If you haven't already, please study our free Bootstrapping Course and Investor Introductions page. Rich Waldron, Co-founder and CEO of Tray.io, was building an authentic tech company from London when we spoke in 2020. While the company could have become a so-called Unicorn by loading up on liquidation preferences, they chose not to do so. Excellent story. Sramana Mitra: Let's start at the very beginning of your journey. Where are you from? Where were you born, raised, and in what kind of background? Rich Waldron: I was born in the UK in a place called Southampton, which is right down on the South Coast. Its most famous claim to fame is where the Titanic set off from. I was born there 35 years ago. Sramana Mitra: What about your education? Where did you study? Rich Waldron: I studied locally. I went to university in Bournemouth, which is just down the coast. It's a reasonably well-known university. It has an excellent digital and