@aprildunford @AdityaKothadiya In Feb 2004, Basecamp launched with: "web-based project management and extranet for creative service firms."
https://web.archive.org/web/20040204224142/http://www.basecamphq.com/

But by July 2004, they'd switched to the more general "Painless project management" positioning.
https://web.archive.org/web/20040704063826/http://basecamphq.com:80/

A quick transition!