Advice on pre launch and collaborations
I started a single product ecommerce brand and own 100% of a C Corp I incorporated. Here's where I am and what I need help thinking through.
The situation: A friend brought in her uncle who owns a 3PL company and has manufacturing connections in China. He fronted $1,000 for 8 prototypes through his manufacturer — no formal agreement, just a verbal understanding that real costs come later at MOQ. Prototypes arrive next week.
The plan: Use the prototypes to shoot content, build a TikTok presence, set up a Shopify store, and validate demand before placing a real production order. Content first, then waitlist, then preorders, then MOQ.
What I'm unsure about:
Equity for the 3PL guy — He said he'd front early costs but real investment comes at MOQ. Do I owe him equity now or do I wait until he actually puts in real money? How do I have that conversation without it getting awkward since he came in through a friend?
Preorders vs waitlist — Is it better to run a waitlist first and convert later or just go straight to preorders to validate real demand? Product is under $100.
TikTok creators — I have two creators with around 30k followers each interested in making content. They want small equity so they can tell their audience it's "their" product. Is equity the right structure for creators at this stage or is there a better way to align incentives? Has anyone done this successfully?
3PL as fulfillment — The same guy who funded prototypes owns the 3PL I'd likely use for fulfillment. Is mixing those roles a conflict of interest or is that actually an advantage at early stage?
Any advice from people who've been through a similar early stage launch would be huge.