Case Study: Patience Pays Off for Nutritional Supplement Store - Marketing 360® Everyone who starts a new business has the same hope. They want to become profitable as quickly as possible. As you get started, you harbor a secret fantasy. Your product is going to explode on the scene and blaze a trail to majority adoption in no time. Admit it. You picture yourself rolling in money. You wish. The truth is that in the early going, most businesses lose money. Initial investments – on paper – show no returns. These are dangerous, scary times for many business owners. They wonder if their dream is going to play out in reverse; if their plan to make a living is going to kill them financially. It’s a tough thing to work hard while losing money. That risk keeps fainter hearts from ever

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