The Beatles may have been singing about love, but trust us: From pitching your product to potential buyers to landing on store shelves to expanding your natural food business into more markets—now that’s a long and winding road. Although no two trips are ever the same, it helps to have a road map, itinerary and suggestions from entrepreneurs and industry insiders who’ve piloted companies from startup to the big time.

Dan Olson, Western regional sales manager for Chobani, has been along for a few successful rides. He delivers a complete, detailed plan for how to get your natural food into retail and then keep the momentum going.