What information do you need before you start your China sourcing project? That’s where this series on specifications is heading. In previous posts, I discussed general specifications. In this post, I’m going to start out with the marketing specification. These specs aren’t meant to be complete or accurate, they’re just meant to provide some basic flavor so we can talk about China sourcing material.
Let’s set the scene. You’re a purchasing manager who has been tasked with outsourcing some product. Your business has been booming, and you need to handle the increased volume demand. You need more room to assemble and service product, and the management team has decided to outsource some components, freeing up factory floor and workers for an expanded assembly line.
You’ve partnered with QSS to help (good choice!). A team is established, and we begin to review product for opportunities. You’ve pulled together marketing and engineering specs, including BOMs, so we can get a feel for requirements. The first product we look at is the Plasma Chopper 1000, and we start with the marketing specification:
Marketing Specification for Light-Duty Portable Plasma Cutting Power Supply
Proposed Product Name: Plasma Chopper 1000
General Description: An easily portable, light-duty, inverter-based, plasma-cutting power supply. This power supply will be integrated with a non-removable plasma cutting torch and will be sold as a system.
This product will be targeted for the North American market, including Canada. A separate model may be necessary for Canada, and that is acceptable.
The target market is the tradesman who requires plasma cutting, but for whom cutting and welding is not their primary job. For instance, HVAC installers often use plasma cutters to prepare ducting. It is anticipated that such a system will also enjoy a portion of the home garage fabricator and artisan markets.
Cost target: $500 without torch, but including all packaging, manuals etc. Cost is based on anticipated 40A cutting current.
Sales Volume: Anticipated 500 units in the first month of sales. Thereafter, 600 units per month. Detailed sales projections to follow.
Sales Channel: Catalog (Grainger, others), retail industrial supply outlets, retail home improvement centers (Lowes).
Cutting Performance: Performance must be better than the two best selling competitors, the Plasma Whacker 100 and the Sparker 80.
Useful Life: Field life of this product should be approximately 3 years. Unit should operate after drops from a table top or during transport. Extreme abuse (drop out of moving truck or from top of building) should cause a safe failure. That is, it is ok for the power supply not to survive, but an operator who attempts to use the product after such abuse must not be injured.
Maintenance: No component-level repair will be possible. Major components such as circuit boards should be replaceable at a service center.
Trade Dress/Color: This will be an extension of the larger Plasma Chopper Line, and should therefore have the distinctive pink spots on black background color scheme. Form factor should remain essentially the same boring square box, but smaller than the larger products in this range.
Next time, we’ll move into the engineering spec and the BOM. Why start here? It’s so important to have a solid understanding of your requirements before you approach a vendor. Doing careful work up front will help you manage your sourcing risk!