Posted on Friday, Sep 17th 2021
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Joe Speiser, Founder & CEO of LittleThings bootstrapped his first digital media/ad network business to $50 million in revenue and then sold it to private equity. Later he started a second business, an e-commerce company, that he bootstrapped for a year and then raised venture capital. His third business, LittleThings, is a spin-off within the second business that took him back to his digital media roots. Since our conversation in 2015, LittleThings was acquired by RockYou Media, an entertainment and media company aimed at millennials, in 2018.
Sramana Mitra: Let’s start at the very beginning of your journey. Where are you from? Where were you born, raised, and in what kind of background? Joe Speiser: I’m from New York and I went to school in the city. I studied at the Columbia University. I’ve been doing all sorts of businesses from a very young age. I always had a passion for trying to start something from scratch and make a living. My dad is an entrepreneur. I used to work in his warehouse for most of my summers. It definitely taught me a lot watching my dad run a business. I don’t know if it’s something that’s taught or something that you’re just genetically predisposed to. I enjoy it so much. Sramana Mitra: What you said about your dad being an entrepreneur is very common for people who come from entrepreneurial families. My dad is also an entrepreneur. Joe Speiser: Yes, there’s something natural about it. I never thought I would work in a big corporation. I never wanted to. When I graduated from college, all my friends were going into Finance or into Politics. It didn’t seem like something I would ever do. I never thought for a second that that would be my path. I was already building websites and trying to figure out how to make money.
In the 1999 to 2000 period, I was running a coupon site for soccer moms. It was a place where you can go and get coupons for all these startups that were handing away tons of money back in the dot-com boom days. That business was great. Right after college, I was running it. It was paying my rent. I was living comfortably out of it. It was growing very quickly. That path took me to where I am today. It has been a lot of small steps.
I had met my main competitor in the coupon space virtually. He was running a very similar coupon site for moms. We realized that if we combined our traffic at that time, we could command a higher web share from all the e-commerce companies that we were sending traffic over to whether it was Staples or Bluefly.
We decided to team up even though I had never met this person before. I flew up to Toronto. This was probably around 2000. I was very young—just 22—at that time. I met him for the first time and we hit it off. We started working together and things just took off from there.
We quickly realized that while we were going after moms, the opportunity was much larger. What I mean by that is there were hundreds of coupon sites just like ours and they were all struggling to make a certain amount of revenue from their partners. We went out to a ton of them and said, “If you combine under our umbrella, we can pay you more than you can get directly from the e-commerce company.”
Staples is a good example. They had a tiered system where the more sales you sent them, the higher percentage they give you back. As we started aggregating all these different coupon sites, we got stronger and stronger until we were earning 10% for each sale. This turned into an informal ad network.
In 2002, I moved up to Toronto full time. We opened up an office. We started up a company called Ezoogle. It became Ezoogle Ads, which then became Epic Advertising. We started an ad network. I wouldn’t say it was by accident, but we fell into it. We became the largest performance-based advertising network in the United States.
Our conversation continues
here. This segment is a part in the series : Best of Bootstrapping . Bootstrapping to an Exit . Why is Bootstrapping Important? . How Can You Play this Low-Probability Game Intelligently? . Do NOT Go to VCs as Beggars - Go as Kings . Excess is NOT Required for Success . Bootstrap First and Raise Money Later . Some Bootstrapping to Exit Case Studies . The Buy Side of Bootstrapping to an Exit . Blitzscaling vs. Bootstrapping . Bootstrapping to Unicorns More »» . Cinedigm Acquires Bootstrapped 1Mby1M Company Future Today for $60 Million . Mailchimp Bootstraps to $600M Revenue . Bootstrapping from Arizona to $10 Million . Bootstrapped Basecamp Executes a No Nonsense Strategy . How Under30Experiences Bootstrapped to $5 Million . Bootstrapping with a Paycheck . How Algo.ai CEO Amjad Hussain Bootstrapped using Services from Michigan . Seed Investors Who Like Bootstrapped Businesses . How iHeartRaves CEO Bootstrapped a Niche e-Commerce Company to $20 Million . Bootstrapping with Services . How The Intern Group CEO David Lloyd Bootstrapped to $13 Million . How Passageways CEO Paroon Chadha Bootstrapped from Indiana . How SmartBuyGlasses CEO David Menning Bootstrapped to $50 Million . Death by Overfunding . How RainmakerForce CEO Mack Sundaram Bootstrapped Decisively to $5 Million+ . How FormAssembly CEO Bootstrapped a Virtual Company with a Paycheck . TimeSlips CEO Mitch Russo Bootstrapped to Exit with Sage . The VC-Entrepreneur Compensation Disbalance . BioConnect CEO Bootstraps with Sophisticated Strategic Maneuvering . Tremend CEO Marius Hanganu Bootstraps from Romania . Gesture CEO Jim Alvarez Bootstraps to $10 Million . SproutLoud CEO Bootstraps to $30 Million from Florida . Tuft & Needle CEO Bootstraps to Over $100 Million . Co-founders Bootstrap Linguamatics to Over $10M from the UK . Ownership Matters . Vainu Co-founder Mikko Honkanen Bootstraps from Finland . Entrepreneur Couple Bootstraps to $10M from Colorado . 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Bay Dynamics Co-founders Bootstrapped Using Services . Building an AI Software Company from Dallas . RJMetrics Co-founders Bootstrapped First, Raised $22M Later . Bootstrapping Niche E-Commerce Business BuyAutoParts to Exit . TemplateMonster was Bootstrapped to $15 Million . Bootstrapping Edge Hosting to $18 Million . Bootstrapping, Fund Raising and Exiting with Sefaira . Bootstrapping IdeaScale to $5M from Scratch . Bootstrapping to $10M from Finland . Happy Grasshopper CEO Dan Stewart Bootstrapped to Inflection . Bootstrapping Gravity Pro Using Services . Founder Builds Multiple Bootstrapped Education Software Companies . Bootstrapping to $10M from Australia, Raising $25M from the US . Bootstrapped Y Soft to $30M from the Czech Republic . Bootstrapped from Belarus, Raised Money from Silicon Valley . Bootstrapped SproutLoud to $30M from Florida . Bootstrapped 2600Hz Using Services . A Serial Bootstrapping Entrepreneur’s Journey . 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Bootstrapping The Intern Group to $13M . Bootstrapping OnBoard from the US Midwest . Bootstrapping SmartBuyGlasses to $50M . Startup Deaths by Overfunding . Bootstrapping RainmakerForce Decisively to $5M+ . Bootstrapping a Virtual Company with a Paycheck . The Entrepreneur - VC Compensation Disbalance . Mitch Russo Bootstrapped Timeslips to Exit with Sage . Bootstrapping with Sophisticated Strategic Maneuvering . How Ownership Matters . Bootstrapping with Services from Romania to over $5M . Bootstrapping to $30M from Florida . Bootstrapping Tuft & Needle to Over $100M . Bootstrapping Linguamatics to Over $10M from the UK . Co-founders Bootstrap a SaaS Company from Finland . Entrepreneur Couple Bootstrapped to $10M from Colorado . Bootstrapping Power2Motivate to $80M from Canada . Founder Bootstrapped to Over $10M from Australia . Bootstrapping Niche E-commerce Brand Big Barker . PrecisionLender Bootstrapped to Over $10M from North Carolina . Master Bootstrappers with $1+ Billion in Exits . Bootstrapped Ultra Mobile to Over $100 Million . Bootstrapping a 2-Sided Marketplace to $10M . Bootstrapping a Virtual Company to Over $5M . Capital Efficient Entrepreneurs Turned $1M into $80M . The Journey Through Failure to Success . Bootstrapping TrendHim from a Small Town to $12M . Bootstrapped to Y Combinator and $10M Series A . Bootstrapped a Marketplace to Over $10M . Bootstrapping Freightwise to $33M . Bootstrapped First to $5M, Raised $10M Later . Bootstrapped in Europe, Raised Money and Went Global in the US . An English Major who Bootstrapped a Tech Company . Bootstrapped with Paycheck to $15M from Tennessee . Queue-It Bootstrapped from Denmark to the US . Bootstrapped a Virtual Company to $25M . Bootstrapped Using Services to $40M First . Bootstrapped Using Services to a Public Unicorn . Bootstrapped Using Services to an Awesome Business Model . Bootstrapped Wiredrive Using Services to $10M . 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