Startup Stories – Netberg

Michelle Cuccovillo

One of the biggest barriers to doing business online for SMEs can be setting up an ecommerce platform, which can be confusing and expensive. In addition, marketing the products and sorting out the logistics of supply and delivery can be a headache.

Startup Netberg is aiming to simplify the process, by enabling users to create simple web pages where they can sell products, as well as taking care of billing and distribution.

I caught up with founder Michele Cuccovillo to discuss the business in more detail.

Q) Can you tell us how Netberg got started, where did the idea come from?

A) Like many innovative ideas, ours came from a co-founder’s personal experience of a market need. Our co-founder, Jubin Nouri, had always helped his parents, who own a pharmacy, with their business website. He wondered why there was no way for a small business to have a website that was free and easy to use, where it was also possible to sell products. He talked to his best friend, Lorenzo Rando and myself about the idea and we both agreed with Jubin that this was something that did not exist yet.

We realised that many small and medium businesses are not online, because either they do not know how to be online, or they do not see the importance of being online. Small and medium businesses have to work very hard to compete with big corporations, especially online, as they do not have the capacity to spend a lot on a website’s design or SEO. Netberg is an online community that allows these small and medium businesses to stand together, whereas the power is in the numbers.

Q) Can you explain your business model in very simple terms?

A) On Netberg, businesses can create their free business web page in only five minutes, so that the world’s customers can see what they do, what they sell, where they are, when they are open and buy their products or services online. Last but not the least; Netberg also manages payments and door-to-door pick-ups and deliveries. This way, we take all the hassle away from selling online. In return, Netberg earns 7% commission on sales generated on the platform.

Netberg team

The Netberg team

Q) What does your team look like?

A) Our team currently consist of eleven people. We have three directors and co-founders, five young and eager interns and one sales leader base in London, and one director of sales and one director of partnerships based in Italy.

Our team members are all creators and world changers and firmly believe nothing is impossible. We work as a flat organisation, and we value our team satisfaction as much as our customers and shareholders. At Netberg, we encourage a fun and collaborative work culture within our office space and we live and breathe a can-do attitude.

Q) How have you funded the business?

A) So far, Netberg was founded entirely with our directors’ own savings. That was actually a great experience, because it helped us all realise that it is possible to achieve great results creatively without spending any or little money.

Netberg is currently part of the Accelerator Academy, a high growth training and mentoring programme in London. We hope that we learn enough during the process to attract investors who share our vision and understand the potential of Netberg.

Accelerator Academy

Accelerator Academy

Q) How did you get from idea to product, was there much project management involved?

A) After Jubin had the initial Netberg idea in February 2013, he shared it with Lorenzo and myself. Not long after that, we started working on the business plan. At the same time, Jubin started working on the thousands lines of code that make up our website, together with our web designer. In February 2014, the first few interns joined the team, selected from top universities across Europe. The beta-version launched shortly after the interns started, and they did a lot of work testing the product with our clients. On 14th May, we launched our final product, with a brand new homepage, during our launch event at Google Campus London.

Q) How much competition is there in your space? How do you stand out?

A) Many other companies offer online presence for businesses. However, we are different; we created a new concept that stands between three categories of competitors.

The first group consists of website generators. These companies provide businesses with a stand-alone website for a monthly fee. These websites generally do not attract many visitors without investments in marketing or SEO. They also offer too much customisation, which is nice but often complicated and very time consuming.

The second group of competitors are the online business directories. These directories cannot be used to sell online, they often have outdated information on them, and the business owner has little control over his business page.

The last group are the e-commerce platforms. These platforms only focus on the products, not on the business identity. They also do not promote off-line presence, and they have a complex pricing system.

Netberg is different compared to these competitors in various ways: a business owner can create a page for his website in under 5 minutes, without needing IT-skills. On Netberg, the business pages are part of a searchable network. They have a built-in e-store where they can present and sell their products hassle-free. The pricing is also clear, as we work with a revenue-sharing scheme. The business owner can create his webpage for free, and when he sells online, Netberg earns 7% commission.

A Netberg e-store

A Netberg e-store

Q) What does your typical customer look like?

A) We believe that all businesses should have a website, even just a simple one. Our websites are suitable for any SME, while our e-commerce is specifically tailored to businesses that sell physical non-perishable products that are easy to ship.

That means we approach all kinds of businesses: from shoe shops to butchers. We focus on these local SMEs because they generally do not have the time, money or skills to set up a website for their own business. We also make these businesses part of a community, so they can stand together with other SMEs, and survive despite the power of the big corporations.

Q) What have been your major hurdles when starting up, how have you overcome them?

A)When we started working with the team and launched the beta version, we had two main problems on our path. The first one was budget. We did not have a big amount of money to spend for marketing campaigns and advertising. That is one of the reasons why we joined the Accelerator Academy: to learn and prepare ourselves for investments.

The second one was time, as we have many ideas for activities that would make the company grow but unfortunately only limited number of hours within a day.

Q) Are there any services or tools that you can recommend for startups who need help with getting stuff done?

A) For a small company, the Google apps are great. We use Gmail, which is integrated with Google Drive, Calendar, Google Hangouts, etc. We use Buffer to schedule our Tweets and other social media activities. It is an easy-to-use tool, which lets you schedule your social media activities and see them all in one clear overview. Mailchimp is great for small scale email marketing. We used it to design and send the invitations to our launch event. For designing our marketing material, we mostly use the programs by Adobe, such as Photoshop and Illustrator.

Mailchimp - great for email marketing

Mailchimp – great for email marketing

Q) What customer recruitment channels are you using, and which are the most effective in terms of conversion?

A) We have been trying many different approaches to reach business owners. We started preparing the sales strategy in early February, and immediately identified two main channels: direct (email marketing, telemarketing sales and face-to-face visits) and indirect (business associations, public bodies, etc.). Recently we signed a contract with the biggest business association in Italy, Confcommercio (over 700,000 businesses associated), which should help us scale very quickly from autumn onwards.

Q) What are your long-term plans for the business?

A) Netberg has many plans for the future. After achieving the first target in UK and Italy of bringing many businesses online, Netberg plan to land to the US. The US is one of the biggest e-commerce markets and it would be a great opportunity worth exploring. Besides the US, plan is also to expand within the EU tackling major countries like Germany, Spain and France. Our vision is exactly what our tagline says: to bring all businesses online.

Ask an SEO – Jason Dexter on technical SEO

Jason Dexter

Jason Dexter

Most SEOs have a particular specialism, a secondary skill. This could be content marketing, PR or social media. In this piece, I caught up with Jason Dexter. Jason’s specialism is good, old-fashioned technical SEO.

I asked him about all of the technical issues we should be looking out for, as well as life at his agency Prototype SEO.

Q) Hi Jason, could you start by telling us about your background, how did you get into SEO?

A) My interest in web marketing started during my final year of college, where I developed a website for a business that sold number plates. The design was made by a friend of mine, but I worked on a system where you could type in your reg number, it would update the number plate in the correct format, you could change the style, overlays, at country flags etc. This sent it to the printer and it would be sorted there. We launched it and….nothing. Barely any orders or use of the system. I’d never considered HOW to get people to the website. Here I had a website I was proud of but nobody saw it. Moving onto university, I created a website that was an amalgamation of various social networks. Nice website, it worked, launched it on a domain and hit a stumbling block; no traffic. So I read up about how to get people to the website through social media, paid advertising, SEO and blog writing.

So over a few months, I’d got this passion (albeit with a small amount of knowledge) about search engines, how they work and how you could drive traffic to a website. My SEO skills weren’t setting the world alight but I’d optimised my website for some crazy long tail phrases that drew no traffic. But I was proud! Over the summer, I got a job with a a national paintball company, looking at their national websites and the websites of over 27 owner-managed websites across the country. Whilst I wasn’t experienced in commercial search optimisation, my job was overall management; image uploads, articles on the website, social media and SEO. The knowledge I gained from this job was huge and didn’t just focus on SEO. Working with 27 owner-managed venues, I essentially had 27 clients to look after, helping me build knowledge of client needs, management, relationships and internal politics. Things rapidly progressed, I contracted and freelanced for 3 years until became Head of Search for a design agency, rapidly building up their digital marketing clients and working alongside the social media department the create a multi-faceted search company.

Q) Tell us a little bit about your company, Prototype SEO?

A) The company is made up of 11 staff members, a mix of designers, developers, social and search. We’re an awesome team land theres some great talent here. It’s a relaxed environment and everyone is self motivated. We get our heads down, we get results. But because of the range of talents, there’s some crazy development work going on, or stand alone design. We’re based in South Yorkshire so our approach to work is no-nonsense, no-fuss and no-BS. Because of that, we’ve got some huge brands and companies on our roster.

Don’t underestimate local search!

Q) If you could advise an SME with little time or budget on one single task they can undertake SEO performance, what would it be?

A) Never underestimate local keywords. Ever. With that in mind, I’d look at Local Business on Google Plus. I’m cheating as it’s not a single task as such, but having a verified local listing can be incredibly powerful for a SMEs.

Q) What does your typical client campaign look like in terms of activity?

A) Generally speaking, we have two entry points into our search campaigns; we’ve built a website for them or we haven’t. If we’ve built a website, the search and social teams are involved from the very beginning. The heads of Search, Dev and Design sit down and go through a brief. My involvement here is usability, conversions and search optimisation. Every website that is built by these guys is in the best shape it can be pre-launch.

Typically, a campaign is segmented into content, technical and marketing. So whilst we could say duplicated content problems are related to content, it’s usually a technical fault with page management. Doing this also helps us create a 3 pronged approach, each having it’s own set of KPIs. Content could be user engagement and conversion increases through split testing, revenue increases. Technical could be lowering page load times and the lowering duplicated content issues. Marketing KPIs could be brand mentions, inbound traffic and (although I should say this and not focus on it) links. Each one is then split even further; content is then optimisation AND article generation AND conversion rate optimisation. Each of these subsets have their own KPIs and mini campaigns within them We try to be as granular with these campaigns because it makes management a gazillion times easier and we can see which areas need slightly more focus, which areas are performing the best and simply become much more proactive.

Q) How do you work with clients in terms of fees/KPIs? 

A) Set fee. We have an extremely stringent checklist for anyone looking to pay for performance related or ranking-based KPIs and we’re yet to work with a website any other way. Without wanting to offend people, it doesn’t attract the right clients either. Search optimisation is a risk, much like any other marketing channel. We typically find that if a client is happy with work, they ramp up the spend. If they’re not, they’ll tell us and we sort it out.

Q) If you could name 5 things on a technical SEO checklist, what would they be?


  • Duplicated content
  • Internal linking structures
  • Robots.txt
  • Page Speed
  • Schema/Snippet

Q) Following Panda 4.0, what technical issues should we be looking at?

A) Duplicated content. There are a lot more issues at play with Panda, put talking purely technical then I’d duplicated content. We recently sat down with a website and ran a crawl analysis on it and it came back with 86,000 pages. Around 60,000 of those were duplicated. We found urls duplicated through variables in the URL and poor management. We’ve added canonical tags on every page and used rel=next/prev to manage pagination. The number of pages indexed plummeted and their search visibility is climbing. We’re still waiting for the next ten day roll out of Panda to see the full affects but it is a great way of showcasing that more pages isn’t better. More quality is better.

Q) What are your favourite SEO tools?

A) DeepCrawl – Amazing and powerful crawl data. The reports could do with a better design, but overall this is a bit of kit I couldn’t live without.

SEMRush – Great monthly overview of search traffic, great for competitor analysis and keyword research.

Ahrefs – Backlink analysis. Pretty self-explanatory but great for link building.

SearchMetrics – Their search visibility tool is awesome and it’s my favourite. Doesn’t always pick up keywords a client is ranking for, but a top-level view is solid and is essential to our reporting.

Q) What metrics in Webmaster Tools should I be most concerned with from a technical standpoint?

A) Index status and crawl errors. The first allows you to compare to your site map and diagnose problems there. 100 pages in a site map and 10,000 indexed shows a huge problem. Crawl errors is not only a great way of finding issues with your website, but can be powerful for link building; pull off a list of 404 pages, run a back link check on those pages and work your way through the list starting with the pages with the most powerful links. 301 them to relevant pages and you’re not missing out on the link equity.

Jason’s dream SEO client, Paddy Power


Q) Content marketing, short-lived fad or here to stay?

A) Here to stay. The name will change, like everything else in SEO. Just like conversion rate optimisation is now called growth hacking by most. The concept will be around for a very long time and I’m happy with that.

Q) Who would be your dream SEO client and why?

A) Paddy Power or Brew Dog. Their brand personalities are awesome and they’re not scared of trying anything completely insane, it’s part of their culture. The level of traffic they’d get also means we could work wonders on conversion rate optimisation as well.

Dave Naylor of Bronco

Q) Who are your favourite SEO rockstars?

A) Rand Fishkin – That beard.

Dr Pete @ Moz – His tweets range from laser-focused research to his wife questioning why there’s dinosaurs on his presentation. He seems a great guy.

David Naylor – I love Bronco and the work they do.

James Agate – His business drive is pretty awesome.

Scott Delong – Not an SEO, but simply because of what he has achieved with ViralNova.

Neil Patel – A clever man and some great content. I admire what he does.

Startup Stories – Powr of You

Shruti M Krishnan

Shruti M Krishnan

In this month’s feature, I caught up Shruti M Krishnan to discuss her plans to disrupt the £3bn market research industry with Startup Powr of You.

Here is Shruti’s story.

Q) Can you tell us how Powr of You got started, where did the idea come from?

A) My brother and co-founder, Keshav Malani, actually thought of it right outside the Baker Street station :) We had been exchanging emails about value of social data, value of our connected lives, and the constantly changing consumer trends. He sent an email as soon as he was out of the station and I still remember the subject line said Idea: get paid for your data.

The rest is the amazing journey over the past year…squeezed in between a crazy amount of work and learning as we’ve brought our platform live.

Q) Can you explain your business model in very simple terms?

A) Simply put, our platform allows users to be an active part of the online data economy, while remaining anonymous, and earning rewards along the way. Simultaneously, brands are able to get a deeper understanding of their consumers through natural data.

How do we do this… we aggregate, anonymise, and generate insights from user data, with user permission, and create market research reports. We then sell these reports to brands looking to understand their consumers better. The money generated here is shared back with our users. Furthermore, when users login to their account – they are able to see personalised insights about what their data says about them, fun things to better understand their friends and social networks along with their habits.

Q) What does your team look like?

A) Currently, the core the team is just the two founders: a brother/sister duo. We have 3 developers working with us full-time and a data scientist as well.

Brother and Sister team Shruti M Krishnan & Keshav Malani

Brother and Sister team Shruti M Krishnan & Keshav Malani

Q) Do you outsource any work, if so what, how and why?

A) We outsource our development (backend, frontend, and mobile) to India due to the costs of hiring in-house in London. Finding the right talent is quite a challenge in the UK, especially London when trying to balance out costs.

Q) How have you funded the business?

A) We are self-funded at the moment. We are exploring investment opportunities that align with our business goals though.


Q) How did you get from idea to product, was there much project management involved?

A) Moving from idea to product has required and continues requiring an incredible amount of project management. From managing the outsourced development to managing the bazillion events and meetings, all the while being able to get some work done – all this has required meticulous tracking of tasks, constant check-ins between the co-founders, and love for what we are doing.
It’s a good thing both of us come from a fast-paced consulting environment.


Powr of You is now open for Beta signups

Powr of You is now open for Beta signups

Q) How much competition is there in your space? How do you stand out?

A) There is only one direct competitor to our business model in this space who is also in its nascent stages of development with its private beta phase. But Market Research as a whole is a very established industry with major players such as – Nielsen, GFK, Kantar, etc.

Q) What does your typical customer look like?

A) Given our two-sided business model, we technically have two customers:

Consumers – individuals looking to understand their quantified self through visualized insights, e.g: Travel Map, Social Trip Planner, War of Words, etc.

Brands – a company looking to leverage social media, understand their customers more deeply, or giving back to their consumers

A recent Brand Amplifier event

A recent Brand Amplifier event

Q) What have been your major hurdles when starting up, how have you overcome them?

A)The major hurdle we have faced is explaining the entire model to consumers given its complexity. It’s an ongoing exercise but we have to continually simply the message to be easily digestible. We work to share our tenets of transparency, privacy, and empowerment through all our messaging and branding. It’s an iterative process and we’ve gotten some good coaching along the way through the London Business School Incubator as we’re a part of the program. We’d also been lucky to be selected for other programs that have helped us hone in on the art of branding through a program called BrandAmplifier run by a talented team at JP Creative in Lambeth. They did various workshops with us to coach us on various media tools we can use to get our messages across and engage our audiences. This is a great program and came just in time as we’re starting to develop and execute our marketing plan.

Q) Are there any services or tools that you can recommend for startups who need help with getting stuff done?

A)  We’ve been lucky to be a part of the London Business School Incubator program which has provided invaluable resources and guidance along the way over the past year.

Task management – Wunderlist, Zoho Projects

Web Development – Axosoft Bug Tracker – can be used for all development for early stage companies and very affordable!

Email and Calendar – Gmail (Google App Suite) for small businesses is incredible for this and easy integration with phones, chat, google drive, etc.

File sharing – Dropbox: Great for sharing files with developers given it’s accessible anywhere.

Finding freelancers – Elance: Incredible way to source small projects and compare easily.

Software - Microsoft BizSpark Program: Free software, support, and visibility for startups.

Microsoft BizSpark

Microsoft BizSpark

Q) What customer recruitment channels are you using, and which are the most effective in terms of conversion?

A) We haven’t started tapping into any defined recruitment channels just yet. We are working to hone our product and messaging before starting a multi-channel outreach. We believe this will provide a better bang for the buck.

Q) What are your long-term plans for the business?

A) There are quite a few paths for us to take for the long term but we are working towards the goal of being able to provide our users a package of benefits, both financial and a service offering for them to understand their data and make the most of their social networks.

Panda 4.0 – what it means for content


Google head of webspam - Matt Cutts

Google head of webspam – Matt Cutts

Google recently announced a refresh to its Panda algorithm update, Panda 4.0. As with every Google update, there’s a great deal of confusion around.

In this post, we’ll explore the update in more detail, how to check if you have been affected, and what to do next.

What is Panda 4.0?

First, we need to look at the algorithm itself. For those who are unfamiliar with it, the Panda update was designed to prevent low quality pages from appearing in its search results. Low quality means content that is:

  • Not unique or original.
  • Delivers little or no value to visitors.
  • Has been created solely for the purposes of driving search traffic.


Screen Shot 2014-05-29 at 12.51.56 pm

eBay has taken down doorway pages

Who has been affected?

According to Google, 7.5% of all English language queries will be impacted by this update.

It has been widely reported that one of the sectors that Google targeted with this update was the notoriously spammy Payday loans sector. Perhaps more surprisingly, a high profile casualty was retail giant eBay, which saw widespread loss of search visibility on its many ‘doorway pages’.

How can I check if I’ve been affected?

If any of the above resonates with you – the first step would is to check your Google Webmaster Tools account. A warning in the ‘Manual Actions’ section, or a sharp drop in traffic over the past few weeks could be an indication that you have been affected by this update.

What you need to do…

Whether you have been directly affected by this update or not, it’s advisable to carry out an audit of your content. Use Screaming Frog to generate a list of all pages on your site then check each page for unique or original content. Pages which you suspect may be lacking should either be updated or removed.