David vs. Goliath: 3 small firms take on the big boys

Business cards, popcorn, and hyperlocal listings: How three small owners created successful businesses from scratch

Moo.com vs. Vistaprint
Moo.com vs. Vistaprint
The challenge: Will frugal entrepreneurs pay for fancy extras?

What they did: Even in the Digital Age, people use business cards. But Richard Moross, 34, figured out that small businesses, watching every dime, aren't keen on paying a pricey traditional printer -- nor do they want to go too cheap. In 2004 he launched Moo.com, a digital business-card company now based in London and Providence. Moross says he differentiated it by offering top-quality heavy stock, at prices only about 20% higher than the cheaper stuff. It also prints in tiny 50-card runs -- and offers customized options. "A realtor can show different residential properties on every card," he says. After attracting $5 million in venture capital funding, the company has grown to 95 employees and annual revenue in the "tens of millions."

Note: Vistaprint is a Massachusetts-based printer.

By Elaine Pofeldt, contributor @FortuneMagazine - Last updated May 21 2012: 6:29 AM ET
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