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Bootstrapping

1. A founder using only personal funds and/or operating revenue from the company rather than using any outside funds… The founder retains maximal control but this is often very tough, financially.

2. A founder subsisting on Instant Noodles & canned fish while they grow their company.

Example sentence: The founder of SunSipz was bootstrapping it in the earliest days of the company – the dude could barely afford oat milk.