From Bootstrapped to $20MM in Revenue in Less than Three Years, with Alex Schinasi, Founder of Hulken

Dear FoundHer...

“Everyone has a use case for Hulken, and I think that’s what makes it so relatable. The product basically markets itself,” says Alex Schinasi, the co-founder and president of Hulken, as she shares how her simple yet functional rolling tote became a viral sensation.

Joining Lindsay Pinchuk in this episode, Alex reflects on her start as an entrepreneur in Israel, where she first learned the importance of responding to customer needs. From launching a side project during the pandemic to growing Hulken into a profitable business, Alex’s journey challenges many common assumptions about what it takes to start a successful company. Is a large team really necessary? Or can resourcefulness and focus on a single standout product bring growth?

Alex’s story inspires entrepreneurs to start small, keep things straightforward, and rethink the need for external funding. Her approach is refreshingly practical, proving that anyone can build something meaningful with determination, adaptability, and a willingness to listen to the market.

Quotes

• “Everyone has a use case for Hulken, and I think that’s what makes it so relatable… the product basically markets itself.” (14:22 | Alex Schinasi)
• “You don’t need the big fancy teams. You don’t need the six-figure hires. You can hire freelance people for projects. And I say this all the time: figure out what you don’t want to do and what you can’t do, and find someone who can do it for you, and you will be paying them less than it would cost you to ‘pay yourself.’ That’s how you grow a big business. That’s how you bootstrap a business… Hulken, it’s only now, and we’re almost at 20 million in revenue, that we’re investing in our website. Not a dime was invested in that website until literally right now.” (18:18 | Lindsay Pinchuk & Alex Schinasi)
• “It’s funny, there’s that misconception that you need capital to start a company, but it’s actually never been easier to start a company with nothing... You observed your customers and you made the pivot. In all of these situations, which is so important, you can just get started. The tools are there.” (20:27 | Alex Schinasi & Lindsay Pinchuk)
• “You somehow find the strength, right? I think that happens a lot as a founder—that things just seem impossible, and you just find it in you somehow and get through it.” (36:11 | Alex Schinasi)
• “If you overthink, you’re never going to start. Nothing’s ever going to be perfect, and you just have to be okay with that idea.” (38:35 | Alex Schinasi)

Connect with Alex Schinasi:

Instagram: http://www.instagram.com/alexschinasi

Get on Lindsay's LIST here: https://lindsaypinchuk.myflodesk.com/foundherforum

There are still a few tickets left for Dear FoundHer... on Tour with Sunny and Jenn on December 2 in Wilmette, IL: https://dearfoundher.ticketspice.com/dear-foundheron-tour-presents-sunny-jenn

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

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