Part 2 From the beginning, the goal was to create a friendly, approachable wine at a low price. After much brainstorming, they decided to call the wine Barefoot and use a bare foot as a logo. Little did they know how much difficulty that one decision would cause them because, in the wine industry, distributors and retailers generally are reluctant to take on new labels. That fact alone predicted all the mandatory costs they would incur to launch the business. In the first year, they had to factor in the cost of providing free bottles as samples to anyone they wanted to sell to. Providing those samples meant that Houlihan had to be on the road in California calling on all the distributors and retailers. He quickly realized that he might have to clone himself five times to accomplish everything that needed to be done. Meanwhile, Harvey took care of the office and the reorders that eventually began to come in. Answer question 3. What were the mandatory costs they would likely incur because of the reluctance of distributors and retailers to add their product