37Signals.com sells software.
They sell software to small businesses.
This makes their global number of potential customers...eh...millions.
Their software is chepa, easy to install and use, but all that means nothing if people don't know your name and don't know where to find you.
They solved a great part of this problem with a (we estimate) 20 cents picture and a 20 cents email press release.
Their gimmick: they sold 0,000000001% of the company for $1.
Which, acoording to Silycon Vally Hysteria Standards, makes 37Signals.con worth $100 billion.
Wired magazine wrote about, thousands of blogs posted it, even more people tweeted it.
37signals.com is now a better known name and anyone searching for software on Google is much more likely to run in to them.
20 cents and a good idea.
Less budget, more effort. Just the way we like it at Lateral.
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