The Rise and Fall of CyberGold.com

Abstract

This case study describes the lifecycle of CyberGold, a start-up Dot Com firm that rose to prominence in the world of online currency and micro-payments. The case describes the inception of the firm, the talent base of its senior executives, and its innovative and patented business model, known as Attention Brokerage. The case focuses on a specific decision problem faced by CyberGolds team of senior managers early in its lifecycle: how to modify the companys business model and communication with its members, in order to encourage repeat visits to its site and to provide a clearer understanding of where CyberGold credits may be spent by members.