Street Fight Daily: GoDaddy Preps IPO, JustEat Eyes London Markets

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology

GoDaddyGoDaddy Prepares for IPO (Wall Street Journal)
GoDaddy, the Internet company that helps individuals and businesses create websites, is preparing for an initial public share offering, said people familiar with the matter. The company, which provides domain-name registration and website-hosting services to more than 12 million customers world-wide, in the coming weeks plans to interview banks that would lead the underwriting of its IPO.

Why Booker Wants to Blur the Line Between Marketing and Operations (Street Fight)
Last year, Bain Capital poured $27 million into Booker, a company that builds scheduling and business management software for small and medium-sized salons. Today, the New York-based startup is working to push deeper into the front office, building a new suite of tools that use a business’s operational data — booking data, payment information and the like — to engage with existing customers, and in some cases, find new ones.

Just Eat Preps IPO In London, Aiming To Raise £100M (TechCrunch)
Online fast food ordering veteran Just Eat, which lets hungry web users in 13 global markets order a food delivery from a range of local takeaways, is preparing to float on the London Stock Exchange.Earlier this month, Just Eat acquired EPOS maker Meal2Go with the intention of selling its specialist restaurant electronic point of sale tech to its takeaway partners as another string to its bow to encourage them to sign up to its ordering platform.

Phone Leads for Local Businesses: The Unsexy Cousin of the Click (Part II) (Street Fight)
Michael Boland: Beyond bringing in big leads — and SMBs paying handsomely for them — call monetization will be compelled by something else: Opportunity cost. We forecast call volume to SMBs to explode (65 billion by 2016) as a result of increasing mobile usage trends. That’s going to mean a whole lot of calls to answer.

CMO One-to-One: LivingSocial Evolves from Deals Site to Deals Marketplace (eMarketer)
“Deals aren’t daily, and there are more of them out there,” said LivingSocial CMO Barry Judge. “Many might think of us as a company that provides services such as spas and pedicures, teeth cleaning or laser hair removal, but the deals themselves have evolved. The breadth of categories has expanded, and there’s a way for national brands—which users are familiar with—to participate as well.”

LevelUp Sees Growth, but Slowly (Boston Globe)
LevelUp’s high-energy, twentysomething founder, Seth Priebatsch, would have liked his payment app to be a household name by now. But LevelUp use “remains negligible” outside of the Boston area — just 0.6 percent of survey respondents had used it in the prior month.

Survey: Consumers Ready For Indoor Location, Marketing (MarketingLand)
A new consumer survey by “iBeacon marketing platform” provider Swirl shows that consumers are ready for indoor location and marketing. Industry and retailer fears about consumer acceptance of indoor location tracking may thus be overblown. According to the Swirl survey of 1,000 US adults, 85 percent of consumers have used some sort of mobile shopping app while in stores.

Beacons and Smart Stores Will Make Shopping Malls Fun Again (Recode)
In the same way that e-commerce brands use mouse tracking, heat mapping, engagement analysis and who-knows-what-else to assess shopping habits, physical stores are beginning to replicate such analysis with beacons and BLE. While the current options for in-store implementation are limited to a few pioneering companies, the potential for innovative applications by retailers is high.

Geopieces: A Local Discovery Service That Lets You ‘Own’ a Piece of the World (TheNextWeb)
Local discovery mapping apps like Caterina Fake’s Findery – which recently launched for iOS – are not a new idea. In fact, the Web version of Findery was kicking around for more than a year before a native mobile app was launched. Geopieces allows users to snap pictures of notable things and upload them to a map – that’s the note-taking/discovery aspect of the service.

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