In order to scale, local online businesses are ideally a nix of consumer and B2B, notes Jason Finger, the new CEO at IAC’s CityGrid Media, which includes the CityGrid Media ad network, Citysearch, Urban Spoon and Insider Pages.
“Every successful business is immersed in crm or operating flow,” notes Finger, who was the founder of Seamless Web. Services such as Open Table, Seamless, ZocDoc and Demand Force integrate with practice management tools and “almost become the operating system for the local merchant.” It is more than just making a local cut. Verticalization is key, also.
“Most companies haven’t cracked the code. Those that have have verticalized. “At CityGrid, we have 40 million uniques and 350 million impressions every month,” says Finger. But that’s not the relevant information. The relevant information is that CityGrid can provide “14 million in ‘category a,’ 19 million in ‘category b’ and 20 million in ‘category c.’ We overlay against people who have commoditized.”