Nearhood (Slush-version)

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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.

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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:❙ lari@bornlocal.fi❙ miemo@bornlocal.fi ❙ www.bornlocal.fi

BORNLOCAL

@laril@miemo@born_local