Exactly. That's something you didn't mention in your story, and it is a crucial thing to do if you really believe that the product solves real problems. Don't let the unavoidable obstacles destroy your relationships. All of you are still learning (the brick&mortar business experience isn't that easy to transfer to tech startup) and that requires mistakes and dead-ends. You can treat your adventures so far as a lessons in Lean Startup fashion and check together if there's anything you all can improve.