Book 03 · Independents First

The founders who skip this step almost always fail later.

Independents are the only place velocity is cheap to buy. This is the ground game: what to carry into the walk-in, what to say in 90 seconds, and how to turn twenty stores into a story a regional chain will believe.

• 01 Why independents are the only place velocity is cheap to buy
• 02 Route planning: how to work a metro corridor
• 03 The walk-in: what to carry, who to ask for, what to say in 90 seconds
• 04 Self-distribution vs. DSD vs. waiting for a distributor
• 05 Reading your first velocity report without lying to yourself
• 06 Turning 20 stores into a story a regional chain will believe
• → Where this gets hard alone: windshield time and the reorder call nobody makes

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