| dc.description.abstract | This thesis explores the key bootstrapping practices employed by online, digital-first businesses
operating without external funding. The central research question guiding this study is: “What
are the key bootstrapping practices employed by online digital-first startups?” Drawing on a
qualitative research design, the study is based on thirteen semi-structured interviews with
founders and key financial decision-makers of digital first ventures across various European
markets. The data were analyzed using the Gioia methodology, resulting in the development of
a grounded coding structure consisting of 3 aggregate dimensions: Traditional Bootstrapping
Practices, Cost Avoidance through Strategic Tool Use and Automation and AI as Resource
Multipliers. The findings indicate that while traditional tactics such as personal investment and
leveraging social capital remain central, digital-first startups increasingly rely on platform-based
freemium tools, automation software, and AI applications to optimize operational efficiency and
scale without major upfront costs. The study contributes to the literature on entrepreneurial
finance and resource acquisition under constraints by highlighting how digital tools reshape and
extend classic bootstrapping logics. Practically, the results offer guidance for early-stage
founders on how to creatively manage scarce financial resources by integrating both traditional
and digitally enhanced bootstrapping strategies. | |
