Great post on a new venture.

I have a tremedous amount of respect for Rob Deichert.

Rob and I worked together at Advertising.com.
His blog is linked on my blogroll (on the right)

He stayed on with the company after Advertising.com was acquired by America Online.
His intelligence, hard work, and determination, have led him to work with AOL to drive more value.....and get back to #1.

4 "Deichert Rules" -- that are a good roadmap for any business.
Expectation, Execution, and People.

Well said ROB...(post here)