Introduction
Driving over the San Francisco Bay Bridge towards Oakland on her way home from work at a leading medical trials center, Chanel, age 33, had tears in her eyes â tears of anger, frustration, and disappointment. That same afternoon she had cheerfully gone to her bossâ office with an idea for a medical trial that could potentially lead to a cure of one of the cancers they were working on combatting; only to be lectured on that âwe are part of the pharmaceutical industryâ and, as such, ânot really interested in cures.â Rather, her boss wanted to focus on treatments that required the purchase of drugs. Three years earlier, Chanel had been diagnosed with Crohnâs disease. In the period since, she had experienced the limitations of pharmaceuticals and the benefits of supplementary alternatives. Combining traditional treatments with detoxing body and mind through yoga, meditation, dieting, breath work, and other tools had been her only narrow path to remission. In the process, not only had she earned an MBA and become a certified yoga teacher and wellness coach; she had also been telling her story to her family, friends, and her broad and active network within the volunteering community in Oakland and helping those of them interested in healing alternatives. She knew, firsthand, that aiming for the singular approach of providing pharmaceuticals to people was rarely the right solution to complex illness and trauma.
Over dinner that night at their house in the Laural district of Oakland, Chanel shared her frustration with her boyfriend and their two friends and roommates. After a while, her two roommates, Kimi and Jacob, looked at each other, smiled and Jacob said âdo you want to, or shall I?â to Kimi. Kimi replied âLet me give it a goâ and turned to Chanel: âThis is not the first time. You clearly do not see yourself in that line of work forever. Why donât you take the yoga and wellness clients that you already have on the side and team up with Jill and Char? They need a place for their breathwork and meditation clients as well. You could get a studio together. There is nothing affordable like that in Oakland for the 99%. I saw this great place today down on 33rd Avenue next to my chiropractor, itâs for rent. You can totally do it!â Now it was Chanelâs turn to smile. She could see that she had subconsciously been begging her friends to tell her just that for quite some time.
âIf you are in, Iâm signing the lease!â she texted Jill and Char after the three of them had toured the space on 33rd Ave. and met a very enthusiastic chiropractor earlier the same Saturday morning. She instantly got more happy emojis back from both than anyone would ever need. After three low-key years focused on recovery and school, combined with a very well-paid job, she had about $40k in the bank, and Chanel was thinking that with the space already booked by the three of them about 30â40%, the risk was limited to the remaining capacity, and she could always cover part of that with her savings. She figured that she would need about $5k for equipment and materials â they could paint it themselves, but the space needed some TLC to work out right â and probably the same for a website with a reservation system. Even if it would take a bit of time for business to pick up and more practitioners to join them, with her current living situation and existing clients, she would be able to make the one-year lease payments, cover the startup costs, and live within the means of her savings. âWhat better way to spend the money?â she thought. âIf it doesnât work out, I can always go back and get a six-figure pharma-jobâ she said out loud to herself as she took a deep breath and opened the DocuSign lease agreement.
Today, four years later, 33&Rising is a striving wellness center for the 99% with about 20 participating practitioners, a large and growing loyal following and a business model that has allowed the venture to establish itself and to grow without external financing.
The subject of this chapter is important because practically all entrepreneurs are likely to use their own personal financial and other tangible resources in the attempt to start their new venture (Gartner et al., 2012). In addition to the immediate effect of injecting funds and other resources into the startup, the ability and willingness of founders to commit resources to their startups has been shown to affect new venturesâ trajectories in a number of other short- and long-term ways, including survival, growth, and the ability to get buy-in from stakeholders such as potential team members and outside financiers (Ang, 1991; BhidĂ©, 2000; Frid et al., 2015; HechavarrĂa et al., 2016).
This chapter will focus on the early stages of new venture emergence, because it is during these stages that other sources are not typically readily available and thus it is here that founder resources play the most important role (Winborg & Landström, 2001). As the firm establishes itself and grows, informal and formal sources of external financing become more readily available and both the founderâs ability to match the needs of the firm and the importance of their own resourc...