In 2011 my business partner and I set out to build a marketing and advertising company. We had dreams of building a national brand focused on providing quality services to small and midsize businesses. After the initial meeting we settled on the desire to focus our attention on developing a software system that would support our operations and allow us to roll out sales teams across America while managing production at regional hubs. The concept was a mix of a CRM, order fulfillment, and a client portal. I spent months creating wireframes and specification documents. When it was ready, we outsourced the development work and focused our attention on building out over 40 service offerings while continuing to manage development.