Business Plan

Turntable Wax should launch as a specialist scratch supply business, not a broad DJ store.

The commercial edge comes from focus: curated 7-inch wax, portable gear, trustworthy shipping, and exclusive small-run product over time.

Positioning

Own the NZ turntablist and portablist lane with specialist authority.

Primary customer: turntablists, scratch learners, and portable rig builders in NZ and Australia.

Secondary customer: collectors and gift buyers looking for niche scratch products they cannot find locally.

Brand promise: scene-aware stock, useful bundles, fast shipping, and no generic filler.

Commercial Targets

Start with a disciplined launch model.

Launch with 12 to 18 active SKUs, not a bloated catalog.

Hold blended gross margin between 43% and 48%, with records and accessories carrying the store while hardware builds authority.

Push average order value toward NZ$95 to NZ$140 by merchandising bundles rather than single-item carts.

Use preorders and special orders for premium decks until local sell-through is proven.

Execution Timeline

The first six months should be staged, not improvised.

Phase 1

Weeks 1 to 4

Validate demand with specialist imports and preorder-friendly hero products.

Launch site, mailing list, and core legal pages
Stock 8 to 12 fast-moving records and accessories
List premium decks and builds as preorder or special-order items

Phase 2

Weeks 5 to 12

Lift AOV and trust with bundles, tutorials, and tighter supplier cadence.

Create starter bundles for beginners and portable builders
Add instructional content around faders, slipmats, and deck setup
Lock one reliable domestic courier workflow and packing SOP

Phase 3

Months 4 to 6

Move from reseller to scene brand with exclusive product.

Release Turntable Wax Session Tools Vol. 1
Run a numbered drop and collect launch reviews
Use email and social clips to promote the first in-house wax line

Go-To-Market

Marketing should look like scene participation, not generic ads.

Content

Post scratch clips, deck setups, unboxings, bundle guides, and quick how-to education across Instagram, TikTok, and YouTube Shorts.

Community

Partner with NZ DJs, schools, portable crews, record shops, and competitions for drops, demos, and local credibility.

Email

Use email for restocks, new wax drops, preorder windows, and exclusive numbered releases.

Bundles

Make starter packs, portable-upgrade packs, and collector bundles so average order value rises without depending on paid traffic alone.

Supplier Priority

Open with suppliers that make the store feel real immediately.

Turntable Training Wax

Skipless 7-inch and 12-inch vinyl, digital audio, accessories, portable gear, control vinyl.

Ask for reseller pricing, minimum order quantities, and whether NZ-exclusive drops or bundles are possible.

Jesse Dean Designs

Portable turntables, faders, tonearms, portable parts, bags, and custom builds.

Start with mod parts and special-order builds rather than attempting a broad inventory commitment immediately.

Portablism Gear

Scratch instruments, SC1000MK2, slipmats, scratch vinyl, Innofader upgrades, and spare parts.

Target parts and high-repeat accessories first, then test demand for more niche digital scratch tools.

STOKYO

Skipless battle wax, slipmats, and specialist DJ accessories.

Bring in one or two premium 7-inch titles and a proven slipmat line as signal products.

OPEN FORMAT

Premium portable and scratch-focused gear including the Reloop RP-7 and mod ecosystem products.

Use preorder or deposit logic on premium gear until domestic demand is proven.