Any company trying to get its marketing off the ground is likely to run into issues with its cash flow.
In many businesses, the cost of developing a new customer, client or patient is more than the gross profit on the initial sale. Prosperity comes over the long-term, with repeat business and word-of-mouth.
Of course that is why everyone loves referrals, since they are so cheap both of time and money to turn into customers.
If you are ambitious, sooner or later referrals are not enough.
Then you need a business model for expansion, that works.
That is when so many look to investors, partners, or loans.
But how nice it is when you can manage your expansion just off your own cash flow.