The Point of No Return

At some point every project becomes a business. For us, LockerPulse in 2010 was the last time this happened. In the interim we’ve sold LockerPulse, shut down SportsLizard, and Detailed Image has grown a ton. We’ve came close a few times – once with a physical product in the detailing industry, and once with a software project I was working on – but for various reasons those didn’t pan out.

So here I am, piecing together all of the components that you need to start a new business. It’s both exhausting and exhilarating. I have a rough idea of everything that needs to be done, but each task often requires several other tasks to be complete, so I end up working on something completely different for a few hours or days until I can get back on to the original task at hand.

For instance, I recently finalized the account setup for our Stripe account. I knew we’d need a new bank account, so we had that ready to go. I didn’t remember that we’d need a customer service phone number for the credit card statements. I also didn’t want to use our office number that we use for DI, so I stopped midway, researched VOIP options, and signed up for a toll-free number on Then I went back and completed the Stripe application.

Each day is filled with at least one of these little unexpected change in plans. You just don’t encounter many of those when running an established business like DI. Most projects are known entities, planned out well in advance, with only a few moving pieces.

As I was tackling these tasks, I came to the realization that we’ve crossed the point of no return. It would take a lot of effort NOT to launch Notify My Team at this point. We’d have to unwind a ton of things. That makes it more real. And a little more fun. And a little more nerve racking.