Yelp: Local SMB Model
Former Head of Sales at Yelp
inpractise.com/articles/yelp-local-smb-model
Former Head of Sales at Yelp
The expert is a former Head of Sales at Yelp. They Spent 9 years at the company, progressing from Account Executive to Head of Sales, leading a team of 500 people. Their expertise spans from team building to starting and growing local communities.
Interview Transcript
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Could you explain how a market is developed and started? Suppose I have a community or a new city, and Yelp decides to establish a presence there. How is this decision made, and what factors influence it?
The decision to enter a specific area was based on the density of local businesses and the diversity of business types. Reviews are primarily generated from food-related businesses like restaurants and bars, which have high foot traffic. However, monetization usually comes from home services like roof repair, plumbing, window installation, and auto shops. We aimed for a balance between these industries because while restaurants generate reviews, the higher-spending businesses bring in revenue.
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Once you identify a potential region to enter, what are the next steps? Who goes there and what happens next?
The Yelp Elite Squad, typically composed of five to 15 people, attends and reviews various Yelp events. These community events serve to connect the online and offline aspects of Yelp. The Yelp Elite Squad contributes a significant number of reviews. These are genuine reviews based on their experiences, not paid endorsements. Local businesses host events, which the Elite Squad attends and reviews. This process is repeated continuously to nurture the market.
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How do you make sure a new local business gets his first review?
Yelp filters reviews, so not all reviews are displayed on a business's page. A significant percentage, perhaps over 40%, are not shown. This is because Yelp values the trustworthiness of the content. If a business solicits reviews, for example, offering a 10% discount for a five-star review, and the reviewer has never interacted with the site before, that review might not be displayed. However, reviews from Yelp Elite members or frequent users are more likely to stay.
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