BUSINESS PLANS

You're Nobody Till Somebody Collects You

PeopleCards helps you get your 15 minutes of fame on the Web.
Advertisement

High Concept

Brant E. Herman heard it on the radio: the brother of a movie star had been in an auto accident. Not the star -- his brother. Not some fiery, fatal crash -- a fender bender. And that snatch of irrelevance masquerading as news got Herman thinking. Why did fame's spotlight shine on some and not on others? How come the world recognized Darva Conger but not people like him?

Herman was working for an auction site that sold trading cards. And it struck him that those palm-size testimonials to their subjects' significance were the perfect medium for democratizing celebrity. So last year Herman launched PeopleCards. PeopleCards resemble traditional trading cards in format, with a photo (mostly amateurish, often unflattering) on the front and a compilation of not-especially-vital stats on the back. They come seven to a cellophane-wrapped package at a cost of $2.99. The first series is being sold through 200 retail outlets nationwide.

As for the cards' subjects, most applied for the honor on PeopleCards' Web site ( www.peoplecards.net). "These people are never going to be in a movie or on TV," says Todd Herman, vice-president of sales. "They're saying, 'Hey, world, look at me."


Incubator

High Concept
The Loan Ranger
Eyes on the Rides
You're Nobody Till Somebody Collects You
When I Snap My Fingers, You Will Wake Up and Go National

Dossier
Enter the Dragon

Search
InfoPosse

Main Street
Where Men are Men and Women Buy Limoges

Markets
Food for Thought

Seen
And They're Off

60-Second Business Plan
Hell-Bent for Lather

Business for Sale
Hey, Sailor, Wanna Get Lucky?


Please e-mail your comments to editors@inc.com.

Last updated: Sep 1, 2001

LEIGH BUCHANAN | Staff Writer | Editor at Large, Inc. Magazine

Leigh Buchanan is an editor-at-large for Inc. magazine. A former editor at Harvard Business Review and founding editor of WebMaster magazine, she writes regular columns on leadership and workplace culture.




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: