Mistake #5: Underestimating How Long Everything Takes

If there’s one truth about building a brand, it’s this: everything takes longer than you think. From production to packaging, shipping to approvals, the timeline you map out in your head rarely matches reality.

Early in my journey, I was overly optimistic about how fast things would move. I thought: “We’ll finalize the formula in a few weeks, the packaging will be ready in a month, and we’ll launch right after.” In practice, suppliers took longer to respond, artwork bounced back for revisions, and shipping delays pushed us back by months. Those delays weren’t unusual — they were the norm.

 plan for delays instead of being surprised by them

Where Time Slips Away

1. Production Lead TimesFactories often quote optimistic production times, but real lead times can stretch. A “4-week” run can turn into 8 if raw materials are delayed, equipment goes down, or your order isn’t the factory’s top priority.

2. Packaging & LabelingArtwork revisions, print errors, and approval loops add weeks. And if your labels don’t fit right on a curved jar or the colors come out off-shade, you’ll lose even more time fixing them.

3. Shipping & LogisticsCustoms delays, port congestion, and trucking shortages can add unexpected weeks to your schedule. Even domestic shipping can be unpredictable.

4. Retail ApprovalsIf you’re working with large retailers, expect long review cycles. Buyers often juggle dozens of brands, and even simple packaging changes can take weeks to approve.

The Hidden Cost of Optimism

Underestimating time doesn’t just create stress — it costs money. Missed launch dates can mean missing seasonal windows like Mother’s Day or Back-to-School. Delays in packaging might force you to pay rush fees. A long gap between orders can make retailers question your reliability.

And personally? Constantly being “a few weeks late” creates frustration with your team, your partners, and yourself. It’s one of the fastest ways to burn out.

How to Plan Smarter

1. Build BuffersIf your supplier says 4 weeks, plan for 6 or 7. Always leave wiggle room between stages.

2. Parallel WorkWhere possible, don’t wait for one task to finish before starting another. For example, work on your marketing assets while production is running.

3. Over-CommunicateAsk your suppliers for updates regularly. Don’t assume everything’s on track until you see proof.

4. Plan for Seasonal DeadlinesIf you’re targeting a holiday launch, backtrack 4–6 months and pad in time for delays.

5. Document EverythingTrack how long each step actually takes. Use those real numbers to plan future launches.

The Takeaway

Timelines in business are like construction projects — they almost always run long. The founders who succeed are the ones who plan for delays instead of being surprised by them.

It’s not about being pessimistic. It’s about being realistic and building flexibility into your process so that when things do slip (and they will), your business can absorb the shock.

💡 Founder’s Reflection (Mayer):I once lost a major retail opportunity because I believed my supplier’s “4-week” promise. The order didn’t land until 10 weeks later — long after the buyer’s window had closed. Since then, I never trust a timeline without a buffer. Planning for delays isn’t negativity — it’s survival.