I think some of this gets back to talking to customers asap and getting over the fear of them telling you that they don't want your product. The faster they tell you what pains they really are having, the faster you can move in the right direction. But good pitches need the one sentence "here's who we are" followed by the one sentence "here's how we're solving your problem". Get that correct and people will at least know why you are worthy of taking their cash. And as he referenced, vitamins = where you spend spare change, health care (painkillers) = large $$