1. Tackling the online local
classified ad market
{
“presented by”: “carl v. lewis”,
“for”: “savannah media network”,
“date”: “may 28, 2013”,
“contact”: “carl.lewis@savannahnow.com”,
}

2. The major players
Our possible solution

3. Does Craigslist have a
competitive advantage?
“It’s amazing how the decision not
to maximize profit has become
Craigslist’s unbeatable competitive
advantage. It is the one move other
companies can’t copy.”
-Craigslist CEO Jim Buckmaster

4. Does Craigslist have a
competitive advantage?
•Strengths: User base (20 bn
page views/month), brand name,
ease of use, habit, minimal
interface, decision not to
monetize to full potential.
•Weaknesses: Lack of security/
user verification, scammers, non-
visual UI, no inherent “local”
identity/community boosterism,
not mobile-friendly/responsive

5. Should local publishers even try
to compete?
•Virtually no costs to build/maintain.
• User-generated content.
• Enhances our brand recognition.
•Ties in with print edition of
Savannah Morning News/Do/BiS
• Possible small monetization
opportunities through sponsored
listings and one sidebar ad, especially
down the road.

6. Current classifieds product
(savannahdeals.com)
• Branding not clear as classifieds site
•Traditional “banner ad” layout;
cluttered UI, difficult to navigate/post
an ad.
• No social authentification/
integration
• Excessive monetization.
• Still says “C. 2009 Savannah Morning
News”

7. How local publishers can compete
• Requiring either social
or email authentication
and physical address.
• Encouraging use of real
name.
• Emphasizing local.
(better taxonomy, SMN
brand)
• Enhancing the visual UI
of listings, while still
keeping CL grid layout

8. • Requiring either social or email
authentication and physical
address.
• Encouraging use of real name.
• Emphasizing local. (better
taxonomy, SMN brand)
• Enhancing the visual UI of
listings.
• Device-agnostic HTML5/
responsive layout.
• Social (option to make further
profile info public to become a
“trusted” seller)
How local publishers can compete

9. • Simple ad submission, with
photo required for homepage
placement.
• Social integration
throughout (i.e. all “approved
for sharing” listings
automatically feed to
@savswap Twitter, FB feed).
• Geolocation
• Possible option to use SMN
as a secure exchange
location?
How local publishers can compete

10. Marketing: Easy, secure, local
• Short, punchy name/URL (two syllables shown
to prove more effective
• Heavy inclusion of SMN/savannahnow.com
brands.
• Promote not only as a tool, but a marketplace
for browsing visually.
• Invite subscribers for initial user-base
• Make sure every print classified ad buyer has
the FREE option to post online as well.
• Longterm: Possible checkbox to upsale listing
in print as well, with Paypal for payment?
• Mobile app component (already have exported
as template)
• Boosterism, customized “Savannah”
experience
savswap
Including clean, minimal brand
identity with:

11. To-Do List
• Decide on a strategy, put together framework to
execute.
• Fix user info fields, including FB connect on login
page.
• More mobile browser testing
• Add an actual search bar as well.
• Add in search taxonomy grouping underneath
visual listings.
• Exclude listings without images from homepage.
• Style and tweak app template for submission to
iTunes

12. Possible Issues
• Spam users
• Possible solutions
• REQUIRE FB or Twitter authentication.
Email auth is easily intruded by
spammers. OR, for subscribers, verify
address.
• Maintenance of “sponsored” or “promoted”
content (putting those listings in the right
place).

13. Questions? Thoughts?