Hyperlocal social media for each neighbourhood and village

1. nearhood
Hyperlocal social media for each neighbourhood and village
!"
$
♥
%
Lari Lohikoski & Miemo Penttinen
&'
BORNLOCAL

2. Photos: placeit.net
Nearhood is a hyperlocal
social media and news
aggregator for each
neighbourhood and village.

3. We live in a
globalized world.
Yes, but...

4. Our daily
surroundings still
play a major role. In
our lives – and in the
economy.
—Schuman, Michael H. "The Competitiveness of Local Living
Economies". Post Carbon Institute 2010
(
€
“
60%
Nearly
of the economy
is rooted in
place
”

5. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
FAMILIARITY
Our social relations are
based on three
different factors
INTEREST
LOCATION

6. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
FAMILIARITY
Our social relations are
based on three
different factors
Social media
platforms serve
our needs
based on these
factors
INTEREST
LOCATION

7. A SOCIAL MEDIA PLATFORM
for the last underserved social factor
FAMILIARITY
Our social relations are
based on three
different factors
Social media
platforms serve
our needs
based on these
factors
INTEREST
nearhood
LOCATION
We want to be the
definitive social
hyperlocal
service, serving all
location-based
social &
informational
needs.

8. You’ve found an abandoned bike in your yard: how do you
reach out to your neighborhood to check if it belongs to
someone nearby?
Photo: (cc) owenfinn16 http://www.flickr.com/photos/yokohamarides/8127077547/

9. Your hairdressing salon in the local mall is out of bookings for the whole
afternoon: how do you send out a message to people nearby that you have
half-price special starting now?

10. City planning, police and other public authorities
generate lots of information about local issues –
but to keep up with that information flow as residents,
we would need to follow dozens of different
channels.

11. For companies there’s a huge variety
of digital channels in general and
ways of segmenting customers
based on age, profession, gender,
etc.
But for a local business to reach out
to local residents, many are still
using old-fashioned print and
direct marketing.

12. Our solution

13. All locally relevant information in one place.
municipality
news
sources
associations
nearhood
other
online
services
residents
local
businesses

14. nearhood
A hyperlocal social
media for each
neighbourhood
and village.
Photos: placeit.net

15. nearhood
A hyperlocal social
media for each
neighbourhood and
village.

16. nearhood
A hyperlocal social
media for each
neighbourhood and
village.

17. nearhood
A hyperlocal social
media for each
neighbourhood and
village.

18. nearhood
A hyperlocal social
media for each
neighbourhood and
village.

19. nearhood
A hyperlocal social
media for each
neighbourhood and
village.

20. Business case

21. ”
I’ve come to believe, in fact, that ‘hyperlocal is the new
global’ and am now more convinced than ever of the
local movement’s momentum online. (…)
Going local is also a fantastic way for businesses to
show not just consumers but also employees, friends
and neighbors that they are invested in the community
in which they live.”
Marian Salzman
CEO, Euro RSCG Worldwide PR, North America

22. ”
Combining social and
community features from
sites such as Reddit and
Twitter with open government
really has potential.”
http://streetfightmag.com/2013/06/04/what-investors-look-for-in-a-hyperlocal-startup/
Alex Ferrara
Bessemer Venture Partners

23. Major business potential in local
comms
170
M€
Total revenue
of local printed
newspapers in
Finland in 2010
Ad sales for local newspapers in Finland
5–50
€ per resident
per year

24. Major business potential in local
comms
170
M€
Total revenue
of local printed
newspapers in
Finland in 2010
Ad sales for local newspapers in Finland
Despite large potential, hyperlocally targeting digital
€ per resident all
marketing products are very few, and do not fulfill
per year
marketing needs.
5–50

25. We want to be the best channel
for a firm to reach their local
audience through:
Hyperlocal
targeting
Daily deals
Realtime
mobile
marketing

26. Hyperlocal platforms globally
Hyperlocal content still largely unorganised, in
individual local blogs and Facebook groups –
but everyone agrees on huge potential.
In USA there are (was) three large hyperlocal
platforms: Patch.com, EveryBlock (RIP) ja
Nextdoor - however, none of them have made a
real breakthrough.
Especially Europe is still mostly fairly uncontested
market for social hyperlocal platforms.

27. What makes Nearhood
stand out from the rest of
the hyperlocal platforms?
1
Nearhood functions
on a geographic
scale of everyday
human life: your
neighbourhood
2
Nearhood is a
multifaceted
media with multiple
content sources –
not just “a local
Facebook”
3
Nearhood
generates valuable
content with low
cost structure

28. Where are we?

29. We've just recently gone live
in first 6 neighbourhoods
in the Helsinki area under
Finnish brand Sanom.at.
Pilot marketing efforts in
these areas currently going
on.
We're aiming for wider Finnish
launches in early 2014.

30. We’re mostly self-funded. We’ve
also received grant from Helsingin
Sanomat Foundation and project
funding from Tekes (Tempo).
No external investors yet.

31. Feedback from our
test users:
“Really useful & exactly
what I’ve been looking
for!”
“I think it could
replace the local
newspapers.”
“I’d love to have a service
where I could see all the local
services in one place. So few
small business have their own
websites.”
“Even the smallest news are
interesting when they are from my
neighborhood”
“This is much more clear than FB
groups! And contents are much more
varied, coming from many places –
that’s a big plus.”

32. Team

33. We have a highly skilled & experienced team
Lari Lohikoski
Miemo Penttinen
❙ Digital experience since mid-1990’s, experienced
❙ 15 years of digital agency background has built a
in all aspects of creating and leading a successful
digital consumer business.
❙ Founder of leading Finnish online auction
Huuto.net (1999-2008)
❙ Has worked also in media and telecom
companies and leading digital cluster
development in Helsinki region.
❙ MA (Helsinki), MBA (Bradford).
skill set ranging from strategic thinking to
comprehensive design skills and excellent
technological understanding
❙ Most recently worked as Design Director at one
of the oldest & largest digital agencies in Finland,
Frantic (2007-2012)
❙ Worked as design lead in major projects for eg.
MTV3, Nokia, Helsingin Sanomat
Lari is CEO of the company,
and is developing the service
backend
Miemo is responsible of
design of the service and
front-end programming

34. See it live at
sanom.at
Be in touch:
@laril
❙ lari@bornlocal.fi
❙ miemo@bornlocal.fi @miemo
@born_local
❙ www.bornlocal.fi
BORNLOCAL