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But getting the right reviewers is just as important as getting the right reviews. One of the tenants of Millennial spending is that we do the research. Localeur cofounders Joah Spearman and Chase White not only identified with this idea, but more specifically, they wanted more quality recommendations when they were away from home.
InSpearman and White were working together at Bazaarvoice — a hot Austin software startup that rates good reviews for enterprise — when White went on a trip that ultimately inspired Localeur. He was visiting Park City, Utah and wanted some suggestions of places to go on his trip.
But not just top-rated Yelp suggestions. He and Spearman realized that what they were really wanting were honest, quality recommendations from people who actually live in these cities.
In a nutshell, Spearman told me that their mission with Localeur is to make travel local. For more startup insight, check out the full Startup Stories series. The Idea Localeur is a website and app where you can go to read the recommendation roundups of hand-picked Localeurs in 12 cities.
While he was in Park City, White wanted to go where the locals go. He and Spearman talked about this idea for months, sharing their travel experiences and discovering what review sites were missing.
We, at no point, had more than two or three months of runway. Of course, timing was key too. After they proved that the site worked in Austin, they went to Houston. Mobile Any must-have tech resource pretty much has to be an app these days or at least a very mobile-friendly site.
After they had significant proof that this was a resource people were willing to use regularly, then building the app became a priority. Travelers do different things on web and mobile. Spearman said they realized that travelers on mobile are often looking for an in-the-moment recommendation, while travelers on the web are more often in the inspiration stage of their travel plans.
People share more on the web. Spearman said that Millennials especially have that initial hang up about divulging their favorite place to the masses.
Not to mention, Localeur ensures that these people are in fact locals. He said that people are getting comfortable with the idea that Localeur can even replace services like Yelp and Foursquare. What Makes a Localeur? After hand-picking the Localeurs in Austin, Spearman said that now their existing Localeurs invite new people to the community as they launch in new cities.
They currently have about contributors across their 12 cities making recommendations for overusers. Keeping Localeurs out and about in the community is pivotal, especially when creating something as substantial as their SXSW guide.
This exclusivity gave them a specific edge and kept the quality top notch while they were setting the tone for their initial launch cities. They had an idea for CrowdRecs in which locals can go in and add a place or vote a place up or down.
They regulate this with a Facebook login so they can verify your city.
A Fleeting Partnership Six weeks after they launched, Localeur was contacted by Google to work in some capacity with their Field Trip app.
Eventually Spearman said they agreed to a short-term partnership to feature some of their Localeur recommendations on the Field Trip app. But at the earliest point possible, they ended it.Yelp by Yelp helps you locate deals, businesses, and more without having to move from the couch.
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