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

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

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)

The bitch

• Questions

• Suggestions

• Beer