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[Survey] Custom Designing


#1

Need your help on a Quick 11 question survey on Customer Designing

As you may know my store was big in shop work. I’m helping a company
plan out their custom design strategy and I thought I’d ask some
questions from you out there. Please just hit reply to this email
with your answers. I will email out in a couple of days the answers I
received in total.

Custom design I believe will be the saving grace for many jewelers
in 2008.

Thanks
David Geller

Place an “X” next to your answer. If you want to write your own
answer, just add a line under the last number in that group. Many
Thanks…

What is your definition of custom design?

( ) 1. Order a mounting and install stones into it.
( ) 2. Order small parts and assemble (a shank, heads and solder
together)
( ) 3. Take a mounting from the case and alter it to fit.
( ) 4. Draw a sketch and send to an outside shop.
( ) 5. Carve a wax from scratch, cast and assemble.
( ) 6. Use CAD/CAM, cast and assemble.

Do you assemble or manufacture in house?

( ) 1. Yes
( ) 2. No
( ) 3. We do some in house and really tough jobs get sent out.

Answer if you send your work out. If you send your custom design out
and you send them a “sketch” to work from (or picture):

( ) 1. My outside shop fabricates from metal only
( ) 2. My outside shop carves a wax by hand
( ) 3. My outside shop uses CAD/CAM to cut the wax.

In sending your custom design out or done in house, what markup is
your goal? (cost times a number)

( ) 1. Keystone (times 2)
( ) 2. Times 2.25
( ) 3. Times 2.5
( ) 4. Times 2.75
( ) 5. 3 times or more

Does your store have a cad/cad system now?

( ) 1. Yes
( ) 2. No

Do you plan to get your own?

( ) 1. Yes
( ) 2. No

If you do plan to get one, when?

( ) 1. 2007
( ) 2. 2008
( ) 3. 2-5 years
( ) 4. I only wish
( ) 5. No desire to own one.

What percentage of your total store revenue is shop sales (repairs &
custom combined)?

( ) 1. 0-10%
( ) 2. 11-20%
( ) 3. 21-30%
( ) 4. 31-40%
( ) 5. 41-60%
( ) 6. 61-75%
( ) 7. Over 75%

What percentage of your shop sales are from custom design only?

( ) 1. 0-10%
( ) 2. 11-20%
( ) 3. 21-30%
( ) 4. 31-40%
( ) 5. 41-60%
( ) 6. 61-75%
( ) 7. Over 75%

How many customer orders do you typically do in a month?

( ) 1. 0-3
( ) 2. 4-6
( ) 3. 7-9
( ) 4. 10-13
( ) 5. Over 13

What is your average custom design sale?

( ) 1. $100 - $750
( ) 2. $751 - $1000
( ) 3. $1000 - $2000
( ) 4. $2001 - $3000
( ) 5. $3001 - $4000
( ) 6. Over $4001