Welcome to the fifth edition of Bread + Butter—a newsletter brought to you by the team at BS+A. We share insights into our bread-and-butter topics: marketing, AI, branding, UI/UX, project management and more.

In the high-stakes world of startups, limited budgets don't have to mean limited potential. This week, we're diving deep into the art of bootstrapping—showing how resourceful entrepreneurs can turn financial constraints into a competitive advantage.

We celebrated 4 years of BS+A last week, and being fully bootstrapped ourselves, you’re in good hands. We know what we are talking about.

Guerrilla Marketing: Turning Limitations into Leverage

When cash is tight, creativity becomes your most valuable currency. Guerrilla marketing has traditionally been about the element of surprise, capitalising on moments in an unconventional way that triggers an emotional response. In today’s viral obsessed world, it’s actually easier than ever to create these moments. Guerrilla marketing isn't about massive budgets—it's about strategic, low-cost approaches that maximise impact.

Momentum can be generated from early-stage exciting startups in ways that cash-rich competitors can’t replicate. For example, if you’re based in London and have a LinkedIn account, you can’t have missed the brilliant Guerilla marketing techniques used by Thursday Dating a few years back. Their marketing intern stood on the streets of London covered in pink balloons with a cardboard sign, and one of their employees literally projected an ad on the train for morning commuters.

Their risky on-street marketing coupled with clever copywriting and a strong niche meant their campaigns were picked up by the press, and everyone was talking about them. This isn't just a hack—it's a blueprint for turning your creativity into your most powerful, and free, marketing channel.

The Secret Power of Your Network

In today's interconnected world, your network can actually be more valuable than your bank account. For resource-constrained startups, strategic networking isn't a benefit—it's a necessity. This means going beyond LinkedIn connections and creating genuine, value-driven relationships.

Consider platforms like Reddit, niche industry forums, and targeted online communities. These aren't just networking spaces—they're goldmines for market research, product feedback, and organic customer acquisition.

An example of a bootstrapped business that used strategic networking is one we no doubt all know and love, Mailchimp. Their strategy started by specifically targeting small businesses, offering an affordable and user-friendly email marketing solution—something the market hadn’t seen before. Carving out this niche and adding the personal touch is what has catapulted them into CRM domination. By continuing to back their business and trust the process, their freemium model has allowed them to attract a mass market user base, many of which have converted to paid plans.

Your Go-To-Market Action Plan

1. Out-of-Home (OOH) Meets Social Media Virality

   Pair guerrilla OOH campaigns (think outside the box) with TikTok or LinkedIn for amplified reach. The blend of physical presence and digital buzz creates a memorable brand experience. The key is not to do this once but have a consistent approach to leave audiences waiting for your next appearance to gain a loyal following.

2. User-Generated Content Campaigns  

   Encourage your early adopters to share their experiences with your product or service. Offer small incentives like discounts, or exclusive access to those who post reviews, photos, or videos. This generates authentic social proof, and expands your reach organically. Brands like Glossier mastered this approach to build a loyal community with minimal ad spend.

3. Collaborate with Nano-Influencers

   Partner with nano-influencers (1K-10K followers) who have highly engaged audiences in your niche. Their smaller but authentic followings make these collaborations cost-effective and impactful. When BS+A worked with MES Posters in the UK, we structured a campaign that targeted nano-influencers in the home decor content section. Sales increased dramatically, and there was no upfront cost to MES, just commission incentives and a few freebies thrown in!

5. Hack Existing Audiences with Cross-Promotions  

   Collaborate with complementary businesses to tap into their audience. For instance, a startup selling sustainable packaging could team up with eco-conscious e-commerce brands for joint promotions or co-branded content. This approach multiplies visibility without multiplying costs. Supreme were the masters of this tactic in the early days.

Scaling Fast and Smart

Bootstrapping isn't about doing everything cheap—it's about doing everything smart. Your limited resources are an opportunity to be more innovative, more targeted, and more authentic than your well-funded competitors.

Nobody understands the bootstrap journey better than we do. At BS+A, we've helped startups transform constraints into solid strategies. Whether you need a tactical marketing review, or a complete go-to-market overhaul, we're here to turn your bootstrap brilliance into scalable success.

Ready to unlock your startup's full potential?