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Going

The business, the turning points, and the decisions behind them.

Event year2011

01 / WHAT IT BUILT

What the company did

Going Inc. was a Boston-based local events platform operating Going.com. It let users discover and share information about nightlife, culture and events in major US cities, and had launched sites in 30 cities including New York, Chicago, Los Angeles and Miami, offering RSVP tools and self-service event advertising. The company had raised a $5 million Series A in 2007. In June 2009 AOL acquired Going as part of its local-content push, alongside Patch Media, folding it into AOL's local network.

02 / Going FAILURE REASONS

Failure factors

as part of AOL's refocusing after the 2009 acquisition alongside Patch, Going.com would shut on 1 May 2011, with listings moved into Moviefone and Patch and mobile/iPhone/Facebook apps discontinued. The sourced cause of the ending is parent AOL's strategic refocus, not a separately disclosed cash crisis.

Parent Strategy

User email quoted by TechCrunch states Going is going away as part of AOL's refocusing after the acquisition.

Product Discontinuation

Parent discontinued the Going site and its mobile/iPhone/Facebook apps, folding listings into Moviefone and Patch.

03 / EVENT HISTORY

Events in the structured record

  1. Series A

    Going raised a $5 million Series A in 2007 for its local events platform.

  2. Acquired by AOL

    In June 2009 AOL acquired Going Inc. alongside Patch Media as part of its local-content push; terms were undisclosed, with reports putting each deal in the single-digit millions.

04 / CONTEMPORARY REBUILD ASSESSMENT

Difficulty of rebuilding this project today

Material for this section is being gathered and checked. It will appear here once ready.

Rebuild difficultyPending assessmentNot completed
Scoring basisNot completed
ScalabilityPending assessmentNot completed
Scoring basisNot completed

Overall assessment: Not completed

05 / CAUSAL CHAIN

How the factors connect

  1. 01

    Going Inc. was a Boston-based local events platform (Going.com) that had raised a $5 million Series A in 2007 and launched in 30 US cities.

  2. 02

    In June 2009 AOL acquired Going alongside Patch Media as part of its local-content strategy under CEO Tim Armstrong.

  3. 03

    Financial terms were not disclosed; reports put each acquisition at roughly $10 million.

  4. 04

    Going was folded into AOL's local network of services.