Nextdoor: Turn the neighborhood into reverse O2O

Nextdoor has already covered nearly 40,000 local communities and is a user-authenticated neighbourhood social platform. Article | Matt Villano today, social networking is not as valuable as it used to be. So what is the reason for VCs to invest 100 million of dollars in Nextdoor? Nextdoor is a company that helps users connect with their neighbors, and the key factor that makes them successful in their investments is the user pre-qualification mechanism they implement. Nextdoor was founded in 2011, requiring users to register for the authenticity of their personal information so that users are responsible for their behavior on the social network. Our initial goal is to make people understand each other so that the entire community becomes safer. Nirav Tolia, co-founder and CEO of the company, said. Defining community boundaries is not a difficult task, nextdoor communities, such as landmarks or school districts, based on real-world regions; In addition, they use third-party data. What really makes nextdoor feel difficult is how to build a registration system that gives people a sense of trust and doesn't make them feel too troublesome. Their solution is to provide two options for potential members. The registrant can provide his or her credit card information to the Nextdoor, which contains the verified address. If people are unwilling to provide credit card information or have no credit card at all, then Nextdoor will send a postcard to the home address they filled out, and there is an authentication code on the postcard that can be used to activate the login. Nextdoor users can choose whether to open their own data to local neighbourhood or neighborhood communities. This information will not be searchable by Google and will not be available to other search engines or advertisers. Users on the Nextdoor platform can find their lost pets in just a few minutes, while others post their worthless furniture and table tennis tables and sell them. Even more surprisingly, some communities have restored the old American tradition of regularly organizing community gatherings. More than 170 communities began collaborating with the police to broadcast criminal warnings, and these virtual neighbors can continue to protect the security of the real community. We believe that neighborhood is the real social network. "In the next few months they will continue to push for more community and local police co-operation," Tolia said. Nextdoor may not be as explosive as Vine and Snapchat, but they have covered 37,000 neighbourhood communities across the United States, especially over the past 6 months, and their networks have added 10,000 more communities ( Tolia declined to disclose Nextdoor's specific user data. These virtual neighbourhood communities include the upscale communities of Florida, as well as the crowded suburban areas of the remote suburbs, and the 20-somethings in the urban area. At present, Nextdoor has not yet decided how to make this platform profitable, notThere are several possible modes of profit in the future, such as sales advertising for local businesses to publish promotional information, but also for local consumers to contact the merchant, so that it will no longer be subject to spam harassment. But even if the platform has no revenue, they still attract 100 million of dollars in venture capital since 2012. There are many Silicon Valley investment giants Nextdoor, such as Benchmark, Kleiner Perkins Caufield & Byers, Shasta Ventures and Greylock. Bill Gurley, a partner at benchmark in Woodside, Calif., says the difference between Nextdoor is creating a community where users trust each other. In fact, you will find that once the user's identity is confirmed and the information is reliable, it facilitates more communication. "said Bill Gurley. He also said that when users are legitimate citizens, the loyalty to the platform will also increase. And this kind of interaction is what we want people to have. "Heath Terry is the head of internet research at Goldman Sachs, and he believes that the platform built on user authentication will have a big future for Nextdoor." Instead of trying to grow fast, they are digging into the details of their users. "As long as they are focused on the business, the future will certainly have great value," he said. "Translation | Tino