Bringing your product to life is an exciting yet challenging journey, especially for emerging designers and startups.
Finding the right manufacturer to partner with can significantly impact the success of your product launch. As you navigate this crucial phase, it’s important to be well-prepared before engaging with potential manufacturing partners.
This guide will help you understand the essential steps you absolutely must take before bringing your product to a factory.
Planning and Preparation: The Key to Success
The vast majority of new products fail, but yours doesn’t have to. By taking necessary steps to plan and prepare before launching, you can greatly increase your chances of success.
According to Liz Long, Founder of Learn To Make A Product, “Before you invest time and money into an idea, you need to confirm your product is something people want.”
This confirmation comes from thorough planning and preparation, which includes having a solid SKU (Stock Keeping Unit) , knowing your target costs, and setting an estimated delivery date.
SKU Plan: The Foundation of Your Production Strategy
Knowing what you’d like to produce is the first step to finding the best factory to partner with. An SKU (Stock Keeping Unit) plan is the total number of pieces per category that you’re sampling or producing.
For example, for a capsule collection of 10 pieces, the SKU plan may include 5 tops, 3 bottoms, and 2 jackets. The number of pieces is up to you, but from a manufacturer’s perspective, seeing the full scope of the project helps them understand what kind of collection you’re building and how it will fit into their calendar.
With all the information upfront, manufacturers can give more accurate estimates for lead times as well as costing
Market Research: Validating Your Product Idea
One of the first steps in a product launch is to thoroughly research the market for your product. This means researching your target market and potential customers. It includes identifying and analyzing the needs of the market, the market size, and your competition.
You can acquire this information by relying on market research resources or conducting your own research through focus groups and in-depth interviews with consumers.
Liz Long suggests using phone and email surveys to talk to potential customers about your product concept. “Find out if the product is something they would buy, the price they would pay, the design features that matter most and more,” she advises. “A hundred conversations with potential customers is a great target, and no less than 20. If you’re having trouble getting responses, consider an incentive like a gift card drawing for respondents.”
Target Costs: Aligning Your Budget with Market Expectations
Determining your retail and wholesale costs is crucial before approaching a manufacturer.
Many designers make the mistake of waiting for the manufacturer to price their production, but this can lead to misaligned expectations and unsellable price ranges. Knowing your target market and building a customer profile is essential to determining how much you’re able to spend on your make costs (fabric, trims, cutting, and sewing).
Through market research, you can determine the range for your retail prices based on the buying habits of your target market. Once you figure out these ballpark costs, you can determine how much you’re able to spend on your make costs. As Liz Long emphasizes,
“No one will know more about your brand than you do. If you’re waiting to price your garments based on your production costs, we always suggest doing market research, especially looking into pieces produced domestically, to see where you fit in on the retail landscape.”
When manufacturers know your target costs, they can advise if they’re able to meet them or suggest alternative finishes or the total production units you will need to make to achieve your cost per unit. This collaborative approach ensures that both parties are aligned on the financial aspects of the production process.
Finding the Right Factory: Domestic vs. Overseas
The success of your product depends on finding the right factory to manufacture it. While cost will likely be a major factor, it’s not the only criterion to consider. It’s also important to determine whether domestic or overseas manufacturing is right for your product.
“Benefits of U.S. production include smaller minimums, quicker turnaround times, and the potential to appeal to value-based buyers,” says Liz Long. “Overseas production may be a better choice if you are in a price-sensitive category or if most of the factories that make your particular item are based outside of your country.”
For example, footwear can be difficult to produce in the U.S. since there are few shoe factories. Evaluating these factors will help you make an informed decision about where to produce your product, ensuring that it aligns with your business goals and market needs.
Estimated Delivery Date: Planning and Coordination
Factories generally operate on a first-come, first-served basis, but like any industry, they have calendars and workflows they need to follow. It’s important to be upfront about your delivery dates, even if you don’t have them finalized, so the factory can estimate where you fit into their schedule.
Being clear about your timelines allows the factory to manage their workflow efficiently and provide you with realistic lead times. This proactive approach helps prevent delays and ensures a smooth production process.
Asking the Right Questions: Gaining Clarity and Confidence
When evaluating potential manufacturers, asking the right questions is essential to understanding their processes and capabilities. Here are some key questions to consider:
- Manufacturing Process and Quality Assurance: What is your manufacturing process, and how do you ensure product quality? Understanding their process and quality control measures will give you confidence in their ability to produce your product to your standards.
- Certifications and Compliance: Do you have any certifications, such as ISO or GMP? Certifications indicate that the manufacturer adheres to industry standards and best practices, which is crucial for maintaining product quality and safety.
- Pricing and Volume Flexibility: What is your pricing structure, and how do you handle changes in volume? Knowing their pricing model and flexibility with order volumes helps you plan your budget and production strategy.
- Lead Time and Communication: What is your lead time for production and delivery, and how do you communicate with clients during the manufacturing process? Clear communication and realistic lead times are vital for managing expectations and ensuring a smooth production process.
- Sample Provision and Policies: Do you provide samples, and what is your sample policy? Samples allow you to assess the quality and suitability of the manufacturer’s work before committing to a full production run.
By asking these questions, you can gain a comprehensive understanding of the manufacturer’s capabilities, quality control processes, and communication methods, which will help you make a more informed decision.
Visiting the Factory
If possible, visiting the factory is an excellent way to see the manufacturing process firsthand. This allows you to assess the facilities and equipment, as well as their quality control processes. During your visit, you can meet the manufacturer’s team in person and get a better sense of their expertise and professionalism.
While at the facility, ask the manufacturer to walk you through the production process and explain their quality control procedures. This is also a great opportunity to ask any additional questions you may have. Seeing the operation in person can provide valuable insights that you wouldn’t get from remote communication alone, helping you make a more informed decision about your manufacturing partner.
Setting the Stage for Success
Bringing your product to life requires careful planning and preparation.
Remember, the success of your product launch depends not only on your creativity and vision but also on the strength and reliability of your manufacturing partnerships. By leveraging the resources and insights provided in this guide, you can navigate the complex process of finding the right manufacturer and set the stage for a successful product launch.
Ready to take the next step in bringing your product to life? Start your search on Maker’s Row today and find the perfect manufacturing partner to bring your vision to reality. Join Maker’s Row now and connect with manufacturers who share your commitment to quality and sustainability.
