Quoted from dothedoo:I'm just trying to understand why a product that sells like hotcakes is not rerun -- from a business standpoint, that's all.
I'll try to invoke a "lightbulb moment" by attempting to describe it this way:
Allocation of production.
For the easiest example, let's just use playfields. Forget glass and plastic. Let's say CPR's annual production capability is 1000 playfields a year. It's some fixed number. In reality, this is true for any production setup. Whether it's Count's Customs in Las Vegas (how many custom cars can they pimp per year), or Stern in Chicago (how many machines can they build in a year). So for this example, let's say 1000 playfields per year.
The question becomes: What will those 1000 be?
The way we're handling it now is trying to hit 7-8 playfield titles per year. So that touches 7-8 waiting audiences. 7-8 games.
For example, that 1000 may be sectioned into 175, 100, 200, 125, 150, 100, 75, 75. In nearly all cases, those allocations are specifically planned to be usually enough to a) provide one for each person who emailed their request ("preorder") in the 1-3 years prior and b) a couple dozen left over to hang out on the site for 1-24 months (depending on how long they take to sell). May be a month. May be 2 years and they're still here.
So let's first answer the ask many have suggested "why doesn't CPR make more than enough playfields to provide a sitting stock that hangs around for a year (or two), so latecomers who get the games after the fact have an opportunity?"
Answer: OK. Sounds like a reasonable ask at first. But wait a minute. That would mean the barebones "100" needs to become "125" or "150". The barebones "200" needs to become "250" or "275"... you see where this is going... The allocation of that 1000 starts to dry up really quick... and then we're down to 4-5 playfield runs per year instead. Extending out the list of 20+ playfields people are waiting for from us over the next few years, to 4, 5, or even 6 years out ! (instead of 2-3 years out)
So yes, that year of 1000 *could* become 150, 275, 200, 175, 200... and we'd have 30-50 (per run) unclaimed playfields sitting on the shelves for stock that lasts a good 1-2 years after the initial release. But it costs the hobby 3 more new playfields that year that *could* have come out. ie. those "sitting stock" playfields could have been other entirely different playfields (which would sell immediately and now - not sit)... AND satisfy three more waiting audiences.
So from a business standpoint, ask oneself: would one want to sell 1000 of 1000? OR... 800 of 1000 with a 200 piece surplus per year that sells "later" and grows 200..400..600 as each year goes by?
Then there is the ask: "why not re-run that really popular sellout playfield from last year (or 3 years ago, etc) ?"
Again, sounds logical. Of course it *would* probably sell like hotcakes, and sell out quickly even a second time. No question. BUT - allocations, again. OK, let's make one of those runs this year a re-run of a past playfield. Instantly, there goes one new release. 7-8 playfield runs a year becomes 6-7 ... +1 re-run of a past playfield. One audience gets pushed down the line and has to wait.
Plus it gets crazier... there are probably a dozen or more "hot" re-runs that could be done in the 100-200 range again (EBD, Centaur, Fathom, Eight Ball, Whirlwind, Black Knight, etc)... so think about that math: Just to go back to the past releases, and do just ONE re-run per year - will take 6 years just to do the six aforementioned examples (ending with Black Knight in 2020 !!). That's with just ONE re-run per year. After six years, pushing 6 new release playfields (almost a year's worth cumulatively) down the line a further year - making 7 years.
Now think of trying to stick TWO re-runs into the annual allocation. Now bumping two new releases out of that year... and so on.
Both factors above: a) the ask of longer-lasting stock b) the ask of re-runs , have a downside. They turn us away from moving down our list of new playfields that have never had their first run yet. ie. new releases.
I guess it gets down to what people would rather we be doing with our playfield production time.
We opt to concentrate on all those playfields we are taking names for. The new releases. The guys waiting. The ones already ran in 2013, 2012, 2011, 2010... well.... they're in our rear view mirror now. Those had their 15 minutes of fame. To go back to just one of them in, say, 2014 - is pushing a new release to 2015, or 2016. One action indeed has an opposite reaction.
Now somebody may say "well expand by 20%+ and add that extra capacity to handle a re-run or two per year without disturbing the 7-8 new runs you hope to achieve."
Answer: Well, in theory, that would work. But that applies to any work environment. Sure, Count's Customs could hire 2 more guys and add another bay to their shop, and do 45 customs a year instead of 40. Then when they're doing 45, they could do that again and go from 45 to 50. In theory, Counts Customs could do 500 cars per year if their setup was 100 artisans and a shop the size of five Costco's. It's a matter of scale and size. Are we looking to move past 7-8 playfield runs per year? At this time, no. We think that is *astronomically plenty* for this hobby on an annual basis. People are *already* telling us they can't afford the playfields at the rate they are coming out, when they want 1 of every second release we put out (or sometimes every!). It's bankbreaking for most already.
To use an analogy of Stern for a moment: if Gary's factory (and you've all seen it) can put out 5000 machines per year... do you want 1 title @ 5000? or 2 titles @ 2000 + 3000 or 3 titles @ 1500 + 1500 + 2000 ?
So for us and our playfields, it's maximizing output variety vs. more eggs in less baskets. One side offers lots of titles getting touched, but the downside is high & fast sellout risk. The other side offers longterm security/freedom to buy playfields sitting in stock for a long time, but the downside is less variety and longer time to get to the next title(s).
In conclusion, we ARE going to do playfield re-runs. We HAVE done playfield re-runs. It's just a matter of when. The timing. Letting demand build back up. The first say 150 "sellout" ones are easy... but a re-run of another 100-150?? Tricky. See, the second time around, all the guys (for 2 years) who raised their hand got one. What you have the second time around are those who just got the game for the first time, those who missed the first run... there may only be 30-40 people "in" for that re-run.... so you made 100... and 60 sit in stock for 3 years. Again, that 100 *could have been* say, a new release like Banzai Run. With all 100 selling out within a couple months.
For plastics, we're trying to incorporate a re-run every 2-3 new releases. For glass, we're hoping to try a re-run every 6-7 new releases. Plastics and glass are a different world (and why I ignored them in this whole topic) because they are one of those things where we are releasing 3-4 plastics set runs a month, and 1-3 backglasses a month. So production velocity is high, and we literally can "burn through" plastics and glasses. Us considering occasional plastics or glass re-runs doesn't disturb the flow enough to worry about it. For example, doing 30 plastics sets in a year - it's easy for 6 of those to be re-runs. Because the hobby still got 24 new releases - and people are more than happy with that.
Hope all this makes sense. Enough for now. Time for me to get off the interwebs and stay off again for a while.
KEVIN
Classic Playfield Reproductions
http://www.classicplayfields.com
Post edited by KevinCPR : grammar