Blue mountain cards survives
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by: al.sones
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Word Count: 432
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. 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 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. The products here are just not the same. So in essence, the technology is really impacted the very product. You see this also in pcs, telephones, tvs and other electronic products.
So what exactly did blue mountain cards do that was so special? 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 Blue Mountain Cards management decided to sell the company while everything was still red-hot. An amazingly well-timed move. 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.. 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. 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.
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