Guinness Telli*Phone Corp- PO Box 1088
- Tiburon/Belvedere, CA 94920
- 415-435-1280
- 415-435-5291 - fax
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EXECUTIVE SUMMARY
OPERATE A LOCAL SEARCH ENGINE, ONLINE INFORMATION CENTER AND ADVERTISING PLATFORM FOR YOUR COMMUNITY | |
THE BUSINESS
Guinness Telli*Phone, a public company (stock symbol “TELI”), was incorporated in the state of Nevada in 1992 to develop Internet software systems and license its technology to others for the purpose of building a network of "
locally operated affiliate community online information search directories" across North America similar to the way NBC, CBS, ABC and PBS expanded throughout the United States during their early years of television.
Telli Directories provide local advertisers with a greater return on their advertising investments and newspaper sales entrepreneurs the opportunity to move into "Internet advertising" and manage their own local Internet search sites using the company's simple to use
Telli Administrator directory management software program.
Through our first local directory, Telli Marin at www.telli.com , we thoroughly tested our products, services, operations and marketing strategies and now plan to exploit the recent growth in local Internet advertising by first duplicating our success in Marin in adjacent counties in the San Francisco Bay Area and then expanding throughout California. |
THE LOCAL ADVERTISING MARKETPLACE
Local advertising represents a $100 billion "offline" market in the U.S. that includes yellow pages, direct mail, newspapers, local television and radio, all of which is addressable by the Internet.
It has been reported that 80% of retailers' sales are from customers who reside within 2.5 miles of their locations. The Kelsey Group reports that local search is growing faster than general web search with 86% of Internet users searching for local products and services, up from 70% in 2006, and more than 90% of the transactions resulting from these searches are completed at the advertiser's location. Although just 5.6% of sponsored links on the major search engines were bought by local advertisers two years ago, today they're purchasing over 36% of all such ads.
Internet advertising revenue grew by 35% in 2007 to $16.9 billion. Revenue from local Internet search advertising reached $8 billion in 2007 and is expected to jump to $22.1 billion in 2011 (The Kelsey Group). A recent study by ComScore Networks found that local search grew 24% in 2007 while general Web search grew only 14%.
A "2006 Local Search Advertising" report from research firm Borrell Associates reported that a local search company established like a large TV network with multiple local affiliates could more readily establish a strong foothold in individual communities than nationwide players. "Google doesn't have that," commented Borrell. “Local media and search firms that work from a truly local level would relegate everybody else to mere content providers."
"Most sites don't participate in the community they enable," reports Marchex in its 2008 Local Online Advertising Report. "Local sites need to understand their customers' needs. Participation is what makes the most popular portals, sports, and news sites successful." | |
THE LOCAL TELLI DIRECTORY OPERATIONS
Telli Directories are stored on Guinness Telli*Phone servers and each Telli Directory is operated by a qualified local management and sales team licensed to customize, manage and continually update the local Telli Directory focused on its community using the Telli Administrator residing on a personal computer connected to the Internet; Guinness manages the Internet technology and electronic payment system while Tell local managers provide the marketing and advertising support.
Telli managers establish themselves as local online-marketing and advertising professionals within their communities and generate income by assisting clients in preparing TelliPages and search engine advertising programs. | | |
THE LOCAL TELLI DIRECTORY
Telli Directories are powered by a combination of
both search engine and simple
category click-through filtering systems making it easy for people to instantly target everyday products and services in their community without spending time surfing through large amounts of irrelevant global information.
Unlike global search engines that are usually not up to date and offer only lists of website links, a local Telli Directory displays pertinent details and information on almost every business and organization in the community in addition to providing people with current information on local events, movies, classifieds, coupons and reviews.
Initial listings and monthly telephone connects and disconnects are downloaded from a data base of telephone listings provided to us by the local telephone companies. Movie listings and schedules are provided directly through a national data feed. Therefore, as soon as a Telli Directory goes online it is useful to people in the community immediately.
Next, using our simple software tools, businesses not listed in the local phone directories can post their listings in Telli Directories and all businesses can update their listings and categories at any time and at no charge. Also, people in the community can post event information, reviews and classified ads for free.
Then, local organizations can highlight themselves above their competitors and increase their customer views substantially by subscribing to Telli's inexpensive, high-profile promotional platform and create popular, colorful
TelliPages to provide current "summaries" on their products and services using Telli's simple "do-it-yourself" TelliPage web design tools.  |
Subscribers also have the option to pay Telli local managers various fees to design and maintain information on their behalf. We have found the over 70% of local businesses welcome professional adverising and design assistance.
The major search engines like Google scan Telli Marin over 300,000 times a month to acquire Telli listings and TelliPages to post them as links on their sites. This in turn provides additional Internet exposure for Telli advertisers.
The first Telli Directory, Telli Marin, covers Marin County, California (population 250,000), a suburban area next to San Francisco. Telli Marin contains 3,800 categories and over 22,000 up to date Marin listings with an annual growth rate in users and revenues of over 40%. Presently, people view over 10,000 Telli Marin listings every day. | CORPORATE MANAGEMENT
Lawrence Guinness, founder, CEO and developer of Telli systems, has 40 years experience in managing various successful media ventures. Patrick Guinness, President of Guinness Telli*Phone Corporation, has developed and continues to develop all Telli software systems. They are supported by a management team consisting of a community newspaper publisher, an award-winning advertising director, and a CFO experienced in small and medium-sized businesses. | TELLI DIRECTORY ADVERTISING CUSTOMERS
Existing local advertising and listing services do not offer the simplicity and do-it-yourself opportunity for instant target-marketing and communications provided by Telli. Most Internet search engines only provide links to websites, and placing advertising on them is expensive and time consuming. Therefore, significant information on the Internet is available only from those who can afford the large investment required to establish, maintain and promote websites.
Our current and potential customers are businesses providing local retail goods and professional or household services, including local clubs, leagues and associations. Telli Directories offer schools, clubs, groups, and associations a simple platform their internal staff and parent volunteers can use to keep parents and members continually informed of changing schedules and last minute events through TelliPages created using their own computers and Telli’s simple design tools.
Also, organizations with websites can display TelliPage links on their websites and keep their sites up-to-date by updating their TelliPages themselves.
Telli provides an inexpensive advertising platform for organizations that have no need to advertise outside their area and a local medium for major organizations to tailor promotional programs to target people's individual needs.
Focusing on local marketplaces makes it possible for Telli to build a critical mass of users in each area with minimal effort and operating Telli Directories under common guidelines makes them inexpensive to manage and promote.
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PATENTS, TRADEMARKS & COPYRIGHTS
The Telli logo is patented with the U.S. Patent and Trademark Office, and all our software is protected by copyright law. We feel the success of our business is dependent on the kind of information we distribute and not the technology used to distribute it.
Telli has contracted Francorp, (www.francorp.com), to assist with the development, regulatory filing and marketing of a Telli franchising operation as a future potential alternative to establishing Telli Directories in areas throughout North America. Francorp's legal department is completing the appropriate documentation and filing applications for franchise registration with the FTC and for those states requiring such registration. | |
DISCOVER THE POWER OF TELLIPAGES FOR YOURSELF | |
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