That’s right, Monetate has taken a U-turn, pivoted on a dime like the nimble startup that it is, and taken the plunge into social networking for personal fragrances. It’s a niche play to be sure, and it might be a risky move, but we think the world will love our latest iteration: Smellr, a social network for noses.
But why would a red hot startup with a very successful full-service post-click marketing solution make such a drastic move? After all, the company has been blowing away milestones and exceeding revenue goals ever since it was funded. So what gives?
The answer will only surprise you if you’re not a believer in Web 2.0. On Sunday we read a blog post titled “Yogi Berra wisdom for startups” and it seemed to say it all. The great ball player famously said “If you come to a fork in the road, take it” and on Monday we did.
And we think our clients will understand. They too are on the cutting edge. They have embraced exciting new post-click marketing strategies and Monetate has boosted their conversion rates and revenues.
So we trust they will understand that the future beckons and we must answer its call. The online world moves at warp speed and we have been warped. We are now all about the virtual aroma. The smell of success is on the digital wind. The future is Smellr and Monetate is making it happen. We hope you enjoy it as much as we do.
Update: We’d like to extend a special thanks to Smellr’s first investor, Jason Calacanis. Jason, we appreciate your vision and your unerring nose for a great new opportunity, but above all, we thank you for believing in us.