Shopify Masters How to Scale Quickly Without Funding
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Jan 15, 2026 Mike Jajo, co-founder of Waterboy, shares his journey of building a hydration brand from just $700. He discusses the importance of strategic restraint and prelaunch marketing through TikTok, leading to viral success. Mike highlights pivoting from cans to stick packs to address production challenges and emphasizes the value of community-building through customer brand trips. He also shares insights on approaching retail giants like Target by showcasing their unique offerings and how to transform social interest into loyal customers.
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Start With One Platform And A Capture Page
- Focus on one platform first instead of chasing everywhere.
- Use a simple landing page to capture email and SMS before scaling content.
Make Simple TikToks And Iterate Quickly
- Use TikTok because reach isn't dependent on follower count.
- Make many simple videos and iterate until you find the right messaging.
Viral TikTok Fueled Immediate Pre-Sales
- A TikTok comparing Waterboy to Pedialyte went viral and grew their list overnight.
- A pre-sale sold their entire first production run within the first hour.