New York, and Roger Horchow was assigned as its chairman. The company used the slogan "A beautiful home. It was never this easy," and focused on selling furniture and other home items, spending $20 million on advertisements in its first year. Mack decided that the company should target women, since "women make 80 percent of decorating decisions." The company built a home furnishings portal to compete with the websites Living.com and Furniture.com, which both went bankrupt in 2000. In April 2000, GoodHome.com's monthly sales topped $1 million; the company's goal was to be profitable within two to three years. One of the website's biggest attractions was its virtual decorating service that let customers see how certain features such as the paint, upholstery fabric, rugs, and pillows would look before a purchase. When considering why this service was so popular, Mack noted that consumers usually feel more confident in a purchase when there are few unknowns. At the time, selling products over the Internet was not a popular concept outside the United States, but Mack was confident in expanding GoodHome.com's portfolio to include foreign companies: "We're already getting so many requests from companies about expanding our website abroad... I see this happening quickly within the next few years." GoodHome.com encountered difficulties in running its business in 2000, when several other companies that offered similar services launched. The increasing demand for online catalog services, considered a phenomenon, was dubbed the "hottest thing since sliced bread" by an analyst from technology research firm Forrester Research, which estimated that roughly $500 million was invested in home furnishing websites from 1999 to 2000. It became difficult for consumers to decide which service provided better quality; a business owner commented, "You can't tell the difference in quality between something that's $3,000 and something that's $10,000." GoodHome.com, which had offered free shipping, phased out the feature on July 15, 2000, in favor of "heavily subsidized rates". To compete with new companies, GoodHome.com also introduced new features such as a "floor planning" feature to allow website visitors build an electronic version of their rooms, then drag in furnishings to see how they fit. Reorganization (2001−2007) After spending several years operating at a loss, GoodHome.com reorganized as Scene7, which formally launched on January 23, 2001, with $15 million raised from investors that included Hearst Interactive Media. The new company focused on helping companies prepare interactive advertisements for consumers. Mack,