On Launching My Second Startup

Today marks the beginning of a new adventure. Sure, some might say that Unfettered Socks launched back in March when we set our Kickstarter campaign live. Some might even say we launched when we signed our operating agreement back in 2013. But to me, today marks the beginning of a new company - a real launch - because today anyone can go to UnfetteredSocks.com and order a pair of their own. Today is the day that all of our work and preparation starts to matter; the day that represents the point of no return. Today is the day that there is no going back. We are entrepreneurs again, and we are ready to take on the world. I'm ready to do it better this time around; to learn from all of the mistakes I made on my first try. Starting over offers a renewed sense of excitement and motivation, but it also presents a new set of fears: if I fail this time, then what? I used to believe that entrepreneurship meant living a few years of your life the way others won't, so that you can spend the rest of your life as others can't. I now believe that entrepreneurship means living your life on a roller coaster: it's a fun ride, but that doesn't make it any less scary.

I've promised myself that the way we operate will be different this time, and I believe I've taken my own advice. We've worked strategically with our CFO to make sure that expenses don't exceed revenue; we fully understand that projections are simply projections, and have intricately valued the cost of acquiring consumers; we have a realistic plan in place to scale and grow our business. With hard work and dedication (and maybe a little luck), the results will be a reflection of the means.

So here I am, three years later, ready to do it again. I'm ready to take the e-commerce world by storm, pull all-nighters to launch new products, and pull my hair out when vendors make empty promises. As much as I hate real roller coasters, and as crazy as entrepreneurship may be, I'm ready. Let's do this!