The document summarizes Ori platform, a service that aggregates business listing data across multiple online directories and sources. It consolidates similar business profiles into single "places" and generates overviews of base data, reviews, and user-generated content for each business. The platform has APIs that allow resellers to access reputation and presence reports, upload listings, and more. Future plans include expanding syndication of business listings, improving content validation, and launching in additional countries.

1. Ori platform
GOLDEN LISTING
Strictly confidential © Innerballoons Consulting BV 2009-11

2. We put the fragmented local
search market back together
Broad directories Verticals
• Running across 28 directories and verticals, with more going live
• We currently crawl 5,352,644 profile pages and resolve these to
1,598,362 unique places, of which 998,694 are found on more than
one directory
Strictly confidential © Innerballoons Consulting BV 2009-11

3. Network and basic reporting (NL)
Site Status
Google Places Correct
De Telefoongids Niet correct
1888 Niet correct
Telefoonboek.nl Niet correct
Foursquare Ontbreekt
Tupalo Correct
Hotfrog Onvolledig
TomTom Places Correct
YelloYello Niet correct
Bedrijventoets Correct
Zoeken.nu Onvolledig
AlleBedrijvenInNederland Ontbreekt
BedrijvenUitNederland Niet corect
Zoekned Ontbreekt
Brownbook Ontbreekt
Qype Ontbreekt
Strictly confidential © Innerballoons Consulting BV 2009-11

4. Matching across content sources
• A well-known business might have 20+ different profile pages
• We match all profile pages for a single business into a ‘place’
– Matching uses name & address, or name & geo-location, or name & telephone
– We also use input from users and business owners
• We generate an overview of base data across all profile pages for one
business
• We generate overviews of reviews and structured user-generated
content across all profile pages for one business
• We generate overviews of unstructured user-generated content across
realtime and social media, including Twitter, Facebook and blogs
Strictly confidential © Innerballoons Consulting BV 2009-11

5. We summarise user-generated
content
The Greyhound Inn: number 1 of 37 pubs in Cheshire for food
and number 3 of 37 for ambience
heel lekker werkelijk briljant bediening beleeft
de allerbeste perfecte biefstuk gezellig
mals onbeschoft voortreffelijk
top tent bijzonder doodzonde
John de Wit Klusbedrijf is nummer 3 van alle 8 badkamer en toilet bedrijven in
Gouda, met een gemiddelde reputatie van 8/10
Mediterraneo scored 75% across 24 reviews
this month, up from 52% last month
“Rob heeft ons fantastische geholpen”
“een vakman, betrouwbaar en flexibel”
“synes værelserne var gode. receptionen fungerede godt”
Strictly confidential © Innerballoons Consulting BV 2009-11

6. We have lots of features for
resellers
• Everything is built around our API
– Reputation reporting
– Presence reporting
– Can request all profile pages URL for a single business
– Upload listings for presence management distribution
• We allow bulk uploads and can assign companies to salespeople or
territories or opco’s
• We have an affiliate platform
• We have a widget to generate free reports
Strictly confidential © Innerballoons Consulting BV 2009-11

7. Roadmap (1)
• GoldenListing
– GoldenListing Push: Distributing business listing content to a syndication network
(live in the Netherlands and UK)
– GoldenListing Live: Updating content across multiple sites instantaneously and
reporting on the impressions, clicks and leads generated across the syndication
network (Q4)
– GoldenListing Buzz: Aggregating and summarising SME content from real-time and
social networks (Q4)
• Ori
– Ori Content: Suggesting new listings and new content for additional listings to
existing directories
– Ori TrueListing: Scalable validation of business listing content using a combination
of crawling and crowdsourcing (Q4)
Strictly confidential © Innerballoons Consulting BV 2009-11

8. Roadmap (2)
• Other
– More normalisation across entities (Q4): categories, keywords, opening hours
– Crowdsourced local ontology generation (Q1 2012)
• Country rollout
– In discussions about Poland, Denmark, Sweden, Czech Republic, South Africa and
UK
– Capacity for a new country each calendar month
Strictly confidential © Innerballoons Consulting BV 2009-11