Kenny built a backyard PVC-pipe sprinkler toy for his kids; when neighbors kept asking where to buy one, he decided teaching other parents to build it themselves would be easier than running a physical toy business, then discovered there was no easy way to sell that knowledge online.

“I decided it would be much more fun to just teach other parents how to make them instead.”

Kenny found early adopters who were already trying to sell information online by engaging with them on Twitter and commenting on their blogs, then gave them free use of the beta tool.

On October 14, 2010, Kenny emailed the full waitlist announcing the product was live and directly asking recipients to sign up, converting list subscribers into paying customers on day one.