The Upper Arlington Community Improvement Corporation last week approved a $50,000 forgivable loan to MetroLinked, a start-up company founded by Greg Yoakam that is expanding out of its TechColumbus home.

The Upper Arlington Community Improvement Corporation last week approved a $50,000 forgivable loan to MetroLinked, a start-up company founded by Greg Yoakam that is expanding out of its TechColumbus home.

A condition of the loan is that the company will remain in Upper Arlington for 10 years.

"MetroLinked is a start up business that has been in operation about three years," said Matt Shad, deputy city manager for economic development. "They were originally a regionally oriented website geared to active moms trying to get their lives organized for their kids.

"They've gone through a series of processes through TechColumbus and are probably one of our best examples of a start-up that we have sponsored through the city's annual contributions to TechColumbus."

The primary product of MetroLinked is kidslinked.com, a website originally conceived to help moms organize children's activities that has migrated to a back-end support product for major media websites seeking to attract those same mothers.

"Through the three years they have been in existence, they have realized there is a better model out there, one that is not so much based on independent operation, but is rather a modular or portal system linking with other media entities," Shad said.

"They basically provide a standardized service that they link to other people so they don't have to build the same module themselves," he said. "They become the smart people who know how to run this type of service and they sell that to a broader base of web users."

The CIC loan, which will be added to $500,000 of private capital that Yoakam has raised, will fund a move to a new location and growth to more than 50 employees by the end of 2013, Shad said.

"We're not the first company to license our technology to the media companies, we're just the first ones to do it in the parent market," Yoakam said. "What's really got their interest is we're targeting the power mom market, women 25 to 43 years old. In the advertising market that's the single most lucrative market out there. They're the ones who control most of the household budget.

"You've seen the media world," he said. "They've lost a lot of the advertising dollars they had, so they're trying to find ways to get that back. Our product is very attractive to them because it brings back a lot of the people they want to advertise for."

Yoakam said technology is ever-evolving, and ever more interrelated with increasing emphasis on mobile web technologies, trends such as online coupons and other commercial social media, and ever-increasing business interactivity.

"When you go to their website at the very top they all have these toolbars with different things, jobs, classified, all different services," Yoakam said. "Nowadays, about 50 percent to 75 percent of the things on that toolbar are actually being provided by other companies."