The last player standing in the hyperlocal neighbor wars might be considered NextDoor, which has raised over $210 million from several major VCs on the basis of converting a mountain of neighborhoods and neighbors to targeted advertising dollars. We’d like to see an update on Next Door’s volume and frequency of usage — it is a little befuddling to us –but assume the VCs think they are on to something. There is also the sense that it could be developing an entirely new ecosystem.
Now hoping to tap into a NextDoor-like ecosystem is a Local On Demand Economy (LODE) service named MyNeighbor, which enables people to rent and pay for items from enrolled neighbors. THe items conceiveably range from baking equipment to strollers to power tools. The service is the brainchild of local vet Brendan Benzing, who has led a number of local initiatives for AOL Digital City and InfoSpace before a more recent tenure in the music business with Rhapsody.
Benzing tells us the Seattle-based service is primed for millennials who don’t want to own things and expect to be able to rent on demand on the same basis as AirBnB, ZipCar, Lyft and other LODE services. “They represent the power of true peer-to-peer,” he says.
If services like MyNeighbor are going to be successful, “they must first compete on the basis of cost and supply,” adds Benzing. And that will depend on getting a high penetration in specific neighborhoods, hence an initial, highly-concentrated effort on community-oriented neighborhoods of Seattle. “A digital presence within a neighborhood is a welcome sign for MyNeighbor, whether it is Nextdoor, a Facebook/Yahoo Group, or even List-serve,” says Benzing. “The fact that neighbors are connected digitally indicates the neighborhood is likely a more fertile place for MyNeighbor to grow and prosper.”