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BBJ: Where did you get the idea for your business?
Moran: At first, I wanted to develop a Web site
dedicated to providing college students with free access
to student written class notes. However, after looking at
the potential legal difficulty associated with copyright
infringement and the potential legal costs associated
with lawsuits from professors, I decided to develop
something more tangible.
Soon after, I began developing stuff4students.com, a college Web portal. However, that model only squeaked by the old feasibility test and with the declining margins from revenue streams associated with banner advertising, it looked as though a niche Web portal model was still flawed.
I also faced the reality that Web based advertising has moved to a cost per click basis opposed to cpm [clicks per minute]. That means you have to make sure people visiting your Web site are interested in the ads they see and that they are going to click through. In order to do that you must acquire detailed profiles on each person visiting. The big question was how do you get that information.
BBJ: Exactly what does your business do?
Moran: We are a direct marketing firm providing the...