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Money. they boot-strapped it. what s kind of fun about their offices, a guy that came from madison avenue. he worked for a lot of really big ad agencies and worked in really fancy offices and now he works on a third floor walkup and he is really kind of cool, retro offices. they are really doing it. he bootstrapped it for a while. he got these angel investors in venture capitalizing. how many companies find they have got something and go out and find funding but they don t actually set out knowing that this is going to be something huge? i think a lot of people think their biggest challenge is getting funding when at the end of the day, the biggest challenge is getting customers. we say your best funder initially is going to be your customer. your customer is going to give you money and incredible feedback to it ter rate. the reality is, once you have enough momentum from bootstrapping it will be so much ....