It wanted us to believe that, “Stories are better in Color,” but just under two years after launching, amidst much fanfare, Color is shuttering its doors. A terse notice at the top of its site reads:
Alert: We hope you’ve enjoyed sharing your stories via real-time video. Regretfully, the app will no longer be available after 12/31/2012.
The Color story is nothing short of a startup trainwreck. Having secured a $41 million investment round, lead by Sequoia Capital, the company launched with both an unclear purpose and a poor onboarding experience which resulted in confusion around what Color actually facilitated. Nearly two years and several reinventions later the company is finally shutting down and returning what assets remain to shareholders.
Proof that if you don’t deeply understand your product story, no one else will. As we pointed out on Color’s launch, first impressions count, and it seems as if the company never managed to break free of those first impressions. Ouch.