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I'm a fairly eager, though passive, Hacker News reader and it seemed that a lot of startups were getting the message about what exactly they do a little jumbled: I imagine it's their own entrepreneurial excitement bouncing around with their own understanding of what they know they do, and so presume others will, to.

So I setup a service (http://www.pearwords.com) to help startups get their message across to sites like Hacker News, The Startup Foundry, TechCrunch, etc, and, to use on their own websites to give customers a "two-second summary".

We hit profitability in our first 24 hours and we've have had a steady stream of customers since (some of whom are working on some really cool stuff -- communities like HN really are fully of some brilliant people). We've spent zero-dollars on advertising and have only posted a couple of comments (literally two) around on sites where people might be interested.

I attribute our success so far to: being very specific in what we do; high-quality work; being very quick; a clean website; and being cheap, though I think we could charge a fair bit more with little impact on orders -- we're just keeping it low for launch time while we really ramp up.