Skim.com was a communication-based lifestyle brand launched in 2000 that produced fashion lines, managed an online community, and offered communication tools. It raised $4.5 million but the business model mixed several areas like online/communication, retail, and products. When the internet bubble burst in 2000, financing became difficult and the company had to reduce its team from 45 employees to 4 by 2001 before closing down. The founder learned lessons around having a clear focus on one business model, hiring based on needs not friendships, carefully managing cash, and being prepared for how to lead when things turn sour.