When W. L. Lyons Brown started Altamar Brands in 2005, he wanted to develop new brands or partner with ones that had achieved commercial acceptance and then make use of his skills and capital to scale them to build a portfolio of "boutique" category leaders. Revenue for 2008 was negatively affected by the financial crisis and the resulting economic downturn that led to lower consumer spending. By 2010, Brown's entrepreneurial venture had devoured $17 million in capital with operating losses totaling $16 million. He was faced with a situation that required him to make a big decision. Should he liquidate Altamar Brands?