超本地化网站到底怎么办
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两年后的今天，Nextdoor已经进入全美所有50个州的近1.8万个社区，高达数百万的用户正在这家网站七嘴八舌地讨论他们想购买的自行车，或者上周的入室行窃案等话题。托利亚声称，没有一个地方，Nextdoor社交网络最终没有发展成为一个汇聚了500至1,000个用户的地方中心。增长前景自不待言，但现在判断 Nextdoor病毒式的用户增长能否转化为长期利润还为时尚早。尽管如此，它足以使Nextdoor将自己新流量目标的实现时间从2015年提升至明年夏天。托利亚豪言：“长期而言，我们相信我们具备打造下一代黄页的潜能。” 除了新闻类网站，这项战略也适用于其他超本地化企业。企业名录和客户评价网站Yelp也采取了类似的做法。现在，8年后，这家公司在第二季度创下了5,500万美元的营收额，同比飙升69%，超过了华尔街预期。Yelp公司CEO特拉维斯•卡兰尼克表示，上市4年的租车应用Uber现已扩张至38个城市，而且在其中许多城市中实现了盈利。在此期间，被派往潜在市场的员工历时数月，仔细研究包括当地交通系统在内的各种因素，以预见潜在的供给和需求。 事实上，于超本地化企业而言，模仿Facebook公司的“快速行动和推陈出新”(move fast and break things)理念或许将适得其反，惹祸上身。（财富中文网） 译者：任文科 |
Two years later, Nextdoor is now available in nearly 18,000 neighborhoods in all 50 states, with users numbering in the single-digit millions, who chatter on about bikes they want to buy or last night's burglary. And according to Tolia, there isn't a place where a Nextdoor social network has not eventually grown into a local hub with between 500 and 1,000 users. Promising growth to be sure, but it's still too early to tell whether Nextdoor's viral user growth will translate into a long-term profits. Still, it is enough for Nextdoor to push up its goal of introducing new streams from 2015 to summer of next year. "Long-term we believe there's the potential to build the next yellow pages," waxed Tolia. Outside of news, the strategy has also worked for other hyperlocal players. Yelp (YELP), the business directory and customer review site, took a similar approach and now, eight years later, trumped Wall Street estimates with $55 million in sales during the second quarter, a 69% jump year-over-year. And according to CEO Travis Kalanick, his four-year-old car-summoning app Uber is profitable in many of the 38 cities it's expanded into, a process that involves sending employees to a potential market for up to several months to study factors including local transportation systems to anticipate potential supply and demand. Indeed, in the case of hyperlocal, the Facebook motto of moving fast and breaking things may just beg for trouble. |
