In 2006, 22-year-old Sophia Amoruso, a high school dropout in San Francisco, had trouble getting by. She took on odd jobs, like selling shoes and checking IDs, with no business experience or big dreams—just a passion for vintage fashion and an eye for unique pieces.
While working as a security guard, Sophia launched an eBay store called Nasty Gal Vintage, named after the 1975 album by funk singer Betty Davis. The name reflected the bold and confident style that would become her brand’s identity.
She sourced vintage clothes from thrift stores, styled and photographed them herself, and wrote fun, engaging descriptions that caught buyers’ attention. Her creativity and ability to connect with customers helped her stand out in the crowded eBay marketplace.
By 2008, Nasty Gal Vintage had grown beyond eBay. Using $50,000 of her savings, Sophia launched her own website, NastyGal.com, and shifted her focus to edgy, affordable fashion for young women, blending vintage looks with modern trends.
Her timing was perfect, as social media platforms like Facebook and Myspace were taking off. Sophia used them to post styled outfit photos and engage directly with her audience, creating a sense of community. At that point, customers weren’t just buying clothes—they were buying into a lifestyle.
Needless to say, her business boomed. In just a few years, Nasty Gal’s revenue jumped from $223,000 in 2008 to $23 million in 2011, and by 2012, it was pulling in $100 million annually. That same year, Inc. Magazine named Nasty Gal the Fastest Growing Retailer.
Sophia was the definition of a solopreneur. She built Nasty Gal entirely on her own, managing every part of the business. From finding products and styling them to writing descriptions and handling customer service, she did it all without a team or investors.
With limited resources, she leaned on her creativity, resourcefulness, and a can-do attitude to make her dream a reality. Her independent approach set her apart.
Sophia built a loyal following by curating clothes that spoke to her audience and connecting with them in a relatable way. Customers didn’t just see her as a seller—they saw her as someone who understood their style and personality.
As inspiring as Sophia’s success is, however, it’s also rare. For every solopreneur like her, countless others are still searching for their breakthrough.
Maybe you’re one of them—working hard, feeling stuck, and wondering why others seem to succeed while you struggle. You might even be asking if there’s a secret formula for success or if it’s all just a matter of luck and timing.
To tell you the truth, there’s no one-size-fits-all formula for success as a solopreneur. Every journey is unique. And it’s crucial to understand that solopreneurship isn’t for everyone.
While it can be an effective approach in the early stages of building your online business, the demands and challenges of running everything on your own can be overwhelming. If your skills, mindset, or resources don’t align with the solo path, sustaining it long enough to achieve your goals might become a significant struggle.
So are you a solopreneur or not?
The first step to finding your way forward is to determine whether you’re cut out for solopreneurship. Take a moment to assess your strengths and weaknesses honestly. For instance, are you comfortable juggling roles like marketing, customer service, and operations all by yourself?
This may seem like a no-brainer, and you’ve probably done it before. Well, do it again—this time with greater attention to detail. It’s essential to clearly understand what you can and cannot do, as well as what you are willing and unwilling to do.
Consider the example of Andrew Chen, founder of My Crypto Hustle, who attributes his success to embracing the need to self-teach and adapt to new technologies. He once said, "If you’re not ready to wear multiple hats and learn as you go, the solo route may not be for you."
On the other hand, if you thrive on collaboration or need external input to stay motivated, you may find solopreneurship draining. In fact, a study by FreshBooks found that 60% of self-employed professionals feel isolated at times, which can impact both mental health and productivity.
Knowing whether you prefer working alone or with others is a critical factor in deciding if this path is sustainable for you.
Next, reflect on your long-term goals. For example, if you’re running a boutique skincare line, like Blooming Botanicals founder Ashley Reynolds, solopreneurship might work well because her business thrives on a highly personal touch.
But if your vision involves scaling to a global brand with a massive product line, like Goodr Sunglasses founder Stephen Lease (who eventually built a team to support growth), you may need to rethink whether going solo will get you there.
Also, take stock of your current situation. Do you have the time, energy, and resources to manage every aspect of the business on your own? Solopreneurship demands consistency, often involving long hours and tight budgets.
If you’re stretched too thin, consider how tools and technology can help. For example, investing in automation tools like Zapier or social media schedulers like Later can free up your time to focus on higher-value tasks.
What Makes a Successful Solopreneur
Once you’ve determined that solopreneurship is your path, the next step is to evaluate your processes. Are you spreading yourself too thin or not focusing enough on the right areas? Perhaps your marketing isn’t reaching the right audience.
Look at brands like Wolf & Grizzly, where founder Jeremy Siracusa leaned heavily on Instagram to connect with outdoor enthusiasts, carving out a clear niche for his camping gear. Are you leveraging platforms that resonate with your audience?
Now is also the time to reassess your niche. For instance, if you’re targeting a broad, oversaturated market, consider narrowing your focus to find a specific audience.
Take Dear Ava Jewelry, a solopreneur-led brand that skyrocketed by targeting emotional gifting niches like anniversaries and bereavements. On the flip side, if your niche feels too narrow, explore adjacent markets. The key is to balance your passion and expertise with what the market needs.
Remember, this self-evaluation isn’t something you do just once. Businesses evolve, and so do you. Solopreneurship requires constant fine-tuning, but the upside is that these adjustments can make your work more efficient and fulfilling.
As entrepreneur Lori Cheek of Cheek’d put it, “You’re always one tweak away from the breakthrough you’ve been waiting for.”
If, after reflection, you realize that solopreneurship isn’t the best fit for you, that’s okay. Building a team is a natural next step for many business owners, and it doesn’t mean you’ve failed. Instead, it’s a sign of growth. Think carefully about where a team could add value.
For example, if you’re spending too much time on tasks like bookkeeping or customer service, hiring a freelancer or part-time employee could help you focus on strategy and growth.
Before making this leap, evaluate your resources. Can you afford to bring someone on board, even part-time? And are you clear about how their role will directly contribute to your business’s bottom line?
Hiring isn’t just about lightening your workload; it’s an investment that should be carefully planned to pay off.
Whether you choose to stick with the solopreneur path or build a team, success lies in staying flexible, proactive, and true to your goals. Think of Batman. He does just fine on his own—he’s got the gadgets, the grit, and a killer work ethic.
But even Batman occasionally relies on Alfred, his loyal butler and trusted confidant. Similarly, heroes like Iron Man or Spider-Man lean heavily on their sidekicks or teams to amplify their efforts and achieve greater success.
The same principle applies to solopreneurship. Some people excel at doing everything themselves, driven by the independence and challenge of mastering every aspect of their business.
Others, however, discover their true potential by building a team that shares their vision and helps elevate their business to new heights. The key is understanding which kind of “superhero” you are.
Whether you’re Batman with a carefully crafted plan or Iron Man assembling your dream team, the most important thing is to remain adaptable and open to growth.
By regularly evaluating your strengths, processes, and resources, you’ll be better equipped to make decisions that propel your business forward. As Alex Ikonn, creator of The Five Minute Journal, wisely said, “Your business grows as you grow.”