There’s not really a nine-to-five day when you’re starting a company. From projects that take years of nights and weekends to teams racing against their funding clocks, things just have to get done.  From the outside, it is insane that anyone would live this way, but the feeling when you get your first visitor, user, or customer quickly counteracts exhaustion.

Just ask the team from Coffitivity. Little did they expect their site, built after the founders read a scholarly article suggesting that people are more creative in environments with some ambient noise, would become an international sensation. Since it went viral globally, they’ve spent most of their odd hours working on how to up the experience for their users.

This Saturday is no different.