A Matcha Founder Traded PwC for Independence, and Paid in Nights and Weekends
Rosie Goldwasser left her customer experience strategist role at PwC (PricewaterhouseCoopers) in March 2026 to run More Than Matcha, a bootstrapped matcha brand she funded with twenty-five thousand dollars of her own savings. It made one hundred twenty-five thousand dollars in revenue in its first year with no advertising, more than doubled in its second, and is on track for four hundred thousand to five hundred thousand dollars in 2026.
The independence carried a cost that never shows in revenue. For a year, Goldwasser packed every order herself on nights and weekends inside a seven-hundred-square-foot apartment, until the work of keeping the company alive left almost no hours for growing it. Outsourcing fulfillment bought that time back. As a solo founder with no outside funding, she carries every call alone, with no executive team to share the final decision.
Source: Entrepreneur · November 11, 2026