Cartogram: Internet Startup Final Presentation
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Cartogram is a hyperlocal guide designed to help users discover nearby places, powered by local recommendations. It aims to connect local businesses with potential customers by providing personalized suggestions based on community input, enabling easy sharing and community engagement through user-generated content. The platform utilizes mobile and web consumer habits to encourage spontaneous exploration and build a competitive environment among users to become neighborhood experts.
Cartogram: Internet Startup Final Presentation
- 1. CartogramDiscover your hood.Car ● to● gram: n., a map which has a stylized themeBuilding Internet Startups 34201 Eric Lefkofsky and Brad KeywellCasey Winterscaseywinters@gmail.com1
- 2. The problem…Most of your time is spent within one mile of home, but…No resource is dedicated to helping understand the area right around youThe scenario…“Hey, I’m going to be in your neck of the woods. Let’s meet up some place.”“Cool. Where do you want to go?”“You pick a place.”*searches through 40 Yelp listings, gives up* “Uh, just swing by and we’ll figure something out.”2
- 3. The big idea…a hyperlocal guide to what is around where you live, work or play, powered by your local neighborsDetect location: BucktownSearch for something specific : “wine bar”Receive suggestions based on what locals like: Webster’s Wine Bar The BristolFind a new fave:Tiffany marked Webster’s as “cozy, great wine, inexpensive”3
- 4. There’s value for local businesses to access potential customers that live near themWhat local establishments want are customers that will come back again and againThe most likely people to do that are those who live very close to the establishmentThat local audience is transient, turning over every two yearsLocal businesses are willing to pay for access to people who could become regular customersAPI data also could be sold to travel and real estate sites4
- 5. Cartogram is different from other local offeringsRecommendations based on neighborhood instead of city-wide
- 6. More relevant rankings from neighbors, not tourists or wannabe critics
- 7. Tagging creates very granular recommendations such as “great pinot selection”Recommendations more relevant:Become experts by contributing most content
- 8. Leader boards create competition for expert status
- 9. Most active neighborhoods rewarded with parties and other experiences, not badgesGaming elements more valuable:It’s easy to contribute by just liking or tagging a place
- 10. Maps are fun to interact with and easy to share
- 11. Auto-generated thematic maps using all user data like “best margaritas in Wicker Park” great for search engines and link bait
- 12. Personalized content created automatically without a ton of effort by the userSite usage more social:5
- 13. Cartogram takes advantage of mobile and web consumer habitsWeb VersionMobile AppsThe web is still required to fuel content creation and curation
- 14. Much easier to develop community among users
- 15. Will be the main resource for planned exploration
- 16. Encourages on the go and impromptu exploration
- 17. Helps discover places between work and home
- 18. On the spot ratings are more relevant6
- 19. Users level up and unlock features based on engagementNeighborhood Experts in BucktownTiffany is an expert in 6 neighborhoods:Check out her favorite places!Tiffany L. (86points)Female, 28 1.Robert M. (74 points)Male, 31 2.Dustin G. (67 points)Male, 29 3.Interacting with site automatically builds stylized maps of a user’s favorite places called cartograms
- 20. Easily shared through social and mobile channels
- 21. Distorted with different themes for personal expression
- 22. Neighborhood leader boards create competition and gaming elements
- 23. Expert opinions count more in rankings
- 24. Experts receive moderator-like privileges7
- 25. Launching new neighborhoods one at a time builds an incredible product at launchDetect location of users 1.“We haven’t mapped this area yet. Let us drop you a line when we launch here. While you’re here, also let us know what we should check out.” 2.Email AddressHood NameFavorite RestaurantFavorite Hangout(Collect email addresses for launch email list)(Verify location and categorize emails)(Build info about neighborhood passively so we launch with great data about neighborhood)Send to friends?(Get friends involved to share your picks and get adoption faster)Once we collect certain number of emails in a new neighborhood, pull in data from various local API’s to develop initial search results and content. 3.Email all users that signed up in that neighborhood as well as everyone in adjacent neighborhoods to launch neighborhood. 4.Then email weekly with neighborhood updates to keep people engaged. 5.8
- 26. One Man Mapping CrewCasey WintersOnline & Interactive Marketing Director at GrubHub6 years of experience in local marketing, search engine strategy, direct marketing and product development
- 27. Previous stints at Apartments.com and Homefinder.com
- 28. Big fan of Dr. Pepper9