You could argue that this is a trivial product, but many good ideas start out as trivial and evolve into something big. Today, Airbnb is one of the biggest accommodation companies in the world, but when they first raised money, their investors liked the team but hoped they’d pivot away from the ridiculous air bed rental concept. YouTube started out as a dating site that allowed video, and turned out to be the best place to host videos. (The dating concept was quietly dropped.) Groupon evolved from an activism-focused site whose most popular campaign was a grassroots effort to get Paul Krugman to debate one of his critics. Seamless’ name originally referred to its founding gimmick: that it would let you order food online and seamlessly expense it. It was a tool for office workers, not for consumers. The Seamless story illustrates that a food company that offers micro-convenience can turn it into something much bigger.
