Web 2.0 Content Aggregation Guides and Reviews “ City Guides” Enayath Sheikh Kartiksinh Sarvaiya Shikha Gupta

Agenda Products / Services Participants Web 2.0 Tools and Technology Players Demographics Web 2.0 tools Differentiation Indian Scenario Future Trends

Products / Services

Participants

Transition

Web 2.0 Tools and Technology

Players

Craigslist.org Founder: Craig Newmark Year of inception: 1995 Presence: 500 cities in 50 countries Operating expenses for 2008: $7.5 Million Value of the company:$2.4B eBay owns 25% stake in Craigslist An online community service featuring classified ads and forums. Source: Alleyinsider.com

Founder: Craig Newmark

Year of inception: 1995

Presence: 500 cities in 50 countries

Operating expenses for 2008: $7.5 Million

Value of the company:$2.4B

eBay owns 25% stake in Craigslist

Revenue Source Paid Job posting ads in select cities 75$ per ad for the SFBA $25 per ad NY, LA, San Diego, Washington D.C, Boston, Seattle, Chicago, Portland and Oregon. Apartment listing only in New York City $10 per ad

Paid Job posting ads in select cities

75$ per ad for the SFBA

$25 per ad NY, LA, San Diego, Washington D.C, Boston, Seattle, Chicago, Portland and Oregon.

Apartment listing only in New York City

$10 per ad

Growth Source: Alleyinsider.com

Demographics Source: quantcast.com

Citysearch.com An online city guide which taps community voice and reveals honest and current insights on local businesses and services on everything from martinis to mechanics. Founder: Bill Gross Year of inception: 1995 Revenue model: Pay per click on add Pay for Performance Other sources Owned by – Interactive Corp

An online city guide which taps community voice and reveals honest and current insights on local businesses and services on everything from martinis to mechanics.

Founder: Bill Gross

Year of inception: 1995

Revenue model:

Pay per click on add

Pay for Performance

Other sources

Owned by – Interactive Corp

Demographics Source: quantcast.com

Yelp.com Yelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know Ownership : Privately held Co-founders : Jeremy Stoppelman(CEO) and Russel Simmons(CTO) Founded in : July, 2004 Current funding : $ 31 M Current Value : $ 200 M Revenue Model Advertisements Yelp store (Apparels) Source: Alleyinsider.com

Yelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know

Ownership : Privately held

Co-founders : Jeremy Stoppelman(CEO) and Russel Simmons(CTO)

Founded in : July, 2004

Current funding : $ 31 M

Current Value : $ 200 M

Revenue Model

Advertisements

Yelp store (Apparels)

Demographics Source: quantcast.com

Demographics Craigslist Citysearch Yelp Traffic Rank 11 87 79 Traffic Count 1.13 Bn 9.9 Mn (US only) 11.3 Mn Major visitors US US US Gender Male-Female (Both) More Female Male-Female (Both) Age 18-49 18+ 18-49 Education College Grads College Grads College Grads Economic Strata More Affluent Affluent More Affluent

Web 2.0 tools Chats Blogs Communities Forums Mobile RSS Rating

Comparison Source: trends.google.com No. of employees 25 Around 75 Around 50 Revenue $ 81 M $ 88 M $ 10 M Ranking 39 754 666

The Daily Ad Budget is the amount that we estimate a domain spends on Google Adwords in an average day. We express the Ad Budget as a range to express our margin of error. The lower number is the bottom of the range and the larger number is top of the range. If you take all the ads that link to a given domain, and you add up all the clicks that those keywords get in a day, you get Total Clicks Per Day. Total Clicks Per Day is calculated separately from Daily Ad Budget, but in a similar way. We express the Total Clicks Per Day as a range to express our margin of error. The lower number is the bottom of the range and the larger number is top of the range. If you take the Average Cost per Click of every keyword that a domain advertises on, add them all up, and divide by the total number of keywords, you will have the Avg Cost/Click for a domain. For example, if a domain advertises on 3 keywords with Avg Cost/Clicks of $1, $2, and $3, respectively then the Avg Cost per Click for the domain would be $2. If you take all the keywords on which a domain advertises, add up each of the Avg. Clicks/Day and then divide by the total number of keywords you get this number. For example, if a domain advertises on “cat food”, “dog food”, and “bird seed” and those keywords have an Avg. Clicks/Day value of 30,40, and 20, respectively. The Avg. Clicks/Day for the domain would be 30.

The Daily Ad Budget is the amount that we estimate a domain spends on Google Adwords in an average day. We express the Ad Budget as a range to express our margin of error. The lower number is the bottom of the range and the larger number is top of the range.

If you take all the ads that link to a given domain, and you add up all the clicks that those keywords get in a day, you get Total Clicks Per Day. Total Clicks Per Day is calculated separately from Daily Ad Budget, but in a similar way. We express the Total Clicks Per Day as a range to express our margin of error. The lower number is the bottom of the range and the larger number is top of the range.

If you take the Average Cost per Click of every keyword that a domain advertises on, add them all up, and divide by the total number of keywords, you will have the Avg Cost/Click for a domain. For example, if a domain advertises on 3 keywords with Avg Cost/Clicks of $1, $2, and $3, respectively then the Avg Cost per Click for the domain would be $2.

If you take all the keywords on which a domain advertises, add up each of the Avg. Clicks/Day and then divide by the total number of keywords you get this number. For example, if a domain advertises on “cat food”, “dog food”, and “bird seed” and those keywords have an Avg. Clicks/Day value of 30,40, and 20, respectively. The Avg. Clicks/Day for the domain would be 30.

An ad’s position is the order it appears on the result page. Google has up to 3 ads at the top of the page, and up to 8 ads on the side. If there are 3 ads at the top of the page, then the position of the second ad in the side results is 5. If there are no ads at the top of the page, the ad at the second position on the side is 2. Ads that appear under the More Results section start counting at either 12, 11, 10, or 9 depending on how many ads there were at the top of the page. Average Ad Competitors is the average number of other domains that advertise on the domain’s keywords. For example, if a domain buys the keywords “fork”, “spoon”, and “knife”, and there are 6, 18, and 21 ads on each keyword respectively, then the Avg. Ad Competitors is (6+18+21)/3 = 15.67. So, for any given keyword that a domain advertises on, it is reasonable to assume that there will be about 15 other domains also advertising. Average Ad Percentile is a measure of Ad Position taking into account a domain’s average ad competitors. Also, whereas Avg. Ad Position gets larger as the actual ad positions decrease in cost and traffic, Average Ad Percentile approaches 100% as a domain gets closer to dominating the first ad position. Avg. Ad Percentile is calculated by dividing Avg. Ad Position into Avg. Ad Competitors . That number is then subtracted from 100%. So, for example, if a domain has an Average Ad Position of 4, and an Average of 10 Ad Competitors, then their Average Ad Percentile is 100% - 4/10 = 60%. So, regardless of the number of competitors the domain’s ads typically show up in the top 60th percentile.

An ad’s position is the order it appears on the result page. Google has up to 3 ads at the top of the page, and up to 8 ads on the side. If there are 3 ads at the top of the page, then the position of the second ad in the side results is 5. If there are no ads at the top of the page, the ad at the second position on the side is 2. Ads that appear under the More Results section start counting at either 12, 11, 10, or 9 depending on how many ads there were at the top of the page.

Average Ad Competitors is the average number of other domains that advertise on the domain’s keywords. For example, if a domain buys the keywords “fork”, “spoon”, and “knife”, and there are 6, 18, and 21 ads on each keyword respectively, then the Avg. Ad Competitors is (6+18+21)/3 = 15.67. So, for any given keyword that a domain advertises on, it is reasonable to assume that there will be about 15 other domains also advertising.

Average Ad Percentile is a measure of Ad Position taking into account a domain’s average ad competitors. Also, whereas Avg. Ad Position gets larger as the actual ad positions decrease in cost and traffic, Average Ad Percentile approaches 100% as a domain gets closer to dominating the first ad position. Avg. Ad Percentile is calculated by dividing Avg. Ad Position into Avg. Ad Competitors . That number is then subtracted from 100%. So, for example, if a domain has an Average Ad Position of 4, and an Average of 10 Ad Competitors, then their Average Ad Percentile is 100% - 4/10 = 60%. So, regardless of the number of competitors the domain’s ads typically show up in the top 60th percentile.

Yelp.com Source: spyfu.com

Citysearch.com Source: spyfu.com

Craigslist.org Source: spyfu.com

Differentiation Presence across different geographies Simple (Less graphics) Does not have the traditional ad-revenue model Focused player for US Leverages on its experience over the years and trusted editorial reviews Relies solely on the user reviews and not editorial Uses more Web 2.0 tools than most of its competitors

Presence across different geographies

Simple (Less graphics)

Does not have the traditional ad-revenue model

Focused player for US

Leverages on its experience over the years and trusted editorial reviews

Relies solely on the user reviews and not editorial

Uses more Web 2.0 tools than most of its competitors

Spamming and selling of user information to third parties. Impersonation Illegal and inappropriate ads Information collected and used Transfer of information Links Email and opt-outs Dispute resolution Privacy Policy

Spamming and selling of user information to third parties.

Impersonation

Illegal and inappropriate ads

Information collected and used

Transfer of information

Links

Email and opt-outs

Dispute resolution

Sulekha.com Online Indian community with classifieds for 60 cities worldwide, Matrimonial for Indian professionals Tickets Weblogs News. Sulekha.com has a traffic rank of: 913 tie up with yellow pages classifieds and local search wap version available

Online Indian community with classifieds for 60 cities worldwide,

Matrimonial for Indian professionals

Tickets

Weblogs

News.

Sulekha.com has a traffic rank of: 913

tie up with yellow pages

classifieds and local search

wap version available

Network (Communities) Forums Blogs Photos Reviews & Rating Classifieds SMS query Yellow pages Mobile QnA

Network (Communities)

Forums

Blogs

Photos

Reviews & Rating

Classifieds

SMS query

Yellow pages

Mobile

QnA

Demographics Source: quantcast.com

Sulekha.com Source: spyfu.com

Future Trends Virtual Tours 3G and GPS on Mobiles Video Ads Consolidation in the developing countries

Virtual Tours

3G and GPS on Mobiles

Video Ads

Consolidation in the developing countries

www.praxis.ac.in