As mobile app developers, managing content in clients' apps was a major pain point, involving manual processes and outdated systems that didn't allow for seamless delivery of structured content to native mobile interfaces. The founders decided to create a cloud-based service called StorageRoom to manage content, which gained traction with hundreds of users, but ultimately wasn't enough to fund their vision. With new investors and advisors on board, they took the experience learned from StorageRoom and created Contentful, a content management platform built from scratch with an API-first approach, high performance, and scalability in mind, designed to deliver amazing features right from the start and has much more potential for the future.