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Bootstrapping a SaaS: The Strategies Every Founder Can Learn

by Victor Purolnik
Bootstrapping a SaaS: The Strategies Every Founder Can Learn


Bootstrapping a SaaS is the art of building your company from the ground up without relying on external funding sources like VC cash. While it can be a challenging endeavor there are so many key strategies that every founder can learn from bootstrapping and this is what we’ll be sharing today!

Every founder can learn from the bootstrapping ethos, applying its principles to cultivate a resilient, customer-focused, and agile business.

This approach not only tests a founder’s mettle but also demands a deep understanding of the market, a clear vision of the product you want to build, the pain points you’ve seen from potential users, and an unwavering commitment to customer satisfaction.

So even if you not bootstrapping right now or planning to, this article will serve as a guide on how to make the most out of your resources, drive growth, and stay innovative.

Bootstrapping Explained

Bootstrapping, as we’ve already mentioned, is the process of starting and growing a business without seeking external capital.

The term ‘Bootstrapping’ comes from the 18th – 19th-century phrase: “to pull oneself up by one’s bootstraps.” Back then, it was referred to as an impossible task. Today it refers more to the challenge of making something out of nothing.

In the context of SaaS, it means depending on your resources, revenue, and cash flow, to fuel development, marketing, and operations.

The Appeal of Self-Funding in SaaS

The appeal of bootstrapping in SaaS lies in the promise of freedom and control. Founders can retain complete control and ownership of their venture, making decisions without the influence or pressure of external investors.

This autonomy encourages a laser focus on customer satisfaction and product-market fit, as revenue growth directly correlates to the company’s ability to stay lean, and innovative and respond to market demands.

Advantages of Bootstrapping

So let’s get into the advantages of bootstrapping your business

Advantages of bootstrapping a SaaS
Advantages of bootstrapping a SaaS

Full Control and Ownership

One of the most compelling advantages of bootstrapping is the degree of control and ownership it affords.

Full ownership means decisions can be made quickly without needing to consult external stakeholders, allowing for a more direct and personal realization of the founder’s vision.

Agility and Focus on Sustainability

Bootstrapped companies are inherently more agile. With no obligations to investors, they can pivot more quickly and easily in response to the market feedback of shifts in the industry landscape.

Agility is crucial in the SaaS space where customer needs and technology trends are changing rapidly especially today with the rise of AI.

Moreover, the focus on sustainability – building a business that generates profit to sustain its operations independently – encourages long-term planning and efficient use of resources.

Cost Effective Resource Utilization

Operating with limited resources means that you learn to maximize every dollar.

This often results in innovative solutions, cost-effective hiring, and encouraging creative problem-solving at all levels.

Enhanced Customer Alignment

Bootstrapping saas forces businesses to align closely with their customers because it is the only way to succeed long-term. Since there is no funding, bootstrapped SaaS companies must ensure that their product not only meets customer needs but exceed them.

This direct feedback loop leads to better products, higher satisfaction, and ultimately, a loyal customer base.

Quick Adaptation to Market Changes

The lack of investor accountability allows companies to seize opportunities quickly and adjust their strategies in real-time, ensuring they remain relevant, and competitive in this fast-paced space of SaaS.

Challenges of Bootstrapping

The challenges of bootstrapping a SaaS
The challenges of bootstrapping a SaaS

Limited Resources and the Test of Resilience

The most immediate challenge of bootstrapping a SaaS business is the limitation of resources. Operating without external financial resources means every dollar must be carefully accounted for, often leading to tough choices about where to invest.

If not managed well, this constraint can hinder growth and development and add stress to the team.

Balancing Growth and Financial Health

Another critical challenge for bootstrapped SaaS companies is finding the balance between chasing rapid growth and maintaining healthy progress.

While too much caution can lead to missed opportunities, rapid expansion can quickly deplete resources so the key here is finding a balance between the two through strategic long-term planning and being acutely aware of the market needs and wants.

Sustaining Momentum in Competitive Markets

To sustain momentum, bootstrapped startups have to focus on building a strong brand, leverage organic growth strategies, and deliver value to remain competitive.

Without enough financial muscle, it can sometimes be difficult to do this.

Navigating Cash Flow Constraints

A positive cash flow is the lifeblood of any business, but for bootstrapped startups, managing it can be a challenge, especially without the necessary management skills and long-term strategy.

There is no ‘lifeboat’ here so effective management is crucial and the need for strategic financial planning and having a north star metric that always guides your decisions is paramount.

Maintaining Innovation and Quality

Bootstrapped startups must continually invest in product development and customer service to stay competitive but to do so creatively and efficiently since resources are not abundant.

Navigating these obstacles requires patience, and resilience which will pay off in the long run.

Strategic Steps for Bootstrapping Success

Validating Demand Before Full Development

Pre-selling involves marketing your product before it is fully developed to validate the demand. This strategy not only generates early revenue (through pre-signups for example) but also ensures that you’re investing time and resources into a product that meets a real need in the market.

Using landing pages, demo videos, and email campaigns to gauge interest and collect feedback, adjust your product concept accordingly.

Crafting a Product That Meets Real Needs

The next step is to successfully plan for and identify the minimum viable product (MVP) that addresses the core needs of your target market with the least amount of features necessary.

Keeping the offering as minimal as possible, will allow you to enter the market faster, gather feedback earlier, and iterate on your development until you find a product that aligns with real-world use cases.

Smart Recruitment for Lean Startups

Any bootstrapped startup may as well be called a Lean startup.

Instead of focusing on rushing to hire a full team, focus on the most critical roles first – those that cater to product development and customer satisfaction.

Consider talent sourcing services for remote developers, hiring part-time to leverage experienced talent at a fraction of the cost.

Leveraging Free AI tools

There is a host of free AI tools that can be used today to either massively increase the productivity of you and your team or develop quick prototypes or MVPs using low-code software development.

These resources, including free coding libraries, can help you scale your product without significant investment. The key is to always consider the scalability of the solution you choose to cater to your growing user base.

Building Relationships and Partnerships

The next step is to take full advantage of networking and collaborations. Make sure you forge strategic relationships and partnerships with other businesses and influencers in your niche.

These alliances can help not only founders seeking to build a bootstrapped SaaS but any SaaS founder period. They provide marketing opportunities, enhance your product visibility, and open up new channels for customer acquisition.

Try and attend events, industry meetups, and webinars to forge and expand your network.

Financial Discipline and Growth

We’ve already looked at how maintaining a healthy and positive cash flow is paramount for bootstrapped SaaS companies. Prioritize revenue-generating activities, keep overheads low, manage receivables meticulously, and reinvest profits into areas with the highest return on investment.

Outsourcing to Survive and Thrive

Outsourcing can be a strategic tool for scaling your businesses without the need for a large in-house team. Identify the activities that can be outsourced efficiently and choose partners that understand the startup mindset and offer flexible, scalable service.

The strategic steps to bootstrapping a SaaS Successfully
The strategic steps to bootstrapping a SaaS Successfully

Case Studies and Success Stories

Let’s take a look at some successful bootstrapped startups!


Basecamp is a project management and team communication software that was founded in 1999 by Jason Fried, Carlos Segura, and Ernest Kim. Starting as a web design company,  Basecamp was developed as an internal tool before realizing its potential as a standalone product.

Today it’s grown into one of the most respected and enduring tools in its niche and started as a bootstrapped startup. Basecamp’s estimated annual revenue as of 2023 stands at approximately $15.5M per year.

Its success is a testament to the power of building a product that meets a universal need, maintaining a strong focus on simplicity and user experience.


Mailchimp, an all-in-one marketing platform for small businesses, was founded in 2001 by Ben Chestnut and Dan Kurzius.

Starting as a side project from a web design agency, Mailchimp has grown into one of the leading email marketing services globally, all without taking a dime in outside funding.

In 2021, Intuit announced it would acquire Mailchimp for about $12 billion, highlighting the immense value and success of the company.

Mailchimp’s journey underscores the significance of evolving with customer needs, leveraging organic growth, and maintaining a commitment to innovation.


Atlassian, known for products like Jira, Confluence, and Trello, was founded in 2002 by Mike Cannon-Brookes and Scott Farquhar in Sydney, Australia.

They started with a  $10,000 credit card debt as their initial investment, they bootstrapped the company into a powerhouse in the software development and team collaboration space.

As of my last update, Atlassian is valued at over $60 billion today, making it one of the most successful bootstrapped tech companies ever.

Atlassian’s growth strategy, focusing on a self-service model and word-of-mouth marketing, demonstrates the effectiveness of building a high-quality product that fills a critical gap in the market.


The journey of bootstrapping a SaaS business is both challenging and rewarding. Through strategic steps such as pre-selling your idea, determining your MVP, seeking early adopters, employing cost-saving hiring strategies, leveraging free tools, building relationships, focusing on cash flow, and smart outsourcing, founders can navigate the path to success with agility and efficiency.

These strategies, while crucial for bootstrapped startups, hold invaluable lessons for all founders, regardless of industry or funding path.

They teach the importance of financial discipline, customer-centric product development, and the power of strategic partnerships and innovation.

The journey of bootstrapping is not just about growing a business without external funding; it’s about fostering a mindset of innovation, resourcefulness, and strategic growth that can benefit any entrepreneur.

Let the stories of successful bootstrapped companies inspire you, but remember, the strategies they used are tools in your arsenal, ready to be adapted to your unique vision and business model.

Want to learn more about how you can build your SaaS business and the resources you need? Get in touch with us today!

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Victor Purolnik

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Author, speaker, and podcast host with 10 years of experience building and managing remote product teams. Graduated in computer science and engineering management. Has helped over 300 startups and scaleups launch, raise, scale, and exit.

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