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Pre-market commercial guidance
Launch a Supplement, Natural Product or Sports Nutrition Brand That’s Built for Retail.
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
Built for the shelf, not just the lab.
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
Built From Decades Inside the Industry.
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
Three tiers of structured guidance.
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.
Launch Strategy Session
$1,000 one-time
A focused commercial review that gives you experienced direction before you spend further.
- Pre-call intake review
- 60–90 minute strategy session
- Concept, customer and category review
- Pricing and manufacturing-assumption review
- 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.
Brand Launch Blueprint
$7,500 one-time
A complete commercial plan for founders who need the major launch decisions organized before execution.
- Approximately 20–30-page written Blueprint
- Positioning, hero-SKU and assortment strategy
- Pricing, margin and distributor economics
- Packaging, labeling and compliance roadmap
- DTC, Amazon and channel sequencing
- Prioritized launch roadmap and executive review call
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.
90-Day Brand Launch Advisory
$6,000/month for 3 months
$18,000 total commitment · automatically ends after three billing cycles
Hands-on operator guidance for founders who want weekly decision support throughout a focused 90-day build.
- Weekly 60-minute strategy calls
- Reasonable email access between calls
- Assortment and formulation-economics guidance
- Vendor-evaluation and supply-chain criteria
- Financial-model and launch-plan refinement
- DTC, Amazon and broader channel planning
- 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
Clear boundaries and accountability.
Out of scope
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.
Regulatory limitations
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.
No guarantees
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
Choose your engagement and continue to secure checkout.
Tell us about the brand so the work can begin with useful context. After submission, you will continue to Stripe to pay securely. No Stripe Price ID setup is required.
Choose the correct starting point
Still developing the product, or ready to assess a finished one?
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
Advisory details.
- Is my company too early for the Strategy Session?
- No. The Strategy Session is designed specifically for founders at the idea or early formulation stage to prevent costly mistakes before manufacturing begins.
- Does the advisory include legal representation or regulatory filings?
- No. We provide regulatory roadmap and compliance coordination from an operator's perspective. We do not provide legal counsel, nor do we submit regulatory filings or guarantee approvals.
- If we complete the 90-Day Advisory, will TruLife distribute our product?
- Not automatically. The advisory supports commercial preparation, but acceptance into TruLife’s full commercial representation program is a separate decision based on the final product's market viability.
- How are the fees credited?
- The $1,000 Strategy Session fee is credited only toward a Brand Launch Blueprint purchased within 30 days of the session. 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.