A Fifth Grader's Letter Made Double Good Walk Away From Costco with Tim Heitmann, Founder & CEO of Double Good

Tim Heitmann started Double Good as a 500-square-foot popcorn shop on Navy Pier in 1998 and grew it into a wholesale business that sold to Costco, QVC, and FTD. Then a handwritten letter from a fifth grader who had raised $300 for his band trip made Tim question everything. He walked away from wholesale and poured the company into a fundraising side business that was barely 5% of revenue. In this…