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a typical dot-com business problem: built the product, people liked it, and the feedback was universally positive, and we got the expansion questions that we were happy to get, like When are you going to cover Paris but we just were not making a dime By the middle of 2001, we were getting frustrated Then September 11 came along, and anything we might have had in the pipeline not that I remember it being a particularly interesting pipeline was stalled, dead It was a hugely traumatic time for everyone, especially for the travel industry We were also trying to raise a third round of funding, and we were basically looking at going out of business in 6 to 9 months It was a little hard to go back to the existing investors and say, Hey, pony up more money We ve got a great product.

Start XNA Game Studio 2.0 by clicking the Start button and selecting Programs. Find Microsoft XNA Game Studio 2.0, click it, and select Microsoft Visual Studio 2005 (or Microsoft Visual C# 2005 Express Edition if you installed the free version).

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We have no revenue, and we ve been trying to sell the stuff for a while We have no takers The one company that did license it is generating a couple hundred dollars a quarter for us But really, toss in a couple more million, because it s a great idea It was a tough pitch to make We made it, and we actually did raise a small third round more, I think, from the perspective of Look, this is a good product We ll figure this out We were 11 people before September 11, and we slimmed down to 8, so our burn rate was really pretty small Everyone took salary cuts; we were paying $18 a square foot for office space; we had really no expenses to speak of.

We were stretching the dollars, and even though it was Internet dot-com days, we had never done anything remotely lavish So we re approaching late 2001, and we noticed our demo site, TripAdvisorcom, had started to get some traffic Just people finding it We tried to be active in PR from day one, so we d gotten some mentions in various press I m not entirely sure how people were finding it search engines, whatever And we certainly weren t doing anything monetizing the traffic We thought, OK, with 5,000 visitors a day, let s go run some banner ads, see if we can make some money that way We tried running a banner ad We didn t try to sell it; we just copied Expedia s banner ad and put it up on our site We wanted to see how many people would click on it.

We might have had 3,000 visitors that day and we might have generated 100 clicks, so maybe it would have been a couple of dollars to us So that was just clearly not going to work But one of our prospects a couple of months earlier had asked us whether or not we could run ads based upon the search query If someone was searching on Boston, could we run an ad for Boston We explained, We don t run ads That s not our model We re trying to license you the content But it struck us months later that we do have people that are qualifying themselves to be interested in Boston In fact, we have people qualifying themselves to be interested in the Eliot Hotel in Boston, because they re reading a review about it.

What I would like to cover in this chapter are topics you should consider that affect the way your product presents itself to the user. Arguably the most frustrating and discouraging aspect of programming is that no one will ever know (or really care) how clever you (or your programmer) were in coding up some feature of your program. What they will judge you on is your product s appearance and how easy and intuitive it is to learn and run. So I m going to alert you to some features your product should have. I ll describe what they should do. Implementing them will be up to you.

What if we created a link from TripAdvisor deep to an online travel site like Expedia and had teaser text that said, Book a room at the Eliot Hotel in Boston, and, if the user clicked on that link, we took them all the way down to the booking page on Expedia Our crawler technology knew how to do that, so it was leveraging something we were pretty good at..

Livingston: Was there a time then when you said, We need more program-

There s so much more we could do. The product is nice, but every day there are things that I find that I want to change. But when you re operating a big service, it also takes a lot of work just to deal with growth and improvements. A lot of the improvements are invisible. For example, I think we added 43 new languages. You don t necessarily notice that as an English user, but for most of the world, it s a big deal. There s just so much work as the product becomes big and needs to support millions of users.

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