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It's a no-brainer they have to go retail, for pure volume reasons. But they need the background infrastructure behind it-finance, marketing, sales, support, logistics, contracts, packaging, bug elimination, database, systems, ordering etc. Being in business only ~4 (?) months, all this goes directly into equity.
Scratching a multi-million dollar business out of the dust is a tough ride, let alone the marketing and sales push you are requested to provide when delivering to the retailers.
It all sounds so easy, but it isn't. After having an email conversation with donna, I see their point.
I guess they hit the retailers in February. First, because they have to as early as possible. Second, because since October this would be 5 months, which is approximately the time you need to 'install' a working retail business out of the scratch.
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