T he bir th o f a c omp an y . T rying s ome thing ne w . W a l king b e f or e the y run. “It ’ s no t a b o ut b eing the che ap e s t or the mo s t e xp ensiv e . It ’ s a b o ut jus t s aying, what is the rig h t pric e wher e w e c an pr o vide the mo s t v a lue ?” s a id Gr e g Davids on, CE O & C o-F o under at L a lo . But s t ar ting a b a b y pr o duc t s c omp an y is no t an e as y t ask . E v en a v a lue-pric e d b a b y s tr ol ler or hig h cha ir r e quir e s signi fic an t up-f r on t c o s t s f or pr o duc tion and in v en t ory . Ho w e v er , b y s ticking t o their t ag l ine “W e ’ r e her e s o y o u c an b e ther e ” and wi th a l i ttle help f r om Plas tiq, L a lo quickly t o ok i t s firs t s t ep s . “W e w er e t a king big risk s , b uying in v en t o

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