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>> people are going out and saying i just bought this product. it gives 10% back right off the top, and that's advertising, really. >> the fact that they give back to different non-profit organizations inspires me to shop here because i feel like i'm making a difference when i purchase a gift for somebody. >> reporter: this donation policy has not come without some tough consequences, though. a few years ago, glassybaby went through a tough time, and that 10% promise meant they had to cut back in other places like staff. >> we grew and kind of mismanaged a little bit. so, last year, we had to ...

That's not the same. >> but if you're a cupcake business -- is it just for people starting up or could you be trying to expand? >> you could be trying to expand, you could have a new product you're trying to launch. there are all different times in your business cycle that you could do this. >> what's interesting, too, is a lot of people out there might be willing to give money to your business -- i love this cupcake store, i want it to grow. i didn't want it to go out of business. i'm willing to take a stake and give you 50 bucks. >> and a lot of people love being part of an entrepreneurial s...

And it's basically go do it. so, you're getting free labor, free ideas and you're going to hire the best one. >> wow. how do most people respond to this? >> it's fun. and because we're hiring people. the other thing is, hire them right out of school. hire people with lots of energy. if the product is something where you need an actual list and want someone with distribution, that's one thing. for the most part, you're looking for someone who is hungry, has a good smile and handshake and is really persistent. that can be a young person and you can get them cheap. they like the work experience a...

It would not a service so i don't know if it an llc would be correct? >> we see young intrapreneurs all of the time. my advice is to focus on the idea and not the structure. what the thing you are making or product or service? you can be distracted by all the other stuff. and you can find a fiscal sponsor or somebody else to put it under so you can zero in on your product and service while still doing your homework. >> my fiscal sponsors were mom and dad, and i started when i was 15. the key point is don't let your customers know you are 14 until you show up. >> congratulations on that at such...

Home, they'll do all these kind of creative ways that it's like a contra facilitated by the internet. >> how much could you raise through ways like this? >> if you look at the sites, they're in the $5,000 to $10,000 range and the success rate is not very high. for a small business, that's big, but launching an airline, that's not the same. >> but if you're a cupcake business -- is it just for people starting up or could you be trying to expand? >> you could be trying to expand, you could have a new product you're trying to launch. there are all different times in your business cycle that you c...