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Pre-market commercial guidance
Turn an early-stage product idea into a commercially grounded launch plan. TruLife provides operator guidance across positioning, economics, regulatory roadmap and compliance coordination, manufacturing planning, channel strategy and distribution readiness before you commit major capital.
The operator perspective
A great formula does not automatically translate to a scalable business. Founders frequently approach us with finished products that lack the margin structure required for distribution, labels that do not align with U.S. requirements, or positionings that do not fit standard retail categories.
The Brand Launch Advisory intervenes during development. We apply the same rigorous operator perspective we use for our established distribution clients to your pre-market product, supporting decisions that help build a foundation capable of being sold in the U.S. market.
Direct operator experience
Brian Gould has worked in health and wellness since 2006 and has represented supplier brands at ECRM buyer programs every year since 2009. That direct participation informs how TruLife evaluates product positioning, retail economics, buyer readiness and distribution planning before a founder commits major launch capital.
Review Brian Gould’s background and TruLife’s documented ECRM participation.
The progression
We step in where you need us, from a directional review to a comprehensive 90-day build. Progressing through the tiers guides your product toward commercial readiness.
$1,000
A focused 60–90 minute commercial review for any launch-budget range, informed by a pre-call intake. Deliverables include a review of the concept, target customer, category position, proposed pricing, manufacturing assumptions and immediate decision gaps, followed by a concise written next-step summary.
The $1,000 fee is credited only toward a Brand Launch Blueprint purchased within 30 days of the session.
Disclosure: The session supports decision-making but does not guarantee regulatory approval, manufacturing results, vendor access, retailer placement, consumer demand, sales performance or commercial success. Manufacturing, testing and all other third-party costs remain the responsibility of the brand.
$7,500
An approximately 20–30-page written commercial architecture covering brand positioning, hero-SKU and assortment strategy, pricing and margin structure, distributor economics, manufacturer-selection criteria, packaging and labeling considerations, launch-budget allocation, DTC and Amazon strategy, channel sequencing, regulatory roadmap and compliance coordination, and a prioritized launch roadmap. The engagement includes an executive review call, with delivery targeted for approximately three weeks after complete inputs are received.
Disclosure: The Blueprint supports planning but does not guarantee regulatory approval, manufacturing results, vendor access, retailer placement, sales performance, commercial outcomes or acceptance into TruLife distribution. Implementation and all third-party costs remain the responsibility of the brand.
$18,000 (By qualification)
Intensive operator guidance over 90 days for qualified founders, including weekly 60-minute strategy calls and reasonable email access between calls. Deliverables include product-assortment and formulation-economics guidance, vendor-evaluation criteria without promised introductions, packaging and labeling considerations, claims review coordination, financial-model refinement, supply-chain planning, DTC and Amazon strategy, broader channel and launch planning, and a commercialization-readiness handoff.
Conditional setup-fee credit: If the brand later completes the required work, is separately accepted by TruLife for distribution services, and signs a qualifying distribution engagement, TruLife may apply up to $5,000 of the Advisory fee toward the distribution setup fee, only as specified in that later agreement. The credit is not automatic, and acceptance is not guaranteed.
Disclosure: The Advisory supports commercial preparation but does not guarantee regulatory approval, manufacturing results, vendor access, retailer placement, sales performance or market success. Manufacturing, testing and all other third-party expenses are the sole responsibility of the brand.
Scope and Disclosures
To maintain objective oversight, TruLife remains strictly in an advisory capacity during development. Unless specifically included in writing, the following are out of scope:
manufacturing, formulation, product testing, legal work, regulatory filings or approvals, trademarks, graphic design, inventory, advertising spend, and all other third-party expenses.
For regulatory matters, we provide regulatory roadmap and compliance coordination. We help you understand U.S. requirements and coordinate with specialists from an operator's perspective, but we do not provide legal counsel, nor do we submit regulatory filings or guarantee approvals.
TruLife does not guarantee retailer placement, consumer demand, or ultimate commercial success. Advisory services support brand decisions, but outcomes depend on execution and market factors. All third-party costs are the sole responsibility of the brand.
Advisory Intake
Submit your current concept and progress. We review every submission. The $1,000 Strategy Session remains available to every budget range, while the Blueprint and 90-Day Advisory are subject to qualification.
Choose the correct starting point
Brand Launch Advisory is for founders still working through the product, economics, packaging or launch plan. If your product is finished, compliant and retail-ready, use the separate U.S. Market Assessment to evaluate commercialization and market-entry fit.
Frequently asked questions
A practical starting point
Download TruLife’s U.S. Retail Readiness Guide and learn what buyers evaluate before considering a new brand.
