Liquid Gold

Morning all,

I’m working toward a new and improved newsletter format.

Today is V1 with more updates to come—let me know what you think so far!

Entrepreneur: Katerina Mountanos
Company: Kosterina
Industry: Food and Beverage
Idea: “Bootstrap first, then seek venture capital once you have proof of concept.”

I’ve been curious about Kosterina for a while.

Every time I’m in Whole Foods I see it and want it.

But I’ve yet to drop the $32 they’re asking for a bottle of olive oil.

A bit extravagant if you ask me—and that’s coming from an avid cook.

That being said, Kosterina is a poster child for companies tapping into a premium market gap.

As per Mountanos’ advice—I don’t have any experience in venture capital so I’ll keep it brief.

My take is this:

If you’re looking for funding right at the get-go. Wait.

Don’t jump in to soon.

But Caleb you have to spend money to make money.

I hear you. I agree with you.

But bootstrap first.

When you have nothing, it forces creativity.

And that’s where incredible businesses are born.

Until you have a proof of concept, pull yourself up by your bootstraps.

After that you can slip into something more stylish.

| Source: Article

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