Gary Levitt (of Mad Mimi) contacted Dave Hoover (of Obtiva) in early 2007 about building an email marketing web site in Ruby on Rails. In subsequent months and years, Gary and Dave collaborated almost daily in order to improve, scale, fix, and market Mad Mimi into one of the leading email marketing sites on the web.

Dave will share his biggest lessons from this project. Most of the lessons are not technical, though Ruby and Rails certainly facilitated them.