Inc.com Printable Article: An American = Start-Up

From: Subject: Inc.com Printable Article: An American Start-Up Date: Fri, 15 Feb 2002 15:44:36 -0800 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_01FF_01C1B637.AC1CA720"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V5.50.4807.1700 This is a multi-part message in MIME format. ------=_NextPart_000_01FF_01C1B637.AC1CA720 Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable Content-Location: http://inc.com/search/21834-print.html Inc.com Printable Article: An American = Start-Up

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An = American=20 Start-Up
Author:Mike Hofman
Source: Inc = magazine =20 - February 01, 2001=20

URL: http://inc.com/app/Clickcount?type= =3Dnormal&cntatt_id=3D21834&url=3Dhttp://inc.com/incmagazine<= A=20 = href=3D"http://inc.com/app/Clickcount?type=3Dnormal&cntatt_id=3D21834= &url=3Dhttp://inc.com/incmagazine">

"We're motivated, = passionate,=20 excited, terrified, and, at many times, have absolutely no = idea what=20 we're doing."

On a warm afternoon last fall, Kyle Harrison sat at his = desk=20 picking at the blisters on his hands. The young entrepreneur = incurred his wounds while moving his 18-month-old start-up = into a=20 tiny office in San Francisco's yuppified Cow Hollow = neighborhood.=20 The 6-by-30-foot space is really just a converted shed, but = it does=20 have a history of commercial use, having once housed a = massage=20 parlor. After laying green carpet and painting the walls a = fresh=20 white, Harrison and his business partner, John Lusk, = squeezed two=20 desks and three file cabinets into the cramped quarters. = "It's not=20 much, but it's relatively inexpensive, has phone and network = connections, and it's conveniently located two doors down = from our=20 former strategic boardroom: Starbucks," Lusk wrote upon = moving in.=20

Despite the office's lack of legroom, Harrison and Lusk = love the=20 new home of their company, Platinum Concepts Inc., which = makes=20 computer mice shaped like the heads of driver golf clubs. = Harrison=20 first designed their product, called the MouseDriver, on the = back of=20 a cardboard coaster while he was sitting at a bar late one = evening.=20 He shared the design with Lusk, whom he had met while both = men were=20 working on their M.B.A.'s at the Wharton School of the = University of=20 Pennsylvania. In 1999 the two native Texans started a = company to=20 build and sell the mouse, toiling at it in their two-bedroom = apartment for more than a year. Working from home, Harrison, = 31, and=20 Lusk, 30, felt isolated. "Every day is a series of ups and = downs,=20 and if you're not prepared to handle the swings, the chances = of=20 surviving from a personal perspective are pretty slim," Lusk = wrote=20 in November 1999. "This part of entrepreneurship really = SUCKS!!=20

"We'll wake up in the morning and immediately receive an = order=20 for 200 mice," he continued. "Emotions are running high, = enthusiasm=20 prevails, high fives are flying around, and then we won't = receive a=20 single phone call for the rest of the day. Depression and = doubt then=20 reign. At least we've learned to recognize when we're about = to hit a=20 valley. ... Thank goodness the Presidio Golf Course is only = a five-=20 minute drive away."=20

Those thoughts, among many others, have been published in = Platinum's corporate newsletter, a cry-for-help house organ = that's=20 E-mailed to a select group on a sporadic basis. The = MouseDriver=20 Insider, as the newsletter is named, is filled with=20 observations that are profoundly mundane (see end of article = for=20 links to the MouseDriver Insider). And yet, strangely = enough=20 -- within some very elite circles -- the newsletter = is=20 considered pretty much indispensable. "I haven't seen = anything like=20 it," gushes loyal reader Pankaj Kumar, assistant professor = of=20 marketing at Cornell University's Johnson Graduate School of = Management. "These guys are real live-wire entrepreneurs, = and they=20 have no qualms about sharing their story with the world."=20

Two professors at the Wharton School have included the = newsletter=20 in their course readings. Leonard M. Lodish, the Samuel R. = Harrell=20 Professor of Marketing, insists he's found meaningful = lessons about=20 business building in the chronicle of Lusk and Harrison's = start-up.=20 "They're dealing with a lot of the issues a lot of = entrepreneurs=20 have to deal with," says Lodish, who recently coauthored a = book=20 called Entrepreneurial Marketing. "Positioning, = distribution,=20 logistics, pricing, segmentation -- the whole bit. It's the=20 nitty-gritty of building a company." It's worth pointing out = that=20 Lodish is also an investor in Platinum, having put $20,000 = behind=20 his former students.=20

That crucial Ivy League connection has given the = newsletter a=20 formidable readership. The circulation may be a minuscule = 200, but=20 readers hail from top investment banks, venture-capital = firms, Web=20 incubators, and software concerns. Aside from generating = buzz, the=20 free newsletter has garnered some tangible benefits for the = company.=20 Smitten with the scrappy start-up, readers call and E-mail = the=20 founders with helpful strategic advice and with referrals = for sales=20 reps and graphic designers. One reader even tipped them off = about=20 the vacant massage parlor.=20

Why so many sophisticated types find this Start-Up 101 = journey so=20 uniquely compelling -- instructive, even -- is not so much a = function of the world the newsletter describes as the one it = inhabits. The MouseDriver makers have unwittingly cast = themselves as=20 entrepreneurial throwbacks, intriguing reminders of what = starting a=20 business used to be like way back in -- well, = sometime before=20 the dot-com era. Theirs are the stock-in-trade experiences = of=20 old-school company building: the setbacks, the serendipity, = the=20 strain. Not to mention the occasional typhoon. (Typhoon York = delayed=20 the first shipment of Platinum's product by four days. It's = all=20 detailed in the second issue of the newsletter, published on = October=20 4, 1999.) At a time when so many entrepreneurs tout the=20 inevitability of their success, Harrison and Lusk regale = their=20 supporters with the fear and trembling of start-up life. = "What=20 they're doing," says Insider reader John Tedesco, a = former=20 classmate who started -- and sold -- a dot-com within 15 = months, "is=20 harder than doing a dot-com was or is."=20

By=20 opening up about their loneliness and isolation, the = founders have=20 garnered tangible benefits from their many admirers.=20

So what are they doing, exactly? That's a question Lusk = and=20 Harrison have very openly struggled to address. Often. = "We're=20 motivated, passionate, excited, terrified, and at many times = have=20 absolutely no idea what we are doing," the two men have = written.=20 "Every hour of the day is filled with constant mood swings = and the=20 question of 'What the hell are we doing?'"=20

Their struggle to come to terms with the route they've = chosen is=20 natural, especially considering that Lusk and Harrison were = the only=20 ones among the 792 graduates of Wharton's class of 1999 to = start a=20 consumer-products company. Once the partners graduated, they = launched the kind of business that their peers wouldn't even = have=20 thought of joining. After all, it wasn't as if Platinum had = the=20 potential to be the next Yahoo or Amazon; it was a modest = venture=20 that seemed tailor-made for QVC. "We have no income and no=20 venture-capital funding," revealed Lusk, the main author of = the=20 newsletter, in his first outing as a start-up scribe. "Our = inventory=20 is being financed by [credit-card] companies with names like = Chase,=20 Citibank, First USA, and Capital One. Our office consists of = a=20 refrigerator, oven, sink, two desks, a bay window, and one = very=20 large Texas flag. The only thing that makes our seven-second = commute=20 to work interesting is avoiding the inventory of computer = mice=20 stacked in our living room."=20

Through the Insider, folks securely tucked away in = plush=20 offices at Goldman Sachs and Lehman Brothers eagerly follow=20 Platinum's development. "I have married friends who live the = single=20 life vicariously through me," says Lusk, "and now I also = have=20 friends at big companies who live the start-up life = vicariously=20 through me." Jose Bayardo, a longtime friend of Lusk's who = is an=20 investment banker at Chase H&Q in San Francisco, is = fascinated=20 by "what they tried and how they tried it," he says. = "They've had=20 the typical entrepreneurial process of knocking down doors = and=20 bouncing around. I always liked it when they had an = inventory count=20 of how many mice they had in their apartment. They usually = included=20 some snide comment about how they were overwhelmed with = mice."=20

Indeed, the newsletter's self-effacing tone explains one=20 advantage that the MouseDriver guys have over their = well-appointed=20 peers: they're actually having fun. "I love that they're = willing to=20 laugh at themselves and their own stupidity," says Kumar, = who has=20 even sent the Insider to Cornell's academic student = clubs.=20 One of his favorite passages appeared in the newsletter last = August:=20 "John is thinking of dying his hair Platinum blond! We're = not=20 talking about the casual highlight here...we're talking jet = white."=20

The newsletter went on to rationalize the change by = saying that=20 Lusk was contemplating the dye job "to continue to bring = much-needed=20 awareness to the company." But then Insider readers = learned=20 the real reason for Lusk's flight of follicle fancy. "It's=20 absolutely amazing the things you'll do to 'change your = environment'=20 when your creativity and motivation are stifled in such a = lackluster=20 setting," Lusk wrote.=20

Kumar sees educational value in what might look to others = like a=20 cheap, attention-getting stunt. "Something like that teaches = my=20 students the importance of creativity," he explains. "And a = big part=20 of new-product innovation and new-product marketing is = creativity --=20 doing anything that works." As it turned out, Harrison = eventually=20 went platinum, whereas Lusk settled for blond highlights. It = seems=20 that their hair coloring, like their company, is an ever = changing=20 project.=20

The newsletter's quirky charm is undeniable, but to = understand=20 the essence of the Insider's appeal, it's important = to know=20 this: even other entrepreneurs seem to delight in the simple = pleasure of the MouseDriver Insider.=20

Tedesco, who says he loves the newsletter, cofounded a = company at=20 exactly the same time that Lusk and Harrison did. The = difference:=20 his was a dot-com, with all the trajectory that that once = implied.=20 Shortly after moving to Pasadena, Calif., to launch = PayMyBills.com,=20 in July 1999, Tedesco landed $250,000 from the = then-high-flying=20 incubator Idealab. Within weeks of incorporation Tedesco was = hiring=20 employees by the dozen and buying ad space as if his company = were=20 selling cola. "The minute I moved to San Francisco, = PayMyBills began=20 advertising on the sides of buses and with billboards," = recalls=20 Harrison, who had turned down Tedesco's offer of a job at = the=20 dot-com. "That really made me question my choice -- but = MouseDriver=20 was my idea, so I had pride of ownership."=20

But in an odd reversal of roles, Tedesco now seems to = feel=20 somewhat envious. In August he merged his start-up with a = competitor=20 based in New Jersey. Since then he's been relegated to the=20 second-banana position of "chief strategy officer" at the = company,=20 Paytrust, whose center of gravity is 2,400 miles away. "Each = entrepreneurial experience is individual, and I wouldn't = trade mine=20 for the world." But reflecting on the adventures of his = former=20 classmates, he adds, "they have had the opportunity to do = everything=20 themselves and develop their skills across the board."=20

Tedesco, like many Insider readers, says that his = favorite=20 element of the newsletter is the Mood Meter -- a note at the = end of=20 each newsletter that describes the prevailing emotion of the = MouseDriver partners. A sampling:=20

October 4, 1999: "An emotional roller coaster."=20

May 5, 2000: "Remember the last scene in The = Breakfast Club=20 when Judd Nelson is walking through the football = field? He=20 opens his hand, sees the diamond earring that Molly = Ringwald gave=20 him, and raises his fist in triumph .... That's kinda how = we=20 feel."=20

August 11, 2000: "Let's be honest here. We've put in = the work,=20 we've paid ourselves three times in the last 13 months, = we've=20 solidified distribution, and the holiday season is just = around the=20 corner. We're ready (and very anxious) to bank some = serious=20 cash!!"

Read the Mood Meters side by side, and you can't help = seeing the=20 company-building experience as an unyielding, unglamorous,=20 emotion-scrambling struggle -- not at all the bloodless = quick-hit=20 event that has been portrayed in recent times. In fact, the = lore=20 contained in the newsletter -- like the time a sales rep = gave a=20 customer the wrong toll-free number, sending her to a = phone-sex line=20 -- is enough to make dot-commers realize what they missed by = not=20 experiencing the real-time version of entrepreneurship. "We = were=20 funded and grew to more than 100 people in six months, so = obviously=20 PayMyBills was a different entrepreneurial task than = MouseDriver,"=20 says Tedesco. "They are more like classic entrepreneurs, = working out=20 of their apartment."=20

Who knows? Such classic entrepreneurs may soon be making = a=20 comeback, what with the downturn in dot-com fortunes. Of = late,=20 spurred by the newsletter's growing popularity, Lusk and = Harrison=20 have been fielding more and more offers to speak to college = students=20 and inventors' associations about what they've been through. = Lusk=20 seems particularly keen on scouring the countryside for = grassroots=20 entrepreneurs and digging up products just like the = MouseDriver --=20 which, by the way, brought in $600,000 in revenues last = year. (The=20 mice are sold at all 214 Brookstone stores, as well as = through=20 country clubs and gift shops and online.) This year Lusk and = Harrison are projecting sales of more than $1 million.=20

Not that they're sure they'll hit that target. As the = partners=20 will be the first to admit, and to publicize in the pages of = the=20 Insider, there's no telling what might get in their = way. Or=20 as Lusk himself once put it -- in his inimitably plain = style: "We've=20 been through all sorts of different emotions over the past = 15=20 months. We're not really sure what the mood is this time. If = anything, it's impatient and unknowing." In other words, = it's=20 exactly the messy kind of experience they hoped it would be. =

Mike = Hofman is a=20 staff writer at Inc.=20

You can read the MouseDriver Insider = online:
Issues= =20 #1 through #4
Issues= =20 #5 through #9
Issues= =20 #10 through #13
Please e-mail your comments to editors@inc.com.

The URL for this page is: http://inc.com/search/21834.htm= l=20 =

Copyright =C2=A9 2002 Gruner + Jahr USA Publishing. All rights=20 reserved.
Inc, 38 Commecial Wharf, Boston, MA 02110.
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