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Certifications - Why are they so important?


Michael Faass


June 12, 2019

The motivation for Panasia Certifications came from a need for our company to be able to certify products finishing the development stage as they prepared to ramp up for mass production and our clients needs to be able to get orders from large retail customers and distributors globally in different markets.

Something that most start ups or companies with successful Kickstarter or Indiegogo projects learn the hard way Is the need for proper certification of their products in order for them to be picked up by big box retail stores or large international distributors globally.

A case in point is a recent customer we have been working with that developed a specialized food processing machine which had a very successful crowdfunding campaign. They invested a large amount of time and money in brand development, trade shows, and marketing. They were rewarded with great interest from distributors in Australia, the UK, Germany, and the United States but then  ran into issues because they were not properly certified and had not undertaken a proper certification plan in advance while their product was in its development stages. Obtaining certification such as CE, UL, ROHS, REACH, ETL, are just the tip of the iceberg. Virtually every country and territory globally has its own standards body and specific standards and testing methods. If a product does not meet or has not been tested through these specific standards then the sales of this product won't ever even get started. The example mentioned above with this customer and the food processing machine meant that they lost several opportunities for  tens of thousands of units in sales to each of the distributors mentioned while they scrambled to learn  which certifications they needed and began applying for them.

Depending on the certification applied for the process for providing documents and proper samples as required by the different national testing agencies can vary and can take anywhere from 2 weeks to 3 months to complete.  these certifications are also quite costly for start ups and can easily run in to the tens of thousands of dollars which means any mistakes or miscommunications with the test lab or failures of products to pass on the first try can result in not only a loss of time but of money as well, not to mention orders as the above example illustrates. Having the proper certification in advance and developing your product with that in mind not only takes care of the obvious safety and liability issues an importer or distributor faces but also serves to act as a sign of professionalism, organization, and quality on behalf of the company brand and products that are being represented and sold. Quite often the sale of one product to a distributor is a much hoped for first step in establishing a relationship to open the door to not only more orders but more skus.  Any good company would look to be developing a product family as opposed to just one product and showing your  buyer that you are organised and on top of things such as certifications goes a long way in establishing their trust in your product, your company, and yourself.

Please feel free to drop us a line or contact us at anytime in regard to any questions you may have regarding certifications for any market anywhere!


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