Okay, so me and a friend of mine are looking to start selling a product under our own brand and push it both wholesale and retail online. What I bring to the table is, I am going to do all the SEO, online product marketing, Create the website and maintain it, and create all the marketing materials. What he brings to the table is he knows the business and he owns two stores that have the market for this product. He has the connection overseas for the product and he is a great speaker and will handle offline sales and finding places to put our product on their shelves. The issue: He wants to make a separate order for the product with OUR brand on it and buy it at COST for HIS store and sell it at retail. Now this is for his two stores, so I will be seeing NONE of the profits made for these items his store will though making him profit off the item. My opinion: The two business are separate and should be treated as so and although him making a separate order doesn't take money from the company he is selling a product that I AM trying to BRAND and create a market for online so him putting it in his store at no extra cost is him selling what I am working hard for with no benefit to me. His opinion: We are good friends and him buying them would mean he is profiting off himself which is stupid and I am profiting off him which is also stupid because we are friends. He shouldn't have to pay extra for a product that is his(half his) to put in his store. Also he believes this will be nothing compared to what we can make and shouldn't be a big deal. What do you think? I think it is an issue of friendship vs business. This will determine if we actually go forward with plans. Your thoughts and explanations are appreciated.