Although the entrepreneurship literature has advanced our understanding of start‐up financing, little is known about the mechanisms founders use to finance the beginning of a venture. Drawing upon resource‐based view, this study relocates bootstrapping is a strategic choice rather than a necessity. By analysing the financial behaviour of 3,017 new business owners, we reveal owner‐financed bootstrapping is a strategic choice rather than a necessity. We also demonstrate related techniques that are used independent of industry, initial capital, financing difficulties, and impeded revenues.