OurHood is a private social network for neighbourhoods. As a digital platform OurHood aims to promote safer and better connected neighbourhoods, by linking the digital and physical worlds. It provides a platform for residents to engage across multiple devices.
Our South African curator, Lauren Wallett, met with the creator: Bruce Good.
Where did the idea for Ourhood come from?
The OurHood concept grew out of our first start up – Name Your Hood – which was a platform which allowed citizens to have a say in naming micro-neighbourhoods in Cape Town and Gugulethu.
Having lived in New York City, I was fascinated by the strong focus on neighbourhoods and ‘local’ and was keen to explore the option of creating strong identities for neighbourhoods in South Africa. We recognised the proliferation of platforms in which members of public could participate and have a say – like Big Brother, X Factor, Idols and the like and decided to launch a business which would allow the public to name and vote on names for clearly-defined neighbourhoods across Cape Town.
The business, Name Your Hood, has attracted sponsors including Groupon, Pam Golding Properties, vida e caffe and a range of local businesses.
We wanted to continue to build digital communities where residents could communicate with one another.
How did you know it was the right time to quit your job and work on OurHood full-time?
I was based in London and working for an investment bank when I read that every person who returned / moved to South Africa created 11 jobs (both directly and indirectly). That had a massive impact on me as a surveyed the London landscape where my presence had very little impact on anyone. I wanted to return to Cape Town, be closer to my family and start a business which would both have a meaningful impact on people’s lives, whilst also offering an exciting challenge and potential financial reward.
The chance to do this in a country where skills are so critically needed, and where my family is based, was too good to pass up.
In your opinion, what is the secret sauce of OurHood?
The combination of trust and community.
What are the key factors currently, that will lead to its success?
A number of trends both internationally and particularly domestically, are in evidence and will combine to strengthen the case for OurHood.
- Collaborative Consumption:
Access to good and services is becoming more important than owning them. Trend abroad – which we hope to implement – is that people are changing the way they consumer durable goods. Prams / baby seats / ladders etc. We will provide this option and platform to people.
- Internet penetration:
The number of users in South Africa, and globally, is on the up – with more users across a broad range of ages, all of whom have a strong interest in connecting with their neighbours. In South Africa a number of townships are getting access to free wifi – a move which will add huge impetus to OurHood.
- Smartphone adoption / costs:
The costs of smartphones is dropping universally. This is seeing a greater number of users, which translates into a greater market for OurHood.
- Data costs:
Similarly, data costs are falling. This trend results in more users browsing the net on their phones – a key driver for OurHood.
- Security and crime
Domestic crime is on the rise, with a number of cases to back that up. Residents feel more threatened and the need for instant access to an app to communicate with a group is great. OurHood will provide an alert section that will be invaluable in connecting with
- Property prices
For the bulk of any population, homes are the largest asset. For this reason homeowners are incentivized to ensure that their neighbourhoods are as safe and prosperous as possible. An engaged neighbourhood has been proven to enhance property values – and OurHood will provide the means for property owners to take an active role in improving the streets in which they live.
- Digital Trust and Familiarity
Users of the internet are more trusting of the ‘digital world’ than ever before. This translates into greater online sales, more interaction, and a greater willingness to converse with others on websites.
- Move to ‘Local’
As the world gets smaller, we are seeing a trend to ‘old values’. This includes supporting local business, desire for ‘authentic’ shopping experiences and generally a fixation on supporting ‘local’. This is precisely what OurHood represents.
- Active Citizens
Citizens are no longer willing to rely solely on local and national government to provide services. Active citizens are increasingly taking on roles previously reserved for government – and OurHood will provide a platform for such citizens.
- Neighbourhood Watch
A natural extension of active citizens includes groups like local Neighbourhood Watch groups, where citizens organise groups devoted to preventing / reducing crime and vandalism within neighbourhoods.
Neighbourhood watch groups don’t have funding and would benefit enormously from being able to communicate instantly with a host of neighbours on a single platform.
- Neighbourgoods markets / buying local / supporting local
We are witnessing a proliferation of neighbourhood markets across the globe – reinforcing the points raised above.
What’s been your biggest challenge to overcome?
Our biggest challenge lies in ensuring that registered users visit our website regularly. People are generally in the habit of visiting certain sites during the course of the day, and we are adding one such site which needs to become a part of users daily routines. In providing a platform for residents to engage with one another, we have the great challenge of effectively changing the way that people use the internet in their neighbourhoods. This is an enormous challenge.
Once users discover the benefits of the site and use it, we need to make sure that the site is ‘sticky’ enough to keep them visiting the site routinely.
Do you have a fun statistic about OurHood?
We are adding an average of 5 new neighbourhoods a day to the over 250 which are already live – in just our 6th month of operating.
Excellent Concept!