Ali Kriegsman and Alana Branston launched Bulletin two years ago as a curated online shopping destination for products from female-led companies. After being accepted by startup accelerator Y Combinator, the Millennial founders pivoted their business model and began opening brick-and-mortar stores, renting out retail space within the shops to independent brands.

Kriegsman and Branston's latest move is an ambitious one: In June, the two are opening their third and largest Bulletin store in New York City's Union Square. And they're working without a net.

"Before starting Bulletin I was making a six-figure salary for the first time in my life, and I don't have that financial stability anymore," Kriegsman says in the first installment of Inc.'s All On The Line video series. "I've put all my eggs in the Bulletin basket."

The challenge is especially daunting since it's not the first time the founders have tried to expand the business. A year ago, they opened a new, larger location, but it failed to take off.

"No one showed up, and the brands weren't selling anything," Kriegsman says. "We're really confident we've corrected those mistakes and that it won't happen again, but that is a mark on our record."

Watch the video above to follow the pair as they prepare their new location and discuss the effect that running a growing startup has had on their lives.  

Published on: May 10, 2018