Lara GuevaraSupply Chain expert (Product and Service)

This Is Why Your Launch Is Late

16 Apr 2026 · 1 min

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Lara Guevara explains why product launches slip: founders assume one sample round takes two weeks, but it typically takes three rounds with 5-7 days of shipping each way plus revision time. One brand's samples took 52 days instead of 14. Approve specs first, set review deadlines early, and plan for three rounds.

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The most underestimated timeline killer in new product development is sample approval. It feels like admin, but it behaves like a deadline. Most founders assume one sample round. Reality is usually two or three. Each round requires international shipping, 5 to 7 days each direction. Each revision requires production time at the factory. I work with a brand whose sample approval process averaged 52 days. Their timeline assumed 14. That 38-day gap was causing every launch delay. The fix is simple. Approve detailed specifications before the first sample. Set internal review deadlines before samples arrive and plan for 3 rounds even if you hope for 1. Check your current product development timeline. How many sample rounds does it assume? How many does it actually take?