Best of Bootstrapping: Bootstrapped to $13M in Niche E-commerce

If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. 

We continue to be bullish about niche e-commerce as a category to build sustainable businesses in. The journey of Pavel Sokolovsky, Co-founder of eComfort.com, is a further illustration of the trend. One year after we spoke in 2014, eComfort.com was acquired by Power Equipment Direct/Ferguson Enterprises.

Sramana: Pavel, let’s start at the beginning of your story. Where are you from? What is the genesis of your entrepreneurial aspirations?

Pavel Sokolovsky: I was born in Minsk, Belarus. I moved here with my family at a very young age in 1989. I grew up in the suburbs of Chicago. My father had an entrepreneurial background. In the mid-1990s, he started his own contracting business doing heating and cooling work. That was his second or third business by that time. I grew up watching him go through the trials and tribulations of entrepreneurship. I was inspired by it and when the time came, I wanted to have a shot at it.

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Building a PropTech Venture with a Virtual Team: Discount Lots President Paul Hersko (Part 2)

Paul Hersko: Then my entire life changed in 2019. My brother-in-law took me to this party. He said, “I have a good friend who owns this business. He’s our age. You might like him.” I started talking to him. I was learning about his business and he was like, “I have this company where I sell land online and people buy land with a credit card.”

We started to become good friends and learned more and more about what he was doing. I was absolutely fascinated. I was in e-commerce, which I loved. And it was real estate that I wanted to be involved with, but didn’t have experience in it.

Building a PropTech Venture with a Virtual Team: Discount Lots President Paul Hersko (Part 1)

Paul and his co-founder have built a capital-efficient PropTech venture using primarily a virtual team. It’s an interesting niche that is largely underserved.

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?

Best of Bootstrapping: Bootstrapped a Niche E-commerce Venture

If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. 

I’ve always been bullish about niche e-commerce. Here’s the story from 2016 of an entrepreneur who has successfully bootstrapped a company in high-end light fixtures, Elite Fixtures CEO Steven Annese.

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?

Steven Annese: I’m a child of an Italian immigrant. I was born in New Jersey. It was in the 70s when most of the Italians migrated.

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Bootstrapping an E-Commerce Startup with a Paycheck to Exit: Jay Perkins, Co-founder of Kettlebell Kings (Part 4)

Sramana Mitra: How long from the point you started did it take you to get to $1 million? How long did it take you to get to $5 million?

Jay Perkins: A million would have been in our fourth year. We did $60,000 in our first year, $270,000 in our second year, and $750,000 the next year. Then $1.5 million in the fourth year. We probably could have gotten there sooner, but we were hindered by the things I mentioned. It was into our 7th or 8th year that we got to $5.5 million.

Sramana Mitra: What year was that when you reached $5 million?

Bootstrapping an E-Commerce Startup with a Paycheck to Exit: Jay Perkins, Co-founder of Kettlebell Kings (Part 2)

Sramana Mitra: What did you do? You said you started a company on the BigCommerce platform?

Jay Perkins: I started a business called Kettlebell Kings while I was still employed at BigCommerce. Kettlebells are basically fitness equipment. Along with my co-founders, we would hold meetings for a year and a half leading up to when we formally launched. We knew we wanted to start a business.

We were like-minded, but we didn’t know what we wanted to sell. We would kick around ideas. We eventually decided on kettlebells. There just weren’t a lot of companies focused on building a product and lifestyle brand. We just went for it.

Bootstrapping an E-Commerce Startup with a Paycheck to Exit: Jay Perkins, Co-founder of Kettlebell Kings (Part 1)

There are roll-ups of e-commerce brands going on right now. This case study delves into one such that has exited into a roll-up effort.

Jay Perkins currently runs Living.Fit which produces digital workouts, fitness education courses, and fitness equipment.

Sramana Mitra: Let’s start at the very beginning. Where are you from? Where were you born, raised, and in what kind of background?

Best of Bootstrapping: Bootstrapping a Niche E-commerce Company to $20M

If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. 

Niche e-commerce still produces compelling success stories. Read on to see how CEO Brian Lim built iHeartRaves.

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?

Brian Lim: I was raised in LA County. My parents immigrated here to escape communism in China and Cambodia. I grew up very poor. We bootstrapped our company back in 2010 with $100 and turned it into a $20 million a year company.

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