Mr. Rinella, 36, who has been with Blue Mountain since its start-up in 1993, has done a little bit of everything for the e-business that was bought by Excite@Home in a $780 million cash and stock deal in October.
He's straightened out issues in product development, helped introduce new products, worked on a new computer inventory system, built the original Web servers, worked in the warehouse and has a great deal of say on Web content, site accessibility and Web site reliability.
The company now employs 45 artists who create more than 150 new designs posted each month on the Web site. One of the toughest problems, Mr. Rinella says, is continuing to ensure the reliability of the site so that cards always can be sent on time.
The small amount of advertising is handled in-house. "I think we've aired maybe one small video on American Airlines," he says. "It's all been word of mouth, very viral."
Blue Mountain relies on PR to a certain extent. Most promotion, however, is tied to links from Excite@Home. New products, features and sections are heavily promoted on the site. The company is also working on increasing revenue by creating unique site sponsorships and e-commerce for potential advertisers.