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Hyperlocal social media for each neighbourhood and village
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nearhoodHyperlocal social media for each neighbourhood and village
BORNLOCALLari Lohikoski & Miemo Penttinen
Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.
Photos: placeit.net
We live in a globalized world.
Yes, but...
—Schuman, Michael H. "The Competitiveness of Local Living Economies". Post Carbon Institute 2010
Nearly of the economy is rooted in place
“
”
60%
Our daily surroundings still play a major role. In our lives – and in the economy.
(€
Our social relations are based on three different factors
A SOCIAL MEDIA PLATFORMfor the last underserved social factor
FAMILIARITY
INTERESTFAMILIARITYFAMILIARITY
LOCATION
Our social relations are based on three different factors
A SOCIAL MEDIA PLATFORMfor the last underserved social factor
FAMILIARITY
INTERESTFAMILIARITYFAMILIARITY
LOCATION
Social media platforms serve our needs based on these factors
Our social relations are based on three different factors
A SOCIAL MEDIA PLATFORMfor the last underserved social factor
FAMILIARITY
INTERESTFAMILIARITYFAMILIARITY
LOCATION
We want to be the definitive social hyperlocal service, serving all location-based social & informational needs. nearhood
Social media platforms serve our needs based on these factors
You’ve found an abandoned bike in your yard: how do you reach out to your neighborhood to check if it belongs to someone nearby?
Photo: (cc) owenfinn16 http://www.flickr.com/photos/yokohamarides/8127077547/
Your hairdressing salon in the local mall is out of bookings for the whole afternoon: how do you send out a message to people nearby that you have half-price special starting now?
City planning, police and other public authorities generate lots of information about local issues – but to keep up with that information flow as residents, we would need to follow dozens of different channels.
But for a local business to reach out to local residents, many are still using old-fashioned print and direct marketing.
For companies there’s a huge variety of digital channels in general and ways of segmenting customers based on age, profession, gender, etc.
Our solution
All locally relevant information in one place.
residents
associations
localbusinesses
municipality
news sources
otheronline
services
nearhood
Photos: placeit.net
nearhood
A hyperlocal social media for each neighbourhood
and village.
nearhoodA hyperlocal social
media for each neighbourhood and
village.
nearhoodA hyperlocal social
media for each neighbourhood and
village.
nearhoodA hyperlocal social
media for each neighbourhood and
village.
nearhoodA hyperlocal social
media for each neighbourhood and
village.
nearhoodA hyperlocal social
media for each neighbourhood and
village.
Business case
Marian Salzman
CEO, Euro RSCG Worldwide PR, North America
” I’ve come to believe, in fact, that ‘hyperlocal is the new global’ and am now more convinced than ever of the local movement’s momentum online. (…)
Going local is also a fantastic way for businesses to show not just consumers but also employees, friends and neighbors that they are invested in the community in which they live.”
” Combining social and community features from sites such as Reddit and Twitter with open government really has potential.”
http://streetfightmag.com/2013/06/04/what-investors-look-for-in-a-hyperlocal-startup/
Alex Ferrara
Bessemer Venture Partners
170M€
5–50 € per residentper year
Total revenue of local printed newspapers in Finland in 2010
Ad sales for local newspapers in Finland
Major business potential in local comms
170M€
5–50 € per residentper year
Total revenue of local printed newspapers in Finland in 2010
Ad sales for local newspapers in Finland
Major business potential in local comms
Despite large potential, hyperlocally targeting digital marketing products are very few, and do not fulfill all marketing needs.
We want to be the best channel for a firm to reach their local audience through:
Hyperlocal targeting Daily deals
Realtime mobile
marketing
Especially Europe is still mostly fairly uncontested market for social hyperlocal platforms.
Hyperlocal platforms globally
Hyperlocal content still largely unorganised, in individual local blogs and Facebook groups – but everyone agrees on huge potential.
In USA there are (was) three large hyperlocal platforms: Patch.com, EveryBlock (RIP) ja Nextdoor - however, none of them have made a real breakthrough.
What makes Nearhood stand out from the rest of the hyperlocal platforms?
1Nearhood functions on a geographic scale of everyday human life: your neighbourhood
2Nearhood is a multifaceted media with multiple content sources – not just “a local Facebook”
3Nearhood generates valuable content with low cost structure
Where are we?
We've just recently gone live in first 6 neighbourhoods in the Helsinki area under Finnish brand Sanom.at. Pilot marketing efforts in these areas currently going on.
We're aiming for wider Finnish launches in early 2014.
We’re mostly self-funded. We’ve also received grant from Helsingin Sanomat Foundation and project funding from Tekes (Tempo).
No external investors yet.
Feedback from our test users:
“I’d love to have a service where I could see all the local services in one place. So few small business have their own websites.”
“Really useful & exactly what I’ve been looking for!”
“Even the smallest news are interesting when they are from my neighborhood”
“I think it could replace the local newspapers.”
“This is much more clear than FB groups! And contents are much more varied, coming from many places – that’s a big plus.”
Team
Lari Lohikoski❙ Digital experience since mid-1990’s, experienced
in all aspects of creating and leading a successful digital consumer business.
❙ Founder of leading Finnish online auction Huuto.net (1999-2008)
❙ Has worked also in media and telecom companies and leading digital cluster development in Helsinki region.
❙ MA (Helsinki), MBA (Bradford).
Miemo Penttinen❙ 15 years of digital agency background has built a
skill set ranging from strategic thinking to comprehensive design skills and excellent technological understanding
❙ Most recently worked as Design Director at one of the oldest & largest digital agencies in Finland, Frantic (2007-2012)
❙ Worked as design lead in major projects for eg. MTV3, Nokia, Helsingin Sanomat
We have a highly skilled & experienced team
Lari is CEO of the company, and is developing the service backend
Miemo is responsible of design of the service and front-end programming
See it live at
sanom.atBe in touch:❙ [email protected]❙ [email protected] ❙ www.bornlocal.fi
BORNLOCAL
@laril@miemo@born_local
