If you are raising money outside of Silicon Valley, you are leaving money on the table. Period.
That said, $850k for 1 year's runway for 4 people does smell fishy. Is the money just going to salaries, or do you have to budget inventory procurement as well?
Raising money is about convincing people you have something that's going to produce a return. There is no formula. You're selling yourself as much as you are the business, as the business can and likely will change, whereas the founder… not so much.
Do you have a product or anything launched? Anything in beta? It seems to me that you should be able to launch an ecommerce site without outside investment using something like Shopify, Magento or even Wordpress. I even launched v1.0 of SWIG using a static html Bootstrap page, a Wufoo form, Square and a viking suit.