Plan It

Plan It

Prototype It

Our 3P is Plan It. We cannot say it enough, “Hope is not a plan. Hope is not a strategy.” It’s not a strategy. It’s not a plan. This is not the way to go through and develop a product because there too many cost factors, there’s too many hidden landmines, and there’s a lot of hazards. We have to avoid all of those in the planning processes. It’s a significant part of that. Why do we wait to plan it and don’t do that first. That’s a question I get all the time when I’m out there and it’s a valid question. The reality is until we’ve proven it and we’ve priced it and maybe gone back and forth and tested that price by proving it again because you could do that, we don’t know if we’re going to go forward. Why waste the time on planning ahead of time? Now that we’ve defined some of those unknowns, it makes it easier to plan with more accuracy. That’s why we put the Plan It there.

The Plan It is we have flexible plan. It’s not written in stone because we don’t know lots of things right now. At this stage, we’ve got an idea. We think it’s pretty good, we think we’ve dialed in the right kind of price. Maybe we’ve made a small prototype or made some kind of prototype, but we haven’t gotten into serious design mode yet. We don’t know minimum runs. We can guess at it. We maybe say, “For this typical plastic part, you’re going to need to make a minimum of a couple thousand pieces.” That’s pretty typical in this marketplace. We do have some basis for us, but it’s not a guess. It’s not dialed in because there might be nuances. We might have to make a whole new tool. The minimum run might be 10,000. These things are going to get refined and redefined in the plan, but at least we know going forward and we have a goal. Here’s where a critical factor happens. Do not underestimate your timing. If you were trying to make a season, a holiday season, a selling season, a summer season, do not underestimate that because you will miss it and then when you miss it, you’re a whole year out. This is the most critical part of Plan It. A lot of people don’t layout that critical path timeline of what it’s going to take to, “I can get that product manufactured in 30 days.” Maybe you can, but then you’ve got a whole lot of logistics getting into the port, getting on a vessel schedule if it’s in Asia, and then getting on a vessel over the ocean to the US port, depending on that port, then you’ve got days getting it off the ship and into a warehouse and out of that temporary warehouse.

Plan It Right Things

Plan It Right Resources

Business Growth & Licensing Expert


David Lieberstein

Advertising/Marketing | Business Development | Product Design Start-Ups
David Lieberstein brings a unique, informed perspective with over 45 years of experience in business planning, product development, manufacturing, licensing, wholesale marketing and retailing. David has founded a number of wholesale gift and houseware companies as well as a regional sales agency and retail outlet store over the years with total revenues in excess of $100 Million.

Product Development Process Expert – Beauty & CPG


Loren West

Loren West, founder, is an analytical and creative project strategist with a time-tested record of managing the efficient flow of product promotions and launches in high-volume, time-sensitive, fast-paced environments.

Big Box Retail Sales Expert & On The Shelf Podcast Host


Timothy Bush

Business Development | Mass Market Retail | Retail Sales | Sales
Timothy Bush is currently the Owner of TLB Consulting, a company which has specialized in connecting companies and their products with Costco and other large retail chains since 2009. Mr. Bush’s first hand knowledge of Costco makes his company a destination for individuals and companies looking to understand this large retailer.

Strategic Design & Development, Rapid Prototyping Expert


Tom Hazzard

Creative Direction | Development Engineering | IP/Patent Law | Product Design

An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost…

Product Launch Expert in Strategy, Design & Development


Tracy Hazzard

China Sourcing | Mass Market Retail | Product Design | Strategic Planning

Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.