That’s a good question and one which I think needs more work (just read The Lean Startup and have a lot to do on that front). The main pain point seems to be terrible information flow, i.e. “why is my chain held up”, “where are all the buyers the estate agent promised?”, but I think we really need to get talking to potential users and get some more facts.
My co-founder and the man with the idea, Richard, wrote a bit about the motivation here if you’re interested: Some Living Room: Armchair Analysis (scroll down past the huge image!)
Sorry to hear about the layoffs at thoughtbot, hope calmer waters are ahead. I enjoy the giant robots show, always food for thought.
Many thanks for replying, I wasn’t really expecting it but it’s certainly appreciated!