Bootstrapping isn’t just about money — it’s about mindset. That mindset shaped how we built Even by Odd — a vinyl records wholesale partner that grows with our customers, not ahead of them.
When I started in the music industry, there was no outside investment, no fancy pitch deck, no cushion. Just belief, hard work, and a few hundred quid. From the earliest days of building a vinyl records subscription service to then building Even by Odd — a vinyl records wholesale company for independent shops, I’ve learned lessons the hard way — and that’s exactly why I want to share them.
Cash Flow Is King
In the first year of business, I spent a couple grand on stock for just a handful of subscribers — one of them being a friend. To meet minimum order quantities, I bought nine months worth of selections for current subscribers who I wasn’t sure would stay subscribed. I hoped others would join too. They didn’t. What I was left with was £2,000 worth of stock, much of which no one else wanted. (I still have Elvis records no one asked for.)
That taught me this: You don’t need lots of stock — you need the right stock. That’s especially true when buying vinyl records wholesale, where over-ordering the wrong stock can tie up precious capital.
And you need your cash available when opportunity strikes.
Bootstrapping lessons I learned:
- Start lean. Don’t overspend on branding or bulk stock you can’t move.
- Track everything. Small costs snowball. Know what’s going out.
- Build with your own money first. I worked a full-time job while starting both businesses and even returned to employment in 2022 when cash flow dipped.
Most importantly, don’t expect credit terms when starting — suppliers want upfront payment. Even at Even by Odd, we don’t offer credit accounts for new customers. It’s not ideal, but it’s the reality of mitigating risk in this industry.
Self-Funding Builds Better Founders
There’s a weird entitlement in startup culture — this belief that you need funding before starting anything.
Let me be clear: if you’re not willing to back yourself, why should anyone else?
You don’t need investors to build something meaningful. In fact, having investors often means swapping one boss for another — one that expects ROI. Instead of freedom, you inherit pressure.
What self-funding taught me:
- You learn to solve problems instead of masking them with money.
- You maintain control over your vision.
- You gain confidence that’s earned — not borrowed.
You don’t need millions to get going. I started my record subscription service with less than £2,000. A £20 Facebook ad got me my first 5 customers — one of whom is still subscribed 5+ years later.
Marketing Doesn’t Have to Break the Bank
When you’re bootstrapped, marketing is about resourcefulness, not budget.
Start small. Think creatively. Build momentum.
What worked for me:
- £5/day Facebook ads to test messaging
- Organic social posts & DMs to potential customers
- Gathering testimonials & Google reviews early
- Local press outreach for physical shop exposure
Also, social proof isn’t optional — it’s currency. Even if you’re not in tech, growing a vinyl records wholesale business — or running a shop that depends on one — still relies on trust, visibility, and reviews.
And that’s where our new software Revevo comes in. If you’re a business struggling to collect and act on feedback, Revevo automates this process while also helping you grow your online reputation across review platforms.
Get reviews. Get better. Grow smarter.
Adaptation > Perfection
Perfection kills progress.
I used to believe I needed to get everything just right before launching. Truth is, your customers will tell you what’s “right” — but only once you put something out.
Early on, I created three subscription tiers with detailed product structures. It looked slick on paper… but reality disagreed:
- One tier (£150/month) became a logistical nightmare
- Another made me lose money due to how rigid I was about what records should be included
So, I adapted. Swapped quantity for quality. Let customer feedback reshape the service. And it worked. This applied not just to subscriptions, but also to how we serve record shops through our vinyl records wholesale model — listening, learning, and improving.
What I learned:
- Launch before you’re ready.
- Let your customers shape the product.
- Your assumptions are probably wrong. That’s okay.
Passion Alone Isn’t Enough — But It’s Everything
Let’s get honest: passion doesn’t pay the bills. But when everything’s falling apart — delayed orders, supplier headaches, weeks without sales — passion keeps you going.
I didn’t start these businesses to make millions. I started them because I believe in music, because I believe independent shops deserve better, and because I wanted to solve problems that no one else was solving.
Still, passion must be paired with resilience, strategy, and sacrifice. You’ll question everything. You’ll work weekends. You’ll think you’re crazy.
You kind of have to be.
Your Mental Game Matters
No one talks enough about this part.
Entrepreneurship — especially bootstrapped — can drain you. I’ve been close to burnout. I’ve neglected rest. Some weeks feel like constant failure. And if you don’t have the right people around you — friends, colleagues, peers — you’ll feel it harder.
I’m no expert on mental health. But I’ll say this:
- Find your sounding boards. (Some of my team chats feel like therapy.)
- Build habits that protect your energy.
- Be honest about when you’re not okay.
This journey isn’t meant to be walked alone.
Final Thoughts
Bootstrapping a business in the music industry isn’t easy — but it’s possible.
You don’t need millions. You don’t need perfect plans.
You just need conviction, adaptability, and the courage to figure it out as you go.
If you’re a small business navigating the same chaos — or you’re about to take your first step — know that you’re not alone.
And if you’re an independent record shop looking for a vinyl records wholesale partner who gets it?
Thanks,
Jordan
