The Social

User-generated business reviews site Yelp has officially launched a U.K. edition, meaning that no business in England, Scotland, or Wales is safe any longer from the wrath of notoriously opinionated Yelpers.

Yelp had already gained a following in the U.K., the company said, because travelers bound for the U.S. use it to look up hotels, restaurants, bars, and the like. More than 100,000 of its visitors in the past month came from the U.K.

San Francisco-based Yelp, which accepts reviews of any business in the U.S. but also clusters businesses into subdirectories by city, quietly expanded to Canada several months ago. The company raised a fresh $15 million in funding early last year.

But the site's free-for-all, say-what-you-want nature may be under scrutiny: a Yelp reviewer was recently sued over a negative review of a chiropractor. If the lawsuit is successful, Yelp may have to crack down on particularly colorful reviews -- the content that has made it stand out from other business reviews sites.

Business reviews site Yelp will be focusing quite a bit on mobile features in the near future, including an upcoming location-aware iPhone app on the way, company representatives told CNET News.com Wednesday.

This will mean that iPhone users will be able to log onto the Yelp application and search for businesses and reviews of establishments close to their geographic coordinates. In other words, you will be able to look and find which sushi restaurants are within five blocks of your location--and see Yelp members' warnings on which ones might make you puke.

The application is still in development and does not have a timeline for release yet, so few concrete details are available. It'll likely rely on cell phone tower triangulation for location awareness rather than GPS; while the impending "iPhone 2.0" is widely believed to have GPS capability, but if the application uses triangulation, "Yelpers" with first-generation iPhones will be able to use the product as well.

This will be Yelp's first foray into location-aware services, which are a hot and developing niche of the social Web. Some services, like Loopt and Brightkite, focus on charting your friends on a map; others, like Buzzd and Socialight (in the U.K.) run services designed to pinpoint nearby restaurants and bars.

Yelp's entry into the location-aware market could potentially shake things up since the service already has a huge cult following in several major U.S. cities (it's approaching 3 million business reviews) and most other players are start-ups trying to build up loyal user bases. A location-aware mobile Yelp could deal a blow to newish companies like Whrrl, which offers pretty much the same kind of service.

The company has not said whether it will expand location-aware mobile services to devices beyond the iPhone, but Apple's handset is a logical starting point. Yelp, which is geared toward urban 20- and 30-somethings, pulls in a full percent of its traffic from iPhones, representatives said, and the company doesn't even operate an iPhone-specific mobile application yet. That could be due to the company's popularity in San Francisco and Silicon Valley, which happen to be (at least anecdotally) hubs of iPhone use.

Also on the agenda: international expansion, slated to come later this year. Currently, you can write a Yelp review for any business in the U.S., but not internationally. First in line is likely Canada, followed by other English-speaking countries before the site moves into translation efforts.

Yelp, the business reviews site famed for a vociferous user base willing to be brutally honest about the quality of their local restaurants, bars, bookstores, dog groomers, adult gift shops, and what-have-you, has launched a new service for those business owners to interact with the site's users.

Called "Yelp for Business Owners," the section of the site lets business owners register for special Yelp accounts, which they then need to verify by phone. Once registered, they have access to some analytics (namely to see how many people have been viewing their business page), receive e-mail alerts when they have new reviews, update public data like their hours of operation or contact information, and message the users who have already reviewed their business.

While Yelp will not charge for business owner accounts, it's a way for the company to get more eyes on its ad-supported site.

The service will likely have its biggest splash in San Francisco, where the start-up is based and where "Yelper" has become a mild pejorative among some restaurant and cafe owners.

Elsewhere, it might not have quite the effect. I live in New York, where the food and hospitality industries seem to have a bigger problem with influential food bloggers rather than reviews sites, and the IAC-owned Citysearch is still the online directory of choice for many.

q&a Last week, business reviews site Yelp (famous for its wild parties and opinionated members) announced that it had raked in $15 million in Series D venture funding--and that the San Francisco-based company would be opening a new office in New York. I caught up with Yelp co-founder and CEO Jeremy Stoppelman over the weekend to talk about a few numbers other than the five-star rating.

Yelp New York, in Manhattan's West Village, opens Monday. But according to Stoppelman, they won't be celebrating with one of the bashes that made his site a bit notorious.

You guys just raised $15 million. What was the first thing you did when you closed the round?
Jeremy Stoppelman: (Laughs.) I think it was in the afternoon, so I checked my e-mail. We haven't really done any celebration or anything like that.

But you're Yelp! Didn't you at least do a happy hour?
Stoppelman: Well, we have our events going on. Almost every week there's an event in some city. So I guess the day after we closed we met with some of the investors and had some drinks, but really it's been a low-key type of thing. We've had greater festivities in the past. I think a greater part of it is just like, for us, it's not as much of a milestone. It's obviously a great thing because we need the money so that we can grow the company at the maximum rate possible, but we're past a lot of the more "scary" stages where it really is like a, "Wow, we made it!" Things have been going really well. We've got a lot of traction. The brand is growing stronger and stronger. So this is just like a continuance.

So why did you choose to open an office in New York? Is it for proximity to the ad industry?
Stoppelman: There was the connection to the ad industry; and ad buyers, there are a lot of them there, and then there are all the media industries. And then it's simply that New York is one of the linchpin cities or key cities in the U.S., and so we feel like it's going to be our biggest market or one of our biggest markets, and that we should be there physically as well.

Is it your second biggest market after San Francisco?
Stoppelman: No, it's like San Francisco Bay Area, then L.A., and then New York.

Did you consider opening the office in any other cities?
Stoppelman: (New York) seemed like the logical choice, you know, covering each coast.

How many people are you going to have in that office?
Stoppelman: Initially it's just a handful, under 10 people, but then towards the end of the year we'll be adding a lot of sales folks.

What's your projection for the number of Yelp employees by the end of '08?
Stoppelman: I don't really know. I don't have a number for you.

What're you at right now?
Stoppelman: We're at a hundred-something, a hundred and ten.

I know that in San Francisco "the Yelper" is almost a cultural figure now, and it's not always a good image. Are you ever feeling like you're doing damage control?
Stoppelman: We hear from businesses daily. People are writing reviews, business owners are watching them, (and) sometimes they feel like it's unfair and so they let us know, in which case we take a look at that review and see if it meets our guidelines. There's no damage control, there's always a dialogue around, you know, conversation that's happening on our site. There's nothing outside of that that we really actively do.

The other key point is just to say that 85 percent of businesses on Yelp have a three-star rating or above. And so it's easy to take a single comment personally or get really bummed out about it, and we tend to remember those most vividly. The reality is, the vast majority of comments are neutral to positive.

Where do you see Yelp in five years?
Stoppelman: I guess the first step is expansion in the U.S., geographic expansion, so seeing Yelp to expand to pretty much every major city in the U.S. is the next logical step.

Do you have international expansion plans?
Stoppelman: Yeah. Of course we'll get to international. I think there's a timing question of when does that hit, when does that happen, but certainly the formula continues to work all across the U.S. so you would think that this site would be just as well-received in a lot of other countries as well. There's just a whole lot of engineering work that goes into preparing the site for international (editions) because it would need to be able to handle multi-language, et cetera, et cetera.

Will that $15 million go in part toward server and other hardware costs? Are those going up?
Stoppelman: It's not changing that dramatically. Our site is fairly low-data-intensive compared to some of the other stuff out there. We're not pushing a ton of video or anything like that. It's actually pretty manageable, cost-wise, from a technology perspective.

Yelp, the business reviews site that has gained a loyal following of opinionated young urbanites, as well as a couple of haters, announced on Wednesday that it has raked in a fresh $15 million in venture dough. The funding round, which closed Tuesday, comes from new investor DAG Ventures, as well as a number of existing investors.

Representatives of Yelp, which earns money through advertising revenue and sponsored listings, and has some much larger competitors, such as InterActiveCorp's Citysearch, say the current tally of reviews posted on the site is 2.3 million. Traffic is steadily climbing.

Google Analytics places Yelp's October 2007 traffic at 5 million unique visitors, then 6 million in December and 7 million in January 2008. Traffic for February, according to the same metrics, is set to pass 8 million.

Server space to handle higher traffic isn't Yelp's only reason for needing new funding: the company is opening an office in downtown New York, the company's first outside San Francisco. The new digs, in the West Village neighborhood, will open on March 3. And Manhattan real estate ain't cheap, especially in that part of town.

Outside.in, a New York-based site that aggregates town-specific news, blog posts, and business listings into a sort of Local News 2.0, formally launched a discussion forum feature on Wednesday.

Thie move puts Outside.in more squarely in the league of Yelp and Craigslist, which supplement their respective business reviews and classifieds listings with lively local message boards.

Obviously, discussion boards don't mean anything if there isn't a solid base of users willing to contribute to them regularly. But there certainly are more than a few people who like to rant about their local school board, sidewalks crowded with strollers, and long lines at the post office, and many neighborhoods don't really have online hubs for town chatter yet.

There's a cool twist to Outside.in's message boards too. You can "attach" a location to your posts--if you're writing about a certain bar, for example, Outside.in will add a link to the listing if it detects the name of a local business. (You get to preview it first.)

Meanwhile, the "hyperlocal" niche of the Web continues to get more crowded, with the launch of EveryBlock last week.

What's currently shaking up on Outside.in's message boards for my home island of Manhattan? Finding the coolest bar in the Lower East Side neighborhood or the best place to go for happy hour around Union Square. It's good to see that users' priorities are in the right place.