the organic nature of the business and what the business is generating on its own. >> the founder of ultra light start-ups new york says this business model is right for the times. >> investors are only giving money to successful serial entrepreneurs or people that already have traction. you need to get some traction first and the way you do that is starting with the revenue first and going on to scale afterwards. >> hamilton caldwell started his business on the stove in his new york city apartment. he knew he was going at it alone. >> it took a little boot strapping. i gave this thing everything i had. >> while leveraging the marketing power of facebook and twitter, caldwell spends the majority of his time in the new york city area and visiting the pennsylvania facility where in ultra light fashion, he has outsourced his yogurt production. >> if you were to start a yogurt