Establishing a consumer brand does not always need a traditional startup formula or rapid dependence on outside funding. Some founders instead start with a clear product challenge, test their ideas carefully, stay disciplined with resources, and eventually develop systems that can aid expansion.
That approach is mirrored in the story of Natalie Holloway, Co-Founder and CEO of Bala. At Female Founder Collective’s The 10th House, Holloway talked about how she and co-founder Max developed the fitness brand from an initial $5,000 investment into a business producing over $30 million in annual sales.
