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Maria Raha
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With these types of complex customizations come equally complex hurdles in development. “Funding software development without venture capital or outside investors is always a big challenge,” admitted Ballinger. “I wrote a lot of checks in the early days without much to show for it and frankly, we hit a point where I was reluctant to invest any more into the venture.” In the end, PageDNA pulled through, garnering two high-profile deals—one with a manufacturer who needed online ordering to break business, and another with a dot-com.
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