These days many start-ups are focused on location based services or making money with the local merchants (many of them in the coupon field). Well, even though everyone is pointing to the incredible big yellow pages business most of might seem to not really think about two mayor issues:
1) The local merchant
The owner of a Pizza restaurant or a fashion shop around the corner is a professional in his field, but (most of them) have very little understanding of online business and how much they can spend on user acquisition (average turnover per customer, customer life time value etc…). Until a couple of years ago there was only the representative of the yellow pages and maybe one local newspaper/magazine that were asking for some of his money in return of the shops appearance in their media. But today this person is getting calls/visits not only from the Yellow Pages guy, but also from Qype, Foursquare, Groupon, Google and numerous of other companies. But his Media Budget is limited and for the services itself the User Acquisition Costs are relatively high (without subscription it wouldn’t be affordable). However, he needs to decide to whom he should give his money to. I bet that most merchants are still going for the Yellow Pages since they know the sales rep very well and the rest of them might go with the bigger and well known ones. So why should this person deal with another partner?
(My personal view on this that it is time for a local business hub – someone who is doing the sales and then distributing this through the different channels. Look at all the groupon clones and how much they have to spend on sales.)
The merchant wants to spend his money wisely and he wants to drive more customers into his business. That’s why it also important to take the customer into this view, because without the right audience the merchant doesn’t even considers paying for it.
2) The user
I really like sites who help me to discover things around me that otherwise would be literally invisible to me. So the review sites are doing a great job for me. Coupons are only relevant to me if I know the business, because I don’t want to spend anything on a bad service/restaurant etc.
The big advantage of the new services is not that I can search for something but that I get recommendations of what I might like. This is real value to me as user- Location based service should be more focused on recommendation than search (even though a good search is mandatory). So this leads me to the headline of this post: one killer feature for mobile lies in this business. If a service knows my behavior (I love Italian restaurants, but I really don’t like Indian restaurants) it can match this information with its database and check for similar results. This is very closely tight to my location and to make it even more useful to the time of the day. So this means:
Habits x time x location = recommendation
Such a service would be my daily guide and hopefully would surprise me with many new ideas about where to go. And this could drive many customers to new places. This is only possible with a large database companies like Yelp in the US or Qype in Europe have. So to all the Start-Ups in this field: Create a compelling product for the user, focus on the mobile usecase and when this is working it might be much easier to ask the local merchant for some money.