Originally called Webgen, the company’s business plan outlines its idea to reduce costs by allowing users to develop their own online cataloge, and the idea of selling software rather than services:
Webgen’s generator can be used interactively by anyone with a modem and a copy of Netscape. This will lower the cost of putting a catalog online by, say, 90%. It also means that our volume is not limited by the number of clients we can serve personally. We would be a software company, not a service company.