Carla Holtze and Kimberly Skelton used business school as an excuse to do what they already wanted to do: create a social website that roughly imitates the experience of having your best friend give you the thumbs-up or thumbs-down in the dressing room. Thus was born WingTipIt.com.

But starting a company isn’t easy – especially when it involves learning new technology in a relatively new industry. Watch them talk about what’s worked and what hasn’t: