Yell investors, who have seen their shares fall from over 400p to less than 100p so far this year, may take some convincing that there is still value in the Yellow Pages market as it moves online.
But Pelle Tornberg, the former chief executive of Metro International, the freesheet empire, has always harboured ambitions to sneak into the yellow pages market, and the rise of disruptive online-only sites such as Qype have given him an opening.
Qype collects data and reviews from its users for everything from restaurants and hairdressers to plumbers and legal services. It is one of many online services which are having a field day as Yell struggles to move its print dominance online. Rivals include TrustedPlaces in the UK and Yelp in the US.
Mr Tornberg said he “begged” Qype to let him onto the board because “it is one of the few sites that has come up with an idea to modernize the yellow pages business”. It is also a “proven success”, with 5.1m unique monthly users across Europe.
“I was impressed by the management team,” he told the FT. “They have started the way you should do with low costs, and taken it step by step. Also compared to a number of other services they are one of the few businesses where user-generated content makes sense.”
Qype’s reviews pull in search traffic that individual plumbers’ or restaurants’ sites lack the scale to achieve by themselves. “User generated content really adds quality to the product,” said Mr Tornberg.
Qype has also raised €8m in a second round of financing led by Wellington Partners, new investors who are putting partner Eric Archambeau on the board. Existing backers Advent Venture Partners and Partech International also topped up, bringing its total funding to €13m.
It began in Germany in 2005, opening UK and French domains in the past year, and claims over 5.1m monthly unique users across the group. The funds will help it expand into more countries, according to Frederic Court of Advent. “It’s not by coincidence we hired Pelle – one of the few people who have a track record at internationalising media businesses,” he told the FT. Southern Europe is targeted by the end of this year, while Eastern Europe and Russia are slated for 2009. The funds will also help hire more sales people.
Stephan Uhrenbacher, Qype’s founder, told the FT when he visited London last month that local businesses still aren’t at a stage where they come to the web to buy ads themselves, hence Qype’s need for telesales. Even though traditional yellow-pages services have larger sales resources, they have lower traffic, he said. While Google is a competitor, Mr Uhrenbacher is confident Qype has a stronger community. “The community is the barrier to entry that all the yellow pages people face.”
The biggest deal in user-generated reviews was Microsoft’s acquisition of Ciao, which uses the content to drive search traffic to its price comparison service, rather than charging businesses for ads like Qype. Closer to Qype’s market, March saw Gcap, the radio group, take a majority stake in WeLoveLocal for £450,000, while Techcrunch reported in August that Beer In the Evening, a venerable British pubs review site, sold for just £30,000 last year.
While neither Qype nor its backers will reveal the valuation at which it raised its latest round, Mr Tornberg’s sales experience will be welcome to help justify the site’s apparent premium.