This is the first post in an eight-part series discussing the top mistakes emerging brands make as they build out their retail presence.

I’ll be ranking them, starting with the smallest iceberg and working my way up to the largest. The rankings are based on a deep analytical formula factoring in lost velocity, eroded profits, and decreased company valuation.

Or... they’re just ordered in a way that flows well and might stir up some friendly controversy.

Each post will call out the hazards, but I’ll spend more time offering up solutions.

Starting with the smallest iceberg...

Iceberg #8: Trying to Do It Alone

Build a Core Support System

Yes, this might sound like a plug for fractional support, but the truth is simple: you need an excellent team to reach your goals.

No one builds a successful brand alone. If you’re a founder, you already wear a dozen hats, but at some point, you’ll need help across multiple areas such as sales, operations, finance, marketing, PR, tech, and HR.

You can’t afford full-time experts in every function unless you’re sitting on serious funding. Most emerging brands need a blend of fractional partners, consultants, and experienced advisors.

If you’re lucky enough to have a complementary co-founder, that’s gold. If not, build an advisory board. Offer a small piece of equity in exchange for consistent guidance. The right board can provide accountability and perspective when things inevitably get messy.

You’ll also need peers and mentors. These are people who have been through the same struggles and can help you navigate tough decisions. The natural foods world is surprisingly collaborative; there are founder support groups, communities, and networks where people share lessons freely.

Start Small, Vet Your Partners

Be deliberate in choosing partners. A bad fit can be worse than no help at all. Start with small projects before making long-term commitments. You’ll learn quickly who shares your values and who delivers results.

If your budget is tight, look for fractional experts who can plug in at key moments. A part-time sales strategist, a finance consultant to model your trade spend, or a designer to refine your packaging before a big pitch can make all the difference.

The Takeaway

Founders who try to do everything themselves burn out faster and scale slower. Surround yourself with the right mix of people early. Build a community that challenges and supports you.

You may be the vision and the drive behind your brand, but you don’t have to carry the entire load alone.