When Richard says that the ridge teeth, etc., won't be altered on this batch, am I correct in inferring that these could be altered in later runs? In short, waiting could result in a more screen accurate sonic for the purchaser?
Remember, tooling is expensive, so any time they have to retool a part that adds HUGE amounts of cost.
I assume from other things he's said that a single production run is probably close to a year.
Sorry for not being more informative about this earlier. The teeth aren't actually a tooling issue, as they are formed during the CNC machining operations - the only aspects of the aluminium parts that are fixed by tooling (i.e. the extrusion dies) are the longitudinal profile of the struts on the emitter head. Everything else about the aluminium parts is machined after extruding the basic profiles, and it's not expensive or difficult to change the CNC programming. The issue for the first production batch is that we have already ordered all of the aluminium parts for the first production batch, so the supplier for these parts is well underway with their production and asking them to stop and change the design will delay our final assembly and hence delivery to our retailers.
So, the shape of the teeth could indeed be altered in later runs, if and when we do another production run. As Oncoming Storm correctly guessed, we're aiming for the first production batch to last us for about a year – the total time taken to make a batch is around 20 weeks (including the lead-time for the components, which is 12-14 weeks for a couple of the ICs), so it's unfortunately not a case of making a small quantity, seeing how they sell, then making some more. We also have fairly large minimum order quantities for some of the parts (if we want to have them at a decent price). Our first production run for this product is just under half the quantity that we made last year for the 11th Doctor's Sonic remote - we hope that this product will sell well, but there are a few risks, e.g. it's not a "new" idea this time, it's not the current Doctor's sonic, it's a more expensive item, etc.
It's therefore possible that we'll sell out at Christmas and have another production batch ready by the middle of next year, but if it takes much longer than a year for us to sell the first batch, we might never make another one - our BBC licence expires at the end of next year, and they explained to us during a meeting with them yesterday (where they were very happy during a review our 10th Doctor's Sonic) that there's no option just to extend our existing licence for a longer period - we'd have to start the negotiations again from scratch and commit to new up-front payments and minimum guaranteed royalties. I'd like to hope that we'll continue to be a Doctor Who licensee, but it's by no means a certainty - I'm thinking now of the time in the not-too-distant past when Master Replicas lost their licence to make Star Wars lightsabers. (As you can probably tell, I'm the pessimist within The Wand Company team.)
Lastly, even if we do make another production batch, I can't promise that we'll make any changes at all - if, when that time comes, we're up to our eyeballs with developing our next product then we might just do an exact repeat of the first production run, which is much less hassle to organise - one thing we've learned is that almost any change, no matter how simple it seems, nearly always leads to unexpected complications or creates the opportunity for confusion or screw-up somewhere in our supply chain.
Apologies for the rather rambling post - I hope that all makes sense.
Cheers,
Richard