Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.

1. BORNLOCAL
nearhood
Hyperlocal social media for each neighbourhood and village
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2. Nearhood is a hyperlocal social media
and news aggregator for each
neighbourhood and village.

3. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
Our social
relations are
based on three
different factors
INTEREST
FAMILIARITY
LOCATION

4. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
Our social
relations are
based on three
different factors
FAMILIARITY
Social media
services
exploit these
factors
INTEREST
LOCATION

5. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
Our social
relations are
based on three
different factors
FAMILIARITY
We want to be
the definitive
social hyperlocal
service, serving
all locationbased social
needs.
Social media
services
exploit these
factors
nearhood
INTEREST
LOCATION

6. All locally relevant information in one place
municipality
news
sources
associations
nearhood
other
online
services
residents
local
businesses

7. Weekly news:
Automatically created
and/or locally curated
aggregate of the ost
important nesws of
the week and events
of the next week.
Delivered weekly
to email and
accessible also
online

8. Local businesses
and nonprofits
play important
role in
neighbourhoods:
for them we
offer a service
directory and a
real-time
marketing
channel

9. Why?

10. We spend a major part of
our time around the
place where we live.
We offer an efficient we
to keep up with our
surroundings – and to
discuss local topics.
 50%

11. 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/

12. 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?

13. 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.

14. For companies there’s a
huge variety of digital
channels in general and
ways of segmenting
customers based on age,
profession, gender, etc.
But for a local business to
reach out to local residents,
the only real means today
are still the old-fashioned
print and direct marketing.

15. Business case?

16. Our daily
surroundings
still play a major
role. In our lives
– and in the
economy.
—Schuman, Michael H. "The Competitiveness of
Local Living Economies". Post Carbon Institute 2010

€
“
60%
Nearly
of the economy
is rooted in
place
”

17. Major business potential
in local comms
170
M€
Total revenue
of local printed
newspapers in
Finland in 2010
Ad sales for local newspapers in Finland
5–50
€ per resident
per year

18. Major business potential
in local comms
170
M€
Total revenue
of local printed
newspapers in
Finland in 2010
Ad sales for local newspapers in Finland
Despite large potential, hyperlocally
targeting digital marketing resident
€ per products are
per all marketing
very few, and do not fulfillyear
needs.
5–50

19. Potential for marketing
innovations for locally
operating companies
Hyperlocal
targeting
Daily
deals
Realtime
mobile
marketing

20. Hyperlocal platforms globally
Hyperlocal content still largely
unorganised, in individual local blogs
and Facebook groups. Everyone
agrees on huge potential, no-one has
yet made any definitive breakthroughs.
In USA there are (was) three large
hyperlocal platforms: Patch.com,
EveryBlock (RIP) ja Nextdoor however, none of them have yet made
their real breakthrough, and they are
unlikely to expand to Europe any time
Especially Europe is still mostly fairly uncontested
market for social hyperlocal platforms.

21. ”
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.”
http://www.ipra.org/itl/03/2012/why-em-hyperlocal-em-is-the-new-global
Marian Salzman
CEO, Euro RSCG Worldwide PR,
North America

22. ”
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

23. Where we are?

24. Where are we?
▋ Core
platform up and running since
November 2012 under Finnish brand
Sanom.at
▋ User
research & development based done
on July in Lauttasaari, Helsinki.
▋ Pilot
marketing efforts in six city districts
starting in October 2013
▋ Wider
Finnish launches in early 2014
▋ International
2014
launches with partners during

25. Partnerships & negotiations
▋ Local
launches are based on co-operation
with active local individuals: ensuring local
relevance while keeping costs low.
▋ Experimenting
different licensing and
partnering models, eg. co-operation with
local development project in Kivistö, Vantaa
▋ Negotiations
companies
on co-operation with media

26. Current funding
▋ Company
▋ Mostly
founded in July 2012
self-funded and bootstrapped.
▋ Received
grant from Helsingin Sanomat
Foundation and project funding from Tekes
(Tempo).
▋ No
external investors yet.

27. Feedback from
our test users:
“Really useful &
exactly what I’ve
been looking for!”
“I think it could
replace the local
newspapers.”
“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.”
“Even the smallest news are
interesting when they are
from my neighborhood”
“This is much more clear than FB
groups! And contents are much
more varied, coming from many
places – that’s a big plus.”

28. Team

29. We have a highly skilled & experienced team
Lari Lohikoski
Miemo Penttinen
❙ Digital experience since mid-1990’s,
❙ 15 years of digital agency background
experienced in all aspects of creating
and leading a successful digital
consumer business.
❙ Founder of leading Finnish online
auction Huuto.net (1999-2008)
❙ More recently Program Director of
Helsinki Digibusiness Cluster
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
Lari is CEO of the
company, and is
developing the
technical back-end
Miemo is responsible of
design of the service and
front-end programming

30. Advisory board
Pekka Pekkala
JOURNALISM
HYPERLOCAL
“I have been writing and doing radio
since the ’80s, mostly in Finland. My CV
looks pretty decent: two journalism
master’s degrees from two continents
and cool jobs in newsrooms big and
small – including a stint at the almighty
BBC. Currently I am an entrepreneur,
running Pekkala Media, making my
money from freelance writing,
consulting and talking about
technology. Half of my time is dedicated
to writing a book, on a grant from Finland.
For the last four years I’ve split my time
between Los Angeles and Helsinki”
Christian Bergström
MARKETING
START-UPS
Strategically thinking creative with over 15
years of experience in online strategy,
design and marketing. Christian spent the
last few years as VP Marketing &
Communications at Foodie.fm - one of
Scandinavia's top startups. Prior to
Foodie.fm Christian has worked in marketing
strategy consulting, brand building and
sales. Christian has held various positions in
the creative agency field ranging from VP
Marketing and Key Account Director to
Creative Director. Christian has been part of
tens of successful consulting cases,
campaigns, online services & inititatives with
leading brands

31. See it live!
❙ sanom.at
Be in touch:
❙ lari@bornlocal.fi
❙ miemo@bornlocal.fi
❙ www.bornlocal.fi
BORNLOCAL