BUSINESS 2.0:

Mashups made easy

FortiusOne makes it easy for anyone to put a mashup on the map.

By Tom McNichol, Business 2.0 Magazine senior writer

(Business 2.0 Magazine) -- Since Google made its maps available for customization last year, savvy programmers have created thriving businesses by adding layers of information.

One example: Hotel World Map. (See correction)

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But making these so-called map mashups has been beyond the reach of the average user.

So in May, Washington-based startup FortiusOne launched GeoCommons, a cartographic portal where users can easily create their own mashups.

The site has 2 billion pieces of localized data -- from census figures and school district budgets to water-contamination and traffic-congestion hot spots -- and it is rapidly adding more.

"We've spent a lot of time making the maps and data easy for nontechnical folks to use," says FortiusOne CEO Sean Gorman. "This is really the second generation of map mashups."

Gorman's company is already turning a profit from selling geospatial data to U.S. government agencies.

FortiusOne has done geographic risk analyses for the Department of Homeland Security, which is interested in using GeoCommons to share data in the event of a terrorist attack or natural disaster.

The 14-person company is also selling geodata to real estate companies and environmental groups. It expects to hit $2.5 million in revenue this year.

But Gorman isn't content with simply providing customized maps to the public and private sectors. He wants to grow GeoCommons into a vast social network and make more money selling ads against it.

"It's all about using geographical data to solve problems or tell a story," he says. On the Web, where you are is fast becoming where it's at.

Correction: An earlier version of this story incorrectly stated that real estate site Zillow uses Google technology to create map mashups. Zillow uses its own mapping platform. (Return to story) Top of page

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.