accounting, tax, and payroll services

Jessica Mah describes how inDinero began as a Mint.com-style accounting product for small businesses, then struggled despite press, funding, and rising vanity metrics. She explains how she and co-founder Andy cut costs, let employees go, stepped back, and asked what businesses would actually pay for. They pivoted to doing accounting, taxes, and payroll themselves, found a paying customer, and rebuilt the company around real revenue. The talk teaches founders to face difficult realities, stay grounded through success and failure, and define confidence on their own terms.