Alexa and James Hirschfeld, the founders of Paperless Post – and rising stars of New York City’s booming tech start-up scene—are branching into a new realm with their three-year-old online invitation business: paper.
The 20-something siblings, who founded their company in 2009, this week began selling paper versions of some of the 50 million e-cards they expect to send this year alone. For $1.10 to $2.50 per card, customers can purchase printed versions of their personalized digital invites.
The move is a step toward positioning the company to reach customers over multiple distribution channels, whether online, offline or mobile, they say. But it also shifts the founders’ focus away from their core business, at a time when their fledgling company is seeing growth. For start-ups, that can be a recipe for disaster.
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Story by Angus Loten
Photo by Brian Harkin