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the democratization of local commerce 
steven jacobs street fight 
@stevenhjacobs #endofbrand 
@ 2014 Hyperlocal Industries LLC.
this is the american marketplace. 
why is it all the same? 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Over the past century, the value of brand has led to the homogenization of the 
American marketplace. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
It all starts with the business model. 
brand 
marketing/advertising 
product/service 
training/education 
business equipment 
business systems 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Each layer of the stack has a purpose. 
brand 
labor 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Capital provides the foundation…. 
brand 
marketing/advertising 
product/service 
training/education 
labor 
business systems 
business equipment 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Capital pays for labor, 
business equipment and systems…. 
brand 
marketing/advertising 
product/service 
training/education 
business systems 
business equipment 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
marketing/advertising 
product/service 
training/education 
business equipment 
business systems 
labor 
equity/capital 
Training and education turns those 
assets into a sellable product or service… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
marketing/advertising 
product/service 
training/education 
business equipment 
business systems 
labor 
equity/capital 
Marketing and advertising helps communicate 
the product to consumers, reinforcing brand… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
We know that business models evolve as new technologies are introduced. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
In each technological era, there’s one layer that thrives with scale… 
We’ll call that layer the “scale layer.” 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
marketing/advertising 
product/service 
training/education 
business equipment 
business systems 
labor 
equity/c 
capital 
First, the scale layer was capital. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
product/service 
marketing/advertising 
training/education 
business equipment 
business systems 
labor 
equity/capital 
Then, it was equipment. 
(hint: access to the ‘means of production’) 
ccapital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
product/service 
marketing/advertising 
training/education 
business equipment 
business systems 
labor 
Most recently, it was all about brand 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
A brand is the perception of a business by a consumer. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Brand has two functions… 
brand 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
To shape the way we think… 
To solve and information problem… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
As we started to work, live and relax in different places, 
we became more regional and national consumers. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
In solving the information — helping us 
trust a place we’ve never been — 
brand allowed us to become active and 
informed consumers wherever we went. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
marketing/advertising 
product/service 
training/education 
business equipment 
business systems 
labor 
equity/capital 
The value of brand was so powerful that 
each layer of the stack helped to reinforced 
a uniform experience… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
The product needed to be standardized. 
A burger in Tulsa needed to be the same 
as a burger in Toledo. 
product/service 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
So did the messaging. 
One message, promoting one product, for 
one consumer. 
marketing/advertising 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
The entire model builds around 
centralized networks of consumption, 
production, and media. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
To make us happy… 
But that “information problem” is under attack… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
The web introduced a new network structure. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Peer-to-peer networks allow 
consumers and business to share 
information with one another without 
going through a central point. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
The centralized network — once 
at the core of what made brands 
valuable — is no longer relevant 
customer a can tell consumer b 
what to expect about x business 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
McDonald’s share price is flat… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
McDonald’s share price is flat… 
But Yelp is killing it. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
brand 
“The ability for consumers to access near perfect information means that 
traditional assets like brand... are becoming less important.” 
- Itamar Simonson, Stanford 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
As peer-to-peer networks erode the 
value of brand, they also have allowed for 
decentralization in other parts of the stack. 
brand 
product/service 
marketing/advertising 
training/education 
business equipment 
business systems 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
You used to buy networks.. 
@stevenhjacobs 
marketing/advertising 
@ 2014 Hyperlocal Industries LLC.
You used to buy networks.. 
@stevenhjacobs 
marketing/advertising 
@ 2014 Hyperlocal Industries LLC. 
Now, marketers buy audience…
@stevenhjacobs 
marketing/advertising 
By 2017, programmatic 
buying will account for 42% 
of display ad spending. 
@ 2014 Hyperlocal Industries LLC. 
42% of display 
advertising 
spending
Individualized customization appears to be 
within reach, says McKinsey. 
product/service 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
So, which part of the stack will dominate next? 
brand 
marketing/advertising 
product/service 
training/education 
business systems 
business equipment 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Let’s look online. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
The companies that grow help us create — they 
don’t create for us. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Over the next decade, business 
systems will be the “scale layer.” 
brand 
marketing/advertising 
product/service 
training/education 
business systems 
business equipment 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
business systems 
The introduction of cloud software has fundamentally changed 
the dynamics of the business software (systems) market, making the software 
ubiquitous, integrated and networked. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
There’s an estimated 13.9 million point-of-sale 
systems in the U.S. in 2014. 
business systems 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC. 
1) Ubiquitous
business systems 
By 2020, the number is set to nearly 
double, driven primarily by the emergence 
of less expensive and mobile cloud-based 
software. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC. 
1) Ubiquitous
Marketing 
2) Integrated Point-of-sale 
The new systems will integrate across the 
entire stack, allowing data to flow from 
capitalization to operations to marketing. 
Retention 
Accounting 
Compensation 
Payroll 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
business systems 
These systems typically functioned as 
independent networks. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC. 
3) Networked
business systems 
In the cloud, these business now can share 
data — and potentially resources — with 
thousands of other business on its network. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC. 
3) Networked
Ubiquitous, integrated and networked 
business software will reduce the need 
for standardization and scale across the 
business stack. 
brand 
marketing/advertising 
product/service 
training/education 
business systems 
business equipment 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Let’s take a look at the impact of business 
systems on four layers of the stack… 
brand 
marketing/advertising 
product/service 
training/education 
business systems 
business equipment 
labor 
equity/capital 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
buesqinueitsys/c saypsitteaml s 
Over the past two decades, it’s become increasingly difficult 
for a small business to get a loan. 
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 
small business share of all nonfarm, non residential loans 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC. 
50% 
25% 
0%
Square Capital uses operating data 
from business across its network to 
identify businesses well-suited for small 
loans. 
buesqinueitsys/c saypsitteaml s 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Wholesale purchasing has served as an 
economy of scale for years, benefiting the 
largest businesses. 
bpursoindeuscst/ seysrvteicmes 
price 
per 
item 
big brand A 
quantity purchased 
small co. A 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
But this is an information problem. 
Small business A, B and C are all 
purchasing the same goods. They just 
cannot coordinate. 
bpursoindeuscst/ seysrvteicmes 
price 
per 
item 
big brand A 
quantity purchased 
small co. A 
small co. B 
small co. C 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
If small co. A, B and C all use the same 
business software, they can purchase 
collectively. 
bpursoindeuscst/ seysrvteicmes 
price 
per 
item 
small co. A small co. B small co. C 
quantity purchased 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
Loyalty programs have served as an 
bulwark against the dissolutions of scale 
for brands. 
businebsrsa nsdystems 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
By coordinating small businesses, 
software can begin to replicate the value 
of brand through new systems. 
businebsrsa nsdystems 
These software companies become 
brands in their own right. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
businelsasb osyr stems 
40% A lack of payroll system ends up 
costing small business in tax fines, 
many of whom apply through pen and 
of small business are 
fined because of 
incorrectly filing their 
taxes. 
paper. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
businelsasb osyr stems 
“Payroll is set of rules — both internal 
and legal — and computers are much 
better at following rules than humans.” 
— Joshua Reeves, Zenpayroll 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
These business systems networks will allow thousands of brands and products to 
flourish, adapting to the intricacies of the consumer rather than making the 
consumer adapt to the brand. 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
instead of this… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
we’ll see more of this… 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.
steven jacobs deputy editor 
street fight 
@stevenhjacobs @ 2014 Hyperlocal Industries LLC.

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The Democratization of Local Commerce | Steven Jacobs

  • 1. the democratization of local commerce steven jacobs street fight @stevenhjacobs #endofbrand @ 2014 Hyperlocal Industries LLC.
  • 2. this is the american marketplace. why is it all the same? @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 3. Over the past century, the value of brand has led to the homogenization of the American marketplace. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 4. It all starts with the business model. brand marketing/advertising product/service training/education business equipment business systems labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 5. Each layer of the stack has a purpose. brand labor @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 6. Capital provides the foundation…. brand marketing/advertising product/service training/education labor business systems business equipment equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 7. Capital pays for labor, business equipment and systems…. brand marketing/advertising product/service training/education business systems business equipment labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 8. brand marketing/advertising product/service training/education business equipment business systems labor equity/capital Training and education turns those assets into a sellable product or service… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 9. brand marketing/advertising product/service training/education business equipment business systems labor equity/capital Marketing and advertising helps communicate the product to consumers, reinforcing brand… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 10. We know that business models evolve as new technologies are introduced. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 11. In each technological era, there’s one layer that thrives with scale… We’ll call that layer the “scale layer.” @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 12. brand marketing/advertising product/service training/education business equipment business systems labor equity/c capital First, the scale layer was capital. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 13. brand product/service marketing/advertising training/education business equipment business systems labor equity/capital Then, it was equipment. (hint: access to the ‘means of production’) ccapital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 14. brand product/service marketing/advertising training/education business equipment business systems labor Most recently, it was all about brand equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 15. brand A brand is the perception of a business by a consumer. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 16. Brand has two functions… brand @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 17. To shape the way we think… To solve and information problem… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 18. brand As we started to work, live and relax in different places, we became more regional and national consumers. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 19. brand In solving the information — helping us trust a place we’ve never been — brand allowed us to become active and informed consumers wherever we went. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 20. brand marketing/advertising product/service training/education business equipment business systems labor equity/capital The value of brand was so powerful that each layer of the stack helped to reinforced a uniform experience… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 21. The product needed to be standardized. A burger in Tulsa needed to be the same as a burger in Toledo. product/service @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 22. So did the messaging. One message, promoting one product, for one consumer. marketing/advertising @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 23. The entire model builds around centralized networks of consumption, production, and media. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 24. To make us happy… But that “information problem” is under attack… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 25. The web introduced a new network structure. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 26. Peer-to-peer networks allow consumers and business to share information with one another without going through a central point. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 27. The centralized network — once at the core of what made brands valuable — is no longer relevant customer a can tell consumer b what to expect about x business @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 28. brand McDonald’s share price is flat… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 29. brand McDonald’s share price is flat… But Yelp is killing it. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 30. brand “The ability for consumers to access near perfect information means that traditional assets like brand... are becoming less important.” - Itamar Simonson, Stanford @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 31. As peer-to-peer networks erode the value of brand, they also have allowed for decentralization in other parts of the stack. brand product/service marketing/advertising training/education business equipment business systems labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 32. You used to buy networks.. @stevenhjacobs marketing/advertising @ 2014 Hyperlocal Industries LLC.
  • 33. You used to buy networks.. @stevenhjacobs marketing/advertising @ 2014 Hyperlocal Industries LLC. Now, marketers buy audience…
  • 34. @stevenhjacobs marketing/advertising By 2017, programmatic buying will account for 42% of display ad spending. @ 2014 Hyperlocal Industries LLC. 42% of display advertising spending
  • 35. Individualized customization appears to be within reach, says McKinsey. product/service @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 36. So, which part of the stack will dominate next? brand marketing/advertising product/service training/education business systems business equipment labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 37. Let’s look online. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 38. The companies that grow help us create — they don’t create for us. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 39. Over the next decade, business systems will be the “scale layer.” brand marketing/advertising product/service training/education business systems business equipment labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 40. business systems The introduction of cloud software has fundamentally changed the dynamics of the business software (systems) market, making the software ubiquitous, integrated and networked. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 41. There’s an estimated 13.9 million point-of-sale systems in the U.S. in 2014. business systems @stevenhjacobs @ 2014 Hyperlocal Industries LLC. 1) Ubiquitous
  • 42. business systems By 2020, the number is set to nearly double, driven primarily by the emergence of less expensive and mobile cloud-based software. @stevenhjacobs @ 2014 Hyperlocal Industries LLC. 1) Ubiquitous
  • 43. Marketing 2) Integrated Point-of-sale The new systems will integrate across the entire stack, allowing data to flow from capitalization to operations to marketing. Retention Accounting Compensation Payroll @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 44. business systems These systems typically functioned as independent networks. @stevenhjacobs @ 2014 Hyperlocal Industries LLC. 3) Networked
  • 45. business systems In the cloud, these business now can share data — and potentially resources — with thousands of other business on its network. @stevenhjacobs @ 2014 Hyperlocal Industries LLC. 3) Networked
  • 46. Ubiquitous, integrated and networked business software will reduce the need for standardization and scale across the business stack. brand marketing/advertising product/service training/education business systems business equipment labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 47. Let’s take a look at the impact of business systems on four layers of the stack… brand marketing/advertising product/service training/education business systems business equipment labor equity/capital @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 48. buesqinueitsys/c saypsitteaml s Over the past two decades, it’s become increasingly difficult for a small business to get a loan. 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 small business share of all nonfarm, non residential loans @stevenhjacobs @ 2014 Hyperlocal Industries LLC. 50% 25% 0%
  • 49. Square Capital uses operating data from business across its network to identify businesses well-suited for small loans. buesqinueitsys/c saypsitteaml s @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 50. Wholesale purchasing has served as an economy of scale for years, benefiting the largest businesses. bpursoindeuscst/ seysrvteicmes price per item big brand A quantity purchased small co. A @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 51. But this is an information problem. Small business A, B and C are all purchasing the same goods. They just cannot coordinate. bpursoindeuscst/ seysrvteicmes price per item big brand A quantity purchased small co. A small co. B small co. C @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 52. If small co. A, B and C all use the same business software, they can purchase collectively. bpursoindeuscst/ seysrvteicmes price per item small co. A small co. B small co. C quantity purchased @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 53. Loyalty programs have served as an bulwark against the dissolutions of scale for brands. businebsrsa nsdystems @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 54. By coordinating small businesses, software can begin to replicate the value of brand through new systems. businebsrsa nsdystems These software companies become brands in their own right. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 55. businelsasb osyr stems 40% A lack of payroll system ends up costing small business in tax fines, many of whom apply through pen and of small business are fined because of incorrectly filing their taxes. paper. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 56. businelsasb osyr stems “Payroll is set of rules — both internal and legal — and computers are much better at following rules than humans.” — Joshua Reeves, Zenpayroll @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 57. These business systems networks will allow thousands of brands and products to flourish, adapting to the intricacies of the consumer rather than making the consumer adapt to the brand. @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 58. instead of this… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 59. we’ll see more of this… @stevenhjacobs @ 2014 Hyperlocal Industries LLC.
  • 60. steven jacobs deputy editor street fight @stevenhjacobs @ 2014 Hyperlocal Industries LLC.