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From Boom to Bust - the happier.com story
 

From Boom to Bust - the happier.com story

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An invited presentation to Harvard Business School (HBS) Class of 2012, Section C. Total time: 15 minutes. Describes work background and history, pivot to build a consumer product, development of ...

An invited presentation to Harvard Business School (HBS) Class of 2012, Section C. Total time: 15 minutes. Describes work background and history, pivot to build a consumer product, development of happier.com and being part of the failure of the company. Note: Slides are only presented as illustrative of actual talk given.

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    From Boom to Bust - the happier.com story From Boom to Bust - the happier.com story Presentation Transcript

    • From Boom to Bust – the happier.com story
      Andrew J. Rosenthal 28 March 2011
    • Context and Timeframe
      2
      2002-2006: working in psychology, with expert
      2006: graduation + begin working w/investor group
      2006-2007: B2B sales, licensing
      Few clients, going broke
      Stagnant, poor products
      2008: Make case to pivot
      2008: Develop consumer product
    • Summer 2008: Launch
      3
      happier.com: a personal trainer for your happiness
      Targeted audience: women who watch the Today Show
    • 4
      Data-driven user feedback, machine learning
    • Focus on Learning
      5
      Over 100 exclusive videos
      blog.happier.com
    • Focus on Doing
      6
    • happier.com — Growing quickly
      7
    • Capital Table / Board Issues
      30+ angel investors
      Foundations, individuals
      ~$200-300k investments (warrants)
      Smart money
      Investor alignment
      Incentive alignment
      Market timing
      Management skill-set
      Ethical leadership is a priori – no compromise
      8
    • The Nasty Part
      9
      Fail quickly
      Learn from experience (TOM simulation)
      Attempt to replace board
      Zappos trip
      Super Angel
      VC Pitches
      Investors won’t fix
      Dec 2009-January 2010: Negotiating for transfer