You've spent months perfecting a product you believe in. You've refined your formulation, built a visual identity and gathered encouraging early feedback. Yet the moment you enter the retail space, the path to the customer becomes complicated. Your product now sits among nationally recognized names and a diverse array of options. This final stretch, or the last three feet, is where some startups realize the gap between having a great product and selling it in stores. The retail environment is crowded and competitive. Established brands hold consumer trust, retailers manage limited shelf space and new brands face the pressure of …




