Believe it or not, your neighborhood shopping app has got more interesting in the past year, and I’ve tried to surface this analysis on multiple occasions on other sites. I guess a more elaborate version of why you should buy Yelp can be found here. To summarize: there’s a real value recovery theme here. The company’s product positioning is fairly compelling for SMBs, as many are looking to leverage the platform for customer conversions and sales. That being the case, there’s a heightened possibility of even greater sales/earnings momentum than what was originally anticipated by the analyst community. Regardless, I felt like much of the selling was unjustifiable anyway, but with the momentum crowd joining the ranks of Yelp investors, the stock has recovered quite significantly. I could see the stock trading at $33.60, but incremental data could sway the stock even higher. Here’s what Ross Sandler from Deutsche Bank stated in his most recent report:We upgrade shares of Yelp from Hold to Buy and increase our TP from $26 to $33, reflecting stabilized salesforce productivity, more confidence in management, and improvements in ad units and systems bolstering our long-term outlook. We see considerable upside (on top of today’s estimate increases) in our bull case if Yelp can continue to build on improving salesforce efficiency and sustain 1Q levels of ad fulfillment. If ARPU growth from 1Q continues at +5% Y/Y for the balance of the year, Yelp could reach the high end of guidance adding 12% fewer net new LAAs than the same period in 2015. It’s not surprising that analysts are revising price estimates in response to Yelp’s continued momentum. I figured that the addition of local sales representatives and incremental ad-features would eventually materialize into a viable growth story worth investing into. It was misunderstood for so long it almost rhymes with Pandora's resurgence this year. I have yet to update my financial model, but my most recent price target is $33.60. If there’s even more momentum though.. I may need to re-work some numbers too.