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Performancing

The business, the turning points, and the decisions behind them.

Event year2007

01 / WHAT IT BUILT

What the company did

Performancing was a blogging community and tools company run by founder Nick Wilson. It produced blog content and forums, a popular Firefox plugin for writing blog posts (later rebranded as ScribeFire), a blog metrics/tracking service, and 'Performancing Partners', an advertising network for bloggers.

02 / Performancing FAILURE REASONS

Failure reasons

Performancing collapsed in early 2007 after a month of setbacks: server problems that took publisher sites offline, the resignation of CEO Nick Wilson, a failed sale of the Metrics product to PayPerPost, and — the final blow — the closure of the Performancing Partners ad network. New CEO Chris Garrett said Partners simply needed more investment to succeed: without more money, it wasn't going to happen at all.

03 / EVENT HISTORY

Events in the structured record

  1. Leadership turmoil

    In early 2007 Nick Wilson resigns as CEO and Chris Garrett takes over; the company's servers suffer outages affecting publisher sites.

  2. Metrics sale falls through

    A planned sale of Performancing's Metrics product to PayPerPost collapses; the Metrics tab is shut down on January 31, 2007.

  3. Partners ad network closed

    CEO Chris Garrett announces the closure of Performancing Partners: ads run until end of the month, then the ad code stops working and remaining ad time is refunded; the Firefox plugin is rebranded as ScribeFire.

04 / CONTEMPORARY REBUILD ASSESSMENT

Difficulty of rebuilding this project today

Material for this section is being gathered and checked. It will appear here once ready.

Rebuild difficultyPending assessmentNot completed
Scoring basisNot completed
ScalabilityPending assessmentNot completed
Scoring basisNot completed

Overall assessment: Not completed

05 / CAUSAL CHAIN

How the factors connect

  1. 01

    Early 2007: CEO Nick Wilson resigns; server outages take publisher sites offline.

  2. 02

    The planned sale of the Metrics product to PayPerPost falls through; the Metrics tab is shut down on January 31, 2007.

  3. 03

    CEO Chris Garrett announces the closure of the Performancing Partners ad network, citing lack of investment.

  4. 04

    Remaining ads run to the end of the month, then ad code stops working and advertisers are refunded; the Firefox plugin is rebranded as ScribeFire.