According to Fortune Magazine, Yelp's initial email-based system was "convoluted". The idea was rejected by investors and did not attract users beyond the cofounders' friends and family. Usage data showed that users were not answering requests for referrals, but were using the "Real Reviews" feature, which allowed them to write reviews unsolicited. According to the San Francisco Chronicle, "the site's popularity soared" after it was re-designed in late 2005. Yelp raised $5 million in funding in 2005 from Bessemer Ventures and $10 million in November 2006 from Benchmark Capital. The number of reviewers on the site grew from 12,000 in 2005, to 100,000 in 2006. By the summer of 2006, the site had one million monthly visitors. It raised $15 million in funding from DAG Ventures in February 2008. In 2010, Elevation Partners invested $100 million; $75 million was spent on purchasing equity from employees and investors, while $25 million was invested in sales staff and expansion. Yelp grew from six million monthly visitors in 2007 to 16. 5 million in 2008 and from 12 to 24 cities during the same time period. By 2009, the site had 4. 5 million reviews. By 2010, Yelp's revenues were estimated to be $30 million and it employed 300 people.