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Case Study of a Dotcom, Part 1

One e-business's journey through start-up, fallout and everything in between

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This story appears in the May 2001 issue of Entrepreneurs Start-Ups magazine.

On first glance, Eric Grossman's story reads much like that of so many of today's young entrepreneurs. Grossman, a former consultant at Ernst & Young who had always dreamed of starting his own business, was simply honing his skills in corporate America, looking for the right idea-and the right moment to present that idea to the world. Sounds familiar, right?

But that's where the story stops sounding banal-and starts sounding script-worthy. Back in 1999, upon reading an article in the Healthcare Forum Journal called "HMOs 'R' Us," Grossman found the impetus for his Atlanta-based company, SimplyHealth.com. Author Philip Lathrop had outlined a mythical health-care business, but Grossman knew it was real-world stuff.

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