What do you think Lance should do?

At first, Lance Fried was elated. The CEO of Free style Audio had spent months slaving over his invention, a waterproof MP3 player designed specifically for athletes who want to rock out while surfing, swimming, water-skiing, or snowboarding. In classic bootstrap fashion, Fried had invested his personal savings and somehow convinced half a dozen friends to work for him for free. Now he heard some amazing news: Several major retailers—
including Best Buy and Bass Sporting Goods—wanted to put his gadget on their shelves alongside popular players by giants like Apple and Sony. A deal with just a single big chain, Fried knew, could instantly push sales over $1 million.