Foofoo.com Inc.

By Mathew Schwartz

March 27, 2000 12:00 PM ET

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Location: 2700 South Quincy St., Suite 320 Arlington, Va. 22206
Web: www.foofoo.com
BUSINESS DETAILS
Company started: January 1999; Web site launched July 1999, now on Version 3
Original business plan: Build online community for "the fun and finer things in life," using content to drive users to purchase high-end products
Head count: 13 on staff with three employees designated for site redesign work; also uses many third-party firms; much development outsourced to Etensity in Vienna, Va.
Funding to date: Tribecca Partners, an Arlington, Va.-based venture capital firm, and individuals
Profitability: Estimates profitability within two years; no date set for initial public offering
Revised approach: Site redesigned to focus more on products, not content
Revenue model: Advertising and sponsorships account for 70% to 75% of revenue. Plan calls for product purchases to be 50% of revenue as soon as possible.
Customer demographics: 55% male, 45% female; 50% single or married; median income: $100,000; average age: 33
TECHNOLOGY USED
Order servicing and statistics: OrderTrust Inc., an order-fulfillment outsourcing firm in Lowell, Mass.
Inventory: Virtual, handled by about 70 partners
Back-end systems: Microsoft Site Server, Active Server Pages, served from SQL Server database
Web server hosting: UUNet Technologies Inc. in Fairfax, Va.
Web site monitoring software: NetAnalysis from netGenesis
Link validation: Doctor HTML: www2.imagiware. com/RxHTML.

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