Michael Cooney

You've got your problem, your product, and the promotion.

So with the problem...

When you create a product, you're solving a problem.

And if there isn't a problem to solve, you're going to find it difficult to get your message across.

You're going to find it difficult to get sales.

So you really have to have a real problem, and you have to understand that problem.

And it really helps if you've lived that problem.

So as the agency, I'd lived that problem for 20 years.

And more funding wasn't going to help me define the problem any better.

The next step is the product.

Would having funding help us build the product?

Well, my arrangement with Jeremy was he was going to build the product, and we could have got more developers on the thing, but what we found is we sort of lucked out.

Jeremy had worked for me for seven years, so he understood the problem really well, and he had the development skills.

So that focused development allowed us to create a product and innovate where we came across certain features.

And we just felt that if we had other developers who didn't understand the full problem,

we wouldn't have created as good a product.

So it was a slow burn getting the product developed.

But at the end of the day, we feel that we have a much better product.

And you'll see as I speak that that product allows us to compete with well-funded companies.

The last one was promotion.