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Minimal Resources for Marketing? How to Bootstrap Your Business to Get Customers

Marketing without an advertising budget is true bootstrapping

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how to bootstrap your business
Image Credit: Midjourney

A commonly accepted meaning for “bootstrapping your business” involves building a business from scratch without investors or with minimal external capital. But opening your business without external investment only scratches the surface. 

For example, bootstrapping also encompasses all that it takes to get the word out about your business. Marketing without an advertising budget is true bootstrapping. 

Early Marketing Challenges and Opportunities

Today we have the luxury of social media, and it certainly can have a huge impact when marketing a new business venture. However, if you’re in a service industry such as mine, it often won’t reach your target market. And honestly, in 2003 when I started my company, there were no platforms on which to advertise. MySpace was just starting up and it definitely wasn’t used to gain customers. 

When I started my interpreting business, I was approach by a local Lions Club to speak at a meeting. They had a proposal to fund a tty (teletype machine for deaf and hard-of-hearing people to communicate between themselves and hearing people). 

Bootstrapping Through Community Connections

This tty would be placed in the hands of a local family whose deaf child was going to a school for deaf quite a distance away. It would allow the child to communicate with the family during the week. Again, think 2003 — before smart phones and iChat. 

So off I went into a dark, backroom of a local Holiday Inn in our small town and spoke to a group of men over a meatloaf and potatoes dinner. My topics were interpreting, the Deaf community and the ADA (Americans with Disability Act). 

I loved talking about my business and was a very enthusiastic and excited entrepreneur. I would have talked to a Kindergarten class to be honest. I loved (love) talking business, and particularly my industry. 

What I didn’t expect was that the first speaking engagement as the owner of my newly birthed business would lead to exposure you just can’t buy. 

One businessman there told another organization who needed a guest speaker and then the word got out that I was on the speaking circuit. I spoke at social clubs, fire departments, police departments, and churches. 

Eventually I was speaking at schools and medical facilities — my target markets. And all those luncheons and dinners started to pay off. This method of bootstrapping the business was helping it to grow. 

Expanding Your Horizons Beyond the Target Market

To truly bootstrap your business when it comes to marketing, go back to your target market and then expand your horizons. Who are the people on the peripheral of your market? Find them and work your way into the circle. 

Always be willing to talk about your business, especially in the beginning. Publicity begets publicity.

Another opportunity can be writing about your business. There came a time early on when I was approached by another entrepreneur and asked if I’d co-write a column for the local paper called “Ask the Entrepreneur.” 

Each week people would submit questions and we would answer them from our differing viewpoints. You can be assured that the name of my business was in each and every answer! 

The column lent me credibility and was another key piece of promoting my business through bootstrapping. Sure, it took time out of my week, precious time. 

But again, I was bootstrapping with a big fat zero in my marketing budget. (Today, I’d translate this tip to writing on your social media platforms, for blogs, and in articles for your online industry publications.) 

Translating Traditional Marketing Into Modern-Day Tactics

Essentially, be creative. Think about who is your true market then zero in on who is the actual person calling for your service or product? 

For us, a big market we went after was the medical field. We knew there was a huge need for interpreters and that we just needed to get our name into the hands of right person. I came up with an unconventional idea that directly targeted the person in the hospital that would need the interpreters — the receptionists at the front desk of the hospital and in the emergency room. 

That was where someone might present that didn’t speak English or was Deaf and needed an interpreter. 

Every night for a week I sat cross legged on my living room floor putting together manilla envelopes with our brochure, business cards, and a laminated card that read: “If you are in need of an interpreter, please call Empire Interpreting Service 24/7,” and included our phone number. 

I also put double-sided tape on the laminated card, so that the front-line person could peel it off and stick it close to them for reference. 

Then I paid my son to put on his one and only suit and drive in his beater car to every hospital within a two-hour radius. He was told to walk in to the front desk, leave the envelope, and say only “I was asked to specifically leave this with you,” then walk out. 

Soon the phones started ringing. The word was out and was spreading, and so was our customer base. And the marketing budget was still zero. 

Find ways to get your name out there — even unconventional ways. Ways your competition hasn’t thought of or isn’t doing. Bootstrap your business.

Theresa Slater is the President of Empire Interpreting Service, which she founded in 2003. She built her company into a respected, award-winning organization with more than 300 interpreters and an array of customer-centric services. A speaker, author and advisor to new entrepreneurs, Slater’s love for business drives her on her path. Slater’s new book, The Language of Success: An Interpreter’s Entrepreneurial Journey (Business Expert Press, Aug. 30, 2024), is both autobiography and a how-to (or how not-to) guide for entrepreneurs. Learn more at www.empireinterpreting.com.

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Entrepreneurs

The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
Image Credit: Midjourney

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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Entrepreneurs

What Makes an Entrepreneurial Leader? Traits of the World’s Best Innovators

Inside the mindset of entrepreneurial leaders who transform risk, passion, and vision into world-changing results.

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entrepreneurial leadership skills and traits
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When you think of Richard Branson (Virgin Group), Bill Gates (Microsoft), Steve Jobs (Apple), Rupert Murdoch (News Corporation), and Ted Turner (CNN), one thing becomes clear: they are not just entrepreneurs, they are entrepreneurial leaders. (more…)

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Entrepreneurs

Building a Business Empire: Lessons from the World’s Boldest Entrepreneurs

Learn essential lessons, success strategies, and mindset shifts every aspiring entrepreneur needs to overcome challenges and build a thriving business.

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how to build a business empire
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Back in July 2017, I attended a business seminar on entrepreneurship in India. With my appetite for learning and meeting new people, I wanted to explore the latest developments in the entrepreneurial world. (more…)

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Change Your Mindset

Why Ideas Are More Valuable Than Resources for Entrepreneurial Success

Discover why ideas, not resources, are the true driving force behind entrepreneurial success, innovation, and lasting growth.

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Power of ideas in entrepreneurship
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History shows us that the greatest minds, Albert Einstein, Thomas Edison, Oprah Winfrey, Michael Jordan, Walt Disney, Stephen King, and countless others, faced failure early on. Yet, instead of seeing failure as the end, they treated it as a comma in their story, not a full stop. (more…)

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