STREAMLINE KEEPING IT SIMPLE

WESTWOOD, Mass. -- Whether discussing his company, or his customers, Streamline.com founder and chief executive officer Tim DeMello keeps coming around to the same mantra.Keep it simple.Streamline's pitch to its customers isn't about delivering groceries, DeMello said, but rather providing a "lifestyle solution" including grocery delivery, shoe repair, dry cleaning, video rental, postage and other

WESTWOOD, Mass. -- Whether discussing his company, or his customers, Streamline.com founder and chief executive officer Tim DeMello keeps coming around to the same mantra.

Keep it simple.

Streamline's pitch to its customers isn't about delivering groceries, DeMello said, but rather providing a "lifestyle solution" including grocery delivery, shoe repair, dry cleaning, video rental, postage and other "about town" chores. From a business-model standpoint, Streamline deliberate

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