How Bite’s Lindsay McCormick Bootstrapped Her Way to a Multimillion-Dollar Business (2024)

Starting a business through bootstrapping entails funding your venture primarily through personal savings and revenue from initial sales, rather than relying on external investors. While it’s an approach that can offer you greater autonomy and decision-making power as your business grows, it can be overwhelming to try to establish a brand while maintaining positive cash flow. Lindsay McCormick, founder of eco-friendly personal hygiene product brand Bite, did simply that. 

Lindsay’s inspiration got here from her personal experiences, specifically her discover of how ceaselessly she used up tubes of toothpaste whereas touring for work. “I felt like I might do that higher and make one thing higher for the planet and our our bodies,” Lindsay says. What began in 2017 with an progressive toothpaste pill has since grown right into a multimillion-dollar firm, with new product classes that assist remove the one billion plastic toothpaste tubes that find yourself in oceans and landfills every year. 

Forward, find out how Lindsay was in a position to obtain her enterprise targets whereas staying dedicated to bootstrapping her method to progress—and the way you are able to do the identical.

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Suggestions for operating a bootstrapped enterprise

Lindsay was in a position to bootstrap her enterprise from day one, due to a full-time job and the talents she discovered whereas working as a movie and TV producer. These are a few of her suggestions for staying cash-flow positive as you construct. 

1. Prioritize your product 

Bootstrapping may be an exhausting course of, as a result of it takes extra time to launch once you don’t have outdoors funding. By prioritizing product development first and business operations second, you’ll be able to create a powerful hero product that sells. 

“In all of my preparation and analysis I wasn’t considering, Is that this enterprise concept?” Lindsay says. As an alternative, she requested herself, “How can I make one of the best pill attainable?”

Since making toothpaste in pill type was the precedence, Lindsay invested in equipment and scientific testing to make sure she might present her clients with prime quality merchandise that truly labored. “We’ve completed these scientific assessments as a result of we wish to have one thing that’s not solely higher for the planet and our our bodies, however can be scientifically backed,” Lindsay says. 

Lindsay’s enterprise succeeded as a result of she prioritized specializing in product high quality, relatively than attempting to perform too many issues without delay.

2. Analysis, analysis, and extra analysis 

Among the best instruments you could have as a self-funded enterprise proprietor is your research expertise. “I began speaking to dentists, dental hygienists, and spent lots of time on YouTube and Reddit determining what a pill actually was, and the way I might make this stuff,” Lindsay shares. 

At first, Lindsay desperately needed to make a toothpaste various with out utilizing a tableting machine, given the device’s expense. After numerous hours of analysis and experimentation, she realized it was definitely worth the funding, and reached out to an organization in Texas for assist. “They’d buyer assist the place I might fly on the market and learn to use the machine. They’d present me all the pieces about it and tips on how to work it, which was invaluable,” Lindsay says. 

The extra hands-on analysis with consultants you’ll be able to belief, the higher off what you are promoting can be, since you’ll be capable of depend on the standard of your merchandise with out having to spend a ton of cash to transform them down the road.

3. Outline your values and ensure to share them 

Having a enterprise that’s bootstrapped means you received’t have an enormous marketing budget to share your organization message and values. This implies you must change into an envoy of your personal model and talk your organization values in all the pieces you do. 

When sharing your company values, inhabit the angle of a model new buyer who has by no means heard of your model earlier than. “Discover the confusion {that a} buyer would have together with your product and determine tips on how to shut that hole, and have it make sense to them,” Lindsay says. With a purpose to get others to know the worth behind Chew, Lindsay emphasised the eco-friendly advantages, why they have been so essential to her life, and why individuals ought to care.

4. Put your day job’s expertise to work

“I believe one thing that folks actually low cost is the significance of what they’re studying of their everyday,” Lindsay says. “What expertise out of your 9-to-5 might help you as you’re constructing your facet enterprise?” Lindsay recommends specializing in these questions to search out transferable expertise, because it takes so many alternative consultants to run a enterprise. 

“As a result of I had been managing a fairly irritating job as a TV producer, bootstrapping and constructing a enterprise on the facet, when Chew went viral [and I came on full time], I used to be in a position to handle the accountability and administration,” Lindsay says.

You might be shocked to find expertise out of your day job that aid you run what you are promoting.

With bootstrapping, versus outdoors funding, Lindsay says, “You are able to do issues the way you need and construct in a gradual, sustainable manner, and also you don’t have to fret about scaling or hiring quicker than you wish to.” 

Bootstrapping what you are promoting may take longer, but it surely will provide you with extra management in the long term, and will lead to a extra profitable, value-driven enterprise. 

To listen to extra of Lindsay’s bootstrapping recommendation, and suggestions for product improvement and model constructing, tune in to the total Shopify Masters episode.