LOCAL web developer and marketer Monique Powell started her business out of personal need. She recalls wanting to treat visiting relatives to dinner or find something interesting to do outside of Kingston but had no way of finding out what was out there.

Powell’s solution, roamingdonkey.com, allows users to search for anything from beaches to bars to hotels based upon location, price-range, type of cuisine and even ‘kid-friendliness’. The site also has its own social networking component with users able to add each other as friends, send messages and exchange content.

“I thought, what if there was a way I could plug my location into a website and have it show me a list of places that suited my pocket and provided whatever I was in the mood for. I also decided that what would make this website even better, was if I could see what other people thought of those places before choosing one and heading out,” she explained.

Powell believes that the ratings system, open to all users, is the most functional part of the site since it should provide an independent guide. Businesses can also use the site to gauge customer feedback, and perhaps, adjust their services accordingly.

“Business owners and managers can either add their listing to the website or claim the listing if it already exists. ‘Claiming’ a listing allows businesses to one, manage their reputation on the website and automatically receive alerts when new reviews are published and two, customise their listing with logos, photographs, etc,” she said.

Less than one month after the launch, restaurants are proving the most popular category, reported Powell. Naturally she has been using social networks — Facebook, Twitter and Four Square — which have allowed her to spread the word, build relationships with her users and make several enhancements based upon their feedback.

Powell also leads by example and is active on Four Square, contributing Roaming Donkey reviews and currently claims the ‘Mayorships’ of Cannonball Café and Sweetwood Jerk Centre in New Kingston — meaning that she has ‘checked in’ via the social network at these locations more than any other user.

Mobile applications are also in the works and some additional features and enhancement to the site itself. Revenue currently comes from Google advertisements alone but Powell believes that the site’s clean design and content should make it a logical choice for businesses catering to Jamaican leisure and lifestyles.

She has plans to offer premium services to businesses including the ability to display current discounts and special offers within their listings.

“Roaming Donkey does provide very targeted traffic. Say for instance that you are Chukka Cove, then this would serve you an audience of persons who are actively looking for attractions, which is your business. Also it seems from the early figures that a lot of visitors are from overseas so it is also an opportunity to tap into the global market.”

Before approaching potential advertising clients she prefers to first grow her user base. Similarly regarding potential investors, Powell plans to continue ‘bootstrapping it’ and allow the site to grow based upon the contributions of users themselves. She also hopes to expand into other Caribbean markets.

“The goal is for Roaming Donkey to become the ultimate go-to guide, the first place people think of checking when they want to find something to do, somewhere to eat or somewhere to stay in Jamaica. The website will also provide a community where people who really take pleasure in exploring Jamaica can come together and share information.”

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