Aviel and team founded their company as "Untitled Startup," raised funding without an idea, and did not have a particular idea of what to build.
Eventually they realized they could build a company around Twitter's streaming API. They built a prototype over the weekend, and launched it.
Shockingly, people wanted to pay them for this new product. The team started listening to their customers, and building the tools their customers wanted. They followed the money.
Eventually they changed their name from "untitled startup" to "Simplymeasured."
Now Aviel advises founders to not raise any capital at this stage. He says you should not commit to playing a game, until you clearly know the rules.