What Happened to Blurtt & Why Did It Fail?

Blurtt was a mobile app designed to let users create and share digital expressions by combining images and text. Initially gaining traction with its innovative concept, Blurtt faced challenges in user engagement and funding. Despite multiple pivots and media attention, the startup ultimately shut down due to financial and operational hurdles.

What Was Blurtt?

Blurtt's main product was a mobile app enabling users to create digital expressions by combining images and text. Its unique value proposition lay in enhancing emotional communication through visual means. Notably, Blurtt was featured in TechCrunch and Mashable’s Top 6 Apps to Download for the Week and secured an acceleration agreement with Archimedes Labs.

What Happened to Blurtt?

The story of Blurtt is a compelling example of the highs and lows experienced by many startups:

• Initial Success and Media Attention: Blurtt launched in 2012, allowing users to create digital expressions by combining images and text. The app quickly gained traction, being featured in TechCrunch and Mashable’s Top 6 Apps to Download for the Week.
• Innovative Concept and Early Support: The unique idea of digital expressions attracted initial funding from friends, family, and an acceleration agreement with Archimedes Labs. This early support helped Blurtt gain visibility and credibility in the tech community.
• Frequent Business Model Changes: Blurtt faced challenges with frequent changes in its business model, leading to a lack of focus and consistency. This inconsistency made it difficult to secure sustained funding and investor interest.
• High Costs and Low Revenue: The startup struggled with high fixed costs, especially during its postcard business model phase, without corresponding revenue. This financial strain was a significant obstacle to its growth and sustainability.
• Burnout and Emotional Toll: The founder experienced burnout and a falling out with a lead investor, which hindered a potential $1 million seed round. Ultimately, the emotional and physical toll led to the decision to shut down Blurtt.

When Did Blurtt Shut Down?

Blurtt officially shut down by 2014, as detailed in a TechCrunch article published on February 16, 2014. The startup faced multiple challenges, including frequent business model changes, funding issues, and burnout experienced by co-founder Jeanette Cajide.

Why Did Blurtt Shut Down?

1. Too Many Business Models:

   Blurtt experimented with multiple business models over the years, leading to a lack of focus and consistency. Initially, it started as a platform for creating and sending postcards, then pivoted to various other models, including micro-gifting and digital expressions. This constant shifting confused users and investors alike.

2. Funding Issues:

   The startup struggled to secure consistent funding, which hampered its ability to iterate and scale. Despite initial support from friends, family, and an acceleration agreement with Archimedes Labs, Blurtt faced significant challenges in attracting sustained investor interest, particularly after a falling out with a lead investor during a $1 million seed round.

3. Market Fit:

   Blurtt failed to find a product-market fit, as the concept of "blurtting" did not resonate with a broad audience. While the idea of combining images and text for digital expressions was innovative, it did not attract a large enough user base to sustain the business, leading to its eventual decline.

4. Burnout:

   The personal toll on the founders, particularly Jeanette Cajide, led to burnout, affecting the startup's momentum and creativity. Cajide's severe burnout hindered her ability to lead and innovate, ultimately contributing to the decision to shut down Blurtt.

5. Execution Challenges:

   Despite having several ideas, the execution was often hampered by a lack of resources and technical challenges. The startup struggled to find a technical co-founder and faced difficulties in developing a robust and scalable product, which impeded its growth and sustainability.

Lessons Learned from Blurtt's Failure

• Focus on a Single Business Model: Constantly changing business models can confuse users and investors, leading to a lack of focus and consistency.
• Secure Consistent Funding: Ensure a steady stream of funding to support growth and iteration, avoiding reliance on sporadic investments.
• Find Product-Market Fit: Validate your product idea with a broad audience to ensure it meets market needs and can attract a sustainable user base.
• Manage Founder Burnout: Prioritize mental and physical well-being to maintain leadership effectiveness and creative momentum.
• Strengthen Execution Capabilities: Assemble a skilled team, including technical co-founders, to overcome development challenges and build a scalable product.

We Shut Down Startups

Blurtt's journey underscores the complexities and emotional toll of winding down a startup. If you're facing similar challenges, Sunset can help you navigate the legal, tax, and operational burdens, allowing you to move forward without penalties or liabilities.

Don't let the stress of shutting down a startup overwhelm you. Book a demo with Sunset today to see how we can simplify the process and help you focus on what's next.