ways to send digital invitations, when it came time to send one for his 21st better day party, james hirschdale was shocked he couldn't find a classy digital invitation on the web. >> i was between a rock and a hard place because i didn't have a budget to send paper invitations but i also found that the existing products for sending invitations online were not as customizable, not as beautiful, as what i would have wanted. >> the internet was full of sites that were a little bit more junkie, a little more low-end. didn't feel high-touch, didn't have that emotional quality. >> reporter: james, a sophomore in college, saw an opportunity. what better place than harvard to have the next big idea. >> people want to go to an internet to check out that big idea. >> 2,200 hits within 22 hours? >> thousand. 22,000. >> i got to harvard in 2006. and there was a really pervasive air of opportunity there in the wake of mark zuckerberg's leaving harvard and starting facebook. and there was a lot of sense that you could, you know, with a little bit of creativity and a lot of work, you could create a company o