This is a great piece. I too started a company just 5 months ago. Fully bootstrapped and now con track to do 7 figures this year. Cash is king. You'll also be protected from the bubble when it goes BOOM :).

It's interesting... the design of the site is very 2004ish, but it is surprisingly refreshing. Anyone?

Haha, spot on.

Yikes! Thank you.

Interesting. Foodies actually refer to this as a balsamic reduction / balsamic glaze. Do you use a lot of balsamic vinegar?

Ah, thank you! I can't believe we're missing this. We'll add it.

What is the purpose of using JPGs instead of PNGs.

For (almost all) photos, JPGs are smaller and therefore load quicker. Its compression is much less noticeable in photographs, and therefore the size savings are usually worth it.

For logos, text, geometric imagery, etc, you generally need the image to remain relatively undistorted, so PNG is the way to go.

Correct. Thank you Patrick.

To his credit, "moms of the PTA" are quite close to our target customer.

Thank you! Extremely helpful.