bootstrap
If you limit your reading material to articles on TechCrunch and similar sites, you’d get the impression that to succeed in business requires that you plan to scale to a massive level. The received wisdom is that if you’re not targeting a user base of several million, and are not raising capital in Silicon Valley commensurate with that aim, then you’re not doing it right. This is nonsense, of course. It simply reflects one end of the spectrum of business ventures - that which is high-risk and high-reward.