MeineSüdstadt.de finanziert sich mit Branchenbuch

von Steffen Greschner am 30. November 2011 · 137 Kommentare

Meine Südstadt ist ein weiterer lokaler Blog, der sich als echtes StartUp versteht und professionell für die Kölner Südstadt berichtet. Mit rund 3.000 uniquen Besuchern pro Tag, gehört Meine Südstadt 18 Monate nach Start zu den mittleren bis größeren deutschen Lokalblogs (PM als PDF).

Angefangen hat alles mit den drei Gründern Tamara Soliz, Dirk Gebhardt und Andreas Moll. Die drei Freunde hatten 2009 die fixe Idee, dass es für ihren Stadtteil endlich ein echtes Online-Forum geben müsse  - mit Nachrichten, Reportagen, Terminenkalender und einem Branchenteil, der alle Geschäfte und Einrichtungen umfasst.

Meine Südstadt ist vermarktungsseitig einen interessanten Weg gegangen, der relativ schnell die laufenden Kosten deckte und inzwischen monatlich rund 5.000 Euro in die Kassen bringt – OHNE Werbung im eigentlichen Sinne!

Branchenbuch-Modell in spannender Umsetzung

Bei Meine Südstadt hat man von Start weg auf das klassische Branchenbuchmodell als Erlösquelle gesetzt: “wir wollen den lokalen Einzelhandel unterstützen”, sagt Dirk Gebhardt, “und dafür müssen die Leute erstmal wissen, was es in Ihrer Umgebung gibt.”

50 Euro kostet ein Branchenbucheintrag bei MeineSüdstadt monatlich. Rund 100 Partner konnten die Gründer bisher von dem Modell überzeugen. Dafür wird der Einzelhändler mit Foto und einem Kurzportrait auf einer SEO-optimierten Unterseite präsentiert:

Auf klassische Bannerwerbung haben die Gründer bisher verzichtet. Zuerst will man weitere feste Partner finden. Erst im nächsten Schritt wird den festen Partnern auch die Möglichkeit angeboten, auf Meine Südstadt mit klassischen Online-Bannern zu werben.

Der Branchenbuch-Gedanke ist nicht neu. In Verbindung mit Lokalblogs aber seine sehr charmante Herangehensweise: Gerade für die Startphase ergibt sich so die Chance, auf feste monatliche Umsätze zu kommen, mit denen man die Seite weiter entwickeln oder Freie bezahlen kann. Außerdem wird ein Partner mit einer derart tiefen Einbindung nicht so schnell wieder abspringen.

Lokalblogs sind keine Zeitungen, sondern Communities

Wenn man Lokalblogs nicht als klassische Zeitung, sondern viel mehr als lokale Community begreift ergeben sich aus engen Partnerschaften mit lokalen Einzelhändlern und Handwerkern auf der einen und treuen und engagierten lokalen Lesern auf der anderen Seite viele neue Möglichkeiten Umsätze zu generieren.

Der führende E-Commerce- Branchenblog Exciting Commerce hatte vor einiger Zeit die Frage gestellt:

Wer testet den Online-Markt für Shopping Parties?
Das Thema “Shopping Parties” in seinen mannigfaltigen Ausprägungen sehen wir als eines der großen Zukunftsfelder für den neuen E-Commerce.

Ein extrem spannendes Thema für lokale Communities und damit auch für Lokalblogs!


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