E-Dreams

...but after the drink, the Cosmopolitan, which was quite the hip drink those days. When I first met Joe he wined and dined me at some of the most over-priced bars in Manhattan (not the hip ones, they were down the street; I offered to show him, but his self-conviction that we were in the best place was amazing), and he drank many.

I actually haven't seen this movie, but I was involved with Joe and Yong before it was a company with 10 employees in a decrepit warehouse, when it was just the two of them in an apartment in lower Manhattan, with me living upstairs. I was running a software development firm at the time and met Joe in the hallway and he asked me to come talk to them.

I met with Joe and Yong and gave them some technical advice and they asked me if I would be interested in developing their software. I said sure, and we negotiated the terms, and they said great they wanted me to do it.

I started putting a team together and getting the paperwork together and was in touch with them and they were constantly positive. Then a few days later they told me they wanted to compensate me all in equity, to show that I was committed to their concept. As I personally believed they would never make more than enough money to pay their delivery people (a view apparently shared by many more sophisticated analysts), I told them I was interested in cash only.

They continued to lead me on that I would be doing the work, until I came down to finalize the paperwork and they told me they had hired someone else, after assuring me they wanted to work with me and not even telling me they were looking elsewhere! Now knowing what Joe Park's handshake and word were worth, I ventured off to fairer pastures and didn't think much of it again. I bumped into Yong later and he told me that the people they hired didn't know what they were doing (you get what you pay for!) and asked if I wanted to be involved again; I felt sorry for Yong but didn't want to get back involved.

Of course I saw them again and was even their customer (though I quickly defected to Urban Fetch when they launched, on principle). It was great to come back from Europe with jet lag, call them up at 5 AM and order a movie and some cokes and have them show up. I was amazed at how successful they were at raising capital; whenever I met with Joe in the early days he couldn't get through a sentence without stammering with an "ummm...well..."; years later I saw him on TV, and it was the same story! People invested over $250MM with this guy? What are the rest of us doing wrong???

I look back on it all with affection for the funny days of the dot com madness (and this was early). It was only a couple weeks of my time and I didn't invest a penny, so I guess I got off easy. I did not know there was a movie made, I have to see it; nor did I know it made CNet's Top 10 dot-com flops list. The things you find when you are bored surfing the internet! I would like to know what Joe Park is up to these days, but that info is not so obvious...

After viewing this documentary, I did some additional research on this company, Kozmo.com and discovered just how ridiculous the dot.com business model (if you can call it that) was. The DVD that I viewed had some additional information on the founders of this company. After the company failed, the CEO, Park, is reported to have gone off to the Harvard Business School. Incredible, but not surprising. I thought the documentary was terrific in that it perspicuously presented the 'scam' that was perpetrated by this company by going after funding instead of profitable and meaningful business. Kudos for producers and directors Wonsuk Chin and Sam Pai.

I saw e-Dreams in the Seattle International Film Festival and enjoyed it thoroughly. The filmmakers followed Kozmo.com CEO, Joe Park, over a a couple of years. Filmed in real time, you get to watch history unfold on an amazing story. Now out of business, we watch Kozmo.com grow and become a huge. As the operations become more and more complex, the young CEO spends more and more time worrying about financing and an impending IPO, which ultimately fails. I commend the filmmakers for not editing the footage to make obvious what we now know to be true or casting the events they recorded using 20/20 hindsight. I found it interesting to note where the audience laughed. There seemed to be an assumption that the fall of Kozmo.com was pre-destined and that their business model was never a good idea. I disagree with this premise, and ultimately believe that something very much like it will be successful. Thankfully, the film allows one to draw their own conclusions. Highly recommended.

As a veteran of several dot-com companies, watching this film was like watching home movies. Other vets of that era and I watched this film with sick fascination, seeing events and situations that we ourselves had endured. This film perfectly captures the thoughtlessness, greed, and insanity of those years. Unlike the other reviewer, I thought the ending perfectly captured the era: even when it was obvious that it was over, the jokers that led us down the garden path in the first place refused to acknowledge it. This film serves well as a documentary of one of the most spectacular dot-bombs but it serves even better as proof to those that lived through it that they are not alone.

Well, we knew trouble was headed the company's way when they couldn't get the utility bills paid. Or when the payroll procedure was out of whack. All this while thwarting the flurry of calls from top Wall Street investment banks and leading the investment community to believe that a tenuous relationship to the internet was all it took to catapult the company towards an astronomical market cap.

In e-dreams, as with Startup.com (another fine documentary about the e-retail debacle), we are taken a roller coaster ride through one entrepreneurs dream and its contrapuntal relationship with the grim realities of corporate America. At one point in the film, the co-founder bemoans how control of the company was turned over to seasoned veterans. Welcome to the party, pal. Early 2000 saw 2 trillion dollars worth of company and investor money wiped out in about six trading sessions. Kozmo.com is caught in all of this, transforming from 10 employees in a decrepit, NYC warehouse to a 1,100 arsenal in ten major cities after collecting over 280 million dollars from VCs. In the end, sadly, Kozmo was out the door as quick as the Seinfield character that spawned its name, laying off all employees, jettisoning its founders, and liquidating--at one point, giving away--its assetts. Yes, even the orange fleeces had to go.

Ultimately the story about CEO hubris, contingency plans M.I.A, and IPO fever, e-dreams reminds us how ludicrous the whole Internet bubble was to begin with. In the long run, profits rule the day, not good PR.

D.J. NYC Aug 2004