"Empowering Content Creators: We want to enable people to put the content that they're making for a brand on this site and ultimately also drive attribution and rewards for that. We want to bring them into the reward structure of sharing a brand and what it means to drive revenue for these brands and make sure that they're participating in that beyond just making the piece of content or what they're getting paid for by the brand."

"Entrepreneurial Success: 'But he was always the idea guy. And just had come from that background of building companies, starting from scratch, being lean, being scrappy. And ultimately, he came to me and was like, hey, I think we could be great partners on this...And ultimately, that led to a very complementary co founder Dynamic that I think has been super helpful.'"

"Insight from an Investor: For me, it was like, look, in investing, I found something that I love, which is helping founders build their dreams and the products and change markets that they have a unique perspective on. But in seven years of doing that, there was, like, one thing that was always missing, and it was that empathy of being able to look across the table and say, I've been there. I know what that challenge is like, and this is how I handled it. Maybe that's not how you should handle it. But from my personal experience, this is what I would do."

"Embracing Entrepreneurship: Even if everything hits the fan and we fall flat, we'll pick ourselves up and keep going."

"Understanding E-commerce as a Business World: Your world is not like SaaS as a category. Your world is e commerce. But there's still a bunch of categories within that. And I think that's one of the things that Anders and I really have tried to do a good job of building this company is really understanding the context with which we're building the company and getting in the weeds, but also understanding that there are fundamental business building things that need to be done regardless of the category, and being able to make sure that we're on that trajectory that an investor is going to want to see."

"Start-Up Financing Strategy: And we thought about it from the start of saying, hey, let's raise enough to get us off the ground, because we know that in this overall broad affiliate space, even if we're just within the Shopify ecosystem, there's enough market out there for us to build a really nice business. However, let's raise a milestones based fashion where a round is a means to derisking a next milestone or a next phase of the business and raise capital according to our needs at a given moment in time."

"Strategic Fundraising for Startups: 'And I think when it comes to that, it's about keeping that optionality open and making sure that when you raise money, you're giving yourself a path to default alive. And by default, alive, I mean controlling your own destiny and raising enough money to where you feel like you can get the business to a point where you're not reliant on capital.'"

"Efficient Capital Use in Business: It's making sure that you're getting the most out of that next dollar, making a hire that, you know, has a seat to sit in and a job to be done, and not hiring because you have the amount of money in the bank to do it, but being really thoughtful about that."

"Challenges in Ecommerce Traffic Optimization: However, now that traffic is hitting me from ten different places or 100 different places, and it's like, how can I now optimize a commerce experience for all of those sources?"

"Milestone-Based Fundraising Strategy: We raised that initial slug of capital to get a product in market, get feedback, and get us to a point of figuring out, hey, where do we think this is going to go? We've been able to drive that to close, to break even now. And now we're thinking about what's 2023 look like?"