On February 10^th, 2002, the site went live on the net. No fanfare, just another fantasy sports leagues site on Google search, page 330. (We are page 1 now for keyword “fantasy sports.”)  The marketing plan was initially based around Baseball Weekly Magazine, Baseball Digest Magazine and WFAN Radio, all magazine distribution and on air advertising to begin on February 15^th. On top of that, I had thrown a big marketing budget at pay per click, $50 per day beginning March 1^st through April 1^st. 

On February 1^st, I notified Joe Blow I was leaving the keeper league and pulling the private league to another site. Despite his curiosity, he was told nothing and I ended the call abruptly. He called a buddy of mine, Michael, a member of the private league and a player in his Roberto Clemente League. He begged Michael to keep the private league.  He asked him to call for a league vote. Michael was well aware of FSRU, and he deferred to the commissioner- me. Joe Blows confidantes on the site had already told him he would be seeing a big rise in team owners leaving their leagues, it was time to pay the price for his one year reign of disrespecting  everyone.

Joe Blows site was 10 years old at that point. It had a significant customer base already. 

The “health” of a dynasty leagues site (FSRU opened as a keeper league site) is very dependent on the number of teams for sale each year and the number of retained owners. After that, “healthy” growth is the next most important characteristic of a solid site. In one year, Joes site and leagues had gotten quite ill under his tenure- and he knew it. 

The magazines hit the street. A first year marketing budget of $7,000 (more than I could make from the site in 2-3 years) kicked in. And on Feb. 15^th the emails went out and Joe Blow site players began talking between themselves.

His team owners began filling up the 4 first year FSRU baseball leagues.

And it was official...
FSRU was less than a month old...
And Joe Blow was Already on Life Support…