Lora Eshbach is a Co-Founder of The Generalist, a beloved downtown Johnson City staple and creative community hub. With years of experience supporting hundreds of artists, business owners, and creatives, she has played a key role in helping bring unique products to market while leading day-to-day store operations. Lora also serves on the Main Street board and is a passionate advocate for the continued growth and vibrancy of downtown Johnson City.

From Pop-Up to All In: Building a Business People Come Back To

The founders who make it do one thing first: they build before they bet.

In this talk, Lora breaks down what that actually looks like: how to test your idea before you're locked into overhead, what retailers are really looking for before they say yes to a new vendor, and how to build wide enough that one slow season doesn't take you down.

Whether you're a maker trying to get your product on shelves, dreaming about your first storefront, or testing the waters and not sure what comes next, this one's for you.