social capital. Value creation by means of
social networks means that we are no longer tied
to traditional economic limitations such as time,
place and matter.
From this point of view economic growth can no
longer be described with indexes such as the GNP.
After all we are able to grow in the intangible af-
fairs as mentioned above.
Airbnb, the worlds leading marketplace to list, discover and book unique local accommodations,
today released a new study highlighting the Airbnb communitys positive economic impact in New
York City. Conducted by HR&A Advisors, the study found that Airbnb generated $632 million in
economic activity in New York in one year and supported 4,580 jobs throughout all fve boroughs.
The study also found that nearly 90 percent of Airbnb hosts rent out the home they live in -- their
primary residence -- and use the money they earn to help make ends meet, while Airbnb guests
spend more time and money in New York than typical tourists.
Airbnb press release October 2013.
outlook & strategy 2014 & 2015 The years of serendipity!
Our Holding Company is C.D.E.F. Holding B.V.
CDEF stands for Cada Dia Es una Fiesta. This way
we show that we stand for value creation by col-
laboration: working together with other people and
companies should be fun, equally rewarding and
adding value to this world.
C.D.E.F. Holding BV. is equally owned and managed
by Mrs. Marille Sijgers @msijgers and Mr. Ronald
van den Hoff @rvandenhoff.
The purpose of our activities is to create a new
playing feld, where the traditional organizations are
working together with the rising class of the Know-
mads, the independent global professional. Our
business models bring back the balance between
social- and monetary capital, making it disruptive
and sustainable.
Seats2meet.com International B.V. is a sub-
sidiary and the business concept suitable for Socie-
ty 3.0. The S2M physical location-concept is a mix-
ture of an incubator, co-working-, meeting-, desk-,
event space, the new innovation lab for corpora-
tions and a level playing feld for traditional organi-
zations wanting to open-up and make new connec-
tions with the outside world. Through our software
systems, back offce- and (public) serendipitous
dashboard solutions we blur the real, physical world
with the virtual world, thus creating what the Amer-
ican management thinker Joseph Pine calls 3rd
Spaces. Hence serendipity rules at S2M locations:
always unexpected but relevant meetings! That is
the unique added value of the concept, therefore
impossible to copy.
Seats2meet.com locations are co-working spaces,
meeting- and offce locations, theaters, retail shops,
boutique hotels and the odd golf course. But also
traditional corporations are introducing the S2M
concept as their in-house innovation/connection
spot within their corporate premises.

ABOUT SEATS2MEET.COM
With (potential) co-working operators worldwide we now share our Serendipity Machine dash-boards,
the co-working reservation & yield management system, the property management soft-ware and
operational knowledge (partly free) through a special program called www.myowns2m.com.
outlook & strategy 2014 & 2015 The years of serendipity!
Our stakeholders, our value network The Seats-
2meet.com Mesh, appreciate our products and ser-
vices tremendously and help us to position Seats-
2meet.com products & services in the free agents
mesh. They create an enormous fow of buzz on
the web (we used to call that PR in the old days);
they feed us with tips, reviews, knowledge and
their time (that used to be called marketing) and
actively promote us to other Knowmads and to cor-
porate and governmental organizations (that used
to be called sales). Whenever they have real busi-
ness they book their training and meeting rooms
at Seats2meet.com locations without asking for a
discount. So at Seats2meet.com we no longer have
a PR, sales- or marketing and reservation depart-
ment. How do you think that works out for our op-
erational costs? And the still growing army of fans
who do our commercial activities is staggering.
To enhance the engagement of the community we
hit our Mesh this spring with a program called Res-
idents, where community members can earn or
pay for benefts and services, making them better
professionals.
Traditional money is made on various money
streams. For operators it is the commercial selling
of meeting- and desk spaces (we sell by the seat),
or an increased number of theater seats sales, golf
starting times and more. Operators also make mon-
ey, when the numbers of their local network are big
enough, on selling collaboration & event software
and on programs like S2M Residents.
As Seats2meet.com International we make money
by receiving a commission on all the operator mon-
ey streams.
Coworking leads to work for freelancers,
not just a desk
Associate Professor Vareska van de Vrande of the
Rotterdam School of Management at Erasmus Uni-
versity conducted a study on the impacts of cow-
orking and discovered that there is more going on
than heads-down working: theres a lot of network-
ing. The increasing popularity of coworking world-
wide is having a real impact on work, especially
with freelancers who are most likely to use cowork-
ing facilities and services. She surveyed 500 users
of our coworking service and found the following:
More than one in four had started professional
partnerships or opportunities to collaborate with
other coworkers.
One in eight found a job or consulting work
from people they met at a coworking site.
The majority 65% of those surveyed are en-
trepreneurs, 10% are students, and 5% are unem-
ployed. The most common reason for using Seats-
2meet is a change of working environment, and
19% of the respondees mentioned not having an
offce of their own. Also commonly mentioned are
the results the study uncovered: the desire to fnd
others to work with, or to fnd paying work.
5337
4513
233126
152206

14447
MEETINGSPACE
BOOKERS
BOOKED
SEATS
PAID WITH
SOCIAL CAPITAL
WORKSPACE
BOOKERS
11939
BOOKED SEATS
2012 2013
82693
58176
BOOKED
SEATS
PAID WITH
EUROS
SC
outlook & strategy 2014 & 2015 The years of serendipity!
Cyberdigma B.V.
Entrepreneurial value creation is moving away from
the value chain towards value networks. These val-
ue networks offer an infrastructure, a stage, on

which people can self organize value creation, us-
ing building blocks like authentic value, relevance,
collaboration and innovation.
When those value networks cluster, this cluster is
called the Society 3.0 Mesh. The interconnectivi-
ty of people in the mesh offers opportunities like
inspiring connections, leading to commercial pos-
sibilities and opportunities. The mesh is a rich eco-
system and a dynamic playing feld for pioneering
entrepreneurs.
Our mission:
The Cyberdigma-hub discovers and explores the
opportunities of the Society 3.0 mesh, and trans-
lates these into online applications. These products
and services are incorporated in the S2M platform,
but are also marketable as a white label software
product.
Products:
The Serendipity Machine.
An online dashboard to trace and provoke relevant
serendipitous meetings in the Society 3.0 mesh.
Booking software for work spaces, meeting
spaces and desk spaces.
Quick and easy on line reservations of desk-, of-
fce- and meeting space, including a Serendipity
Machine as an integrated part.
Event software.
Organize, monitor and direct events. Including a
Serendipity machine as a second screen during the
event.
S2M residents program.
An innovative program to engage the S2M stake-
holders and help them to become better profes-
sionals, using gamifcation principles.
ABOUT CYBERDIGMA.LAB

8
.
2
9

p
a
ges
in 9:05
INDIVIDUAL BEHAVIOUR
2012 2013
in 4:59









3
.
5
9

p
a
g
e
s
Average time people visit our websites & the average
amount of pages visited.
outlook & strategy 2014 & 2015 The years of serendipity!
Launches 2014
We have some exciting moments to share with you!
In the beginning of 2014 we expect to launch the
Residents program mentioned above. All the S2M
users will be notifed automatically that they can
become part of something special! Trough gamifed
tactics we guide them towards Resident status 9.
At the moment they reach that level they practically
live at a seats2meet.com location.
In addition to this we will launch the Serendipity Ma-
chine for the masses in the second quarter of 2014. We
really want to add this virtual blanket over every pos-

sible physical location. You can already use this
tool and request a machine for your own location!
check it out at www.serendipitymachine.com
The last year weve learned a lot from the network
that is using our event software. We aim to focus on
the encounter of relevant people during an event.
We got a lot of feedback and are planning a new
release of this software in the third quarter of 2014.
VISITORS
BEHAVIOUR
SEATS2MEET.COM
2012 2013
183.680
318.433
645.548
358.209
1.286.361
5.351.501
u
n
i
q
u
e
v
i
s
i
t
o
r
s
t
o
t
a
l
v
i
s
i
t
s
p
a
g
e
v
i
e
w
s
J
a
n






















1
2
0
7
1
F
e
b





















1
1
7
3
9
M
a
r
























1
4
6
7
2
A
p
r






















1
1
5
5
9

M
a
y





















1
1
9
7
5
J
u
n



















1
0
7
0
6
J
u
l















7
2
7
6
A
u
g


















9
8
1
6
S
e
p























1
4
1
2
8
O
c
t
























1
4
2
9
8
N
o
v



























1
6
3
4
0



D
e
c























1
2
6
9
6
J
a
n


























1
6
7
1
2
F
e
b




























1
6
9
3
8
M
a
r




























1
7
8
3
0
A
p
r

























1
4
4
1
7
M
a
y






















1
3
3
7
8
J
u
n





















1
2
9
4
7
J
u
l



















9
3
4
0
A
u
g






















1
1
4
4
9
S
e
p











































2
7
5
3
1
O
c
t







































2
4
7
0
5
N
o
v






































2
4
6
2
7
D
e
c





























1
7
8
8
7
J
a
n












































2
8
3
5
0
F
e
b
















































3
0
6
2
3
M
a
r





















































3
4
2
4
4
A
p
r



















































3
1
9
0
9
M
a
y

















































3
1
5
0
1
J
u
n













































2
8
3
6
3
J
u
l






































2
3
2
5
0
A
u
g






































2
4
0
3
1
S
e
p





















































3
4
6
2
1
O
c
t



















































3
9
6
1
0
N
o
v









































3
7
2
5
0
D
e
c




































3
0
5
0
3
2011: 147276 2012: 207761
2013: 374255
UNIQUE VISITORS
SEATS2MEET.COM
outlook & strategy 2014 & 2015 The years of serendipity!
The Society 3.0 Foundation as a social enterprise
aims to assist people and organizations on their
way to Society 3.0. Especially on projects where
traditional boundaries block innovation, the Society
3.0 Foundation helps people and organizations to
overcome political-, legal- and mental barriers.
Acting as a modern publishing company we try to
achieve our goals by:
Matching and connecting people.
Sharing knowledge, by publishing books, organ-
ize events, blogs, articles and the publication
platform www.Society30.com.
Sharing the abundance of physical & virtual
spaces, through the services of our sister com-
panies Seats2meet.com & Cyberdigma.com
Micro funding & loans.
The book Society 3.0 was published in 2010 and
sold over 50.000 times, making it a best-selling
management book in The Netherlands. In 2014 the
book was translated into English and updated. A
resume of the book:
Society 3.0: Mastering the Global Transition on Our
Way to the Next Step in Human Evolution investi-
gates the myriad of fnancial crises plaguing our
society today, as well as their effects on the fu-
ture of work and education. Ronald van den Hoff
also describes the need for (and emergence of) a
knowledge- driven civilization, marked by acceler-
ating change, value networks, and knowmads,
the nomadic knowledge workers of the future.
Monetizing on the Mesh is the fnal theme explored
in this book. Open value networks replace value
chains, reality and virtuality are blurring. People
get what they need from each other and may go
around your organization, unless the crowd be-
comes part of your organization. Business models
are changing. How do you connect with potential
clients who may never become paying clients in the
end? What is social capital? How do you create sus-
tainable monetization with your own Mesh?
Inspired? visit our magazine at www.society30.com
Ronald van den Hoff
Society
Mastering the Global Transition
on Our Way to
Ronald van den Hoff
Society
Mastering the Global Transition
on Our Way to
SOCIETY 3.0 FOUNDATION