Fictional example
Logistics Launch Plan
Solara Skin Co. and Elena Rivera are fictional. Every number below is an illustration built on invented assumptions, not a Marcana quote and not a customer's data. Your plan is built from your facts.
Prepared forSolara Skin Co.Elena Rivera · Shopify + Amazon U.S.
Prepared bySaul OrtizMarcana 3PL, Miami
Format$149 Plan CheckIllustrative example
01
Executive verdict
Hybrid model
Use a hybrid model. Receive the full shipment at one U.S. operating location, reserve an initial Amazon allocation based on replenishment lead time, and fulfill Shopify orders from the same controlled inventory record. Do not send the entire first production run directly into FBA before sell-through, lot controls, packaging and return behavior are proven.
Confidence: moderate, pending packaging and lot-control validation
02
Facts reviewed and assumptions
| Products | 8 skincare and cosmetic SKUs, manufactured in Spain |
|---|---|
| Channels | Shopify DTC and Amazon U.S. |
| First inbound | 6 pallets arriving in Miami in about 5 weeks |
| Expected volume | 800 DTC orders per month at launch, growing toward 1,500; periodic Amazon replenishment |
| Average order | 2 items, under 2 lb (to be validated against actual product weights) |
| Special handling | Cosmetic labeling, lot tracking, fragile secondary packaging, Amazon prep, returns disposition, bilingual support |
Assumptions that must be verified
- Retail packaging is final and survives a 3 ft drop test (must verify)
- No single SKU exceeds 12 oz or 8 in on its longest side (must verify)
- Amazon listing and FNSKU mapping are complete before the pallets land
- Customs broker is engaged and duties are pre-cleared
03
Recommended operating model
Recommended
Hybrid model
- One inventory record avoids double-buying stock for Amazon and Shopify during the first cycle
- Lot and expiry control is easier to prove in one location before FBA commingling rules apply
- Reserve stock outside FBA protects Shopify service if Amazon receiving stalls
Alternatives considered
All-in FBALocks the whole first run inside Amazon before sell-through and return behavior are known
Self-fulfill Shopify from the founder's space800 fragile cosmetic orders a month exceeds a one-person operation within weeks
Two separate 3PLsSplits a small first run and doubles onboarding and minimums
04
Inventory and channel allocation
| Channel | Role and inventory | Operating notes |
|---|---|---|
| Amazon U.S. | Launch allocation of roughly 30% of units per SKU, sized to two replenishment cycles | Replenish from the same reserve on a 21-day trigger |
| Shopify DTC | Fulfilled from the controlled reserve | Priority for new-SKU launches and bundles |
| Reserve | Remaining units held with lot tracking | Covers Amazon receiving delays and Shopify peaks |
05
Inbound and receiving plan
Before shipment
- Commercial invoice, packing list and HS codes matched to the eight SKUs
- Master-carton labels with SKU, lot and quantity, photographed before departure
- Advance shipment notice with pallet count and carton count
- Receiving appointment booked for the delivery window
At receiving
- Count and photograph every pallet and a sample of cartons on arrival
- Reconcile lot numbers against the packing list before put-away
- Flag damaged or short cartons within 24 hours
Exception plan
- Short shipment: hold Amazon allocation, protect Shopify first
- Damaged secondary packaging: quarantine the lot, decide relabel or dispose with the founder
06
Fulfillment cost model and sensitivity
Illustration only, built from Marcana's published planning rates and the fictional volume above. Carrier postage, storage beyond the included allowance, inbound receiving beyond the plan, special prep, materials, returns, Amazon prep, duties and taxes are not included.
Growth plan (monthly)$179
Pick, pack, standard mailer × 800 @ $1.95$1560
Illustrative subtotal: plan + pick and pack$1739
Not included: carrier postage, additional storage, additional receiving, special prep, materials, returns, Amazon prep, duties or taxes.
Sensitivity
- Every 10% of orders that exceed 2 items adds roughly $0.35 per affected order
- Fragile packaging that requires a box instead of a mailer changes the materials line, not the pick-and-pack rate
- Amazon prep is billed per unit at published rates and depends on the launch allocation
07
Risk register
Critical
Cosmetic labeling not compliant for U.S. retailRelabel before receiving; confirm with a labeling specialist
High
Lot tracking not set up before put-awayLot fields mapped in the WMS and on carton labels before departure
High
Fragile packaging failure in transitDrop-test the retail box; budget for a shipping box, not a mailer
Medium
Amazon receiving delays at launchReserve stock outside FBA; two-cycle allocation
Medium
Returns disposition undefined for opened cosmeticsDecide destroy-vs-restock rules before the first order ships
08
Complete preflight checklist
Legal and import
- Importer of record confirmed
- Commercial invoice and packing list
- Customs broker and freight forwarder coordinated
Product and marketplace
- Labeling and marketplace compliance
- SKU, barcode and FNSKU mapping
- Master-carton and pallet data
- Lot and expiry controls
Receiving
- Receiving appointment and advance shipment notice
- Inspection, count and photo requirements
Systems and launch
- Shopify and Amazon integrations tested
- Packaging and insert approvals
- Carrier and service-level assumptions
- Returns and damaged-inventory disposition
- Allocation and replenishment triggers
- Test orders and launch-day monitoring
09
30-day action sequence
- Days 1 to 5Confirm labeling compliance; drop-test packaging; finalize SKU and lot mapping
- Days 6 to 12Book the receiving appointment; send the ASN; photograph cartons at the factory
- Days 13 to 20Connect Shopify and Amazon; run test orders; approve inserts and packaging
- Days 21 to 28Receive, count and photograph; release the Amazon allocation; hold the reserve
- Days 29 to 30Launch monitoring: first 50 orders reviewed by hand; replenishment trigger set
10
Practical founder tips
- Do not let the factory choose final carton labels without validating the receiving and marketplace plan.
- Preserve sellable reserve stock outside FBA during the first demand cycle.
- Photograph master cartons and retail packaging before international departure.
- Test Shopify and marketplace SKUs against the warehouse SKU map before receiving.
- Establish who can approve relabeling, disposal and return disposition before launch.
- Build replenishment around total landed lead time, not only factory lead time.
11
Decisions that need a licensed or platform authority
| Cosmetic labeling and ingredient claims | Regulatory or labeling specialist |
|---|---|
| Duties, HS classification and importer obligations | Licensed customs broker |
| Amazon category approval and prep requirements | Amazon Seller Central guidance |
Next steps for Elena: confirm labeling, drop-test the packaging and book the receiving appointment. The optional Marcana fit assessment is answered separately and only if requested.
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