# Bootstrapping

> Bootstrapping is building a company without outside investors, paying for it with the founders' own savings and the revenue the product earns, so the founders keep full ownership and control.

Canonical: https://abacklaunch.com/glossary/bootstrapping

Also called bootstrapped startup, self-funded startup, bootstrapper, indie hacking.

## How it differs from raising money

A funded startup sells part of the company to investors and uses the money to grow faster than revenue alone allows. Investors expect a very large outcome in return, so the company is pushed to grow quickly. A bootstrapped company grows as fast as its revenue lets it, and the founders decide what success means: a large company, a small profitable one or anything between.

Neither is better in general. Bootstrapping suits products that can earn money early, with low costs to build and run. Raising money suits products that need years of building or a large team before anyone can pay.

## The numbers that matter

Runway is how many months you can keep going: savings ÷ monthly costs, including your own living costs. The first milestone is often called ramen profitability, when revenue covers the business's costs and the founders' basic living costs. After that the company can survive as long as the founders want it to.

Because there is no investor money to absorb mistakes, bootstrappers watch MRR, churn and customer acquisition cost closely and prefer channels that cost time rather than money: launch platforms, search, communities and building in public.

## Common ways to fund the early months

Many founders keep a job or freelance work part time until the product earns enough. Others charge from the first day, with annual plans paid up front or paid pilots for a few customers. Lifetime deals bring cash quickly but give up future revenue from those customers, so use them sparingly and know the cost of serving those users for years.

## Example

A founder has $12,000 in savings and spends $1,500 a month on living costs and $100 on hosting and tools, so her runway is $12,000 ÷ $1,600 = 7.5 months. She launches a $15 a month tool in month 2 and reaches 110 customers, $1,650 MRR, in month 7. Revenue now covers her costs, so she is ramen profitable with savings to spare.

## Questions

### Can a bootstrapped startup raise money later?

Yes. Many do once they have revenue, and they usually get better terms because they no longer need the money to survive.

### What kinds of products suit bootstrapping?

Products that are cheap to build and run and that customers pay for early, such as software tools for businesses, templates, and small products for a specific group of professionals.

## Related

- [Monthly recurring revenue (MRR)](https://abacklaunch.com/glossary/mrr)
- [Build in public](https://abacklaunch.com/glossary/build-in-public)
- [Lifetime deal](https://abacklaunch.com/glossary/lifetime-deal)
- [Minimum viable product (MVP)](https://abacklaunch.com/glossary/minimum-viable-product)
- [Customer acquisition cost (CAC)](https://abacklaunch.com/glossary/customer-acquisition-cost)
- [Startup idea validator](https://abacklaunch.com/tools/startup-validation)
- [Launch checklist](https://abacklaunch.com/tools/launch-checklist)
- [Launch platform finder](https://abacklaunch.com/tools/launch-platform-finder)