The companies will complement each other well, with Web.com’s huge 3.45 million SMB base being driven up the value chain from domain registration (via its Network Solutions division) and websites and presence management to Yodle’s higher priced and more complex services, including SEO, leads, office based automation and CRM.
Yodle currently has 58,000 subscribers and an average revenue per user of $300 per month — a figure driven higher by the 9,000 franchise locations it serves for 200 customers. Its integration will have a large impact on Web.com averages, moving Web’s average customer earnings from $167 to $226 per month. It also will provide Web.com with a large, 700 person local sales team.
The sale price, of course, has got to be a major disappointment for Yodle backers. It was less than two years ago that Yodle had been talked about as a $1 Billion + company on the brink of a planned IPO. Its positioning at that time suggested it had finally broken down the wall in local between acquisition and relationship marketing as Yodle invested in CRM, cloud-based software and leads.
But Yodle never pulled the trigger on the IPO amidst a tough market for tech IPOs, There was speculation that the company simply could not withstand the exposure of publishing its churn and customer acquisition rates, which like the rest of the industry, would presumably be very high. And then there was the damning Wall Street Journal article on April 16, 2014 on poor customer service and poor values that focused on Yodle and Reach Local; and an apparent slowdown on efforts to sell enterprise level CRM and cloud based services to top franchise companies, or “brand networks.”
Right now, the battle to sell marketing services to SMBs includes a shrinking number of players. High acquisition costs and churn rates continue to plague the industry. But the potential rewards are rich for a group that not only includes Web.com but also ReachLocal, Endurance/Constant Contact, Vistaprint, Main Street Hub, SignPost, Deluxe Corp., Hibu, YP and in some verticals, DemandForce, which was just sold to Internet Brands.