What helped Blue Mountain Cards survive the dot com bubble
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by: al.sones
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Word Count: 450
What is Blue Mountain Cards? It all started back when ecards became big in the 1990s. It seemed like everyone thought somehow giving away ecards was going to be a business model. Business models based on advertising revenue were quite frequent back then. This has no changed with people wanting to know where the real revenue is coming from. However, there are some painful similarities in web 2.0 to this idea of building big applications that will make money only from advertising.
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. In some ways its a normal case study of technology advancement over a paper based product. But I dont think its that simple. eCards are not exactly the same product as paper greeting cards. You buy a paper card at a store and physically write on it. Electronic cards are bought online and never touch paper. The products here are just not the same. So we are actually seeing technology change the wants and desires of the buyer here. You see this also in pcs, telephones, tvs and other electronic products.
How exactly did blue mountain cards dig out of this hole? Im not entirely sure, but I think that Blue Mountain Cards had a serious 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 the company was sold while things were still really really hot in the dot com sector. 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? You could argue that the management team at Blue Mountain Cards were the luckiest people on earth to have gotten such a valuation at such a time when that was seen as appropriate. However, these were experience people who were also making a serious move in a serious industry. This is not a small business. 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. They built a brand and have a name worth something. 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.
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