Over the past 18 months, I've been surprised to learn how difficult it is to plan the development of a business.

It's hard not to giggle at myself when I think about the hours I spent tweaking our business plan before the site launched. Maybe we'd have $250,000 in ad revenue the first year, or was it closer to $255,000?

Though the site is still on track to fulfill its original mission, almost nothing else that I sketched out in the business plan has come to pass -- amount of revenue, number of employees, you name it.

Except for this: I imagined that we'd attract a hard-to-reach audience of young, urban, educated professionals. In other words, we'd have good demographics.

And holy Christ, do we ever. I just ran some numbers the other day for our new media kit and ratecard, and I was truly floored.

49 percent of our users are between the ages of 18 and 34. Nearly a third make more than $80,000 a year, and 86 percent have a college or graduate degree.

So there it is. One out of every 100 or so ideas you might have about starting a business is likely to be accurate. Advertisers: it's now up to you to make my predictions about a velvet-walled newsroom in FY2009 come true.