grow-sustainably

Core Principle

Don't Spend Money You Don't Have

The Equation

Two Types of Costs

• Scale with each unit sold: payment processing, hosting, fraud prevention
• Example: At Gumroad, ~40¢ of variable cost per $1 earned

• Don't scale with revenue: domain, hosting, people
• The #1 fixed cost is always people

Cost-Cutting Rules

1. Pay yourself as little as possible, at least to start. Sahil started at $36K/year in San Francisco. When things went sideways in 2015, he paid himself $0. Increase your salary as the company can afford it.
2. Hire software, not humans. Use Pilot/Bench for accounting, Gusto for payroll, Zapier for automation. Software is cheap; people are expensive.
3. Don't get an office. Remote is the default now. An office creates massive associated costs. Get one later as a reward for building a sustainable business, if you want.
4. Don't move to Silicon Valley. It's expensive, and remote work means you can stay where you are. Lower costs = faster path to profitability.
5. Outsource everything. Use freelancers before hiring full-time. You and your army of robots first. Then freelancers. Then employees.

Growth Mindset

• You don't need to dominate the market, disrupt anything, or conquer the competition
• The vast majority of small businesses are never eaten by big fish. Big fish eat other big fish.
• The longest-lived businesses in the world are some of the smallest: restaurants, hotels, family firms
• Your company will grow as quickly as your customers determine. For Gumroad: 15% in 2017, 25% in 2018, 40% in 2019, 87% in 2020.
• Working more hours doesn't necessarily mean faster growth

Fundraising (If You Must)

• Bootstrap first. Profitability gives you leverage in any fundraising conversation.
• Consider Regulation Crowdfunding. Turn your customers into investors, aligning stakeholders. Gumroad did this on March 15, 2021.
• New VC alternatives exist: Earnest Capital, Indie.vc, Tinyseed Fund — firms investing in sustainable businesses.
• If you take VC: profitability means lower dilution and retained control. Shopify and 1Password raised VC only after being profitable for years.

Avoiding Burnout

1. Running out of money — solved by the above
2. Running out of energy — equally dangerous

Co-founder Relationships

• Approach it like a marriage. Discuss:
  • What does a happy relationship look like?
  • What does success look like?
  • What does an exit look like?
  • How fast do we want to grow?
  • Why are we starting this together?
• Use vesting. Plan for the possibility that one of you leaves.
• Have hard conversations early — they only get harder.

Personal Sustainability

• Don't treat it as all-or-nothing. There's a lot of real estate between "lifestyle business on a beach" and "working 24/7."
• Your business shouldn't make you too happy or too sad.
• Hire when it hurts — that means you have a mature business for new people to fit into.

Build Profitable Confidence

• Your runway is infinite. You won't die unless you do something stupid.
• You can ship slowly, thoughtfully, and still build a phenomenal product.
• You can test with customers in private beta before wide release.
• Others may rocket past you on sexy metrics, but they won't be around in 10 years. You will.

Output

1. Impact on profitability (revenue and cost implications)
2. Reversibility (avoid irreversible decisions like long-term leases)
3. Whether it's driven by customer needs or ego/vanity
4. Whether there's a cheaper/simpler alternative
5. The "default alive or default dead" test