Lots of entrepreneurs and listeners to this show are inspired to create ‘The 4-Hour Workweek’ type businesses by founding e-commerce stores and agencies, creating money and value entirely online. Today’s guest, Alex Pantich, has chosen a different path with the business he co-founded. Upshift provides hospitality venues with vetted temporary W-2 hourly workers who are able post online the days and hours they are available for work. Alex talks to Dan about how this double-sided marketplace works, the equity share scheme Upshift deploys, and why he thinks so many entrepreneurs are missing out by not considering blue-collar, location dependent opportunities: “When you're getting online and into E-commerce, you're competing with your peers. If you go into the real world, you're competing with baby boomers. Are you telling me the baby boomer who doesn't know email is going to beat you at any sort of innovative business game? They're not. I prefer going into areas where I see tonnes of opportunity and not as much competition”.