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What is Blue Mountain Cards? Back in the 90s there was a huge rush of companies trying to provide online ecard services. It seemed like everyone thought somehow giving away ecards was going to be a business model. What you must remember is that advertising revenue models were seen as very acceptable back then. This has no changed with people wanting to know where the real revenue is coming from. However, with web 2.0, you could argue that its started all over again. The ecard space is a funny one. The business model is essentially one where you are killing another business model, the paper greeting cards space. In some ways its a normal case study of technology advancement over a paper based product. But you should look deeper. 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. This is not unique, just look at tvs, video games or any other electronic based market. 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 planned well.. It seems like the executives at Blue Mountain Cards new they were onto something big, but that it wouldnt last. So the company was sold while things were still really really hot in the dot com sector. What a move that was.. Looking back, there are many things I wish I had done differently. 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. Regardless of their underlying financials, this business made a name for itself in a multi billion dollar business space. I think this accounts for why they are here 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. We should all be so lucky in our careers.
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