For more than half of our existence as a micro-business, we ran a simple booth selling tours – subletting a few square feet from various retailers over time – but always positioned in and among the throngs of tourists strolling about Fisherman's Wharf.
Although our discovertown.com web address was secured way back in 2000, remaining on the busy streets was working fine, so we ended up being very late to the dot com revolution. Around 2011, we started selling more tours online, and customers would come find us at the booth. By 2014, we had steadily shifted online, and we had moved off the beaten path for cheaper rent, as about 90% of sales were web-based at that point. In 2015 we moved to a 100% online business model... and here we are.