"The site is not a list of stuff people have to borrow, like many sharing platforms. When you sign up, you can start asking for things immediately. Peerby then sends out notifications to people in your area, gradually building up a picture of who owns what.
"You have to make it easy and match existing behavior," he says. "If you borrow a cup of sugar, you knock on your neighbor's door and ask for it. The neighbor doesn't come to you and say 'Hey, here's a bag of sugar, do you need some?'"