Meeting Critical New Product Launch Dates

Bringing a new product to market is a storied journey with many roadblocks along the path from ideation to product launch. As the launch date approaches, more and more resources are invested. Meeting critical launch dates becomes increasingly important in achieving revenue and return on investment objectives.

There are many important factors to consider when planning for critical launch dates. One of those factors includes lead times. Lead times are especially significant when working within complex distribution channels and supply chains.

Lead times are a confusing and difficult issue because the definition of lead time tends to vary from supplier to supplier. The variation in definition stems from whether or not process times and transit times are included within the definition. Within the context of supply chain management, lead time is measured from the point of order initiation to the receipt of the product. However, some suppliers may only include process time.

When planning to achieve critical launch dates it is important to understand important components within lead times including, process time, transit time, receipt time and set up time.

  • Process time is referred to the total time it takes to complete an order.
  • Transit time is the amount of time a product spends traveling from supplier to customer.
  • Receipt time is the amount of time it takes to inspect and enter the product into inventory.
  • Set up time is the amount of time needed to prepare the product for the next process.

Incorporating these elements into the planning process helps us to ask better questions regarding timing, and deepens our understanding of how to enhance planning strategies for product launches.

Lead times play a critical role in meeting launch dates. Understanding the intricacies and interdependencies of each component encompassed within lead times is helpful in bringing products to market in a timely fashion, and meeting ROI objectives.

Great Product Packaging

We know it when we see it.  It triggers a curious feeling, an impulse to pick it up, to touch it, and to bring it home with us.  No, it is not a puppy!  It is a great product -packaged with great care – in great packaging materials.  Often, in the buyer’s eyes, the package the product is in, is synonymous with the product. People associate the quality of the product and the experience using the product with the packaging (marketing) the product is in. With packaging playing such an important factor in a product’s image and ultimately sales, here are five elements of packaging that helps to create a connection with the buyer.

Materials
Material choice is an important factor in package quality. Material quality ought to reflect the value of the product being sold.  Material choice may include the gauge of shrink wrap; paper weight of a retail box, the mil thickness of a poly bag  or the flute size best suited for graphics reproduction and stacking strength.  Materials selected needs to endure the distribution channel and the retail environment while accurately reflecting brand attributes.

Product Protection Systems
Packaging needs to protect the product from elements within its manufacturing environment and distribution channel.  A product that is well protected may have many layers in its packaging system, such as a primary package that is sealed, a secondary package to reduce movement and a tertiary package.  A retail package’s tertiary packaging may be the retail box placed on the shelf for purchase. An OEM package’s tertiary packaging may be the distribution box that is stored at the distribution location.  Finally, how the product is unitized, its pallet pattern and pallet protection all contribute to how well the product is protected.

For More Information

Check out this video to learn more
about how to prevent product damage within the supply chain.

Click Here to learn more about how
ASAP can help you with your
damaged product issues.

Processes
Packaging processes need to be complimentary to the product’s manufacturing processes, sequenced correctly and given as much attention as the creation of the product itself.  Packaging processes requiring employees to double and triple handle product are inefficient.  Inefficient process can lead to quality problems, such as missing components.

Ease of use
Ease of use factors for the end user include the ease of opening the package, the layout of the product and its accessories and handling for distributors.

Branding
From a brand prospective, packaging needs to communicate both emotional and rational information about the product.  Colors, font choice, images and logo placement on the package creates an emotional response to the product. Text and other content inform the user of product features and benefits.

As consumers, buyers and end users, we have difficulty differentiating the product from its package.  We tend to believe the image communicated in the packaging is the product we are buying.  With this knowledge, It is important to develop great packaging to promote and protect our great products, make connections with our target market, increase sales and help consumers feel good about their purchase decisions.


Avoid The Returns Bin, Package Your Product On Purpose

“Don’t judge a book by its cover, but you’re clients are judging your product by its package.”

You know how it is, you are at the store, ready to make a purchase, but the package looks beat up, torn apart and wrinkled. The instant assumption is that the product inside is cheap or poor quality.  As consumers we make these assumptions all day long!  Whether we are buying cereal, electronics or a vehicle, the  appearance of the package dictates our choices.

When making purchasing decisions, we buy on both rational and emotional factors.  Rationally, we believe the functional attributes of the product will meet our expectations.  However, if the outer package does not appeal to our emotional needs of safety and trust, we simply move to the next available alternative.  Even if it is a generic substitute.

The consequences of these subconscious assumptions about the quality of the product has a real impact on brand loyalty and sales.  Often the products whose packaging is damaged or just doesn’t look and feel right, is placed directly into the discount bin or even worse, returned directly to the distributor and manufacturer.

To avoid the discount bin, three critical components to consider in your packaging system include: design, material and process.

Design
A package design needs to address both the rational and emotional needs of the end user, while supporting the attributes of the product.  The package structure speaks to the rational and the graphics, images and colors address the emotional aspect.


Materials
Choices of materials need to support the design structure, branding appeal and price.

Process
The packaging process created needs to consider the how material and product are assembled to create a package that is aligned with both functional product needs and appeals to the buyer’s emotional needs.  Additionally, the process need to be articulated with written work instructions, estimated time at each step and organized in the most efficient sequence.

The packaging system is a system, which means that each component affects the other.  It is possible to have the best design, use the best materials, but if the process is flawed it can destroy the efforts of the whole system resulting in costly returns.

A packaging system that accounts for each component of the system and incorporates both the rational and emotional needs of the end-user creates an intentional, purposeful package and the pay-off is brand loyalty.

ASAP is excited to roll out our new Process Improvement Consultation offer. Click here to learn more.

Productivity: 99 Years of Scientific Management – Every Second Counts

Where to Begin?

Productivity – In macroeconomics productivity is measured by our nation’s Gross Domestic Product, and in microeconomics, productivity is measured by the output of production.  Calculating marginal cost and marginal revenue in an effort to maximize profits is probably the last thing on your mind when you walk into your production environment. Most likely workforce productivity, the amount of goods produced in a given amount of time, is near the top of your priorities. So we ask where to begin?

Stopwatches have been in use in manufacturing since Fredrick Taylor introduced his concept of scientific management.  Yet since that time, stopwatches have been the catalyst for labor disputes and management theory debates. Over the past century, names in the ranks of Deming and Ducker and movements from TQM and Six Sigma, owe their roots to the concept of scientifically managing manufacturing processes.  So on the eve of the centennial anniversary of Taylor’s publication, The Principles of Scientific Management (1911), we pay tribute to his thought leadership and explore how every second counts.

A Recap of Taylor’s 4 Principles

Here is a quick recap (with a new century’s bend) on Taylor’s four duties of scientific management, found in chapter 2 (pages 36, 37) of his publication.

  1. Develop a science for each element of work, which replaces the old rule-of-thumb method (heuristic).
  2. Select, train, and develop each person based on scientific study rather than leaving each person to train themselves.
  3. Collaborate with workers to scientifically develop work methods and to ensure the work being done follows the scientifically developed methods.
  4. Likewise, divide work most equally between managers and workers, so that managers plan work using scientific principles for the work they perform and the work planned for the workers.

In a previous blog, we discussed how to define and measure productivity in a three step process.  The next step is understanding how every second leads through to the income statement.  Just like you, we think time is money.

Productivity & Income Statements

For business owners, managers, and executives everywhere, the Income Statement or Profit and Loss Statement (P&L) is where the productivity of manufacturing processes are realized. Of course, controlling overhead is part of the overall picture, and the principles of the stopwatch can be applied to these necessary functions too.

Let’s get into the thick of it.  For our example, we’ll use a manufacturing process to make widget Z.  After defining the process and working with a workgroup to find the most efficient processing methods, data shows that it takes 6 minutes (360 seconds) to manufacture widget Z.  To simplify things we won’t factor in break times etc.

If we don’t use Taylor’s second rule when demand increases, and we don’t select, train and develop a person based on the scientific study, our second person, Worker B, produces widget Z in 6 minutes and 20 seconds (380 seconds).  That’s a 5.6% increase in time, meaning that person would produce approximately  ½ a part less an hour, 1.1 whole part less every 2 hours, 4.2 parts less over an entire day, and 1094.7 parts less in an entire year. (If you are running the numbers with us, those decimal points really added up in the long-run.)

Using this data, let’s compare the annual revenue generated by Worker A who is 100% productive based on our scientific method and Worker B who is 95% productive based on our scientific method. Let’s assume the market rate of $40 for widget Z.

Worker A Worker B
Annual Production $20,800 $19,705
Annual Revenue $832,000 $788,211

The difference in revenue produced by Worker B, from Worker A, is $43,789. Throughout this example the economic principle cēterīs paribus, Latin for all other things being equal or held constant, is employed.  We will set the wage of Worker A and Worker B at $25/hr., and just for fun (but it isn’t necessary) let’s assume there is $20 of materials in every unit produced.

Annual Wage $52,000 $52,000
Cost of Materials $416,000 $394,105
Cost of Goods Sold $468,000 $446,105
Gross Profit $364,000 $342,105

At the end of the year Worker A passes along $21,894 more to the bottom line than Worker B. Those 20 extra seconds add up to real dollars; even 5 extra seconds of processing time would add up to be a loss of opportunity equaling $5,698 annually.  This makes us wonder – what if scientific management wasn’t used in the first place. . .

——
Click here for a Case Study.

Click here for a Free Process Improvement Assessment.

Core Competencies and Productivity: Are They Related?

When someone asks, “what are your business’ core competencies?”, what is your typical answer? This question of core competencies seems intangible and esoteric, making it difficult to find a good answer. Often the key to unlocking core competencies is to gain an understanding of your organization’s strengths.

When considering points of strengths, productivity is one measure to uncover which business processes we perform efficiently. Productivity is a measure of how efficiently we perform business processes. Efficient business processes and systems are organizational strengths.

Recognizing efficient systems and processes gives us a baseline to evaluate strengths. Understanding strengths helps bring core competencies to a tangible level because strengths are identified as concrete process outputs.

When process measurements, such as productivity, are in place, confidence increases in understanding what organizations are good at producing. With an increased confidence level, determining core competencies seems less overwhelming and more tangible to actual products and services.

Business process efficiency is not the only factor to consider when identifying a core competency. However, establishing process measurements and evaluating which systems and processes are efficient, is a good first start in understanding points of strength. After determining an internal diagnostic, our attention can be turned to the external environments of market place, end users and competitors to complete the process of determining core competencies.

Follow

Get every new post delivered to your Inbox.