Artisanal bootstrapping, pretty good sustainable ecoomic model described here.

In short: self-fund, do good, be cool.

This is the Neal behind Neal's Yard & Monmouth Coffee

A few Unicorns set-up by this man such as Neal's Yard Remedies bought by Doring-Kindersly: £220,000,000 per annum

Also :-D the origin of The famous Monty Python Cheese Shop Sketch was inspired by John Cleese trying to buy cheese from Neal's Yard Dairy.

And he wrote the UK's 'Whole Earth Catalogue', quite a guy.