It doesn’t match drivers with people who want rides but is a platform for haulers of commercial waste; it manages routing such haulers to commercial generators of waste, saving driver time and customer money.

The platform strengthens competition relative to the one or two dominant haulers in North America while breathing new life into the independent hauling industry.

Once it gets the waste, it works with recyclers that have sophisticated systems to sort the waste and then bundle and sell the recyclable portion in bulk.

Rubicon shares the revenues with the commercial waste generators, providing another source of monetary savings to customers.

By finding much greater efficiencies in waste management, Rubicon is reducing the need for landfills, which not only are eyesores that people don’t want to live near but also growing too large for many cities to support.

Look at Etsy, a platform on which all kinds of customized products are for sale.

With interest growing in socially responsible enterprises, particularly among millennials, one might expect growth in opportunities to marry Internet-based platforms with older businesses to generate economic wins all around.