Alex Schinasi built Hulken into an eight-figure business with two employees, and she didn't spend a dollar on ads for the first two years. She grew it niche by niche: one DM from a thrifter turned into a partnership offer from Poshmark. She did the same thing with makeup artists, then professional organizers. This momentum later turned into major brand deals with brands like Supreme.

In this episode, Alex walks through how that thrifter DM turned into Poshmark reaching out to her, why she waited until Hulken was mid eight figures to spend a dollar on branding, the exact return she required before she'd let a channel that was already converting organically become a paid one, and how shes's scalin to $100M with > 10 employees.

What We Break Down:

• The Niche Before The Budget: why Alex built her acquisition engine on niches small enough to win one person at a time, not audiences big enough to need an ad budget.
• The Free Ask That Wasn't a Favor: what she offered thrifters and makeup artists, and why it solved a real problem instead of asking for content in return.
• The 5-to-1 Rule: the exact return she required before turning on paid ads for a channel already converting for free.
• Profit First, Every Time: why she never raised outside funding for Hulken, and what her family's manufacturing relationship made possible instead.
• Eight Figures, Eight People: how she's staying intentionally small, using agencies instead of headcount, and why she thinks she can hit nine figures under ten employees.

• 
  

Paid Subscribers Get Access To: this week's Growth Playbook, where Alex's story becomes a repeatable system for finding the customer group already pulling your product forward, before you spend a dollar promoting it. Paid subscribers also get The Collective, our private founder community, where you can bring your niche list and get real feedback before you make the ask.

Learn More + Subscribe on Substack 👉 https://shegetsshitdone.substack.com/