Remy Wilders finds that „we're done with browsing, it’s time for Web jogging“ so he founded JogTheWeb.com which launched only four months ago: „The whole idea is to take your visitor by the hand and lead him through the pages that can be of interest to him“, explains the CEO „what we are trying to do on the internet is like what we have in the real world – you have books and magazines which is in fact a bunch of pages all related and linked together and the user doesn’t have to wonder on each page ‚where do I go next?’. He just turns the pages.“ JogTheWeb uses Tracks which are like bridges between the sites that bring the audience nearly mechanically from one site to another: „The site will be able to lead the way and show what the user wants but also show other items that the user can click, pick and put in his basket. Once he’s gone all through the store, he’ll probably be buying a lot more“, believes Remy. The French startup has many different clients, but teachers and classical publishers are obviously a huge market for the company. Remy says JogTheWeb is using three business models: „ We’ve sold for instance for BNP Paribas using a license model which was very interesting. But we also have a free model where any site can have the service set up within nearly minutes – the only thing is that we can put publicity in their Track and use their audience to finance the service. The third business model is for sites who want to have Tracks but don’t want publicity. They are going to pay with a CPMT – cost per mailed Track – which is €2,50 for a thousand Tracks shown.“ JogTheWeb has been helped by the French Agency for innovation OSEO and hopes to be even by the end of the year. Please note: All of Viktoria’s interviews from Red Herring 100 Europe can be found here.