From the Ground Up

While marketing might be a big deal for companies backed by venture capital, Kohler keeps a lower profile to save money; he relies on search engine technology to level the playing field and compete against larger businesses. He says it’s investing with knowledge—not capital.

Hire with Care
Kohler advises any CEO of a bootstrapped organization to get comfortable with delegation, hire selectively and trust those who are hired. A part-time employee might work fewer hours but be much more effective in getting things done. Don’t just fill positions—take the time to find the right person for the job. He also suggests hiring contractors for certain responsibilities until a business can afford to bring on a regular employee.

“There’s a huge population of highly educated people,” Kohler says. “Choose the highest qualified candidate. Choose those that are really confident, mature people. You could hire a high school student, or you could hire a competent, experienced worker.”

iApplicants now employs 17 employees and contractors, and Kohler expects his company to continue growing to meet the needs of thousands of businesses in the country. It will just continue growing a little bit at a time.