????兩年后的今天，Nextdoor已經(jīng)進(jìn)入全美所有50個州的近1.8萬個社區(qū)，高達(dá)數(shù)百萬的用戶正在這家網(wǎng)站七嘴八舌地討論他們想購買的自行車，或者上周的入室行竊案等話題。托利亞聲稱，沒有一個地方，Nextdoor社交網(wǎng)絡(luò)最終沒有發(fā)展成為一個匯聚了500至1,000個用戶的地方中心。增長前景自不待言，但現(xiàn)在判斷 Nextdoor病毒式的用戶增長能否轉(zhuǎn)化為長期利潤還為時(shí)尚早。盡管如此，它足以使Nextdoor將自己新流量目標(biāo)的實(shí)現(xiàn)時(shí)間從2015年提升至明年夏天。托利亞豪言：“長期而言，我們相信我們具備打造下一代黃頁的潛能?！?/p>

????除了新聞類網(wǎng)站，這項(xiàng)戰(zhàn)略也適用于其他超本地化企業(yè)。企業(yè)名錄和客戶評價(jià)網(wǎng)站Yelp也采取了類似的做法。現(xiàn)在，8年后，這家公司在第二季度創(chuàng)下了5,500萬美元的營收額，同比飆升69%，超過了華爾街預(yù)期。Yelp公司CEO特拉維斯?卡蘭尼克表示，上市4年的租車應(yīng)用Uber現(xiàn)已擴(kuò)張至38個城市，而且在其中許多城市中實(shí)現(xiàn)了盈利。在此期間，被派往潛在市場的員工歷時(shí)數(shù)月，仔細(xì)研究包括當(dāng)?shù)亟煌ㄏ到y(tǒng)在內(nèi)的各種因素，以預(yù)見潛在的供給和需求。

????事實(shí)上，于超本地化企業(yè)而言，模仿Facebook公司的“快速行動和推陳出新”(move fast and break things)理念或許將適得其反，惹禍上身。（財(cái)富中文網(wǎng)）

????譯者：任文科??

????Two years later, Nextdoor is now available in nearly 18,000 neighborhoods in all 50 states, with users numbering in the single-digit millions, who chatter on about bikes they want to buy or last night's burglary. And according to Tolia, there isn't a place where a Nextdoor social network has not eventually grown into a local hub with between 500 and 1,000 users. Promising growth to be sure, but it's still too early to tell whether Nextdoor's viral user growth will translate into a long-term profits. Still, it is enough for Nextdoor to push up its goal of introducing new streams from 2015 to summer of next year. "Long-term we believe there's the potential to build the next yellow pages," waxed Tolia.

????Outside of news, the strategy has also worked for other hyperlocal players. Yelp (YELP), the business directory and customer review site, took a similar approach and now, eight years later, trumped Wall Street estimates with $55 million in sales during the second quarter, a 69% jump year-over-year. And according to CEO Travis Kalanick, his four-year-old car-summoning app Uber is profitable in many of the 38 cities it's expanded into, a process that involves sending employees to a potential market for up to several months to study factors including local transportation systems to anticipate potential supply and demand.

????Indeed, in the case of hyperlocal, the Facebook motto of moving fast and breaking things may just beg for trouble.