Equal Equity: How One Company Divided Up Its Ownership

As a small business owner, you probably have lots of questions about equity. You may want to know how you divide it up, when should you give it to employees and how much to give away? For some answers, we turned to a young, fast-growing company that counts Whole Foods, The Vitamin Shoppe and hundreds of small retailers among its clients. In the spirit of learning a thing or two about distributing equity, the company's owners give us an honest assessment about what they did right and what they could have done better. We also speak to attorney Brad Schwartz about some things entrepreneurs need to keep in mind when deciding their equity breakdown.