It's not so much that we felt pressurised by our friends, but more to do with the fact that we were disappointed in failing to live up to our OWN expectations.

It's not so much that we felt pressurised by our friends, but more to do with the fact that we were disappointed in failing to live up to our OWN expectations. Simply put, we graduated from two of the best Universities in London, and here we were, earning $15 a day (split two ways!). Financially, this was wrecking us. It wasn't about bragging rights or earning more than our friends, we loved what we were doing and had foregone great salaries to live out our dream - but not earning enough to even buy a week's worth of groceries scared the crap out of us. Sadly, quite often, people here in London seldom respect you when you say you're running a startup, thinking you're probably just unemployed and can't find a proper job. I guess in the end, the fact that we couldn't contemplate failing really pushed us to devise innovative strategies to succeed on the App Store with very little money (we'll explain this in detail in part 3).