Eager to Start a Career in PR, Media Management & Social Media?

So we think this opportunity is a little different so bare with me while I build up to it and skip a lot of the hyperbole about us being “an exciting Internet startup, with excellent potential, blah, blah, blah.”
Hands up if you’ve ever heard of Cameron Herold of 1-800-GOT-JUNK and BackPacket COO fame? Cameron has mastered the art of pitching companies to getting a massive amount of coverage when he does. His disciples have followed his principles and have achieved great media success. Cameron’s PR Strategy can be distilled as:

  1. Know your angle.
  2. Know your target.
  3. Pick up the phone.

(A good summary of his approach can be found here:
Anyhow, to make what could be a very long story, short … We need someone to come up with angles, research targets, and pick up the phone as we launch one of the top internet brands in the world. And that last statement is not hyperbole.
So what is that brand, and who are we? Let me answer that second question first and build up to the great reveal, that “MOVE THAT BUS!” moment if you will.
We are a Maple Ridge, BC-based startup that builds real web businesses on million dollar domain names. These web brands include:,,, and countless others. You can read a bit about us on our website at
We are very much a startup. We launched over 2 years ago, but moved into some nice digs here in Maple Ridge. For those reading this from downtown Vancouver…  Yes, an internet startup from Maple Ridge! We have 7 in our offices here and another 10 or so overseas. We have darts, a foosball table, beer o’clock every Friday afternoon (and some other days too, like today… hey it was 33 degrees out there!). We have an office dog on most days.
And yes, we work really hard because we believe in what we are doing, and if we don’t, somebody else will come and steal our lunch. Everyone also recognizes that we are a startup, meaning that we are frugal while bootstrapping and filled with all kinds of uncertainty.
But the opportunity, oh the opportunity…. (If you’ve read this far, then you must be somewhat intrigued, so indulge me a little bit further while I describe you or what we envision you to be).
Your Personality:
> You must be a risk taker who has a passion for entrepreneurism
> You must love to talk to strangers. The media and bloggers won’t bite and you will have to want to pitch them on the phone.
> You must want to work in Maple Ridge and won’t bitch and moan about the commute if you are coming from downtown (read: a great opportunity for someone out this way)
> You must be a self starter and able to manage yourself and your projects
> You could be fresh out of school, or been around the block a few times. . . either way, you are enthusiastic and driven to make things work
> You must be willing to multi-task, while still getting your projects done. We have lots of shiny objects and while we may be distracted and pulling you in different directions continually, you can still focus. And remember, it is ever so important that you… SQUIRREL!!
> You should be someone who gets carried away simply by building something really cool, only to emerge in a couple of years and say, “Wow! Look what we’ve built together”
> You must want to work in a startup
> You must believe in the mantra of “work hard, play hard.”
> You should like to write, blog, tweet, and poke [do they still do that?]
> You must be eager to get started in PR and media relations. Ideally, you want to use us as a springboard for bigger and brighter things in a few years, and then realize that we’ve grown together and we are now that bigger and brighter thing you imagined when you applied.
Essential Skills
> A degree in journalism, communications, English, Art History, History of the Roman Empire, Geography, Psychology, … Ok, basically you need to have some initials behind your name or equivalent experience. We need you smart. Street smarts is a form of smart
> An understanding of social media
> Creative in concepts and ideas. You are a risk taker.
> Very strong English skills (while you are pitching via the phone, you would hate to land a spot on Ellen DeGeneres only to lose it because you can’t string a sentence together when you send a follow-up email).
Useful Things
> Pre-existing media contacts
> Knowledge/curiosity of Web businesses, Domain Names, and Internet Marketing
> Knowledge (and willingness) that sometimes it requires we work around the clock — not because someone is poking you with a sharp stick, but because you want to.
> Knowledge that you don’t know everything and that we don’t know everything, but if we put our heads together, we can probably figure it out.
About the Job
So I guess this finally where we tell you about our latest project. Consider it a reward for reading this far down the page.
Within the next week or two we will be launching an early version of This is one of the top, un-built assets on the web. And we are building it as we speak (well the developers are over there doing the coding, I’m sitting here writing a mini novella called, “How to Hire an Eager PR Star in 2 Weeks or Less”, to be self published.)
In a way, we are kind of still in stealth about, but by putting this job posting out there, that kind of bursts that bubble. My hope is that by stringing this out, only those who really want to launch a career in PR and Media Relations will have read this posting to the bottom.
What you will do over the next 4 months includes:
> Pitch, Pitch, and Pitch… We are live for this holiday and we need the coverage
> Manage the social media for that brand. We will have some pretty cool social media things that we will be doing with the site, so we need to have you as our genuine voice on that site (and yes, you have to be genuine)
> Grab some low hanging fruit and manage the other social media for our other brands. We will have 16 brands live by the end of this year, and each has unique stories and brands that need telling.
> Oh … and you can also do corporate communications for us too at a company level while we try to secure our next round of financing.
> After Christmas, you can sleep, and get ready for 2013 while shouting from the rooftops about our other cool properties.
Compensation Next Steps
With my mini novella now complete, here is what you need to do if you’ve read this far and you want to learn more about us and the job at hand.
> Send us a cover letter and provide a resume (or link to an online resume) that tells us why you are right for this position.
> While your salary will be competitive and based on your experience, we believe that as we build this out together, we can all share in the upside and increase compensation as revenues increase. However, to make sure that we don’t waste each other’s time, please include your salary expectations  and available start date (which is hopefully soon).
> Oh and regarding salary, if you are on EI and FutureWorks eligible, then this may be a good fit. We also can’t ask or discriminate based on age, but there is a great program called Get Youth Working that we have used in the past to help offset our costs. We are a startup after all.
Send your resume to:  careers [at]
Thanks in advance for considering us, and while we thank all those who apply, only those who are being considered may be contacted.

The Big Reveal of new gTLD Applications ... What does it mean for the future of Domain Names?

In just a few hours from now, the international unveiling of the of applied-for domains under ICANN’s New Generic Top Level Domains will be upon us. With coverage and anticipation brewing amongst a lot of the  major media, I can't help but wondering if it is going to be kind of like Ty Pennington yelling "Move that Bus" in the Domaining world's equivalent of Extreme Home Makeover.
Will people squeal in delight? Or will will they simply say... "Oh crap, now how am I supposed to cut the lawn of that size?" No one really knows the reaction. Probably the only thing certain with this whole process is that there is no certainty about what this will all mean. Of course, there are some visionaries within the domain space (see: Frank Schilling) who are betting big that this day is a turning point in the web and domain names in general.
So where does Left of the Dot stand on all of this? Simply put, we are excited about what this means for ourselves, our properties, and our clients.
Last week Donuts Inc. announced that they were applying for 307 new gTLDs, publishing in a media release:

“Finding a usable Internet address is a real problem. There are more than 125 million total names in the top five TLDs, with three fourths of them in .COM alone,” said Donuts CEO Paul Stahura. “The Internet was opened for worldwide use almost 20 years ago, and we’ve had only 22 generic names made available since then. We’re overdue for expansion.”

Stahura's rationale for pursuing  $50M + worth of gTLDs is the same as we stated in our message from late last year. There is an ever-increasing appetite for online identities and there is not enough virtual real estate to go around.
The Left of the Dot approach has been to build virtual high-rises on these virtual properties (we're focussing on the waterfront lots at the moment). Or another way to put it, our virtual properties are being converted from 3 bedroom bungalows on large tracts of farm land into strata developments. Meanwhile, the new gTLDs are terraforming new planets and building new waterfronts.
We believe that these new gTLDs are solving the same problem of giving consumers a choice and an alternative. We also believe that with the amount of money being put into these new extensions, the general public will start seeing alternative domain constructs in their daily lives. And once they start accepting  alternate domain extensions, it can only mean good things for our sub-domain model.
In our AllICanAfford... video we asked those watching whether they wanted to turn the clock back 15 years when the first domain names were first being conceived ... "IMPOSSIBLE!" we claimed. Who knows, maybe in another 15 years, we will be kicking ourselves once more wishing we could turn back the clock again to right now. Only time will tell

Do Category Killer Domain Names Give you an Unfair Advantage?

We saw this quick rambling by Shane Cultra of DomainShane that we wanted to share. Shane is an offline businessman first and foremost, but owns a good collection of domains mostly in areas that he knows well (i.e., plant and garden-related). He asserts...

"When you own a category killer domain, a person that enters that site is making an assumption that the owner must be one of the leaders in that category. They haven’t a clue that many of the owners are clueless about their products or the industry in general. In my opinion, new customers won’t feel as comfortable going to Jones’ Mattress Factory as they would Jones’ may have been around for 80 years and only 3 years (made up numbers) but gets a big head start. This doesn’t mean that Jones can’t become the largest seller on the net, but the road will be longer and actually could be more expensive than the road with the advertising budget needed. The Internet is still young but major keyword domains feel older, more experienced. People feel like they’ve been to the site even though it was most likely some other generic type site. That familiarity helps them sell..."

Will the name make you an overnight success? Hardly. If you fail to deliver on customer expectations within the business itself (e.g., if could not gain the trust of its users through its actions), then the name doesn't matter.
The impact that "Trust" has with customers, and the ability for a domain to influence this trust, is directly attributable to the brand positioning that we've established for This category killer and brand is all about "Trusted Global Trade." We've been working since the brand's launch to reflect this intrinsic trust of the domain name, back out in any of our marketing messages.
Launching and running a business is hard. There are bumps, twists, headaches all along the route. One second things are going well, then the next you are scrambling to reconfigure a merchant account so as to not miss out on any online orders. But when things are running properly and all things are equal:  in our opinion (and Shane's too) the ability for your customers to trust you over your competitor does give you an unfair advantage.
Part of what we do at Left of the Dot is allow small businesses as represented by the category killer domain name is to leverage this trust bestowed on the domain as sub-domains. In a way, having a marketing name is kind of like a celebrity endorsement from someone you trust. Everyone trusts Tom Hanks, so if you have your product next to Tom, some of that trust rubs off on your products too.
What do you think ... do category killer domain names give you an unfair advantage?


Don't Forget the Sub-domain Factor

I was reading this article over at Owen Frager's blog over the weekend, exploring the power of conversion words when combined with core concepts (e.g., ... which is an interesting read for anyone who is interested in its own right ... but a paragraph contained within the article really caught my eye:

..."Don’t forget the sub-domain factor," counsels Turkel. "I know of dozens of large cities ramping up their budgets to reach the Dual Income No Kids (DINKs) recession-immune audiences." This might help move domain negotiations that previously lacked justification or sense of urgency to buy. Sub-domains extend the reach of the domain by enabling you to present different faces to different demographic groups...

The Turkel being quoted is Bruce Turkel of TURKEL, an agency focussed on travel and tourism marketing, branding and advertising.
What he is alluding to of course is using sub-domains to segment your audience into silos, providing each with content and an experience relevant to the whole. If you have, you could just as easily have or While each of these could support the overall brand experience of the main domain and borrow the trust associated with the primary brand, they could stand alone and speak to the target audience.
It is no wonder then that the major search engines still treat sub-domains as separate websites... because they are. However, an effective sub-domain strategy can allow large brand holders to sculpt the end user's experience so that they see content that is relevant to them. The domain "" can deliver on the brand promise that the name implies: visitors (and search engines) would expect that this sub-domain is, well, about Helitours in Oahu.
Our approach at Left of the Dot is to allow the brand holder to create these sub-domains easily, allowing either the natural community to build out sub-domains to their "best fit and use", or the brand holder to build their own network underneath.

Growth of Small Business and Domain Names

Someone asked me about the stats quoted in our "Look Left: AllICanAffordIsThisShittyDomain" video (click here to watch). The stats used were:

Stat #1 - "6.7 Million Small Businesses Started Last Year"

The question was phrased in the manner that this number is much higher than the oft quoted SBA number of 627,200 new employer firms, as reported by DomainSherpa here (and others).
Our stats were from the Kauffman Foundation and the Kauffman Index of Entrepreneurial Activity (2010). "In 2010, 565,000 new businesses were started per month by new and repeat entrepreneurs, the same rate as in 2009.  The 340 out of 100,000 adults who started businesses each month during 2010 represents a 4 percent increase over 2008."
There is a lot of great information in that data set, including:

Entrepreneurship rates by race show that Latinos experienced the largest entrepreneurial activity increase between 2009 and 2010. The Latino business-creation rate rose from 0.46 percent in 2009 to 0.56 percent in 2010, the highest rate over the 15 years of Index data. The Asian entrepreneurial activity rate increased from 0.31 percent in 2009 to 0.37 percent in 2010, also the highest rate in the past decade and a half. Both African-Americans and non-Latino whites, on the other hand, experienced declines in entrepreneurial activity rates.
Entrepreneurship growth was highest among 35- to 44-year-olds, rising from 0.35 in 2008 to 0.40 in 2009. The oldest age group in the study (55-64 years) also experienced a large increase in business-creation rates from 2008 to 2009, contributing to a two-year upward trend to 0.40.

Stat #2 - "215 Million Website Addresses are Registered Around the World Right Now"

This stat came from the Verisign Domain Name Industry Report from August 2011.

The second quarter of 2011 closed with a base of more than 215 million domain name registrations across all Top Level Domains (TLDs), an increase of 5.2 million domain names, or 2.5 percent over the first quarter. registrations have grown by more than 16.9 million, or 8.6 percent, since the second quarter of 2010.

As with the Kauffman dataset, the Verisign report is full of interesting facts. The one that jumped to me is that one third of all .com or .net domains presently resolve as either a parked page, a 1-page under construction site, or don't resolve at all. It is no wonder then that small businesses can't find a domain name around which to build their business.

Verisign Domain Name Report (Aug 2011)

Look Left for an alternative to domain monetization

Our creative team was hard at work building something a little different explain some of the differences of Marketing Names.
They had a bit of fun with this over here. Check out the video and tell us what you think...
Alternative to Domain Parking

Marketing Names Explained

We've been working on a video to better explain our Marketing Names... what do you think?

Marketing Names - by Left Of The Dot from leftofthedot on Vimeo.

Left of the Dot Media Adds Two Industry Leaders to Board of Directors – Xavier Buck and Slavik Viner

MAPLE RIDGE, BC, CANADA – November 2, 2011 – Left of the Dot Media Inc. announced today the appointment of Xavier Buck and Slavik Viner to the company’s Board of Directors. Both are well known in the Domain Industry and have extremely successful track records.
Xavier Buck is the Founder, Executive Director, and CEO of the DCL Group, which is the umbrella organization of EuroDNS, voipGATE and the Datacenter Luxembourg. His current Directorships also include AsiaDNS, DomainTools, and eBrandServices. In 2008 he co-founded Domain Invest SA, a company which owns over 100,000 premium domains and has the support of several high profile investment firms.
Slavik Viner has been involved in many areas of the Domain industry since the 1990’s and is widely regarded as one of the most successful Domainers of his generation.
Chris Jensen, Co-Founder stated: “Left of the Dot has been incredibly well supported by the Domainer community, and we are thrilled that two such influential and well respected individuals have agreed to become part of our team. The experience and practical advice that Xavier and Slavik bring to the table makes us a better company and this is already helping to shape our strategic objectives for 2012.”
Left of the Dot has recently launched authority sites on the generic domain names,,, and, where each site is a growing, thriving business.
About Left of the Dot Media
Left of the Dot provides an alternative to domain parking and changes the way domains are monetized.  The company enables leasing of sub-domains off a premium domain name to substantially increase the traffic, search engine relevance (SEO), and inherent value to the overall site, resulting in sustainable income for its clients.
Not only does the company focus on client satisfaction, the end-results of Left of the Dot’s many projects also benefit the end-consumer. The company creates industry go-to destinations, aggregates quality content, and allows small business owners to get online, get found and conduct business. For more information visit:
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Left of the Dot Media Launches to Consolidate the Lucrative Real Estate Staging Industry

MAPLE RIDGE, BC, CANADA – October 17, 2011 – Left of the Dot Media Inc. announced today the
launch of; the latest site to be deployed on the Left of the Dot platform. The new site allows the rapidly growing number of real estate home stagers across North America to successfully take and market their business online. Marketing Names are now available to dominate a geographic region (e.g., or a particular specialty (e.g.,
The Left of the Dot platform combines the development of an authority website, sub-domain pointing, and sales and marketing tools to support the transformation of a generic domain name into a stand-alone business. The new website features the largest directory of professional home stagers in North America and provides these same stagers with access to Left of the Dot’s innovative Marketing Name platform. In addition, value-added services for lead generation as well as a service targeted towards real estate agents have been integrated onto the website. Real Estate Agents now have the ability to order ‘virtual home staging’, whereby photos of vacant rooms are digitally staged by 3D artists.
As described by John Lyotier, CMO & Co-Founder, “Our Marketing Name platform is particularly well suited to the home staging market because many home stagers struggle with their marketing after investing thousands of dollars in their training. The vast majority of home stagers operate 1 or 2 person companies, they are generally not web savvy, and are not familiar with internet marketing—but they realise that they need to find new customers online. When a stagerr leases a name like it can be pointed at an existing website or to their directory listing on the site itself. As a result, our members get online with a web name that can rank well in search engines and is inherently trusted and remembered by potential customers.”
“Our recent site launches -- and -- were businesses that Left of the Dot developed on behalf of the domain’s owner under a shared revenue model. is different in that it is the first web property that is owned by the company. While our focus continues to be on ‘million-dollar domains’, this site illustrates our ability to use a relatively low priced generic domain to consolidate a rapidly growing market where the average sale is worth around $4,000 to the home stager.”
Concurrent to this news, Left of the Dot announced an update and re-launch of The new look is a villa rental and sales portal targeting over 6 million villa and vacation homes that are presently for rent or sale around the world. was one of the first domain names launched on the Left of the Dot platform; it lists more than 13,000 villas and has just opened up the market for agents to showcase villas that are for sale via premium listings or Villa Marketing Names.
About Left of the Dot Media
Left of the Dot provides an alternative to domain parking and changes the way domains are monetized.  The company enables leasing of sub-domains off a premium domain name to substantially increase the traffic, search engine relevance (SEO), and inherent value to the overall site, resulting in sustainable income for its clients.
Not only does the company focus on client satisfaction, the end-results of Left of the Dot’s many projects also benefit the end-consumer. The company creates industry go-to destinations, aggregates quality content, and allows small business owners to get online, get found and conduct business. For more information visit:
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