After Timbuk2 had successfully implemented a relatively lean manufacturing process with batch
sizes as small as one, it was in a position to mass-customize bags. Many new issues had to be
worked through to implement mass customization, however, including decisions about product
offerings, pricing, delivery, and order processing. The decisions about product offering were
especially critical. How many choices should the company provide customers? While every bag
had three panels that could be customized according to the customer’s choice of colors, how
many colors should be allowed? Each additional color meant more fabric to stock. What other
options should the company offer? For example, if Timbuk2 offered a bag with a handle, the
management team would need to configure the machines and processes and then train the sewers
how to make a bag with this option. If they allowed customers the choice of panel size (in
addition to color) the issues would be even more complex, in that equipment able to cut
customized pieces of fabric with little setup time was very expensive, among other issues.