born local - making local communities flourish!
DESCRIPTION
Mission of Born Local is to make local communities flourish. We develop a hyperlocal social media platform called Nearhood and operate online services based on it.TRANSCRIPT
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nearhoodHyperlocal social media for each neighbourhood and village
BORNLOCAL
BORNLOCAL
Photos: placeit.net
Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.
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 PLATFORM for the last underserved social factor
FAMILIARITY
INTERESTFAMILIARITYFAMILIARITY
LOCATION
Our social relations are based on three different factors
A SOCIAL MEDIA PLATFORM for 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 PLATFORM for 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
nearhood
A hyperlocal social media for each neighbourhood
and village.
All kind of social updates
from local residents.
Local business directory and realtime marketing messages, including offers and
deals.
Numerous open feeds are heuristically
processed to find locally relevant news and
updates
Local mobile alerts informing
residents on local emergenices, lost people and pets,
etc.
Local alerting system can be used
also to deliver realtime mobile marketing.
Available as an online service…
…through mobile app…
…and as a subscribable newsletter
delivered weekly via email with all most important news, events & offers
from area.
RELEVANT
LOCAL CONTENT
other online services )
*DIRECTLY TO THE SERVICE
,
VIA APIS & CUSTOM
HEURISTICS
+municipality
local businesses
news sources
residents
associations
CONTENT SOURCES
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
150M€Total revenue of local printed newspapers in Finland in 2011
Major business potential in local comms
Hyperlocal targeting Daily deals
Realtime mobile
marketing
NOW:
LETS THINK:
2.6B£Estimated total value of UK hyperlocal advertising market
!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
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.”
FINALISTUUTISRAIVAAJA
MEDIA INNOVATION CONTEST
!2013
FINALIST“IMPACT”
APPS4FINLAND
!2013
WINNER “UNDERSTANDING
THE CITY” “EMBEDDING CITY
DATA IN MEDIA”
APPS4FINLAND!
2013
FINALISTAPPS4EUROPEMANCHESTER, UK
!2014
MIEMO PENTTINEN
Previously DESIGN DIRECTOR at Frantic, one of the LEADING DIGITAL AGENCIES in Finland
design + front-end
15 years of digital agency background with major design projects for NOKIA, MTV, HELSINGIN SANOMAT, …
LARI LOHIKOSKI
FOUNDER of leading Finnish online auction HUUTO.NET, one of the BEST KNOWN ONLINE CONSUMER BRANDS
CEO + tech
Digital experience since mid-1990’s +2
developers
+1 sales director
COMING UP H1/2014
We have a highly skilled & experienced team
See it live at
sanom.at !
Be in touch: ❙ [email protected] ❙ [email protected] ❙ www.bornlocal.fi
BORNLOCAL
@laril @miemo @born_local