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The itch

The itch. Business started out with FanFooty, Aussie rules fantasy football site Need for constant news on AFL footballers Too time-consuming to write it all ourselves Developed Media Street feature based on an aggregator approach, and it worked like a charm

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The itch

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  1. The itch • Business started out with FanFooty, Aussie rules fantasy football site • Need for constant news on AFL footballers • Too time-consuming to write it all ourselves • Developed Media Street feature based on an aggregator approach, and it worked like a charm • Surprisingly, obscure player names were the primary search engine referral keywords • “Aha” moment: names as keywords

  2. The pitch • Search engine based around names as keywords • News, blogs, biographies, statistics... products! • Names categorised into hierarchical directories to deliver traditional keyword experience en passant • Enable people to read/write content through full integration of OPML and RSS... and CSV • Enable people to define their own aggregator data and then share in profits • Not a top-down hierarchy, but bottom-up

  3. The rich • “Names as keywords” gives key differentiation to legion of vanilla keyword-based aggregators • Product focus opens many options for affiliate revenue, not just keyword advertising • Suggestion engine for cross-sell opportunity • Obviously, mass niche marketing • Names are language-independent, so non-English translations will be very easy • Expansion into groups-of-humans as keywords (e.g. companies, sport teams, music bands)

  4. The bitch • Questions • Suggestions • Beer

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