What do you think Maloney and Evans did well as they set up their business?

Matt Maloney and Mike Evans founded GrubHub, an online restaurant delivery service, in Chicago in 2004. Since then, they’ve expanded into 300 cities, and raised $84 million in venture financing. Watch the following video on How 2 Software Engineers Built GrubHub: http://www.inc.com/scotty-cadenhead-and-malachi-leopold/how-software-engineers-matt-maloney-mike-evans-built-grubhub.html

What do you think Maloney and Evans did well as they set up their business? What are the most interesting and inspiring parts of becoming an entrepreneur? What are the most challenging aspects that you would anticipate if you were to start a new business?