I am developing a business plan for a national launch of a specialized supplement. The S.R.P. is $24.95. It will be supported by national advertising. Every 2nd adult is a prospect. It already sells online. The re-order rate is ~38%.
Have you had any meetings with buyers for retail distribution? Projection is difficult because the success of the product honestly depends on your external ability to market and more importantly, how accessible the retailer allows your product to be at the store level.