William launched Doorstep Delivery in February 2008. The idea is simple: Say you want to order from Outback Steakhouse. Outback, obviously, doesn’t deliver. But for a $3.99 fee, Doorstep will place your order at Outback, pick it up, and deliver it to you. You could even order one meal from Outback and another from TooJay’s The model was already out there. Moore’s first move, in fact, was to purchase the business model from another restaurant delivery service. But he made it his own. Instead of obsessing over the day-to-day logistics—hiring (and firing) drivers, working on phone and website customer interaction, etc.—they handed that off to managers and poured everything into marketing. They hit downtown Orlando and business parks throughout Central Florida. They “schmoozed office ladies,” he says. They reached out to restaurants—starting with just 15, has since expanded to more than 300. They got the word out to hotels.