They had a plan to get users AND customers. Look at these two lines: beta launch: d) Display content of preferred partners who list us as elite partners on the

They had a plan to get users AND customers. Look at these two lines: beta launch: d) Display content of preferred partners who list us as elite partners on their site public launch: f) Consider exclusive partnerships on specific things, ie. Wells Fargo for banking, T-mobile for cell phones. This is very roughly written plan, but it covers almost everything required in early phases. The focus was mostly on creating a user base, but it is important that you work on all and start doing baby steps. Most new startups don't cover all the bases and wonder why it isn't working! :)