Local Corp Takes Aim at Competitors with SMB-Focused ‘Launch’ Product

Local Corporation is introducing a comprehensive SMB digital marketing package called “Launch by Local.” Its two hallmarks are breadth and reasonable cost. It seeks to be comprehensive, while monthly pricing is $249 — much less than what ReachLocal (and others) charge for comparable services.

The ad copy on the site takes aim at rivals, arguing that SMBs “could spend over $1,000 elsewhere.” It then offers a feature by feature pricing comparison with other vendors:

There is a cheaper program (“Ignite”) for those who want something more basic.

Local has always sold marketing services to SMBs but this new program represents a renewed push into that segment. One question here, obviously, is fulfillment. Will Local be able to deliver on the promise of all these services for this price? It will also be interesting to see whether Local can gain enough visibility for this product in the SMB world to put any pricing pressure on rivals.

It appears that Local is relying on in-bound sales inquiries. My guess is that there are also some outbound telephone sales involved as well. But the company doesn’t have a significant telephone channel or feet on the street to push this to SMBs.

Launch by Local caters to the “one stop shop” desire of most SMBs but do you think it can gain meaningful sales traction?

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10 Responses to “Local Corp Takes Aim at Competitors with SMB-Focused ‘Launch’ Product”

  1. Kenny Herman says at

    Hi Greg,

    A quick note that SinglePlatform only costs $495 a year – which roughly backs into $42 /mo.  This price includes our storefront product, mobile optimized website, and social media management.  Not sure where the $100 a month price came from.  

    Best,

    Kenny Herman
    EVP, Business Development @SinglePlatform

  2. Greg Sterling says at

    I don’t know; I’m just reflecting the prices represented on the Local.com site. 

  3. Street Fight Daily: Mobile Companies Ally, Should Yahoo Buy Foursquare? | Street Fight says at

    […] But will they come?Local Corp Takes Aim at Competitors with SMB-Focused ‘Launch’ Product (Screenwerk) Local Corporation is introducing a comprehensive SMB digital marketing package called “Launch by […]

  4. chris travers says at

    Ditto on the wrong pricing they quote for Universal Business Listing …it is $75 a YEAR not a month. We will be sure to ask our friends over there to correct it. But good for Local for trying another bundle for SMBs.

  5. Brian Ostrovsky says at

    It’s great to see more integrated solutions for time-strapped SMBs. That said, I find the focus on price interesting and it suggests they’re trying to pick off customers rather than grow the pie. Looking at the components of the service it also starts with features like URL acquisition and hosting which are not exactly value-added services, I’d think they’d lead with features or benefits that are unique.

    Having talked with a lot of small business owners who don’t understand what what SEO means – as in the acronym – let alone it’s importance or how it works it seems that education and sales will have to go hand in hand. 

  6. Ken Aaron says at

    Toolkits are great for simplifying digital marketing for SMBs. But as Brian Ostrovsky points out, many SMB owners don’t understand what SEO is and aren’t using social media. We find SMB owners need the education before they will buy, and even after learning about digital marketing they wade into the water very cautiously.  Are these toolkits ahead of their time? And given that most SMB owners are pulled in a hundred different directions are they willing to take the time to use these toolkits?

  7. Greg Sterling says at

    When you have to do too much education as part of the sales process it becomes problematic and slows down or overly complicates the sale. 

  8. Brian Ostrovsky says at

    Indeed, interesting to see if the cost of customer acquisition on a SaaS play is too high relative to lifetime value and what truly local industries will be the first to make it viable.

  9. Neal says at

    tough balance between education and gaining commitment. BuzzBoard tool enables education and conversion. 

  10. Street Fight Daily: Mobile Companies Ally, Should Yahoo Buy Foursquare? | Buy Ringtones Cheap UK says at

    […] Corp Takes Aim at Competitors with SMB-Focused ‘Launch’ Product (Screenwerk) Local Corporation is introducing a comprehensive SMB digital marketing package called “Launch by […]

  11. Tom says at

    The issue here is SMB’s throwing good money after bad and further souring on the industry itself. Doesn’t anyone see fulfillment issues? What kind of results is an SMB going to get with SEO AND Display, AND the other services they offer, for $249 per month? Most of the package (url, hosting, call tracking) is just fluff to make the package look “full featured”. $249 is certainly not a sufficient budget to provide what a “reasonable” SMB will be expecting.

  12. Greg Sterling says at

    Tom: this was the problem with the search SEM products for SMBs. There wasn’t enough budget to deliver profit to the vendor and fulfill against the traffic expectation. Hence churn. Your points are very valid. 

  13. A Renewed Push for SMB Display Ads says at

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