Urbanesia

Urbanesia, run by PT Ayoklik Indonesia, was Natali's first company and Jakarta's first Web 2.0 city directory. He wrote the search engine himself on Sphinx, ranking places on distance, pageviews, ratings, recency and keyword weight, with stemming and synonyms for Indonesian. The page render target was under 200 milliseconds, and the stack of Squid, memcached and eAccelerator hit it.

In 2010 Urbanesia signed a content partnership with Google for Maps and Places, and went deep on Yahoo Southeast Asia: Login, SearchMonkey rich snippets, YAP and YQL. East Ventures in Singapore invested, and Batara Eto, former CTO of Mixi, advised.

Kompas Gramedia, Indonesia's largest media group, acquired Urbanesia in 2012. It was the first of two exits.