Converting report: how to assure your product rollout success.

Asking your manufacturing converter the right questions up font is a vital first step toward a successful product outcome. Taking these questions and issues into account in their totality is also the best way to view a product production path. As stated by Jeff Slosman, president of National Wiper Alliance, "You need to look at the converter's service as a total package."

Here are the questions to ask to complete that package:

* What is your track record for my product category? From your converter's reputation, to a proven record of accomplishment, the answer provides an initial comfort level. While many contract converters hold their customer relationships closely, they can tell you about their work in your converting category.

* Describe your capabilities to produce this product. Details about the process, from work with materials suppliers, to production, tracking, packaging, warehousing and shipment are all important indicators of a converter's total support position. When a converter is very familiar with your chosen nonwovens or can confidently recommend nonwovens, additive formulas, packaging and other items needed, you know you are in the right place. (Of course, there are also occasions where the converter is very capable of adapting to some new materials and ideas too.)

* What is your capability to produce line extensions and grow with us? Can your converter-partner changeover a production line, use other production lines and support your potential needs? "It's often a value proposition based on service, machine parts for modifications, engineering and product solutions," said Jerry Kasper, director of sales and marketing at C.G. Bretting, an equipment supplier.

* What is your capacity to handle our needs? Current and potential converting capacity provides an insight into a converter's market position and capitalization. The commitment to continued investment can demonstrate an ability to grow with you.

* How do you stand behind your work? Whether it's a warranty or other policy supporting product quality, it's helpful to know how a supplier handles this issue. For example, converters often stand behind the value of their work but not the costs that may have been added along the way to market, such as separate packaging.

* What is your price-value position as a supplier? The up-front price often does not tell the story, but there are ways to determine whether a converting candidate offers the best value for your needs. Just-in-time flexibility, warehousing and materials stock on hand are other elements that provide value, according to Mike Rekitzke of Bay Converting, a converter of dryer sheet product. Other valued comparisons include prototyping and running trials of new products or line extensions. A number of converters provide these at no charge to their good brand partners, adding considerable value to the relationship.

* What specialty resources can you provide? Assistance with EPA, FDA and other regulatory support is another valuable resource offered by many converters. Their laboratories often turn out new formulas, prototypes and ideas to extend your vision. On the EPA side, they understand surface wiping and cleaning products. And on the FDA side, they can set you up for certain compliance aspects in healthcare, cosmetic, personal care and other skin contact niches. These converters are familiar with Good Manufacturing Practices, or ISO standards, and they will have a good safety record for your review. Check out all of the available resources and supporting services to learn more about the full value prospects.

* How will you measure quality for my product? Closely allied to the full service offerings is a complete quality support system. A supplier's in-house quality programs, plus any special requirements you have, rounds out this important stake in your product's future. Specifications, in-process quality and quality assurance are key aspects for inspection. Today's automated, efficient and targeted production lines build in product quality. Not only do they produce more product per hour, they have better outcomes. "Our current printing and laminating systems for films and nonwovens handle a bigger range of materials with higher quality results," said Dan Aberly of Larsen Converting.

* What is your company doing to reduce adverse impact on the environment? A converter who has a ready, detailed, understandable response is also a converter who will provide more value in terms of reduced waste, more efficiency and smarter approaches to supporting you. In addition, this converter will help you to answer your customers' questions and "scorecard" demands. This kind of converter takes a pro-active approach to meaningful green efforts, from materials sourcing, to processing efficiency, packaging and transportation.

According to S&S Specialty Systems, the latest production lines can be expected to use less energy per hour as well as manufacture more product, with reduced waste.

* How flexible are you? For orders, last-minute needs, information and overall support, responsiveness still rules. We all know about those companies who do not answer the phone, or respond in a timely manner. They lose our interest quickly. A converter recently told me that another company was a "major referral," meaning that they had gained a lot of business because their competitor had developed a reputation for slow response. In fairness, no supplier wants to work long term with a customer who is always unreasonably demanding. It comes down to where the value balances with the pain of unreasonable levels of last-minute support.

"We used a special strategy for key customers like Kimberly-Clark, Procter & Gamble and Johnson & Johnson," said a manager who formerly directed marketing at a converting unit of a major corporation. "We ran trials at no cost. We did a lot of last-minute processing for some of the large, and loyal smaller customers. We even blocked out time on our schedule for their orders before they came in and these loyal customers never had to know about our extensive backlog." In return, a number of the company's targeted customers did exclusive business with this valued converter.

It's all part of a "total turnkey converting experience," said Mr. Slosman. Companies evaluating converters are looking at all these questions and the overall cost of a program. Look for converters who deliver everything. Don't settle for less.

By Susan Stansbury

Director, Converting Influence

Susan Stansbury can be reached at: [e-mail].