Concept to Market Within 4 Months
(3 of 4)
Week 1
It’s manufacturing time! It could be anything from 2 weeks to 2 months or more, depending on your product’s complexity. But as we are trying to keep this exercise simple, we will set it to an average of 4 weeks.
An important document to share with your supplier is the Production Brief. Similar to the Design Brief, here you will outline all the updates — if any — that your product had during all the previous phases. Quantities, deadlines, dimensions, material specifications, certifications, manufacturing processes, and other specifications should be clearly stated, together with shipping instructions such as carton markings, etc. It should be a clear and thorough document.
Weeks 2 and 3
With an actual production sample available, it is time for the photoshoot sessions. Many different shots are necessary. At the very least:
- Product shots with a white or transparent background for easy editing
- Context photos (product in use)
- Photos for social media
- Any photos required by the marketplace
Now we have all the information we need to get the packaging design ready. Depending on the complexity of your product, a simple box may suffice, but you may need additional components. It is a good idea to see what other existing products have done in the same sales channel.
Regardless of the distribution channel you plan to use, this might be a good time to start getting UPC’s for your products. UPC stands for Universal Product Code and it is a unique numeric identifier that comes with a barcode too. It is useful when you want to sell across platforms and need unique identifiers for your SKU’s. If you buy them directly from the organization that issues them, the GS1, you will have to get your company its own unique number, buy in bulk and also pay a yearly renewal fee. All this can get expensive, especially for a small business.
UPC’s can be bought from resellers too, and they are much more affordable that way. However, you will have to make sure that you are getting them from a reputable reseller. Some shady online sites simply duplicate existing codes, or sell them without regard for the renewal fees, and that can be a huge complication that can even get you banned from some marketplaces.
You do not need UPC’s if you only sell through your own store, but big retailers (such as Amazon) require them, and I have been told that Walmart requires you to have your company’s unique identifier issued by the GS1.
Week 4
It is very important to have the lot inspected before shipping. Production issues are way cheaper to address while your product is still with the supplier. And if you are selling online, it is better to find those issues yourself than a frustrated consumer, eager to leave a one-star review!
There are plenty of inspection companies, from the best known such as Bureau Veritas, TUV, or SGS, to small businesses and even one-person operations. If you are manufacturing in China, Alibaba has its own marketplace for Quality Assurance companies. Prices are usually listed as USD per person-day, and generally speaking you do not have to commit to long term contracts, so choose based on what fits your needs best. Here is a non-comprehensive list of the most common services offered by a Quality Assurance Agency in chronological order, with some explanations when needed:
- Factory Audit: An inspector personally validates a factory’s manufacturing capabilities and equipment claims.
- Social Audit: Think of it as a “background check” for companies: They make sure that the paperwork matches, the company is properly incorporated, etc.
- Sample Inspection
- Certification Mark: sometimes your clients or a government agency will require you to provide a specific certification. Needless to say there is a lot of this, and electronics and medical products are among the most heavily regulated.
- Initial Production Inspection
- Inspection During Production
- Lab Testing
- Production Monitoring
- Full Inspection
- Final Random Inspection: If you do not want to pay for a full inspection, or if opening all the packaging is prohibitively expensive and/or irreversible (e.g. blister packaging), it’s a good idea to arrange for random inspection that follows your AQL (Acceptable Quality Limits) parameters.
- Container Loading Check
Ask for time estimates depending on your lot size and product complexity, and as a professional courtesy, let your manufacturer know in advance about the inspections. It will help avoid misunderstandings and accommodate the inspection service.
We are shipping product soon!
