Meet TuShare, the start-up using technology and logistics to tap into the sharing economy

Caitlin Fitzsimmons Online editor

Meet TuShare, the start-up using technology and logistics to tap into the sharing economy

Published 27 February 2014 09:15, Updated 28 February 2014 11:56


James Bradfield Moody says the biggest waste stream is the proliferation of unused items in households. Photo: Nic Walker

Sydney-based entrepreneur and futurist James Bradfield Moody wants you to dig out the items gathering dust on your shelves and give them away – it could make him a profit while saving the world.

He is the co-founder of TuShare, which enables people to donate items to be reused by others.

“Around the world there are 100 billion things sold every year that because of their very nature are probably not going to see their full life-cycle under the first owner and some of them could see four or five owners,” Bradfield Moody says. Examples include life-stage items such as children’s clothing, media such as books and DVDs, upgradable items such as mobile phones and fashion.

He says there are two wealthy individuals who have invested in TuShare anonymously, providing an undisclosed level of funding via a convertible note. Bradfield Moody and co-founder Kohei Nishiyama own an equal share each.

TuShare is a web app built in HTML 5, so it is available as a mobile site or website on any operating platform. It also plugs into Facebook and provides wish-list technology for recipients. It is a bit like internet group Freecycle, but with better technology and an actual business model – TuShare delivers the item for a modest fee paid by the recipient.

“Even though Freecycle has 200,000 members in Australia, even though you have eBay, even though you have Gumtree, even though there’s Buy, Swap, Sell on Facebook, we’re still only capturing 5 per cent of all the items so there’s something not quite right there,” Bradfield Moody says.

“We realised the actual competition for those things is either the bin or sitting on someone’s shelf. We realised that if you want to beat the bin, you need to make it easy and what’s missing is a piece of logistics.”

Thus TuShare built a “giver-centric” system – all the giver needs to do is provide a box, while the recipient pays for delivery and TuShare sends a courier to collect the item. While the giver can allow local pick-up, Bradfield Moody says many people prefer the security of remaining anonymous or keeping their address details private.

TuShare started building the site early last year, did a soft launch in September and went fully live in December. TuShare will ship around Australia and costs are reasonable – it costs $10 to send up to 25kg from one side of Sydney to another. Bradfield Moody would not disclose user numbers but says 7000 items have been given away through the site to date.

He decided to focus on giving because it is the easiest form of transferring an item from one person to another. Many times it is not worth someone’s effort to list it for sale and spend time detailing all the wear and tear, while the act of giving also creates a pleasant atmosphere.

Satellite engineer, environmentalist, futurist

Bradfield Moody decided to found TuShare while taking a sabbatical for the birth of his second son. He was working at CSIRO at the time and had written a book called The Sixth Wave about his prediction that resource efficiency would drive the next wave of innovation. The five previous waves of innovation since the Industrial Revolution were milling, steam, electrification, mass production and information technology, and each had brought not just technological advance but also economic restructuring.

“If you’re going to write a book about resource efficiency, it’s time to practise what you preach, and the waste stream we started to look into was the notion of household items, things in people’s homes or even offices that are not seeing their full life span,” Bradfield Moody says.

His co-founder is based in Japan and founded Cuusoo, which was bought by LEGO. The pair met through the World Economic Forum young global leader program. While the company is initially focusing on Australia, the co-founders have plans to go global and Bradfield Moody says it is interesting to understand the different drivers in each market – in Japan, the cultural hook is about “respecting the item”.

Bradfield Moody has also had prior experience as an entrepreneur. He started out as a satellite engineer and co-founded a company called Natural Resource Intelligence.

“My passion was always in space but the more you look out to the stars, you realise the Earth is its own closed system. So I became quite involved in the environment movement to the point where I ended up chairing the United Nations Environment Program Youth Council,” he says. “My two passions were always about space and the environment and I finally joined them together by creating a company that took satellite data and turned it into environmental intelligence.”

Natural Resource Intelligence was reverse-listed and Bradfield Moody and his co-founders did well out of it. He sold his share to complete his PhD in innovation theory and the company was later acquired. He was head-hunted for his role at CSIRO and worked there for a few years but eventually came back to entrepreneurship when he realised he wanted to build something again and dedicate the next decade or more of his life to it.


About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (, the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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