I met White at the Social Media Clubhouse, where I stayed at SXSW. Moonfruit sponsored one of the summit events at the house. Â (Note: As I disclosed in the Inc. piece, I received no specific compensation from Wendy or MoonFruit, and SMC is a filed-for non-profit.)
Her story is really inspiring, as she had to take steps as radical as firing family members to keep the company solvent. I hope you enjoy the story.