14 Bootstrapping Tips

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8. Keep your website simple, and grow it organically.

If you start small, there's no harm in going cheap. Three years ago, Fred Mwangaguhunga launched MediaTakeOut.com, a blog focusing on urban gossip that is beating similar sites run by much larger companies. He says: "It cost $19.99 for the Yahoo account and about $7.99 for the domain name. Because I'm from a small business background, I operate this as a small business. We're lean in everything we do, and every expense is looked at to see how it will affect the bottom line. I want to maintain profitability and grow organically." Read more about how Mwangaguhunga got started blogging.

9. Need IT? Get it virtually.

In May, John Brandon wrote about three virtual tech-support services that could save your small business a costly hire. From iYogi (which offers support for one year for one computer for $149) to Support.com ($199 for unlimited support on one computer) to PlumChoice (which serves both Macs and PCs, with service starting at $10/month), there are options for different small budgets – and different levels of hold-time tolerance. Learn more about virtual IT services.

10. Get free apps for that.

Some of the best Apple applications for business are free, writes Marc Saltzman. The $499 price tag on one model of the iPad might max out your credit card if you buy a couple, but won't cause you to go running to investors. Check out WebEx for iPad, which is a conference call tool that allows for brainstorming sessions and presentation sharing. It lets data be shared in real-time – and makes meetings portable. There's also Square, a free app that allows a business to securely accept both cash and credit-card payments on the spot. The app will generate an e-mail or text message to confirm the transaction. Find additional cheap or free apps for business.

11. Finance your business with your 401(k).

Were you laid off over the past couple of years and sick of the job-hunting circus? Have the itch to start up your own business but know there's no chance in hell you're getting a bank loan? Tired of watching your retirement funds whipsaw with the stock market? If you answered "yes" to these questions – and there are surely a lot of you out there in this economy – you might already be considering tapping into your 401(k) to start a business. And thanks to provisions in the tax code, you can do so without penalty if you follow the right steps. But don't get too excited: This financing technique isn't for everyone. Here's what you need to know.

12. Get you name out by getting outside.

When your hobby – be it block-printing stationary, crafting goat-milk soaps, or designing up-cycled lighting fixtures – shows enough promise to justify renting a stall, selling at a local flea market could be worth a shot. Most street fairs and markets have a very low barrier to entry: You'll need transit, a table, a tent (for outdoor markets), a cash box and the means to cover a small booth rental fee (usually $25 to $50 for small communities and $75-$125 for urban fairs). If your community doesn't have a flea market, look for seasonal markets or even neighborhood street fairs. Even if you're already successfully hawking your wares online, making periodic appearances at craft fairs, art shows, and flea markets can give your business new insight into the market, your regional competition, and local consumers' evolving desires. Find out how.

13. Let your buyers and celebs create your buzz.

In fall 2000, Henri Bendel hosted a press breakfast to introduce 20 new suppliers. Maureen Kelly, who'd just started Tarte Cosmetics, found herself in a room buzzing with fashion magazine glitterati, many of whom subsequently wrote about Tarte. That exposure brought orders from national boutiques, including Bergdorf Goodman. After that, fashion magazines did Kelly's advertising for her. Her only promotional expense was using the website WhoRepresents.com to identify agents for celebrities and mailing them samples. Oprah Winfrey was one target; in March 2001, Tarte turned up on the influential O List. Read more.

14. Get creative with branding and marketing.

In launching Madsoul, an urban streetwear label, in 2000, Marc D'Amelio raised guerrilla marketing to an art form. Take, for example, his sticker campaign. D'Amelio figured out that if he signed up for a United Parcel Service account, he was entitled to an unlimited supply of blank UPS labels. If he bought a Tektronix printer, he was entitled to free black ink. So he signed on with both companies and began printing stickers by the thousands and distributing them at concerts and art festivals around New York City, where Madsoul is based. "If you can't afford to do a $100,000 billboard, and you can't even afford to do a $20,000 print advertisement, you gotta figure out other ways," he says. Learn more about creative branding.

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