And in terms of customer acquisition, it's the same general stuff, SEO, Adwords, etc. I would like to say there's nothing special, but a lot of it comes from trial and error over time. Knowing what works and what doesn't. What has the highest ROI, etc.

The biggest thing for us though is that word of mouth is really strong, and that's something you can't just buy through normal channels ;)

That's means building a good product, making sure it works, basically taking the time to develop your product rather than just being a checklist of half baked features that are barely working.

It also means you need good customers service. You can't just outsource it to the cheapest provider and throw it over the wall. This is a great differentiator, especially earlier on in your business lifecycle.