Online business directory changes its name and repositions its strategy

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Formerly known as Merchantbook, the company changes its name to A heavy investment in its technology pays off as it helps businesses capture online leads more effectively.

Marketing | Advertising | Business Directory | Web Directory is an interactive, online business directory where companies share their products and services with the world.

Despite getting more than a million hits, isn’t the type of social network most people know about.

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What's in a name? If you're in business, your company’s name is probably one of your most valuable assets. So why change it? Sometimes, name changes can suggest a change in the focus of a business. It can also be necessary when conflicts arise with names of other companies in the field. In the case of Merchantbook, now Corpiva, it was both. Because of an issue with another company, Merchantbook changed its name to Corpiva, allowing it the opportunity to re-position itself and transform its business.

The New Corpiva: Despite getting more than a million hits, isn’t the type of social network most people know about. That’s because it’s made for business owners, entrepreneurs, advertising agencies and the marketing department. It’s a mix between a social network and a business directory. First, companies set up their free profile on and add their products and services to its online marketplace. Corpiva then uses its technology to blast company pages and their respective products/services across the Web, enabling millions of businesses to attract leads from the top search engines, rank higher on organic search results and build their brand online.

Customers: Anyone that has their own business or represents one. The company’s goal is to have every business in the U.S. and around the world signed up and represented.

Marketing:’s competitive advantage is its technology. The company prides itself on capturing and optimizing online leads and delivering them effectively to millions of businesses on its directory. According to’s CEO Javier Formoso, “We’ve invested a lot of money into research and development and our technology. Changing our name to Corpiva allowed us to re-brand and completely redesign our web site. We focused entirely on getting our companies more online leads. That meant investing heavily in our technology. So far, we’ve been able to dramatically increase the organic rankings of our businesses on all the top search engines. We’re getting it right this time, its working.”

Cost: Free for anyone to add their business to Corpiva. Free members can list one product and one service on’s marketplace. Each product and service, as well as the company’s profile, gets indexed by the major search engines, making it likely that potential customers will find them through organic search results on the Internet. also offers businesses the opportunity to upgrade to a premium account which ranges from $19.95 to $39.95 per month. Upgraded users get priority placement on Corpiva’s marketplace for their company page and product/service listings. In addition, upgraded members are able to receive messages from potential customers, and list many products and services.

Up next: has helped millions of businesses capture online leads and anticipates helping millions more by the end of 2013.

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Javier Formoso
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