Objective - This research aims to analyze and deconstruct digital-based startup business practice and offer a new concept of sharing economy. The online transportation companies operated in Indonesia, have been selected as the subject of the research.

Methodology/Technique - A critical paradigm referring to mato-based profit sharing accounting was used as a method of the research. Data was collected from online transportation companies'websites as well as either news or media article published on mass media.

Findings - On the other side, it has not completely been in line with the practice of profit sharing economy concept which has long been the ideal of the constitutional ideology of Indonesia. Thus, in the final section of this research, a new concept of sharing economy, which is relatively in line with the constitutional ideology of Indonesia is proposed for practice in startup companies.

Novelty - The study proposes new concept of sharing economy for startup business.

Type of Paper: Review

Keywords: Incentive; Startup Business; Sharing Economy; Profit-Sharing; Mato System; Constitutional Ideology.

JEL Classification: M13, M21, M41.