Development began. While Asim and his team worked, I did as much validation and pre-marketing as I could. I did social ads that linked to a Launchrock landing page to build an email list; I called potential customers on the phone and asked if they would use Efographic; I even paid $100 to run a Google survey to validate the idea. And, of course, held many discussions on Reddit and social media.
Make a mental note of relatives/friends who typically arrive late for a meal, or homes where the food is prepared late. The same is true for restaurants that have slow service. Never arrive hungry at such places. Eat something before leaving the house. If nothing else, slice up a raw tomato, and eat it.