Die zentrale Frage ist eigentlich ganz einfach: verdient Local.com Geld, wächst es und wie wollen sie das anstellen?
Aus diesem Interview aus 2009 habe ich mal Aussagen extrahiert, die m.E. dazu einen Überblick bieten. Meine Anmerkungen stehen in eckigen Klammern. Jede neue Aussage beginnt mit einem Spiegelstrich.
http://seekingalpha.com/article/...iew-with-local-com-ceo-heath-clark
Zuvor hier noch die aktuelle Verteilung der Einnahmen auf die Business Units (Quelle: Quarterly report):
1. Owned and operated: 52.5%
2. Network: 30.3%
3. Sales and advertiserservices: 17.2%
[Q]Would you start with a short history and overview of Local.com?
[A] - Local.com has been around for 10 years.
- in 2005, we began to transition to the local search
- Early in that year, we acquired the Local.com domain and launched Local.com.
- [Preis: US$ 700.000,- http://www.internet-as.eu/...nt&task=view&id=19&Itemid=32 ]
[Q] What are your various sources of revenues in a month?
[A] - It's all ad-based revenues, and we have two major sources.
[1] First, there are our ad partners and Yahoo! is our biggest one.
[a] if you did a search on Local.com, the first three listings would be from Yahoo!
[b] the next three listings would be from Idearc [IDAR.PK], and that's our second largest partner.
[c] Then you'll see other listings, which are from Local.com.
- Basically, if a consumer clicks through on one of those ad listings, then Yahoo! or Idearc charges that advertiser, and then they do a revenue share with us. So that's one stream of our revenue.
[2] The second source of revenue comes from our own direct advertiser base
- what we're selling at Local.com is our entry-level product, which is a subscription ad product for about $50 a month.
- So a small business comes to Local.com or their agency and they can sign up for a product that gives them premium placement in our search results.
- Currently, we have about 30,000 small business customers and plan to grow to 50,000 by the end of the year.
- The goal is to have our direct advertising base become the primary source of revenue over time, and the other relationships which we have with Yahoo! and Idearc would be complementary.
[Q] What are your advantages and what differentiates Local.com from your competitors?
[A] - What we're trying to do is compete mostly with the directory publishers. So Yellowpages.com, DexKnows, Yelp or Yellow Book, and Superpages.com, those are our key competitors.
- And what we're trying to do is grow our online presence bigger than our competitors and of course, monetize it more effectively than they do.
- players like Yelp, for example, that are focused heavily on user-generated content. It's something that we're focusing on, but not as heavily as they are doing.
- Aside from our team, one of our biggest assets is Local.com, the name.
- Perhaps, it's under-utilized and we are paying closer attention to how we can more effectively utilize that asset in terms of branding.
- There are a lot of Websites out there that are starting out and using derivatives such as localrestaurants.com. But how we're trying to differentiate from, let's say, a Google Local is, in many ways, the experience that a consumer gets on our site.
[ http://blog.kelseygroup.com/index.php/2010/11/03/...kes-aim-at-women/ ]
[Q] What can we expect from Local.com over the next two to three years?
[A] - We're focused on building three key areas, namely, [1] traffic, [2] technology and [3] advertisers.
- Our current entry-level product is $50 per month. We're working on a plan for a product that serves between $250-$500 per month advertising, to different ad segments.
- We have approximately 700 regional media sites today. We're looking to go upstream and target larger regional media publishers and even nationwide publishers, and we have been making progress on that front.
[ Ich habe diese mal mit google gesucht:
http://www.google.de/...,231,405.%22+%22Some+data+provided+by+Acxiom.
]
- So expansion of our Syndication network drives expansion of our search engine and this optimizes our SEO traffic, which is all organic and builds our value.
- So we're making pretty significant investments in our infrastructure in order to continue to grow and we're also filing a few patents. We filed one, I believe, earlier this month and we'll continue to do that. We have about a dozen patents pending; so far, three patents have been issued.
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