Nearhood is a proposed hyperlocal social media and news platform that aggregates locally relevant information for neighborhoods and villages. It aims to be a one-stop location for residents to find social updates, local business information, news, and alerts. Content would come from residents, local groups, businesses, municipalities, and other online sources. The platform seeks to organize currently scattered hyperlocal content and sees potential in underserved European markets. Test users responded positively about its clear organization of varied local information.

1. !"
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nearhoodHyperlocal social media for each neighbourhood and village
BORNLOCAL
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. —Schuman, Michael H. "The Competitiveness of Local Living
Economies". Post Carbon Institute 2010
Nearly
of the economy
is rooted in
place
“
”
60%
Our daily
surroundings still
play a major role. In
our lives – and in the
economy.
(€

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

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

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

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

12. Oursolution

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

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

15. All kind of
social updates
from local
residents.

16. Local business
directory and realtime
marketing messages,
including offers and
deals.

17. Numerous open
feeds are heuristically
processed to find locally
relevant news and
updates

18. Local mobile
alerts informing
residents on local
emergenices, lost
people and pets,
etc.
Local alerting
system can be used
also to deliver realtime
mobile marketing.

19. Available as an
online service…

20. …through
mobile app…

21. …and as a
subscribable newsletter
delivered weekly via email
with all most important
news, events & offers
from area.

22.
RELEVANT
LOCAL
CONTENT
other online
services )
*
DIRECTLY TO
THE SERVICE
,
VIA APIS &
CUSTOM
HEURISTICS
+municipality
local
businesses
news sources
residents
associations
CONTENT SOURCES

23. Businesscase

24. Marian Salzman
CEO, Euro RSCG Worldwide PR, North America
” 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.”

25. ” 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

26. 150M€
Total revenue of
local printed
newspapers in
Finland in 2011
Major business potential in local comms
Hyperlocal
targeting Daily deals
Realtime
mobile
marketing
NOW:
LETS
THINK:
2.6B£
Estimated total
value of UK
hyperlocal
advertising market

27. !
Especially Europe is still mostly fairly uncontested
market for social hyperlocal platforms.
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.

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

29. Feedbackfromour
testusers:
“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.”
“Really useful & exactly
what I’ve been looking
for!”
“Even the smallest news are
interesting when they are from my
neighborhood”
“I think it could
replace the local
newspapers.”
“This is much more clear than FB
groups! And contents are much more
varied, coming from many places –
that’s a big plus.”

30. FINALIST
UUTISRAIVAAJA
MEDIA INNOVATION
CONTEST !
2013
FINALIST
“IMPACT”
APPS4FINLAND !
2013
WINNER
“UNDERSTANDING
THE CITY”
“EMBEDDING CITY
DATA IN MEDIA”
APPS4FINLAND !
2013
FINALIST
APPS4EUROPE
MANCHESTER, UK !
2014

31. MIEMO
PENTTINEN
Previously DESIGN
DIRECTOR at Frantic, one of
the LEADING DIGITAL
AGENCIES in Finland
design + front-end
15 years of digital agency
background with major design
projects for NOKIA, MTV,
HELSINGIN SANOMAT, …
LARI
LOHIKOSKI
FOUNDER of leading
Finnish online auction
HUUTO.NET, one of the
BEST KNOWN ONLINE
CONSUMER BRANDS
CEO + tech
Digital experience since
mid-1990’s +2
developers
+1
sales
director
COMING
UP H1/2014
We have a highly skilled & experienced team

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