Let’s get real: Building a business means sweating the details—and knowing where NOT to spend. We asked a lineup of bold founders, “What did you flat out refuse to pay for when starting out?” Their answers? Candid, clever, and so necessary. Here’s what really happened when these women drew their financial boundaries, in their voices—so you can draw your own, too.
The Stealthy Superpower: Things Women Entrepreneurs Refuse to Pay For When Starting Out
1. Website Expenses? Not If You Don’t Need To
Yvonne Liao of Yvonne Liao:
“I refused to pay for WIX and used the free version for as long as I could because I was just starting to develop my business and the website was really just to show that I have an online presence where people can view my portfolio.”
2. Social Media Automation—A Hard Pass
Bria Johnson of I.C.O.N.I.C With Style:
“I refused to pay for social media automation tools when I started my business. In an industry where image is everything, I wanted my presence, and my voice, to feel personal, intentional, and rooted in real connection. It felt dissonant to build a brand about confidence, clarity, and authenticity through a system that made me sound like everyone else.”
“So instead of paying for schedulers and content AI platforms early on, I focused my energy on refining my message and engaging directly with women… one authentic conversation at a time. That decision helped me grow organically and build real trust, which became the foundation for I.C.O.N.I.C With Style™. Now, even as my brand scales, that lesson still holds true: transformation can’t be automated. The human element is what makes a brand magnetic.”
Stephanie Garcia-Malcom of Effortless Impact:
“Social media manager… social media is a tool—it’s not the answer to everything. I know it can feel like it’s the only way to reach people sometimes but in all honesty reaching people starts with your real-life community; what you do and offer them to be able to bring it life on social media after.”
3. Paid Ads & “Influencer Bumps?” No, Thanks
Rachel Pesso of RP Creative:
“When I started RP Creative, I flat-out refused to pay for ads or any paid marketing. I had just left corporate with years of design experience and incredible clients from that world — but zero connections in the entrepreneurial space. Literally not one client lined up.”
“My mentor reminded me that connection would be my greatest investment. So instead of dumping money into Facebook ads or Google campaigns, I put myself in rooms where my ideal clients were already gathering. Real rooms. In-person events, communities, masterminds.”
“I wasn’t there to network. I was there to build genuine relationships—to really listen, understand what people were creating, and connect before ever mentioning what I did. That foundation shaped everything. Nearly every project I’ve taken on can trace back to someone I met in those early days—or someone they introduced me to. Looking back, choosing people over paid visibility was the best ‘marketing strategy’ I could have made. And it still drives my business today.”
T.H. Irwin of T.H. Experiences:
“I refused to pay for influencer marketing. I know that it would help boost my overall ‘follower’ count, but when you look at each of the posts, the engagement is low. It’s obvious when people buy followers—so I never did. AND if you do, you will ultimately lose at least 50% of them over time.”
“It’s hard to resist a bump when sponsors look at your follower count as a measurement of success—but it’s really not. Focus on the authentic engagement that you create—and build an email list before worrying about social media follower count.”
4. Help? Only When It Matters
Danielle Hughes of More Than Words Marketing:
“I’m not sure if it was refusal, more so than what I knew I couldn’t afford to spend money on. And that was a Virtual Assistant. In the beginning I felt like I needed to do everything myself, wear all the hats, etc. It seemed like a luxury to hire someone to schedule my socials, do the design, manage my contracts, etc. I 100% shoulded on myself and convinced myself I needed to do all of these things.”
“Of course, once I pulled the trigger to hire someone, it was a total game changer but I learned a hard lesson about spending time on things I had no business spending time on when I should have been doing more biz dev and more client work in general.”
Svenja Lyon of Lyon Creatives:
“When I started my business (OMG 15 years ago), I refused to pay for a business coach—or an accountant. I told myself I could figure it all out on my own. I learned design, branding, and web strategy from the ground up, so how hard could running a business be? Spoiler: very.”
“In the beginning, I wore every hat—designer, marketer, bookkeeper, strategist—and while it built resilience, it also cost me time, energy, and growth. I made mistakes that a good coach or accountant could have helped me avoid. But here’s the thing: those early struggles taught me the value of guidance. You can have all the creativity in the world, but without strategy and systems, it’s easy to stay stuck. Now, I see investing in the right support not as a luxury, but as fuel for what’s next.”
“I still haven’t hired that accountant (it’s on the list!), and I’m still cautious about big investments—but I’ve learned that asking for help doesn’t make you less capable. It means you’re ready to grow smarter.”
5. Design? That’s My Jam
Christy Mahon of Dream Vacations ~ Escape Artist Holidays:
“I’ve always been one to play people’s strengths, especially in my previous career managing a large team. But as a solo-preneur, the only person’s strengths to play were my own. While I do have many, starting a franchise business required many new and different tasks, skills, and knowledge. Having a background in and love for design, I have never paid for any design work. Lean into your passion and strengths when opportunity allows for it—but also recognize when it’s time to delegate.”
6. Validation? I Bring My Own
Natasha Norris of Skincare by CMG:
“One thing I refused to pay for when I launched my business was validation. I believed in my vision before anyone else did, so I invested in purpose, not permission. I knew that confidence, consistency, and authenticity would open doors that money couldn’t.”
7. Employees: Only If Profitable
Laura Diaz of Retreats and Tours Peru:
“Everything! And I still mostly operate that way. Everyone I work with is paid a piece of each retreat. So, if they do a great job, they make great money. If not, I find someone else.”
Summary
Looking across these stories, a few themes show up on repeat (and we love them):
- Resourcefulness: From DIY everything to learning by doing, these leaders made every dollar count.
- Personal Connection Over Automation: Real relationships, not automated pipelines, delivered real results.
- Confidence & Values: Believing in their own vision, with or without external affirmation.
- Strategic Help—On Their Terms: Holding off on outside help till they actually needed it (and could afford it).
The upshot? A business is built just as much by what you don’t buy as by what you do. Draw your lines, trust your gut, and don’t be afraid to do it your own gritty way.
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