MyKaroo
Is MyKaroo the future of Internet networking?
Monday, February 5, 2007
BY LORALEE STEVENS
STAFF REPORTER
SANTA ROSA CALIF. - MyKaroo, an Internet company now incubating with Bardon Data Systems in the East Bay, will launch in Santa Rosa within a couple of weeks, said President and CEO Barry Smiler.
MyKaroo uses the power of the more than 100 million Web sites now on the Internet for social networking, resource sharing and a platform for what its president and CEO Barry Smiler describes as "micro-targeted" advertising.
The fully automated service provides a space adjacent to a site - independent of the page's producers - for sharing commentary, suggested links, demos, photos and video clips.
"Many sites have a fan club, or at least a returning visitor base," said Mr. Smiler. "MyKaroo gives them a place to get together. It's been called 'the blog that comes to you,' instead of the one you seek out."
The sites will be advertising-based, but not with the ubiquitous Google ads that fuel so many new Internet business models.
"Google ads adjust to what people are searching for. MyKaroo ads will go to a deeper level and reflect what people have found in the way of a site and want to revisit," he said.
In some cases, the site itself will want to add content to its MyKaroo parallel. For instance, the Santa Rosa Chamber of Commerce is using MyKaroo to showcase its Entrepreneurial Pathway Program, in which MyKaroo is participating.
"The Chamber is excited about MyKaroo Pathways Program," said chamber Economic Director Chris Lynch on the sample site. "We believe that growing local companies is the way to assure long-term economic vitality of a region."
MyKaroo has multiple channels so that visitors and advertisers can narrow their focus within each of its sites. Some channels may be sponsored. The Green Builder's Exchange, for example, might sponsor a channel on MyKaroo sites adjacent to building supplies sellers.
Ads and sponsorships are purchased online by an automated process that allows buyers to select favored URLs.
The sites are self-policed, with visitors voting on posts. A post considered offensive by most users will be quickly removed, said Mr. Smiler.
"We recognize that some people use these forums to attack individuals or businesses, but we leave it to the will of the users to police them. Our research assures us that a parallel, unconnected site such as MyKaroo is not legally liable for material that the site owners may not like."
For the most part, though, he believes site owners will welcome such an adjunct.
"It gives them a deeper dimension and it can be a source of self knowledge and improvement. Not all sites have room or resources for an interactive page," he said.
MyKaroo runs on the Firefox and Internet Explorer browsers. Initially content will be text only, with voice, video and photo capabilities soon to follow.
Although it's currently funded and supported with personnel from Bardon Data Systems, Mr. Smiler doesn't rule out future investment opportunities.
"Our incubation is working out well. However, as with any such company we are always open to conversations with those interested in helping us grow this even faster."
The company has the potential to employ a significant number of people in Santa Rosa.
"With 100 million Web sites available for MyKaroo, we would need server technicians, graphics, sales and marketing staff. We love Santa Rosa, and we want to grow here," said Mr. Smiler.
For more information, visit www.mykaroo.com.
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