Duda was initially called DudaMobile, and the core product was a website convertor that took regular desktop website, scraped them and auto created a new mobile website. The new product we were building was all about emphasizing the idea that as you build your desktop website from scratch, a mobile and tablet version of this website are being build simultaneously.
Our principles were to only make things small business owners can use regardless of their savviness. Duda's platform was build for lawyers, restaurant owners, plumbers and truck drivers...They never build a website before, but they did use Microsoft's office suite.
With limited startup resources, I was the solo designer at the company, had to jump on all things "design". That means printing orange t-shirts, building landing pages, banners, design car stickers, beer labels, tattoos, take photos of folks in the office to have as my website models. Some of it was successful :)