PlumLife is a Dallas-based technology startup that offers a cloud-based, open source total life scheduling system product, but has struggled to gain customers, funding, and traction since launching in 2010. The document discusses PlumLife's journey in creating their business plan and product, customer segmentation efforts, marketing challenges, funding needs, and lessons learned along the way as they work to achieve revenue goals and scale their subscription-based business model. It provides an overview of PlumLife's progress to date and goals for 2011 in securing additional funding and growing paid subscribers.