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Founder: Gay fab.com concept wasn't so fabulis; 'gay rights progress' negatively impacted old site

fab-facebook-badge200x200-dark_reasonably_smallThe old site fab.com -- once the old site fabulis -- is done. From an email today:

We're relaunching fab.com starting today as a members-only website for great design!

The all-new fab.com will feature daily design inspirations for everyone, including daily 50% discounts on 'wow' products from leading manufacturers. The new fab.com will no longer be just for gay men. It will be for design enthusiasts everywhere.

As a subscriber to the former fab.com deals, here are 2 important notes:

1. If you have share credits on the old fab.com/deals, your credits will automatically be applied to the new fab.com. Login at http://fab.com to convert your credits.

2. You can still collect your deal coupons for any deals you have already purchased here: http://fab.com/fab-my-deals

Thanks

The fab.com team.

On his personal website, fab.com founder Jason Goldberg explains why the concept didn't work:

First, we couldn’t do the math.  Even though Fab attracted 50,000 members in our first three months, we only doubled in size over the next five, and our updated projections showed that we would never pass the $10 million revenue mark with our business model. ...

Second, our market had shifted. Gay rights progress over the past year  had a positive impact on the gay community but a negative impact on the demand for our services. With developments like the repeal of Don’t Ask Don’t Tell, the court victories over California’s Proposition 8 gay marriage ban,  the Obama administration’s tacit rejection of the Defense of Marriage Act, and the  anti-bullying It Gets Better Project continuing to integrate gays into the mainstream, we saw a diminished need for a gay Facebook or a gay Yelp or a gay Foursquare or a gay Groupon.

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...and it took them until not to figure it out.

Duh.

I think there's a way to embrace a gay sensibility about the world around us, without just making a duplicate of something straight/mainstream. That's what we've done with Gay List Daily (www.gaylistdaily.com). Our free daily email reviews aren't always about gay things, but the point-of-view always is. That's been a key to our success.

And when we occasionally offer deals, we do it more to help and exposure our readers to gay-owned and gay-friendly companies. It's not just about selling lube.

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