Afrigator: A Killer Start-up in Africa

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Case Details:

Case Code : BSTR353
Case Length : 20 Pages
Period : 2007-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Afrigator Internet (Pty) Ltd.
Industry : Social Media
Countries : Africa

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Commenting on the achievement, Justin Hartman (Hartman), Managing Director of Afrigator, said, "Being ranked the ninth largest publisher in South Africa is a massive achievement for Afrigator.

We joined the OPA because there was a growing need for us to provide detailed metrics and demographics to advertisers, but we didn't anticipate we'd be ranked this high so soon."⁵

Founded in 2007, Afrigator is the largest social media aggregator and blog directory⁶ in Africa, built specifically for African consumers to publish and use content on the Web. It is the flagship product of Afrigator Internet (Pty) Ltd., a technology company based in Cape Town.

Besides Afrigator, the company's other products include Adgator, a blog advertising network, and Gatorpeeps, a micro-blogging site. Using Afrigator one can index blogs, podcasts & videocasts⁷, news feeds⁸ and images and discover new sites in the Afrosphere...

Excerpts >>

5] Ismail Dhorat, "Afrigator Joins the Online Publishers Association," www.startupafrica.com, February 5, 2009.
6] Blog, short form for Web log, is an online personal diary where an individual can share his/her thoughts on a specific topic. A blog directory contains a list of blogs which are grouped either by country, category, or content type.
7] A podcast is a digital multimedia file which can be downloaded over the Internet for playback on a portable audio digital player or a personal computer or a mobile device. Podcasts are distributed on the Internet using RSS feeds and are hosted by a podcaster. A Videocast is a podcast containing video files.
8] A news feed, also referred to as a Web feed is a data format used for providing users with frequently updated content. News feeds allows users to see the new content added on a website.

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