Shopify Masters How To Find Customers When You Can’t Afford Marketing
Sep 25, 2025
Arjun Sofat, founder of Free Soul, shares his inspiring journey from a bootstrap startup to an eight-figure wellness brand focused on women's health. He discusses innovative ways to find customers without a marketing budget, including grassroots outreach and sample giveaways at gyms. Arjun emphasizes the importance of unit economics and first-order profitability before advertising. He also highlights how customer feedback drives product development and the significance of aligning with supportive investors for sustainable growth.
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Origin Story Rooted In Family Health
- Arjun and his mom started Free Soul after seeing his mother's health decline and finding the market neglected female-specific nutrition.
- They cold-called hundreds of nutritionists and began formulating supplements together with family expertise guiding them.
Hitting Manufacturing Hurdles
- They searched suppliers from a UK directory and faced MOQs that were far beyond their budget.
- A husband-and-wife manufacturer bent their rules and sold one pallet, which they funded through side hustles like fixing washing machines.
Early Sales: Gyms At Dawn
- Launch email to subscribers produced no clicks, so Arjun and his mom handed out samples at gyms at 4 a.m. for weeks.
- Their first sale came after two to three weeks and felt like an emotional breakthrough.