Making It - washingtonpost.com

Making It - washingtonpost.com: "Last June, the two decided to strike out on their own. With the next ASAE convention two months away, the partners built their Web site, incorporated, picked a name, got business cards and tried to figure out how to market themselves as fun yet serious and smart. They named the company Social-Fish because 'When you think about fish and the way they school ... ,' says Lindy, 'it just seemed to work,' finishes Maddie."