What numbers should product research include first?
Start with a realistic selling-price range, landed product cost, marketplace and fulfillment costs, advertising, promotion, returns, and an inventory plan. Use ranges until supplier and packaging details are confirmed.
Build a base product scenario
- Expected price range and the customer offer required to compete.
- Purchase, packaging, inspection, freight, duty, and preparation cost.
- Estimated marketplace, fulfillment, storage, and payment-related costs.
- Advertising, promotion, return, damage, and support allowances.
- Contribution profit, break-even price, order quantity, and cash cycle.
Stress-test the fragile assumptions
Model a lower selling price, higher landed cost, weaker conversion, more advertising, slower sell-through, and a packaging tier change. If one ordinary downside removes the profit, the opportunity needs a stronger differentiator or cost structure.
Use a decision gate before samples become inventory
Define the minimum target margin, cash requirement, evidence of demand, product proof, and acceptable downside. Do not let sample quality or supplier enthusiasm replace the commercial threshold.