Yelp Inc's Business Segments

Yelp is the leading local business review site in the United States, offering consumers unmatched local business information and businesses a variety of opportunities to connect with purchase-intent driven consumers. Our mission is to connect consumers with great local businesses of all sizes and to provide a convenient platform for each stage of their interaction, from discovery and engagement through the completion of a transaction and beyond

Yelp Inc. offers a diverse range of products, services, and segments that cater to the needs of both consumers and businesses. These offerings are primarily centered around local marketing, consumer engagement, and digital advertising, structured to enhance interactions between businesses and their customers. Below is an extensive breakdown of Yelps offerings:

1. Advertising Solutions
Yelp provides a variety of advertising products designed to help businesses connect with potential customers in their local areas:

a. Targeted Advertising
- Search Advertising: Businesses can deliver targeted advertising on Yelp’s platforms, appearing as sponsored results in search queries. This approach focuses on connecting with local consumers looking for specific services or products.
- Display Ads: Advertisers can promote their businesses on related business listing pages and within suggested businesses when consumers use features like Request-A-Quote.

b. Ad Formats
- Pay-Per-Click/PPC & Impression-Based Ads: Yelp primarily operates on a per-click basis for ads but also offers advertising services billed based on impressions.

c. Ad Resales
- Yelp collaborates with agencies and partners such as DexYP, reselling its advertising products to enhance market reach. Moreover, the company monetizes remnant ad inventory through third-party ad networks.



Free Online Business Accounts
Yelp allows businesses to create free online accounts to manage their presence on the platform. Features include:

- Business Listing Claiming: Businesses can claim their locations, which allows them to control their information on Yelp.
- Data Analytics: Access to statistics and performance metrics that help businesses gauge how effective their Yelp presence is.
- Customer Engagement: Businesses can respond to reviews and communicate directly with customers through messaging.
- Listing Information Updates: Easy management of essential information such as address, hours of operation, and other listing details.
- Promotional Tools: Opportunities to offer Yelp Deals and Gift Certificates.



Enhanced Business Profiles
Yelp provides several premium profile options that enhance business visibility:

a. Branded Profile
- Access to premium features including customizable images and videos in a slideshow format, along with the ability to promote specific business actions through a dedicated Call to Action feature.

b. Enhanced Profile
- Similar to the Branded Profile but with the added benefit of controlling how ads from competitors appear on their business listing pages, thereby reducing distractions to potential customers.



Transaction Facilitation
Yelp enables transactions through its platform, providing various direct-to-consumer capabilities:

a. Yelp Platform
- Consumers can conduct various transactions, such as ordering food, purchasing tickets for events, and making reservations, directly within the Yelp app or website.

b. Yelp Deals
- Local businesses can create discounted promotion deals. Businesses receive a share of the discounted sales, while Yelp takes a fee based on each transaction.

c. Gift Certificates
- Businesses can sell gift certificates directly to consumers. Yelp processes payments and remits the revenue share back to the businesses.



Subscription-Based Services
Yelp also offers subscription services aimed at enhancing business operations:

a. Yelp Reservations
- A subscription service that allows restaurants and venues to manage online reservations and includes front-of-house management tools.

b. Yelp Nowait
- This service offers a digital waitlist management solution helping businesses manage customer wait times, allowing patrons to join waitlists remotely and thus enhancing the dining experience.

c. Yelp WiFi Marketing
- Allows businesses to provide in-house Wi-Fi access, enabling them to advertise services and collect customer data for marketing.



Analytical and Insight Tools
Yelp provides valuable insights and analytics for business owners through partnerships:

a. Yelp Knowledge
- Through various collaborations, Yelp offers local analytics and historical data access to businesses, enabling them to make informed marketing decisions.



Partnership Opportunities
Yelp engages in non-advertising partnerships:

- Content Licensing: Yelp licenses its content and grants access to third-party data providers to manage and update business listings on behalf of clients.



Summary
Through its comprehensive suite of advertising products, free business accounts, and subscription-based services, Yelp Inc. positions itself as a pivotal platform in local marketing and consumer engagement, thereby creating significant value for both businesses and consumers. The platform continuously evolves its offerings to meet the dynamic needs of the local business landscape, ensuring that both sides benefit from enhanced visibility and transaction capabilities.