Ask HN: Startup won't pay – what should I do?

Hey guys, been on HN for a while but I'm using a throwaway account (obviously). I recently did some consulting work for a company called SwagEasy.com and the founder Akhil Aryan refuses to pay.

It's not enough to be worth filing a lawsuit, but I'd hate to let them get away with ripping me off after all the sacrifices I've made for them. Putting in many 10+ hour days (!) and doing design, development, customer support, even sales (the former two being my specialties).

What should I do?