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Livingston: What was Lycos doing that was different from its competitors Davis: We did an awful lot that was similar to one another in terms of the products we sold. If you went to Lycos, Yahoo, Infoseek, or Excite, the products had more in common than they had apart. But where we differentiated ourselves was less so with technology and more so with the consumer, and that s brand. And we worked very hard on our positioning and our branding of the company in terms of what we wanted it to be. We tried to be this safe, comfortable environment for folks that were just trying to figure out the Internet. We thought of ourselves as the Internet on training wheels. A good way to find your way around was using Lycos, and we worked really hard to position ourselves

that way. So we weren t trying to be the souped-up Maserati (as a VP of marketing used to say) that could go 120 miles an hour. And we weren t trying to be a cramped little Beetle. We liked to think of ourselves in that analogy as the family sedan, the Ford Taurus. Not the sexiest out there, but very purposeful in what we did. We also were different because we focused on earnings from the day we incorporated, and many others did not do that. We were a profitable company very early on, maybe a year and a half or so into our life, and we really were the exception.

Livingston: Which competitor did you worry about most Davis: It depends what day of the week it was. Probably Yahoo. Early on,

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Google didn t exist; they didn t show up until around 98. We worried about Microsoft s intentions for getting into the online world. Its pocketbook was boundless. They could show up with a strong offering and advertise the heck out of it. Then we also worried about Yahoo because back then it was the 800-pound gorilla. Yahoo had a larger audience than we did. We were playing catch-up with them.

Jackie Murphy started Murphy s Creativity (wwwmurphyscreativitycom/) in 1993 to do mailing lists and envelopes She developed and released her first product in 1999 and was joined by husband Doug in 2000 after he retired They avoided one of the developer s worst nightmares by watching a colleague s mistakes The value of their advice on testing cannot be overestimated Smolin: You guys are in business here writing and selling software, doing some custom work, but you also have a couple of products J Murphy: Right Smolin: Looking at your web site, I see two products there Wedding Management for Professionals and Show Producer Let s talk about Wedding Management for Professionals first What on earth possessed you to no let me rephrase that why did you create this product Where did you get the idea How did it start J.

Livingston: Do you remember if you ever had to somehow make yourselves seem bigger than you actually were Davis: All the time. We became the most popular destination on the Web in April 99 I remember it well. At that point we were the busiest spot on the Internet we overtook Yahoo. But for the previous four years we were playing catch-up to Yahoo. So we were always trumpeting ourselves and talking about the Lycos advantage. And over time, the parts became a little bit different, but to the consumer not all that different. We in the industry saw it differently. Lycos became more search and Yahoo became a directory. If you remember Yahoo back in 95/ 96, there really wasn t the search feature. You d click your way down into things. So you would say literature, books, founders, books about founders and you would click your way down rather than just doing a simple search. Livingston: You went public in what was the fastest IPO in the NASDAQ ever. Davis: It still is. Livingston: How did you manage that How did you manage creating a busi-

it every day. We spent a lot of time on the plan trying to identify what business we were in and where we d go, but so much of our life was reactionary. But we focused on increasing users. We focused on expanding the advertising base. We focused on partnerships; getting others to promote Lycos was very effective for us. We had a wide number of customers, like AT&T, CompuServe, and Prodigy, that licensed Lycos technology and put their own search engine online with

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