Silicon Valley has always been synonymous with innovation. Let's look at some startups that want to overcome some of the problems caused by years of disastrous business models.
Many people believe that the model governing today's global economy is flawed because it places excessive emphasis on capital, to the detriment of workers. Money flows in one direction only (towards the wealthiest) and its distribution is highly disproportionate. The sharing economy, or collaborative consumption, is a term used today to describe groups of people who come together to independently and directly provide goods and services to others willing to pay for them, normally through a website or online community. The goods can range from underused cars to a room for rent or a talent to offer, and each person's credibility, built online through user reviews, is the source of business.
The sharing economy is one of the main areas where new ideas flourish, especially in contexts where governments are unable to guarantee growth and development. Development that should be sustainable, lead to people's economic wellbeing and offer fair solutions to the problems that future generations will have to face. Indeed, the San Francisco Bay Area, in the United States, has been swept by an explosion of startups whose goal is not only profit but also improving the planet and its inhabitants. Some of these are trying to counter climate change, others to reduce the number of waste landfills. Here are some of the most promising ideas.
Bitty Foods is a startup specialising in high-protein, gluten-free biscuits and muffins made with cricket flour. By 2050 the world is expected to be home to two billion more people and, as a result, we will not have enough protein to meet everyone's nutritional needs. In a 2013 report entitled Edible insects, the Food and Agriculture Organization of the United Nations (Fao) urges people to eat insects to fight world hunger, to promote healthy eating and to limit greenhouse gas emissions. The UN estimates that if insects were to become a component of diets worldwide, CO2 could be reduced by at least one fifth and the cost of food by more than one third compared to today. Unlike most protein sources, cricket flour is highly sustainable: it requires only three litres of water compared to 15,000 litres for the production of one kilogram of meat, is gluten-free and free from processed sugars, contains no dairy, and is easily digestible. The challenge is making insect consumption acceptable in cultures where it is still taboo.
Impossible Foods aims to convince consumers to eat plant-based burgers that taste the same as meat ones (even retaining the same juiciness), producing foods free from hormones, cholesterol and antibiotics. Other Silicon Valley startups, such as Beyond Meat and Hampton Creek, also believe that raising animals for food is not a necessary practice — on the contrary, it is destructive and inefficient. Indeed, they too are working to find plant-based substitutes for meat, cheese and dairy products. Patrick Brown, chief executive of Impossible Foods, says his company will be able to produce all the foods that currently come from animals directly from plants.
PulpWorks produces safe, non-toxic packaging — such as egg cartons — using cellulose, waste and even agricultural by-products derived from sugar cane and rice. Recently, the company has added colours and patterns to its alternative, safe and recyclable packaging. The company firmly believes that every action people take can influence the way large companies manufacture and package their products.
Greenhouses fitted with LED lights are among the latest technologies developed to address problems such as land consumption and excessive water use in agriculture. EcopiaFarms is pioneering this approach in the San Francisco Bay Area. Its two founders are renowned scientists who, before venturing into farming, thoroughly studied the Earth's natural resources. Their technique involves growing 70 types of agricultural produce in a 22-degrees-Celsius environment before supplying the area's leading restaurants. The flavour of the produce, monitored daily, is the crucial aspect of their business. For this reason they also work with local chefs, and their products are sold at local farmers' markets.
Oroeco is an application that calculates a person's ecological footprint, compares it with that of their neighbours and advises on how to reduce it. For example, a user can monitor their consumption of meat, plastic or other resources and materials, and receive rewards if they manage to reduce them. Among the prizes, one can even receive the Nest Thermostat smart heating system. Oroeco seeks to combat waste by acting on behaviour, encouraging the creation of a virtuous cycle rather than simply blaming negative habits.
Rideleap is a new way of approaching the commute to work. San Francisco's public transport is anything but fast during peak hours and getting to work can become a nightmare. With Rideleap, you can hop on any bus by tracking its route in real time and pay for your ticket. The buses run on methane, are safe, clean, affordable and help reduce the number of cars on the road and, therefore, ease traffic. You can also buy organic products on board.
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Getaround is a car-sharing startup that allows car owners to make their vehicle available to pre-selected individuals for a limited period of time. Insurance is included and both the owner and the person renting it use the car only when it is truly necessary, making journeys more efficient.
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The goal of Augmedix Solution is to free doctors from the tedious task of entering data into electronic medical records. Using Google Glasses, all the data collected during a consultation is automatically entered by Augmedix, allowing the doctor to dedicate all their time to patient care.
Udemy is an online learning platform. Unlike the Mooc (Massive open online courses) programmes promoted by traditional academic course activities, Udemy provides experts of all kinds with a platform to create on-demand courses so that students can learn whenever they want, wherever they want.
Many new Silicon Valley companies are trying to explore space, an activity that has always been dominated by national governments and aviation giants such as Boeing. Planet lab has launched dozens of small, low-cost satellites into orbit. Once connected, they will be able to provide a constant stream of images showing what is happening on Earth. The company was founded in 2010 by a group of Nasa engineers, discouraged by the fact that government-funded space projects were taking an extremely long time to complete. The applications could be varied and numerous, as an open-source database is being created that can be used to track changes on Earth in real time. This data can be purchased by environmental organisations that want to monitor the effects of climate change, used in precision agriculture, as a response to natural disasters, or to monitor sea levels and desertification.
Perhaps not all of these ideas will succeed, but they deserve attention. All startups have a strong need for funding in order to succeed and continue working in the field of research and innovation. This is why apparently brilliant and successful ideas and companies risk failing due to a lack of money.
Translated by Camilla Soldati