You could call Ian Sefferman’s initial rise to CEO of MobileDevHQ a bootstrap career move. Seeing the rapid growth of consumer interest in mobile apps, he jumped into an infant industry to learn what would push it forward. His interests fell on a gaping opportunity. He focused not on business as a fledgling mobile applications developer. Instead, he settled on how to help app developers become more successful. Along the way he grew a technology he calls “app store optimization,” or ASO. 
