Transcript of Frankel's Free Clinic June 7, 1999

RobFrankel (6/7/99 8:59 AM): Entered the room.

Meg Rottman ( (6/7/99 9:00 AM): Hi Rob

Terri ( (6/7/99 9:00 AM): Hi Meg! Hi Rob!

RobFrankel (6/7/99 9:00 AM): Greetings, folks...what's up?

Meg Rottman ( (6/7/99 9:01 AM): I saw the Star Wars movie over the weekend

Mike MTS (6/7/99 9:01 AM): Entered the room.

RobFrankel (6/7/99 9:01 AM): THAT'S your biggest business issue???

Terri ( (6/7/99 9:01 AM): too early to tell today, Rob <g> Anyone else ever tried learning javascript in one 16 hour session before?

RobFrankel (6/7/99 9:02 AM): Ah, I see Dr.Tingle has joined us....what's the latest, Mike?

Meg Rottman ( (6/7/99 9:02 AM): Actually, we upgraded our computers - any suggestions for a tape backup?

Bob Leonard (6/7/99 9:02 AM): Entered the room.

RobFrankel (6/7/99 9:02 AM): Why learn Javascript when you can buy ImageStyler?

Ben Fury (6/7/99 9:02 AM): Entered the room.

Terri ( (6/7/99 9:03 AM): I'm saving my money to hire you for branding my company Rob!

Jacob (6/7/99 9:03 AM): Entered the room.

RobFrankel (6/7/99 9:03 AM): Terri, I always was impressed with your high intellect...

Terri ( (6/7/99 9:03 AM): thanks <g>

Jacob (6/7/99 9:03 AM): Hello everyone, great to be back here after a month-long absence.

Bob Leonard (6/7/99 9:03 AM): Is there a topic?

Mike MTS (6/7/99 9:04 AM): Rob, we are finalizing the shopping cart addition on

RobFrankel (6/7/99 9:04 AM): Ben and Bob, I know you're sorta new, so jump in with anything...

Amanda Smith ( (6/7/99 9:04 AM): Entered the room.

Bob Leonard (6/7/99 9:05 AM): newbie here - was hoping to discuss local advertising

Mike MTS (6/7/99 9:05 AM): Rob, has anyone sold any of those domains?

RobFrankel (6/7/99 9:05 AM): Excellent, Mike. For those of you who don't know, we are remodeling after our first beta

Clayton Turnbow( (6/7/99 9:05 AM): ok

Bob Leonard (6/7/99 9:05 AM): newbie here - was hoping to discuss local advertising

Maggie Molitor( (6/7/99 9:05 AM): Entered the room.

RobFrankel (6/7/99 9:05 AM): Entered the room.

RobFrankel (6/7/99 9:06 AM): So far, nobody on FrankelBiz's DOMAINIA sold anything to my knowledge. Okay, let's talk about local advertising???

Terri ( (6/7/99 9:07 AM): Entered the room.

Mike MTS (6/7/99 9:07 AM): Entered the room.

Bob Leonard (6/7/99 9:07 AM): Can I throw out some hypothesis?

Meg Rottman ( (6/7/99 9:07 AM): Entered the room.

Amanda ( (6/7/99 9:07 AM): Entered the room.

RobFrankel (6/7/99 9:07 AM): Looks like a few of us got kicked by the server...

Ben Fury (6/7/99 9:07 AM): Entered the room.

Clayton Turnbow( (6/7/99 9:07 AM): Entered the room.

RobFrankel (6/7/99 9:07 AM): Yes, Bob, what's your question/comment?

Maggie Molitor( (6/7/99 9:08 AM): Hello

John Charlesworth ( (6/7/99 9:08 AM): Entered the room.

Clayton Turnbow( (6/7/99 9:08 AM): I just got kicked off the server

Dennis Host ( (6/7/99 9:08 AM): Entered the room.

RobFrankel (6/7/99 9:08 AM): We all did, Clayton. Bob's about to ask about local advertising...

Bob Leonard (6/7/99 9:09 AM): Value of true local advertising in $$ if you could advertise to people in small geographic communities by subject - say youth soccer parents in Oshkosh

RobFrankel (6/7/99 9:10 AM): John, I'm thinking of including you in my book as a branding tool....

Maggie Molitor (6/7/99 9:10 AM): Entered the room.

RobFrankel (6/7/99 9:10 AM): What are you asking, Bob: how much to charge or how much to pay?

Clayton Turnbow( (6/7/99 9:10 AM): Entered the room.

Bob Leonard (6/7/99 9:10 AM): not only Oshkosh, but every community across the county

Bob Leonard (6/7/99 9:10 AM): not only Oshkosh, but every community across the county

Bob Leonard (6/7/99 9:11 AM): advertiser could go super local or subject based and cross geography

RobFrankel (6/7/99 9:11 AM): Bob, how is that LOCAL advertising?

Maggie Molitor (6/7/99 9:11 AM): Hello, am I here?

Dennis Host (6/7/99 9:11 AM): Entered the room.

RobFrankel (6/7/99 9:11 AM): Yes, Maggie, you're here.

Dennis Host (6/7/99 9:12 AM): I'm back in. Got kicked out.

RobFrankel (6/7/99 9:12 AM): Bob, what specifically are you asking about?

Ben Fury (6/7/99 9:12 AM): Entered the room.

Bob Leonard (6/7/99 9:12 AM): bob's shoe store in Oshkosh could advertise in the Oshkosh school pages

Maggie Molitor (6/7/99 9:13 AM): What's the biggest mistake companies make in branding?

Bob Leonard (6/7/99 9:13 AM): or foot locker could advertise on school pages across the country

RobFrankel (6/7/99 9:13 AM): Yes, I get that. But what's your question?

RobFrankel (6/7/99 9:13 AM): Entered the room.

RobFrankel (6/7/99 9:14 AM): SERVER CRASHED AGAIN...

Bob Leonard (6/7/99 9:14 AM): value of true local advertising - potential impression rates

Terri( (6/7/99 9:14 AM): Entered the room.

Liz Smith ( (6/7/99 9:14 AM): Entered the room.

Bob Leonard (6/7/99 9:14 AM): in $$ or should I say "cents"

Maggie Molitor (6/7/99 9:14 AM): Entered the room.

RobFrankel (6/7/99 9:15 AM): Bob, if you're seriously going to attempt that kind of model, realize that it's a two-tiered rate schedule and that it will affect both your content and rates.

Bob Leonard (6/7/99 9:16 AM): yes well aware of that... wrong place to discuss though we have addressed that in a very unique way

RobFrankel (6/7/99 9:16 AM): I hope that your plan considers building a community for each different locality. Those types of sites can be a bitch to manage.

Tim (6/7/99 9:16 AM): Entered the room.

Bob Leonard (6/7/99 9:17 AM): we have a "magic" formula <g>

RobFrankel (6/7/99 9:17 AM): Maggie, the biggest mistake businesses make in branding is doing it themselves. They're too close to their own business and end up beating their chests instead of connecting with the consumer

RobFrankel (6/7/99 9:17 AM): The what are you asking me Bob?

Maggie Molitor (6/7/99 9:18 AM): But, who knows our market and customers better than us?

Bob Leonard (6/7/99 9:18 AM): we will be the first to offer both true geospecific subject based advertising what kind of impression rates do you think we can expect??

RobFrankel (6/7/99 9:18 AM): Maggie: as I wrote before, "Doing it yourself works -- for suicide."

RobFrankel (6/7/99 9:19 AM): Impression rates? Are you meaning number of eyeballs?

Bob Leonard (6/7/99 9:19 AM): we are entering untested water...

Bob Leonard (6/7/99 9:20 AM): we expect the local markets to drive up impression rates just as GoTo drives up rates through bidding on phrases

Jacob (6/7/99 9:20 AM): Entered the room.

Maggie Molitor (6/7/99 9:20 AM): What if we don't have a choice but to do it ourselves?

Bob Leonard (6/7/99 9:21 AM): eyeballs --- yes.

RobFrankel (6/7/99 9:21 AM): Maggie, if you don't have a choice, then be prepared to live with the consequences. Better to be clear than clever..but be prepared to fail, as well.

RobFrankel (6/7/99 9:22 AM): Bob, it depends on how and where you promote. At this point, I have no data on what you do or what kind of resources you're putting behind the effort.

RobFrankel (6/7/99 9:23 AM): I'd be a dope to attempt to guess at it...

Terri( (6/7/99 9:23 AM): Entered the room.

Terri( (6/7/99 9:23 AM): Rob, would you say that it's better to just make yourself visible in online communities and leave off formalized "branding efforts" until you can afford to hire someone to do it for you?

Bob Leonard (6/7/99 9:24 AM): if you could advertise to little league parents and kids in Palo Alto, and feel confident that it would be just them viewing - what kind of rate would you guess?

Bob Leonard (6/7/99 9:24 AM): knowing only that... not enough info is an OK answer

RobFrankel (6/7/99 9:25 AM): No Terri, if you're serious about building a business, you have to make investments up front, before you build it. The minute you start raising awareness, you should raise awareness of the right brand.

Terri( (6/7/99 9:25 AM): Entered the room.

Terri( (6/7/99 9:26 AM): Entered the room.

Liz Smith ( (6/7/99 9:26 AM): Entered the room.

RobFrankel (6/7/99 9:27 AM): Entered the room.

Terri( (6/7/99 9:27 AM): that could be a problem for someone on a shoestring budget, Rob.

Hip Deep (6/7/99 9:28 AM): Entered the room.

RobFrankel (6/7/99 9:28 AM): SERVER CRASH...on the phone with ISP now...sorry

Maggie Molitor (6/7/99 9:28 AM): Entered the room.

Maggie Molitor (6/7/99 9:29 AM): Terri: What kind of project are you attempting?

RobFrankel (6/7/99 9:29 AM): Terri, you have to buy a PC? You have to install a phone line? You have to pay the IRS?

Terri( (6/7/99 9:30 AM): Maggie, I have an online recruiting company - the majority of my business is offline and local right now, but I do have contacts across the U.S. and one in India

Terri( (6/7/99 9:31 AM): Rob, I have those already <g> and hope the IRS won't be taking a lot of my money yet!

Maggie Molitor (6/7/99 9:31 AM): Recruiting for technical jobs?

Terri( (6/7/99 9:32 AM): I specialize in sales professionals right now, Maggie

Hip Deep (6/7/99 9:32 AM): Is there a line for BIG advice?

RobFrankel (6/7/99 9:32 AM): Fine...then realize that branding is one more part of the investment. Why start to market something that isn't finalized yet? Just to go back and RE-BRAND later? makes no sense.

Terri( (6/7/99 9:32 AM): I do have some technical jobs that I am searching for the right candidate

RobFrankel (6/7/99 9:32 AM): No, Hip..go ahead...

Bob Leonard (6/7/99 9:33 AM): got a lunch date - late

Hip Deep (6/7/99 9:34 AM): Is there a line for BIG advise?

RobFrankel (6/7/99 9:34 AM): Sorry about the server crashing everyone, but they say it's okay...

Bob Leonard (6/7/99 9:34 AM): till next week bye

Terri( (6/7/99 9:34 AM): thanks Rob - food for thought :)

Maggie Molitor (6/7/99 9:34 AM): Any newspapers doing a good job of branding now?

RobFrankel (6/7/99 9:34 AM): Shall we continue?

RobFrankel (6/7/99 9:35 AM): I think the WSJ does a good job of it, but no one else comes to mind.

Maggie Molitor (6/7/99 9:35 AM): yes, let's continue

Hip Deep (6/7/99 9:36 AM): Thanks! Two companies doing well in our respective areas. Want to join forces in a new branded biz. LLC? How to describe in Biz Plan?

RobFrankel (6/7/99 9:36 AM): There's a reason I go to the WSJ.

RobFrankel (6/7/99 9:37 AM): That's kind of vague, Hip...Care to elaborate?

Maggie Molitor (6/7/99 9:37 AM): Exactly and we are a local paper and want our customers to come to us for a reason...local news and advertising.

RobFrankel (6/7/99 9:38 AM): Then Maggie, you have to say that from a position of strength. Clearly and compellingly and credibly.

Bob Leonard (6/7/99 9:38 AM): Maggie we should talk lunch date no show

Maggie Molitor (6/7/99 9:38 AM): Hip: what's LLC?

RobFrankel (6/7/99 9:39 AM): Bob, if you're into soccer, you should talk to Benjamin Fitts, who's usually here at

Louise ( (6/7/99 9:39 AM): Entered the room.

RobFrankel (6/7/99 9:39 AM): Limited Liability Corporation.

Maggie Molitor (6/7/99 9:39 AM): Talk about what,Bob? Are you in newspapers?

Bob Leonard (6/7/99 9:39 AM): yes I am... that is why I use that as my example all the time

Clayton Turnbow( (6/7/99 9:40 AM): Entered the room.

Hip Deep (6/7/99 9:40 AM): One company develops research-based curriculum - the other online communities. Discovered niche market. Want to launch new company, but want to raise $$ based on "PPP". Do we present ourselves as one new company or as two contributing forces joining?

Bob Leonard (6/7/99 9:40 AM): we have been developing a local content site for the last two years with intent from day one for ease of replication 1000s of time over

RobFrankel (6/7/99 9:41 AM): Okay Hip. your best bet is to join up as an LLC, which will actually make your funding easier, anyway, because the funding party will want to buy into an LLC.

Bob Leonard (6/7/99 9:41 AM): technically we can bring up a city in ten minutes

RobFrankel (6/7/99 9:41 AM): The LLC should be a well-branded result of the two contributing assets.

Maggie Molitor (6/7/99 9:41 AM): Bob: Where do you work?

RobFrankel (6/7/99 9:42 AM): If you're anything less than a one unit LLC, the funder will see you as a disjointed, ill-thought effort. It's also harder for him to buy in.

Bob Leonard (6/7/99 9:42 AM): geography south east

Hip Deep (6/7/99 9:43 AM): Result of 2 contributing assets? As in $$ or product, service, experience??

Hey Rob (6/7/99 9:43 AM): Entered the room.

Mark Donovan (6/7/99 9:43 AM): Entered the room.

Mark Donovan (6/7/99 9:44 AM): Hey cousin Rob

RobFrankel (6/7/99 9:44 AM): Hip. funding people want to see that you've done everything you can do up to the point you need money. You have to present yourself as complete a venture as possible. By presenting one company, you've done that

RobFrankel (6/7/99 9:44 AM): The REASON you're a strong company is that TWO companies have contributed their best strengths.

Maggie Molitor (6/7/99 9:44 AM): Bob: so you have a website that will compete with newspaper's content???

RobFrankel (6/7/99 9:44 AM): Mark is my cousin?

Mark Donovan (6/7/99 9:45 AM): According to Anthony :)

RobFrankel (6/7/99 9:45 AM): Hip, does that help you?

Hip Deep (6/7/99 9:45 AM): Makes good sense! Thanks oodles!

Bob Leonard (6/7/99 9:46 AM): not really their content (at least initially) newspapers that know of what we are doing take u seriously

RobFrankel (6/7/99 9:46 AM): Anthony? Mi paisan?

RobFrankel (6/7/99 9:46 AM): Maggie, please call me after the chat....

Mark Donovan (6/7/99 9:46 AM): Si amigo

Bob Leonard (6/7/99 9:46 AM): we are content testing in a few cities now

RobFrankel (6/7/99 9:47 AM): What can I do for you Mark?

Maggie Molitor (6/7/99 9:47 AM): Rob: ok

Mark Donovan (6/7/99 9:47 AM): Hey Rob, what do you think about pushing for a non compete, non circumvention agreement with a company that I want to marry to another?

Mark Donovan (6/7/99 9:47 AM): They appear to be doing an end run on the first potential partner/funder I brought them

Maggie Molitor (6/7/99 9:48 AM): Bob: What kind of content? and where do you get it?

RobFrankel (6/7/99 9:48 AM): Great question, Mark. I always push for non-circumvention and non-competes. Always. And if I can't get them, I either dump them or make sure my paper trail is indisputable.

Bob Leonard (6/7/99 9:49 AM): much like a community bulletin board..

Mark Donovan (6/7/99 9:49 AM): This first time they claimed they "knew" the company and would have gone after them anyway.

Bob Leonard (6/7/99 9:49 AM): much like a community bulletin board..

Bob Leonard (6/7/99 9:50 AM): everything from homework to freshman soccer results

RobFrankel (6/7/99 9:50 AM): Entered the room.

Mark Donovan (6/7/99 9:50 AM): Absent same for this deal, I don't know I have a leg to stand on. I figure if something does go through, that I might approach the chairman of the board, requesting some type of remuneration, since I pursued this on a good faith basis.

RobFrankel (6/7/99 9:51 AM): Mark, you have to work from strength. though. Are your intro documents good? Have you dotted your I's and crossed your T's?

Maggie Molitor (6/7/99 9:51 AM): Bob: Cool. Would people post their own stuff?

Mark Donovan (6/7/99 9:51 AM): Been largely word of mouth, unfortunately.

Terri( (6/7/99 9:52 AM): Mark, "knowing a company" and having a contact established prior to your work are two different things. I "know" Coca Cola :)

Louise ( (6/7/99 9:52 AM): Entered the room.

RobFrankel (6/7/99 9:52 AM): Good faith means nothing to most businesses. Never hurts to document your actions.

Mark Donovan (6/7/99 9:52 AM): I have nondisclosure with web site, but they haven't given me a hell of a lot of substance. I know enough to talk a good talk though.

Mark Donovan (6/7/99 9:53 AM): I'm dealing with website CEO, and with senior management of companies I'm pursuing for partnerships.

Bob Leonard (6/7/99 9:53 AM): we have been content testing for about 3 months and it is going much better than expected

RobFrankel (6/7/99 9:53 AM): Mark, I'll probably write a newsletter on this topic. Look for it in the next week or so. You can also call me if you like.

Mark Donovan (6/7/99 9:53 AM): Issue is how to protect myself in bringing the two to the table, and to an eventual deal

RobFrankel (6/7/99 9:53 AM): (SEVEN MINUTE WARNING)

Bob Leonard (6/7/99 9:53 AM): we have about 40 communities up but only testing content wise in 6

Mark Donovan (6/7/99 9:54 AM): Would appreciate that Rob. What is preferred time to call you?

RobFrankel (6/7/99 9:54 AM): Any time later today.

Mark Donovan (6/7/99 9:55 AM): Rob, is it improper etiquette to set up an offline with one of your chatters?

Maggie Molitor (6/7/99 9:55 AM): Bob: What's your site URL?

RobFrankel (6/7/99 9:55 AM): No, Mark, that's what we're here for!

RobFrankel (6/7/99 9:56 AM): I WANT you to connect with people! that's what FrankelBiz is all about!

Mark Donovan (6/7/99 9:57 AM): Thx Rob. BOB, would like to speak with you. Email address on your site? What is it?

RobFrankel (6/7/99 9:57 AM): And you should also feel free to post your requests to FrankelBiz! our members are the greatest and most ethical you'll find. Very supportive and helpful

RobFrankel (6/7/99 9:57 AM): (TWO MINUTES)

Mark Donovan (6/7/99 9:58 AM): BOB you there?

RobFrankel (6/7/99 9:58 AM): Bob, you've got two leads here, post your site!

Bob Leonard (6/7/99 9:58 AM): Maggie, can not give that out yet - we like looking very very local while we test no broad knowledge or PR yet (planned that way)

RobFrankel (6/7/99 9:59 AM): Then give them your e-mail, knucklehead! Mark, I want you to call me, too.

Mark Donovan (6/7/99 9:59 AM): BOB, how bout a generic email address we can connect on?

Bob Leonard (6/7/99 9:59 AM): corporate site is

Mark Donovan (6/7/99 10:00 AM): your email there, BOB?

RobFrankel (6/7/99 10:00 AM): Okay, you guys, I've gotta run. Sorry for the server crashes, but it will be fixed by next week, I'm sure. But you are most welcome to continue as long as you want. You can also use this site to meet any time you like during the week. See you online!

Michael(webwolfe) (6/7/99 10:00 AM): Entered the room.

Bob Leonard (6/7/99 10:00 AM):

Maggie Molitor (6/7/99 10:00 AM): We not only look local...we are local! Ok, let me know when it is "public"

Bob Leonard (6/7/99 10:00 AM): rleonard@sourceinformation.coms

Bob Leonard (6/7/99 10:00 AM): sorry about the secretiveness

Mark Donovan (6/7/99 10:00 AM): bob, you in MA or CT?

Bob Leonard (6/7/99 10:01 AM): in west palm

Terri( (6/7/99 10:01 AM): Thanks Rob! good luck with the server! See you all next week.

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