How to Create a Planner Product That Sells | Step 2: Finding a Printer & Sampling
In the first post of this 3-part series, How to Create a Planner That Sells, I walked you through the Development & Design of the planner product you’ve been dreaming of—and determining just who your ideal customer is. I’ll end the series delving into Production & Fulfillment, but first things first: You know what you want to create and you know who it’s for, but where will you manufacture your dream planner product? This is a huge—and hugely important—decision and I have the experience and know-how to steer you in the right direction. At Copper Bottom Design Co. my team and I help demystify the process of overseas manufacturing, so you don’t have to face uncharted waters alone!
The decision on which vendor to choose to produce your product is one that could literally make or break your business.
I’m going to get right to it here because this is really important.
When it comes to choosing where and how your product will be manufactured there are a few options to choose from. You can:
print-on-demand,
source a manufacturer here in the US, or
source a manufacturer in China.
The real question is, which is the best option for you?
Well, my friend, I’ve got all the plan-swers (wink) for you below.
Before you set out to find a printer, there are a few things you’ll need to have at hand:
Print ready design files of your planner product.
A print ready file is one that includes printers crop marks, bleeds (if your design has artwork that continues to the edge of the paper), and the correct color usage — items for print use CMYK or Pantone colors, not Hex codes or RGB, which is specifically for web design or online marketing images like your IG posts.
Product specifications (we call them specs), which are the basic instructions, or recipe, the printer will follow in order to create your product.
In my last post, Development & Design, I encouraged you to outsource the design of your product. There are many talented designers out there who can create a beautiful planner for you, but they may lack the necessary knowledge. Creating print ready files and product specs are things a designer who has knowledge in print production can help you with, and if you do choose to hire a designer, ask up front if they have experience in print production. Believe me, you don’t want to get stuck when your printer kicks your planner file back to you because it’s not not suitable for print! Trust me, it’s happened. That’s how MakseLife came to be one of my clients back in 2019. And if you’re curious . . . Sierra, owner of MakseLife, has said it herself.
Now that that’s all settled, let’s walk through the three options you have for manufacturing your planner product.
01 | PRINT ON DEMAND
This is a great option if you’re looking to test the waters because you’ll be able to print and sell your planners while eliminating the risk of inventory and the hassle of fulfillment. Dream come true, right?
Well, only if you are okay sacrificing the quality of your product. Print-on-demand products are printed digitally—think your home printer on steroids. It’s way better than your home printer, but not as crisp as offset printing, which is used for larger print runs.
Additionally, you won’t have as many options when it comes to customization. If your dream product includes specific paper, coil colors, or other bells & whistles, as I like to call them, you may be out of luck because you’ll be at the mercy of what that printer offers. Often too, these printers are not capable of adding tabbed pages or special cover materials such as linen or a quality faux leather.
Now, all of that might be just fine if you only want to test the waters to see if your product has legs.
If you’re looking to beta test your product, or have a very small audience, or very limited budget — this could be the best option for you. It’s expensive, but it comes with very little risk.
Here are some print-on-demand options: Lulu, Doxzoo, Vervante, and BookLogix.
Please note: I have never used any of these services, so I cannot speak to their quality, material selections, or customer service. Use these names at your own risk.
02 | SOURCE A LOCAL MANUFACTURER
This is another good option if you're just starting out or don’t have a huge audience that warrants a large print run. However, it’s another expensive one. I helped clients print with US manufacturers during the pandemic. We opted for a stateside printer because we needed to keep planner businesses going and overseas shipping was very unpredictable.
We did not have great results. The cost of the products was $20-$30 per planner, compared to the under $10 price point we have with overseas vendors. And the options were limited, though not as much as with a print-on-demand printer. While we were able to get tabs and custom shipping boxes, it was a struggle because the printer had to outsource those components.
BUT, don’t write this opinion off completely. If you have a very straightforward design in mind that has no customization, and want to order a quantity under 1,000, this could be a good fit.
The difference between this option and print-on-demand, is that in using a local manufacturer you would hold your own inventory and fulfill your own orders. This is a great step up from print-on-demand because you have the opportunity to wow your customers with packaging or handwritten notes. Kind of like when you order something from a shop on Etsy and there are a bunch of cute cards or extras in the package. You have more control over that level of customization, and that can further familiarize your customers with your brand.
03 | OVERSEAS MANUFACTURER
This is my favorite option, and I’ve been working with overseas manufacturers for over 20 years.
Overseas manufacturers are less expensive and have unlimited options for customization. Plus, the craftsmanship is unmatched here in the US.
If you have a luxury brand, or are very particular about materials and quality, then this is the way to go.
Finding an overseas manufacturer can be more difficult than your other printing options, so I recommend going to Alibaba or working with us at Copper Bottom Design Co.—your trusted source for seamless overseas production of your paper product line.
VETTING A PRINTER
The process for vetting a printer is the same for all 3 of your printing options.
Research
Create a list of printers you want to reach out to.
Request a Quote
Email the printers on your list and request a quote based on your specs (I mentioned these earlier).
Compare Price Quotes & Order Samples
Compare the quotes you’ve received and choose who you want to request samples from. Never place an order without first seeing a sample of your product! I have a whole video on the importance of sampling — add that one to your watch list.
Review Samples
Carefully review your samples and decide who you want to place your order with. At this point you could also try to negotiate for better pricing with your preferred supplier to see if they’ll come down in price.
Place Order.
If you choose to go with an overseas manufacturer, I have a YouTube playlist that you’ll want to watch. It’s called Manufacturing Planners in China. You’ll find videos on how to vet manufacturers for good ethical practices, how to go about shipping, and the video I mentioned about sampling is also in there. So add these to your watch list as well.
There’s a lot involved when choosing how and where to print your planner product, and there’s a lot at stake. I hope I’ve given you tools that will help you choose wisely!
And, if printing overseas sounds like a good fit, but also sounds like a headache, I’m happy to sail that ship for you. My team and I are always ready to make your planner dreams come true!
You know how to develop and design your dream planner product, and you know where it’s going to be printed. . . . I hope it feels like your dream is becoming more and more of a beautiful reality! In my next post, the last in this series, I’ll walk you through Production & (literally and figuratively!) Fulfillment.
Have you been feeling inspired and ready to kick off the design process for your own custom planner?
I created a guide featuring 5 things your day planner MUST include . . . and it’s available now at the link below.