“Find a unique opportunity with potential for moving mass units or mainstream notoriety that your largest competitors are ignoring or are blind to, then line up everything you can to knock that out of the park,” says Casey Armstrong, Director of Ecommerce at BigCommerce. “For example, I helped my good friend get his product placed on his industry’s largest newsletter with an affiliate deal. They sold 2,500 units with 2 emails in 1 week. At a single Whole Foods, their largest competitors might sell 10-20 units. This put them on the map and was their catalyst in company evolution.”