Comment Don't give away the farm (Score 2) 212
First- you need a market strategy. Who are you selling to (retailers, clubs, direct to the public). Pick you staff appropriately.
Second - don't offer partnership at the outset, offer shares and partnership on a conditional basis. Make the offer fair to the people you want to bring on and CLEARLY structured in terms of performance metrics.
Third- you will need to offer a draw against a commission. Make a percentage of sales deal with sweeteners (such as aforesaid partnership) for milestones. Put it in writing. Stick to it.
Fourth- If you can find a marketer with experience with the retail segment and the specific retailers they will probably give you the best results quickly, but they may not be the best partners.
Only you can gauge what the sales volumes need to be, and therefore only you can set the targets. The marketer can tell you if they feel the targets are way off. Also remember, in any game all the players rate the percentage due to them too highly.