"We've got this GREAT product." That is the start of many potential customer meetings. Usually, the product is really great. The engineering is slick, the features amazing and the manufacturing? Well, they just haven't thought about that yet.

Yet, in the fast-paced world of high technology manufacturing, the ability to produce high-quality product quickly is valuable, not only in capturing initial market share but also in attaining additional brand equity. To remain competitive, companies around the world need to quickly introduce new products at high quality and yield. The objectives are always the same - increase quality and reduce design time while also reducing product manufacturing cost.

From our experience, these objectives are often best met during the transition from the design lab to mass manufacturing. There are some basic approaches to doing this effectively.

Design with the end in mind. When designing product, the final environment in which they will be manufactured should be taken into account. Automated environments can produce great cost savings and quality but this is even more the case if the products are designed with automation as part of planning from day one.

Involve an automation company early. Most companies wait until they have a final design before looking for an automation partner and have to re-design the product extensively before it can be automated. Involving an automation company early allows an automation expert to weigh in on the product design. This will not only guarantee that all of your product features can be mass produced but it can also reduce the cost of manufacturing the product by exploiting features of existing equipment or processes.

Look beyond price. The old saying holds true - don't be penny wise and pound foolish. The cost of automation equipment can vary widely among competitors. Obviously, there are quality differentials - two pieces of equipment are not the same. However, the cost is rarely just for the equipment. Included in this cost is the firm's expertise, level of process knowledge and service. Although their technical expertise should be your first concern, the understanding of your process and level of service is critical to finding a cost-effective, reliable solution to manufacturing your product.

As many manufacturers have learned, design does come first. But, you ignore the requirements of manufacturing at your own peril.