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Insider Pages – Profile

October 11, 2004

insiderpages logo.gif
HQ: Pasadena, CA
Founded: 2003
Management: CEO and founder Stuart MacFarlane previously founded and was COO of MXG Media – a defunct multimedia company targeting young girls.
Investors: Wholly owned by Bill Gross’ Idealabs.
Business Model: A local product/service recommendation engine, powered by social networking. Site is in Beta, has only Los Angeles information – CEO says he plans to introduce the service more fully in additional cities in the first half of 2005.
Competitors: Seattle-based Judy’s Book has a a similar service in Beta. The company recently received $2.5 million in funding from venture capitalists Ignition and Ackerley Partners. has a local section that is powered by Craigs List.
Dirt: The service looks great, but the content is not impressive and it is a fair amount of work to set-up. To make it useful, it’s necessary to email a bunch of friends and ask them if they want to join a group to recommend plumbers and hair stylists. It seems that it would be easier for Friendster, Tribe and others to expand into recommendation engines than it will be for InsiderPages to gain traction. A major caveat is that Idealabs has proven us wrong a number of times.


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