Here is a video from the recent MiniBar: Finance Innovation event that Ebony presented Expensure at. Having lost his notes, Ebony grabbed a few G&Ts and free-styled, so a few of the slides don't really makes sense :]
The Scratch An Itch slide was in there because we think when you make an app you should really try and create something that scratches your own itch in terms of a problem solving starting point.
The key Thing We Learned early on whilst creating the service was that you should release as fast as you can (Find Truth Fast), as you can easily spend too long testing out features privately when really user awareness and feedback can almost never come to early.
We did our first demo in the end of 2007, but we actually could have done so way before that. It was also many months later before we let external people sign up to a beta programme and use the app.
You may also want to read our list of things not to do when launching your startup.
