Stop Chasing Funding, Start Chasing Customers
There’s a lie many founders hear on day one: you need outside money to build a real business. You don’t. The first step isn’t a pitch deck. It’s a customer. My stance is simple and firm. Funding should not be your default plan—revenue should.
This matters because chasing investors sends many founders down the wrong path. It delays product-market fit. It creates a false sense of progress. It pushes attention to vanity milestones instead of real traction. If you want a company that lasts, focus on cash flow, not checks.
“Don’t need any money to build your business… no investors, no debt… the last thing you should be thinking about is how do I raise money? You should be thinking about how to generate revenue and how to get customers.”
The Core Belief
As Erik Huberman, I’ve built Hawke Media from scratch. No investors. No debt. We’ve driven over $3,000,000,000 in gross revenue for ourselves and our clients by putting sales first. That took discipline, speed, and a refusal to wait for permission.
Money follows traction. Real demand is louder than any pitch. The market will tell you what to build if you’re willing to sell early, listen fast, and improve. I’d rather earn $1 from a customer than $1,000,000 from a fund if it comes with strings that pull you off course.
What To Do Instead of Raising
Skip the roadshow. Build a sales machine one step at a time. Keep it lean and measurable.
- Define a clear offer and price it for profit from day one.
- Sell directly: calls, emails, DMs, events—whatever gets a response.
- Collect payment fast and deliver fast.
- Reinvest profits into the channels that actually convert.
- Cut nice-to-haves. Spend only on what drives sales or delivery.
That simple rhythm builds momentum. You can scale complexity later. You cannot buy product-market fit with investor money. You earn it.
Proof From The Trenches
Hawke Media didn’t start with an office full of staff or a marketing budget. It started with a service people wanted and a price that made sense. We focused on results for clients, not optics for investors. The compounding effect came from reinvesting profits. That’s how we got to billions in gross revenue driven without raising a dollar or taking on loans.
People often overcomplicate the early stage. They chase perfect branding, fancy tools, or large teams. None of that matters if no one will pay you. Sales are the only true vote of confidence.
But What About Venture Capital?
Yes, there are cases where capital helps. Hardware-heavy products. Regulatory hurdles. Network effects that need speed. I’m not anti-investor. I’m anti-crutch. Most businesses don’t need funding to prove demand. If you haven’t sold it, you shouldn’t scale it.
Raising early often hides weak economics. It rewards growth at any cost. It pressures you to chase the wrong customers. I’ve watched many founders burn time and equity trying to impress funds instead of serving buyers. That’s a bad trade.
A Better First-Year Plan
Focus on things you can control every day. Keep score with simple metrics. Be relentless about feedback.
- Talk to 10 prospects daily and track responses.
- Close one deal a week, then two, then five.
- Deliver an excellent outcome and ask for referrals.
- Double down on the channels that generate the highest-margin sales.
- Repeat until your calendar and pipeline are full.
This playbook doesn’t require permission or capital. It requires work, clarity, and courage. The market rewards that.
The Bottom Line
Revenue is the best funding. Customers are your investors. Profit is your runway. Build a business that makes money, and you’ll always have options. Build a business that burns money, and your fate is in someone else’s hands.
Here’s the challenge: For the next 90 days, stop chasing checks. Find your buyer, ship your product, and reinvest your profits. Prove demand. Then decide if you even want outside money. You might be surprised how far you can go on sales alone.
Frequently Asked Questions
Q: Do you think funding is always a bad idea?
No. It can help in capital-heavy markets or for speed once you have clear traction. I push founders to earn proof first, then consider capital on their terms.
Q: How do I get my first customers with no audience?
Start direct. Cold outreach, referrals, local events, and targeted messages. Make a clear offer, show quick wins, and ask for introductions after delivery.
Q: What’s a smart early pricing strategy?
Price for profit on day one. Keep scope tight. Offer simple packages. Avoid discounts that train customers to wait for deals.
Q: Is taking on debt better than equity?
Debt can be useful if cash flow is steady and the terms are safe. But if you lack revenue, both debt and equity can create pressure you don’t need.
Q: Which metrics should I track first?
Daily outreach, response rate, closes per week, average order value, and gross margin. These tell you if the offer works and where to focus.
