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John Friend is all-in. He quit his job in marketing and looked for a business that fused his knowledge of marketing, his wife's knowledge of early childhood development and a disruptive learning device called the iPhone and Apps In My Pocket was born.

Two years and 60,000 customers later he's got some great lessons to impart on you, the mobile entrepreneur and they are good. He's released 2 products (PocketPhonics and DotToDot) and, like any good entrepreneur, has many more to come.

What John shows us is the makings of a business not just the development of an app -- a necessary distinction if you want to succeed in the space where customer attention is a scarce resource.