8 Eyewear: From Idea, to Launch, to Growth (And Quitting the Job)

[jon.a]

even for just 20 pairs?

My retail experience is about 15 years ago. Yours looks like a fair starting point. I had to get up to 25K a month to get top tier pricing.
You have room to "deal"

 

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[LibertyForMe]

Dunno about sunglasses, but I worked in the jewelry industry some. Sterling silver is a 4x keystone (the jewelry stores got a 75% discount, aka if a necklace retailed for $100, they would pay $25), gold products are a 3x keystone. With the higher metal prices these days it was usually a little less than that. We did gifts as well; like jewelry boxes and promotional stuff and zippos and globes and other random crap, and that was all 2 keystone (meaning they bought it at 50% of the retail price).

Based on that, I would say you are pretty high.

 

[jon.a]

Dunno about sunglasses, but I worked in the jewelry industry some. Sterling silver is a 4x keystone (the jewelry stores got a 75% discount, aka if a necklace retailed for $100, they would pay $25), gold products are a 3x keystone. With the higher metal prices these days it was usually a little less than that. We did gifts as well; like jewelry boxes and promotional stuff and zippos and globes and other random crap, and that was all 2 keystone (meaning they bought it at 50% of the retail price).

Based on that, I would say you are pretty high.

Jewelry has some of the highest margins.

 

[Vick]

Ya I'm gonna tweak the wholesale costs slightly. upload a image tonight sometime

 

[biophase]

Your wholesale pricing looks high. If you don't want to offer more than 20%, just eliminate the lower volume tiers and make the minimums higher. Also make sure you have a MAP minimum advertised price on them so these retailers can't undercut you.

 

[Vick]

I hate fedex.

That is all.

 

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[Grimaldo]

even for just 20 pairs?

I would not be "greedy" in the beginning. Make sells, let people talk about how good is your product and then when you have more power because people want your product you can increase prices.

I think that the price is too high to try to get sales directly from facebook. I would use a lot of retargetting, or try a high quality tripewire with an "affordable" price(impulsive consume)and then when you have the costumer sell him the glasses.

I don't see that you are directly filling a need. I don't see which identity you are selling to me, as MJ says the story. Which status I get if I buy your glasses. If the fastlane forum were you merket I would show the most successful guys here wearing the glasses, and then I will want them now for sure! It's an association, like cars, if I see a car I can guess how is the guys who owns it. If you show me normal people like me wearing them, it doens't create me a sense of urgency. I know you are trying something with the lamborghini, but the story is not clear.

I am not an expert at all, just my thoughts.

 

[Vick]

Quick question, maybe @biophase or @JAJT can help me.

I'm setting up Amazon FBA. And im just confused about the UPC stuff.

Do I buy my own UPC's from a place like this? > https://www.barcodestalk.com/bar-code-numbers

OR

I thought Amazon lets you print your own through them? Thought I remember someone on this forum that you can print labels for your products through Seller Central?

Just confused because when I try to upload product it says I need a UPC.

This amazon FBA process is confusing

 

[thorn]

Quick question, maybe @biophase or @JAJT can help me.

I'm setting up Amazon FBA. And im just confused about the UPC stuff.

Do I buy my own UPC's from a place like this? > https://www.barcodestalk.com/bar-code-numbers

OR

I thought Amazon lets you print your own through them? Thought I remember someone on this forum that you can print labels for your products through Seller Central?

Just confused because when I try to upload product it says I need a UPC.

This amazon FBA process is confusing

So you are pretty close...

Step 1 - The first step is to buy a barcode (or set of barcodes) from a place like you linked. When I purchased mine I bought them here (http://www.nationwidebarcode.com/order-barcodes/ - I have no affiliation with this company, btw). Once you have purchased the codes, you now own the codes. Make sure you file them away somewhere and keep them safe and backed up.

Step 2 - Prepare your product listing for Amazon. This can be done either by uploading your listing via spreadsheet or using Amazon's web interface. During that process, somewhere along the line, you will be required to input the UPC code of your product. Go back to the barcode(s) you bought in step 1 and pick one. Make sure you note which barcode you are choosing and make a note what product you assigned that barcode to so that you don't use it again. I keep a spreadsheet on Google Docs that I can reference. Do whatever works best for you.

Step 3 - If your UPC is not already pre-printed on your packaging (which I am gathering based on your questions that it is not), then you will have to add stickers to your packaging. I believe I read somewhere that Amazon prefers 1" x 2-5/8" labels, but does offer a variety of sizes. I chose the 1x2-5/8 just because they worked. Plus, it's a pretty common size and easy to find the labels for. If it helps, the Avery label number is 5160. It is recommended that you print the labels on laser jet printer, but not sure how many people actually do that.

Step 4 - Once you have finalized your product listing with all of the required information, now it is time to prep it to send in. This is when you print the labels. Now that you have a product listing, if you want to print the labels in advance of sending in the shipment, on your Seller Central page, at the very top, go to "Inventory > Manage FBA Inventory." This will take you to a page of products you create. Check the box next to the product you want to print labels for and then in the drop down above the product listings (I believe by default it says "Send/Replenish Inventory") select "Print Item Labels" and hit "Go" This will take you to page with another dropdown box with the various item label sizes that you can use with Amazon. Choose the one you bought from Step 3 above. From there, once you hit go, it will generate a PDF with all of your relevant information from your product listing, as Amazon prefers to see it, ready to be printed on your laser printer in the template format you selected.

Step 5 - Make sure you have a label on each individual product package and make sure it is clear and unobstructed. As a side note, if you skipped over Step 4, while you are going through Amazon's process for packing your master cartons, they will prompt you to print labels for your products and you can do it then. If you did it in advance, you can just skip that step.

That should answer your question and yes getting that first product on Amazon is VERY confusing. This was something made a lot easier by taking the course offered by @Eskil and @1step. I went through as outlined above and had my product accepted the first time with zero issues from Amazon on any of my shipments.

I hope that helps and please feel free to PM me with any questions you may have about getting your product up and running on Amazon.

 

[Vick]

Amazing! THANK YOU for writing all that. Much appreciated.

 

[Vick]

i shut down all US orders for now.

Fedex is gettin all my shipments stuck in Customs for days, sometimes weeks.

gettin sick of this shit.

 

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[MJ DeMarco]

i shut down all US orders for now.
Fedex is gettin all my shipments stuck in Customs for days, sometimes weeks.
gettin sick of this shit.

Man that sucks. A reminder that entrepreneurship is mostly problem solving. You have a problem, and I have every confidence you will solve it.

 

[Eskil]

Sucks to hear about your US/Fedex issues. Amazon FBA should make things a lot easier for you here.
Feel free to hit me up if you have Amazon questions

Also - great to see your wholesale pricing list. I just made a very similar one here recently but after talking to an experienced sales rep realized I too need to tweak it. I don't think your percentages are that far off though.

Perhaps @Catalyst (Don) could give some insight here too on how they structured wholesale pricing for the their product.

 

[wilddog]

i shut down all US orders for now.

Fedex is gettin all my shipments stuck in Customs for days, sometimes weeks.

gettin sick of this shit.

Seriously! I hate having such a massive market south of the border and getting hammered on shipping/duties. Did you know that if your US customer doesn't pay the duties, Fedex back charges you? And even if you mark up front that you'll pay the duties, sometimes Fedex still charges the customer, which makes you look bad.

Right now I'm looking for a low cost fulfillment center in the US.

 

[wilddog]

Sucks to hear about your US/Fedex issues. Amazon FBA should make things a lot easier for you here.
Feel free to hit me up if you have Amazon questions

Is FBA as convenient/low cost as some fulfillment houses in the US?

 

[MJ DeMarco]

Right now I'm looking for a low cost fulfillment center in the US.

Kinda curious if this is big need and a good opportunity here -- a fulfillment center that focuses on Canadian importation.

 

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[Bigguns50]

@Vick...You still in Toronto ? Maybe these would be of interest.

http://www.thomasnet.com/compare.html?cov=MI&heading=95991303

 

[Eskil]

Is FBA as convenient/low cost as some fulfillment houses in the US?

I've only used FBA for Amazon stuff, not websites outside of Amazon. Maybe someone else who has compared that with regular fulfillment can chime in on this.

 

[biophase]

Seriously! I hate having such a massive market south of the border and getting hammered on shipping/duties. Did you know that if your US customer doesn't pay the duties, Fedex back charges you?

Yes, this is why I don't ship Fedex international. I only ship US Postal service.

 

[Vick]

do i need 2 separate accounts for amazon.ca and amazon.com? and 2 dif email addresses? anyone know how this works?

 

[Twista]

Just got through reading your entire thread, awesome work! I liked your FB page to spread the word of your sun glasses. Majority of people (hunters, fishermen, outdoorsmen, etc.) in my area would love these sunglasses. I see that most outdoorsmen wear sunglasses with straps on them. Like these: http://www.amazon.com/dp/B0026S2YZI/?tag=tff-amazonparser-20

Adding accessories with them would be cool. Again, great job on building up your product!

 

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[Grimaldo]

http://www.amazon.com/dp/B0026S2YZI/?tag=tff-amazonparser-20

It looks like a possible tripwire!

 

[TJPB]

Yes, this is why I don't ship Fedex international. I only ship US Postal service.

It took 1.5 months for a package I sent to Uruguay to arrive via USPS. Then, they didn't deliver it and retuned it to me after 2 months. All the paperwork was completed correctly. In the meantime I sent another package via FedEx and it was delivered in 3 days.

May be a random occurrence but still.

 

[TJPB]

Is FBA as convenient/low cost as some fulfillment houses in the US?

No, it's more expensive with many more regulations and limitations. They will also only ship books and some media internationally from the US. Not to mention the fees you get hit with if you ever want to remove stock.

PM me for a US based fulfillment company that also specializes in importing your goods and shipping internationally.

 

[RHL]

i am Instagram is a good ad vessel, been told to try that more

Look at Allen's Case Studies thread, specifically, there was a genius post about a denim company offering free pairs to anyone with over 10K instagram followers who gave a shout out to the brand with a picture.

Monetizing successful instagrammers like this could be a far more effective way to get your name out than buying ad space on facebook, etc. Especially if you design the ad copy and ask them to paste it verbatim in their shout-out to maximize conversion.

 

[TJPB]

a denim company offering free pairs to anyone with over 10K instagram followers who gave a shout out to the brand with a picture.

Good idea, but be careful. I have already had run-ins with multiple Instagram people that have over 90K "followers". Only to find out that 90% of them were fake/purchased. There are legitimate accounts out there though...just takes time to find them.

 

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[RHL]

100%. You may want to make it a combination of activity on posts and followers, so something like "10K followers and at least one post with over 200 notes in the last week"

 

[TJPB]

You back to shipping to the US Vick?

 

[Vick]

You back to shipping to the US Vick?

yes.

I switched from FedEx to UPS Ground(for US orders) and sent 4 test shipments to the US the other day. So far the packages are doing fine, no delays yet from customs or FDA. But who knows, they might get scanned again before delivery to recipient, fingers crossed. This is just temp until I get some product to Amazon, and a test to see if UPS can actually get them through to Amazon without issues. Last thing I need is a Amazon shipment stuck in customs, even if I'm only sending 20 units as a trial run.

Speaking of Amazon, listing my products is proving to be more difficult then expected. Sunglasses require approval first before listing on Amazon.com So I'm going through that right now. I've just sent them my Excel Template sheet for product review, that was a pain to fill out. But a necessary learning experience for future use.

As for my issues with the US. The FDA is all over me regarding importing my Sunglasses into the US, that is why I'm having issues.

Sunglasses are classified as Medical Devices apparently(stupid yes), so they have to have a Medical Device Listing with the FDA(cost is around $2500yr or something, and more every year there after) http://www.fda.gov/MedicalDevices/D...HowtoMarketYourDevice/RegistrationandListing/

Now, the Device Listing is supposed to be done by the manufacturer and, which mine did, so there is a Device Listing for my sunglasses(under there company), but the FDA is requesting that Eight Eyewear have a Device Listing as well. Which is frigin stupid, such a money grab, my products are already listed by my Manu, why would I need to do it again. My rep at FedEx said this didn't make sense. Anyway, there are ways around this, my rep at FedEx said to try UPS Ground or USPS, they are a lot more lenient with packages going in he says. So ya, trying UPS ground. I'll know in a couple days, maybe tomorrow.

Also, sunglasses entering the US must also pass a Drop Ball Test for the lenses, they have to be ANSI approved, which is a shatter proof test, this test has to be done by my manufacturer, which I have a record of thank god. I also have to provide Customs with my manufacturer information. So when I send a shipment to the US, I print out about 12 docs that have to be attached to the package, 3 Commercial Invoices, 3 Drop Ball Test Certificates, 3 Manufacturer Information, plus 2 Shipping labels and 1 customer receipt. This is just for US orders.

Now, the issue I was having with FedEx is they weren't scanning the Drop Ball Test and my Manu Information docs(because there stupid and don't know how to do there job) So I had to manually email every rep in charge of clearing my packages, and send them the docs via email, had to do this for every shipment into the US. Only one package was held by FDA and requested Device Listings from my company and my manu, which i just had sent back to me, and reshipped with UPS.

Soooo, my packages were getting through, its just FedEx is crazy a$$ strict with customs crap and they suck at scanning docs.

So ya.

Looking forward to getting my stock to Amazon.

 

[ZCP]

Road trip to Buffalo? Just remember, Vick, all of this hassle is a barrier of entry to the competition!