Founder stories
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Bryce Adams left a job he loved at Automattic in August 2016 to build the WooCommerce reporting tool nobody else would build. Ten paying stores signed up four months later.
Chris Meade pulled about $7,000 out of his 401k, spent all of it on inventory, and sold nets off the sand on Venmo. Eight years later CROSSNET had passed $35 million in sales and was acquired.
A friend asked Derek Sivers to sell his CD too. He said sure, charged $35 to add an album and $4 per sale, and CD Baby was profitable in its second month.
BOOM! by Cindy Joseph made almost nothing for four years. Then Firestone published the exact numbers behind a month where $434,256.72 of advertising produced $1,422,500.15 in sales.
Gretta van Riel started SkinnyMe Tea in May 2012 with $24 in her bank account, while still working a full time marketing job. She says the brand was doing $600,000 a month within six months of launching.
Jake Karls and his two co-founders started making chocolate bars by hand in a condo kitchen in August 2018. Eleven months in he posted that they had sold 500,000 of them.
Before quitting his job in April 2014, Justin Mares put a $29.99 bone broth page online with a PayPal checkout and about $50 of Bing ads. Two weeks later he had taken nearly $500 for a product that did not exist.
Mike Beckham and two co-founders put $200,000 into a drinkware brand competing with Yeti. The first bottle sold about six months later, and 24 million followed in seven years.
Liquid Death was a Facebook page and a fake commercial for over a year before it was a product. By the time the first cans shipped in January 2019, the brand already had 100,000 followers and less than $10k of paid media behind it.
Moiz Ali launched Native on Product Hunt in July 2015 with no inventory, no factory and a formula bought from an Etsy seller. He placed his first production order only after 60 units were already sold.
Peter Askew won VidaliaOnions.com at auction with a bid he expected to lose, spent a month working out what to do with it, then partnered with a Georgia onion farmer. They forecast 50 orders in season one and shipped over 600.
Three friends put a few thousand dollars into a t-shirt brand in late 2019. Bartlett says the first month brought $26,000 and 651 orders.
Preetam Nath and Sankalp Jonna turned a two-week Shopify App Store MVP into SuperLemon, a WhatsApp commerce tool that passed $25K MRR with 20,000 merchants and a two-person team.
Lorik Morina did not wait for a viral launch. He took a 33-download, zero-MRR first day, layered Hacker News, $20/day Meta ads, Shopify App Store distribution and referral loops, and grew RotateProduct's app revenue to about $6.5K MRR by week 21.
Justin Shiels rebuilt his stationery brand SoCurious solo from his Austin apartment, landing 722 orders, 485 preorders from a friend's collab and 38 subscribers in Q1 2026.
Elliot Sowersby spent three years building Coupon Affiliates with little to show for it. A decade later it is his biggest source of income and plugins make up over 90% of his revenue.
Ruslan Leteyski turned a workaround built for a doomed online pharmacy into a one-page Shopify checkout that reached 6,000 merchants and €600k MRR, all without ads or the App Store.
After three failed Shopify apps, an engineering student built a bundling app in two weeks and grew it to $25,134 MRR in under a year with no paid ads.
Sergi Ruiz and his wife launched Mapness in 2017 selling custom map prints. Organic Instagram posts grew into a six-figure pandemic peak, then a slow fade.
Manish Chandra bet that fashion resale could be social. Poshmark's Posh Parties turned shopping into community events. Result: IPO at $7.4B, 80M+ users.
Grant LaFontaine saw Pokémon card sellers going live on Instagram with clunky workarounds. He built Whatnot — a dedicated live auction platform. Result: $3.7B valuation, 200K+ sellers.
Max Rhodes left Square to fix wholesale. Faire offered retailers net-60 payment terms and free returns — eliminating the risk of trying new brands. Result: $12.4B valuation, 700K+ retailers.
Noah Kagan was fired from Facebook before the IPO. He launched AppSumo with a Reddit post and a $12K deal — building it into $80M+ annual revenue.
Ben Francis was delivering pizzas when he started screen-printing fitness apparel in his garage. By partnering with YouTube fitness influencers, he turned Gymshark into a £1.45B brand.
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