I have been around local, a long long time, and there is a fundamental question that has been bothering me – who’ s making money in local? It used to be easy to answer this question - consumers used the newspapers and yellow pages to find local businesses. Margins were monopoly like and the newspapers and yellow pages were printing cash in the billions. Today consumers have a plethora of choices from Google to Yelp and increasingly verticalised mobile first on demand local services. Investors are pouring in. Thumbtack and Porch have raised $100M+; Handy $60M; Washio $17M; DogVacay $47M. And now Amazon, Google and newbies such as Curbside are trying to figure out the last mile of same day home delivery and pickup. Integrated local marketing agencies such as ReachLocal, Yodle, Web and Godaddy are fighting for the small local SMB marketing wallets. So who is really making the money today and who will make it tomorrow?