How exactly did Blue Mountain Cards survive the dot com crash
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by: al.sones
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Word Count: 443
Have you heard of Blue mountain cards? It all started back when ecards became big in the 1990s. Im not sure exactly how they built a business model on the idea of giving away a free ecard, but they did. What you must remember is that advertising revenue models were seen as very acceptable back then. This is a difference with todays focus on real revenue. However, with web 2.0, you could argue that its started all over again.
The ecard space is a funny one. This is the space that is eating the lunch from the old paper greeting card space thats been around forever and a day. It seems like the classic case of doing something through technology that was previously manual. But I dont think its that simple. eCards are not exactly the same product as paper greeting cards. Paper cards come from a store and require you to mail them. Electronic cards are bought online and never touch paper. In this way, its a real product transition. So in essence, the technology is really impacted the very product. You see this also in pcs, telephones, tvs and other electronic products.
How exactly did blue mountain cards dig out of this hole? First, Blue Mountain Cards had a big lead going into the game. They had a good plan. The top management at Blue Mountain Cards seemed to know that the ride would not last forever. So Blue Mountain Cards management decided to sell the company while everything was still red-hot. What a move that was.. Ill bet many people wish they had that type of timing.
So now its 2008 and what is a business model like Blue Mountain Cards still doing around? One view is that the original builders of the business picked an once-in-a-lifetime period to exit the business and made an unprecedented amount of money.. I often wonder if management teams like that are really lucky or create luck due to their experience. The greeting card business is huge. Flawed business model or not, Blue Mountain Cards made a big dent in a market worth billions. I am betting that this is why they are still around today. Its a textbook case of building a brand in a new market. The part that is not text book is how Blue Mountain Cards got out at the top of the market. I guess thats where a little luck goes a long way.
Related topics Ecards -- Greeting cards free -- Greeting cards online -- Greeting card -- Birthday card --
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