The Customer-Funded Business

In a landscape where traditional venture capital is no longer the only route to success, The Customer-Funded Business by John Mullins offers a refreshing perspective on financing growth. Mullins reveals how iconic brands like those founded by Michael Dell, Bill Gates, and Banana Republic’s Mel and Patricia Ziegler harnessed customer support to build their companies. By exploring five distinctive funding approaches - Matchmaker models (Airbnb), Pay-in-advance models (Threadless), Subscription models (TutorVista), Scarcity models (Vente Privee), and Service-to-product models (GoViral) - the book breaks down how these strategies can power innovation without the need for external investors. Drawing on in-depth interviews with entrepreneurs and investors, Mullins provides practical insights into when and how to apply each model, as well as the challenges to avoid along the way. This engaging guide serves as a roadmap for aspiring, cash-conscious entrepreneurs, intrapreneurs from established companies, and mentors keen on supporting promising ventures. With its clear analysis and real-world examples, The Customer-Funded Business is an essential resource for anyone aiming to build a sustainable enterprise.