Paperless Post: James and Alexa Hirschfeld

In this episode, Guy Raz speaks with siblings James and Alexa Hirschfeld, who co-founded Paperless Post, a platform for sending premium digital invitations. They share the inception of their idea in 2007 when James, during his 21st birthday planning, realized the limitations of traditional invitations and envisioned a stylish digital alternative. The duo embarked on a marathon approach to entrepreneurship, spending two years meticulously planning and developing their product before launching it in 2009. Despite initial skepticism from investors, the product eventually gained traction due to its unique design and market positioning.

The conversation delves into the challenges faced by the company, particularly during the COVID-19 pandemic, which drastically reduced their sales by 85% in April 2020. The Hirschfelds discuss the steps they took to navigate the crisis, including pay cuts, applying for PPP loans, and securing support from their investors. They emphasize the importance of resilience and adaptability in entrepreneurship.

The episode also highlights the strategic decisions they made, like transitioning to a model focused on consumer invitations after initially exploring paid ticketing. Reflecting on their 15 years in business, the Hirschfelds acknowledge their growth, the lessons learned from hardships, and the evolution of their brand, which now includes physical product offerings in addition to digital.