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Bootstrapper Profile
by Shawn Hessinger on October 16, 2006
First, Styles hired a publicist to gain media exposure for her product after another designer referred her.
That publicist in turn led her to a patent attorney who helped her seek protection for her new product and company.
Because she and her husband had used their savings for start-up and had no intention of seeking investment or business loans at the outset, she decided to forgo the traditional business plan deciding she would hire someone to prepare one if it ever becomes necessary.
Styles' branding is in many ways ready made and a part of the product itself. The women creating the bra straps and other products advertised on her site sign their names on pieces of paper which are included with each order.
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