Regarding startups, it’s easy to get caught up in the venture capital (VC) “hamster wheel” cycle in pursuit of top-tier investors and a screaming valuation. But there is a better way to startup success.

Zapier, an automation tool for businesses, provides an excellent example. Recently valued at $5 billion, the startup was able to skip taking VC money and focus instead on growing its customer base––all without traditional venture capital funding.

This article will address the strategies behind Zapier’s impressive growth trajectory and their continued success with no need for VC investments: how they created a self-sustaining company culture early on; the importance of developing diverse products and services; their focus on building trust through customer satisfaction; and finally, the strategic decision to stick with bootstrapped financing.

Zapier’s Growth Story

Zapier’s success story should be studied in business school for years. Founded in 2011, the business automation startup has become one of the most successful companies of the 21st century, reaching a staggering $5 billion valuation without ever relying on outside investors and venture capital money.

In this article, we’ll hear from Zapier’s CEO Wade Foster on how his company was able to reach such success.

Focus on user experience

Experimentation, innovation and growth are essential for startup success and Zapier was no different. From its early days, the company focused on customer experience; their mantra has always been “do simple things better than anyone else”. This translated into developing a platform that allows users to connect disparate applications with simple click-and-drag automation.

This customer-centric approach, combined with clever data analysis around user activities on the platform, allowed Zapier to rapidly identify key problems and create solutions to solve them faster than most competitors. On top of that, Zapier understood that quality customer service would be essential to user retention, so they committed to responding to help requests within three hours or less and quickly grew an enthusiastic user base who spread their referral messages like wildfire.

Zapier also ensured that their product evolved with the changing needs of their users by frequently launching new features or modifying existing ones without compromising on simplicity or customer experience. Because of this commitment to delivering intuitive solutions in each product iteration and prioritising growth at every step of their journey, Zapier’s user base continually grew from one million users in 2016 to over four million. With strong customer acquisition channels in place and amazing community feedback from loyal customers fueling growth, Zupier has been able to reach a $5 billion valuation without relying on venture capital funds.

Making products that solve real problems

Zapier’s success is largely due to their focus on making products that solve real problems for customers. Rather than designing products based on market trends, Zapier’s company culture focuses on purpose—using technology to streamline mundane tasks and freeing up people’s time for more impactful, creative endeavors. This approach is one of the core tenets that drives the company’s fast growth and elevates it above others in a mature marketplace.

Rather than focusing on finding venture capital funding, Co-founder and CEO Wade Foster felt it was important to focus on building meaningful relationships with customers before attempting fundraising. This strategy made sense by allowing them to have tangible assets and metrics that investors could measure rather than relying solely on their projections. From 2012 when they got their initial $1.3M seed round until 2017 when the company had become a self-financed success story worth $5 billion, a key motivating factor has been making sure they prioritize value creation over quick wins or trends.

By creating products that make life easier for their customers, Zapier has created a broad base of loyal customers who keep coming back for more solutions that save time, money and daily headaches. The results are proof positive: Customer lifetime value per user increased from $108 when they raised that initial round in 2012 to well over $300 today—and growing!

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Zapier’s CEO Reveals How His Automation Startup Reached A $5 Billion Valuation Without Jumping On The VC ‘Hamster Wheel’

For many entrepreneurs, venture capital can seem like an intimidating and often unavoidable pathway to success. With the promise of fast cash and a built-in network of influential people, taking money from VCs can be very tempting. However, Zapier CEO Wade Foster made a different decision — he opted out of venture capital — and his startup could still reach a remarkable $5 billion valuation without taking any VC money.

So how did Zapier do it? Focusing on organic growth and avoiding the ‘hamster wheel’ of continuously chasing investors for more money. Wade explains: “What we’ve found is that every time you take a dollar from an investor — whether it’s 10 cents or 10 million dollars — they want something in return at some point…it means more meetings, more pitches, more plans and that kind of distraction keeps you from doing the real work: product and customer service. So for us, it wasn’t worth sacrificing that focus”.

Instead, Foster focused on selling their product — something they took very seriously. As a result, Zapier became laser-focused on bootstrapping their growth by putting their customers first. This brought them in revenue early on and helped them build up trust with their customers, which ultimately led to word-of-mouth promotion through email campaigns and social media outreach.

It also allowed Zapier to experiment with different marketing strategies without compromising their finances — something VC backed startups may have difficulty doing as they need to show immediate signs of success from their investments to get more funding down the road. By avoiding these ‘crunch times’ where businesses scramble for cash, Foster created an environment at Zapier where employees could focus on doing good work instead of trying to hit benchmarks set by investors who don’t know much about running day-to-day operations developing software products for customers.

The Benefits of Bootstrapping

For many entrepreneurs, bootstrapping might seem like a daunting path where they must sacrifice growth to finance their business. However, Waseem Daher, the co-founder and CEO of Zapier, has proven that you can achieve tremendous success with a bootstrapped business. His automation startup is now valued at $5 billion and he explains how he did it without jumping on the VC ‘Hamster Wheel’.

Let’s take a deeper look into this.

Retaining control of the company

Retaining control of the company is one of the main benefits of bootstrapping. As Zapier’s CEO explains, “When you’re a young tech startup, it can be easy to become fixated on raising money and chasing venture capitalists—seeing it as the only path to success.” Avoiding this “VC hamster wheel” and retaining Entrepreneurial control of the company as long as possible gives founders time to understand their customer needs and develop a successful product. In addition, by postponing raising rounds of venture capital, founders are better positioned to negotiate a fair deal without forfeiting too much ownership equity in their companies.

Zapier’s CEO notes that bootstrapping leads founders to make more conservative financial decisions due to limited resources. From needing to focus on cash flow optimization from day one, emphasizing customer success over flashy marketing campaigns, hiring cheaper but exceptional talent and keeping headcount down – these decisions kept the company lean and profitable for years until it was ready for larger investments. As a result, Zapier illustrates how you don’t need VC funds early in your startup’s life span – leading an impressive $5 billion valuation!

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Having a long-term vision

Having a long-term vision is a major benefit of bootstrapping. When you rely on investors or venture capitalists for funding, they often aim to flip the company for a profit shortly. Taking money from outside sources to fund your startup also means relinquishing some control of the company’s direction and decisions.

Zapier’s founder and CEO Wade Foster knew his vision would come true in time by taking a measured, step-by-step approach instead of going all out with growth milestones and goals. The positive side of bootstrapping is that you have complete control over your business decisions. In addition, when you invest your hard-earned money into your small or large business, you are more likely to hold yourself accountable at every decision.

Bootstrapping allows you to develop sound strategies and use resources efficiently so that there’s no wastage or overspending on products/services or labor costs. You can make sure each dollar is spent wisely so that it serves its purpose and helps in achieving long-term goals rather than short-term gains through venture capital funding rounds.

Longer term success relies on working with what little resources are available, staying focused on smart spending, avoiding debt and debt financing altogether, developing resilience towards failures, building momentum over time – all without a huge influx of capital from any one source like venture capital funds. Without outside money pressuring them, Zapier has been able to prove itself as a sustainable model that generates profits which can then be reinvested into the company’s growth initiatives instead being used to pay back investors when they decide they want their money back in short order (which doesn’t give startups much breathing room).

Growing at a sustainable rate

Bootstrapping, or growing sustainably, has been an effective way to build many successful businesses. It enables startups to get off the ground with a healthy financial runway and build an independent company culture. Zapier’s founder and CEO, Wade Foster, recently shared how his company used bootstrapping to reach its current $5 billion valuation.

Foster believes that going the bootstrapping route allowed him to gain control over the organizational growth and execute with precision. He credits its success to his disciplined approach of setting targets and analyzing customer pain points before putting a product into the market. He noted that this gave them the time needed to refine their offering without having any external pressure from investors or venture capitalists.

Apart from fostering an agile culture with minimal debt or outside obligations, Zapier also managed to sidestep common problems start-ups experience when they jump onto what’s known as the “VC hamster wheel.” This is where companies race through short-term growth goals set by their early stage VCs to pursue more funding instead of aggressively committing themselves towards longer-term objectives.

Essentially, Foster suggests that while it’s not for every startup organization, utilizing a bootstrapping approach can potentially have major advantages for companies that have time-tested methods for making sure each piece of growth is fully optimized before plowing forward into another major milestone – giving businesses leverage in their long-term success rather than ending up on the hamster wheel trying desperately to hit checklist items while hemorrhaging money.

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Challenges of Bootstrapping

Bootstrapping is a difficult path to take when launching a startup. It can be difficult to bootstrap a business without outside investments, but Zapier’s CEO, Wade Foster, has done it successfully.

In this article, we will discuss the challenges of bootstrapping and how Wade Foster grew his startup without relying on venture capital.

Limited resources

When bootstrapping a company, not having access to VC funds means starting with limited resources. This means that you need to be extremely resourceful and focus on the fundamentals — who your target customers are, their needs, and how you can best serve them in a profitable and sustainable way.

It also requires you to be extra focused and prioritize the projects with the most impact for the least cost. While this could lead to slower growth, it allows for more considered decision-making and greater flexibility when there’s an opportunity or tough situation.

Making sure you have enough capital upfront is essential — from having a steady cash flow to keep things going, investing in necessary tools and people (marketing, sales etc.) plus developing any additional products assumed for the roadmap. In addition, finding frugal routes such as buying second-hand hardware or using cloud computing services can help save costs so that money can be invested in more meaningful areas of your business such as marketing or product development.

Lack of access to capital

Bootstrapping is challenging due to the lack of access to capital. When starting a business, entrepreneurs often have limited resources and may not have access to venture capital, angel investors, or other forms of financing. As a result, they must rely on their own savings and budgeting strategies to keep their businesses afloat. This can be difficult because it means that able-bodied founders are wearing multiple hats and may not be able to dedicate their time solely towards developing the company’s product or service. Furthermore, it’s unlikely that bootstrapped companies will be able to invest in capital expenses such as new software, hardware and office space – essential for growth.

The lack of access to capital can also put bootstrappers at a disadvantage when competing against firms with external investors such as venture capitalists (VC) or angel investors who can offer additional financial support. A VC or angel investor can provide the support and resources needed for significant business growth – whether through hiring more employees, expanding the customer base or increasing marketing efforts – but this financial resource may not be available for many bootstrapped businesses. Therefore, having limited resources available means that bootstrapper will have to struggle harder to succeed and get ahead of competitors with more access to resources such as money and personnel.

Difficulty scaling quickly

One of the most significant challenges of bootstrapping is scaling quickly. Without outside investment and access to extensive resources, building the company’s reputation and customer base can be a slow process. A bootstrapped company must invest heavily in marketing products and services to increase market share before generating a profit.

In addition, without access to venture capital, it can be difficult for a bootstrapped business to hire the best talent fast enough to keep up with competitors with deep pockets. It takes money and resources to attract top talent, making that challenge even tougher if funds are limited.

Finally, since bootstrapping often requires living hand-to-mouth financially, businesses cannot take risks needed for innovation or growth. Unfamiliar products and projects may come at too great a risk when resources are scarce. Instead, companies rely on steady sources of income such as subscription fees or paying customers who buy their current set of products or services.


Zapier’s story is a testament to the power of going alone and staying true to your vision. It’s a reminder to entrepreneurs that VC funding is not the only option available, and that financial stability and scaling in the long-term is possible without compromising its founding principles.

Zapier’s CEO Wade Foster has forged a path showing different ways to run a successful startup. But, it can be done with hard work and plenty of discipline.