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SEOmoz's funding story  

It's rare to get a detailed glimpse, with email screenshots, into the fundraising process of a company. This account includes detailed messages, thought, backstory, and so on, for a deal that ultimately failed.

Thanks to Rand Fishkin for taking the time to write it all out.

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Productised services: #2: Services companies
Gabriel Weinberg's startup advice flowchart
Why VCs lie