"If the business were a play, Act One is: Woohoo, bright and bushy-tailed. We're going to make something great! Act Two is: We're six months behind on back-end development. We're trying to raise venture capital. We're trying to figure out what furniture we should sell to make payroll."

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The vision behind our idea is a world where people don't carry hazardous chemicals in their bodies, the environment is free of toxic pollutants, and the economy diligently conserves its natural resources for consumers and future generations. We want to make it easier for consumers to create this world through their purchasing decisions and everyday activities.

— Jeffrey Hollender