Yelp Inc. (YELP) operates an online platform that offers user-generated reviews and information on local businesses and service providers through its website at Yelp.com, and via its mobile application. The company’s content targets young, urban people and covers restaurants, bars, salons, retailers, doctors, and museums. The company’s web site has a social media-friendly interface, whereby users can create and maintain profiles (complete with friend networks and photos) and comment on experiences with businesses. Yelp has established a foothold in cities across the United States, Canada, and Europe. Its services are also available in South America, Japan and Southeast Asia. The company was founded during 2004 by former PayPal engineers Jeremy Stoppelman and Russel Simmons. It went public during 2012.