BOOTSRAPPING
Способ финансирования компании на свои деньги, без привлечения внешних инвестиций.

Using “friends and family” cash to get going. As Carey Martell, Founder of Power Up TV put it, “Bootstrapping a startup means ramen noodle days. Every time you want to splurge on something you think, ‘Well I could have that $20 steak dinner, or I could hire a virtual assistant from the Philippines.’.”
In Silicon Valley, bootstrapping has come to denote a founding team self-funding their venture.
Bootstrapping was not difficult for her because she had a financial background and knew how to measure and evaluate her business expenses versus the cash flow needs.

He was not able to bootstrap his company as he needed a high six-figure capital outlay to purchase equipment for his concept.

She bootstrapped her business because she did not want to have to generate returns on the schedule that VCs would demand.