In the beginning, it hit the market with great promise. The Blue Apron meal kit delivery service was lauded by urban professionals who didn’t have time to get out to the store, busy moms who had other priorities, and seniors who weren’t getting around as well as they used to.

So, the interest was definitely there. Since then, though, things haven’t quite been so rosy. The company has struggled to get through multiple challenges in opening a new factory, and, subsequently, the IPO raised a lot less than expected. The shortfall is expected to damage business cash flow throughout the second half of the year.

The factory in question is being built in Linden, New Jersey. While, on paper, transitioning from two different facilities to move operations to a single facility seems like it would streamline processes. But it hasn’t worked out that way. Delays and cost overruns have created multiple issues for the company.

One of those issues, according to Blue Apron CEO Brad Dickerson, is training employees on new jobs for the new facility.  With thousands of employees in training, less is getting done … and what is getting done is falling on fewer people to do the work.

Perhaps anticipating fundraising issues, Blue Apron chose to cut its IPO price, hoping to attract more investors. According to media reports, the company raised about $300 million … hundreds of millions less than they wanted or expected. In response to the shortfall, Dickerson said the company would scale back its marketing budget for the rest of the year.

The new projections have Blue Apron bringing in less in the back half of the year than in the front half. Stock is down, and the mood is generally sour. But it doesn’t have to be.

While it’s true that less marketing money could mean fewer sales. There’s a lot of assumption in that math that need not be there. Sure, marketing is important, but you don’t always have to buy as much to get as much from what you buy.

When funds are tighter than expected, it’s time to get creative. You can’t just give up and say, “well, sorry, we’re not going to do very well over the next six months.” Especially when there are alternatives out there a savvy PR team could take advantage of to help a brand get more for their money.

The opportunities may vary from brand to brand and market to market, but lean times can be solved with creative solutions, and they are not helped by lowered expectations.

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.