You deal in baby products. Let's say your company is called “Softies”.

You already sell in India and have just set up a simple distribution network in Portugal for the same.

A pregnant woman in Lisbon (that's the capital of Portugal for the uninitiated) is excited about the fact that she will be a mother soon.

She logs onto Google and searches for “Portuguese baby names”.

She clicks search and waits.

She finds out two things.

Firstly, “Carlos” and “Elena” are way too common names for children this year.

Secondly, “Softies” is available in Portugal .

She scratches out Carlos and Elena from her consideration set.

Goes to the micro-site we have created for you and fills in her details. Her name, her postal address, her e-mail address and maybe even a telephone number.

We forward the details to you.

You email her, then call her.

You sell her a year's supply of diapers and feeding bottles.

You pay us because we helped you sell.

Simple.

And this is just how we work. If we get you a lead, you pay. If we don't, you don't.