Are You Trying to Grow a Big Thing Really Fast?

If you're a boot strapd commerce business or side hustle, then you have to think really differently about your capitalization. You probably need to be profitable on first purchase in order to make the business work and keep cash flowing. If if you are five years in, and you've got returning customer revenue growing and growing and growing, then more and more of your revenue pie is going to be made up of revenue that is not coming from customers that you have to acquire.