When Flax Sleep first launched as a business, they had to figure out how to acquire customers with very limited capital. The majority of their capital went towards inventory and a website, so there wasn’t much room left in the budget for things like marketing and customer acquisition. Vivian and the other co-founders of Flax Sleep shifted their attention towards building community. That was either by way of social media or via the strong community of supporters they had in the Vancouver area, where the business is based. They supplemented their eCommerce business with launch parties and popups that would bring people into the physical store. This generated the momentum they needed to keep the ball rolling.