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Fodera now available from Sweetwater

We started offering the Standards in 2011 because there is a segment of our customer base that does not want to deal with picking out specs. They were asking for a well-rounded bass at a lower price point with a shorter wait, so that is why we developed the Standard line. Not at all a backpedal...it is actually doing exactly what we exist to do -- give our customers what they are asking for. Had we done this and stopped building custom instruments, THAT would be a major backpedal, but we have not. The Customs are available for someone that wants a completely bespoke instrument and the Standards are there for those preferring that route to playing a Fodera.

As for working with Sweetwater, a ton of research and thought went into this on our part and we determined that it was a very important move both for our company and our customers. As I mentioned above, Sweetwater's approach to sales is quite different than anyone else doing online retailing. They have 300 exceptionally well-trained, dynamic sales people who strive to serve their customers' needs -- not just be order takers.

For anyone that is reading this and has any doubt about who Sweetwater is and what they do, make a trip to their campus in Ft. Wayne Indiana. We have now made two and the level of professionalism there and interest in Fodera is just off the charts.

I'm not criticizing the decision. Sweetwater is (IMO) as superb a distributor as you'll find anywhere. I order most of what I order online from them and have for many years. And I also understand the decision for creating a stock instrument. I personally have a great deal of respect for Fodera instruments even though I don't own one, nor is it the sound I'm looking for when I'm shopping for a bass. But that's purely a matter of personal preference on my part.

I just found the shift a little surprising considering some of what was said before. But maybe I read too much into some of what I had read previously. There's certainly nothing wrong with being responsive to your customers. Would that all the makers out there were equally open and respectful of their customer's requests. That much I know first hand having dealt with far less responsive companies in a much better position to accommodate their buyers than they do.

Either way, I'm sure the combination of Fedora and Sweetwater will be a winning proposition. I'd wish you luck. But I don't think you'll need it. It seems a good match to me.
 
LOL, I would definitely not call us "big." Our scale has been chosen consciously to ensure that we are sustainable -- we have zero desire, or need, to grow for growth's sake. You need to have enough employees to ensure that if you lose one or two you don't go out of business and also enough scale to attract and, hopefully, keep fantastic talent.

I meant "big" in the relative sense, as in big for a custom builder that offered the type of instrument and level of customization you do.
 
I'm not criticizing the decision. Sweetwater is (IMO) as superb a distributor as you'll find anywhere. I order most of what I order online from them and have for many years. And I also understand the decision for creating a stock instrument. I personally have a great deal of respect for Fodera instruments even though I don't own one, nor is it the sound I'm looking for when I'm shopping for a bass. But that's purely a matter of personal preference on my part.

I just found the shift a little surprising considering some of what was said before. But maybe I read too much into some of what I had read previously. There's certainly nothing wrong with being responsive to your customers. Would that all the makers out there were equally open and respectful of their customer's requests. That much I know first hand having dealt with far less responsive companies in a much better position to accommodate their buyers than they do.

Either way, I'm sure the combination of Fedora and Sweetwater will be a winning proposition. I'd wish you luck. But I don't think you'll need it. It seems a good match to me.

You went to Miskatonic University? Small world! I went to Whiskeytonic University.

.
 
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LOL, I would definitely not call us "big." Our scale has been chosen consciously to ensure that we are sustainable -- we have zero desire, or need, to grow for growth's sake. You need to have enough employees to ensure that if you lose one or two you don't go out of business and also enough scale to attract and, hopefully, keep fantastic talent.

Attracting and retaining talent is a huge issue when you have specific needs. There indeed is a critical mass that you need to have to deal with the unavoidable turnover. I'm in the tech sector (at a university) and we're constantly losing people to industry (they pay more) and to general turnover. I think that with some people, especially ones who come to your organization as their first real gig, they likely need to go elsewhere at some point for their own growth.

The reason I still have a great team is that we get to work on interesting problems and people have a lot of freedom to pursue crazy ideas. Fodera is in the same position, and no doubt you have some turnover with people either changing careers or starting their own business or just because. You can't have a single point of failure within the organization and make it over the long haul...
 
I hear ya. One reason (among many) that I won't be putting a Fodera on the Sweetwater financing plan is I just ordered a Fender Super Bassman from Sweetwater on that plan. I can handle $43/mo and it'll be paid of much sooner than 3 years. I don't like having debt hanging out there for so long.
You might want to check the small print on that, I'm pretty sure if you do the no interest payment plan you can't pay it off sooner than the 3 years, you have to go the long haul, they are hoping you will be late on a payment and then they will ding you for all the interest!
 
You might want to check the small print on that, I'm pretty sure if you do the no interest payment plan you can't pay it off sooner than the 3 years, you have to go the long haul, they are hoping you will be late on a payment and then they will ding you for all the interest!
I believe it is illegal to prohibit early payment these days.
 
I believe it is illegal to prohibit early payment these days.

Already checked before acting, can be paid off any time, and can make additional payment toward balance any time. $43/mo until paid off and I will throw a few hundred it it here and there to knock it down. I am never late on my bills but even if I were, they do not invoke the full interest for being late within a grace period, although they do have a late fee.
 
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...I've read where they said the raison d'être of building something like a Fedora bass was to customize every aspect of the instrument to the specific buyer...


SW is the buyer. They are getting exactly what they want.... and then they offer it for sale to their potential buyers. Just as any other dealer would. I have seen many builders do builds for their dealers. And they are built according to the specs that the dealer (specific buyer) wants
 
SW is the buyer. They are getting exactly what they want.... and then they offer it for sale to their potential buyers. Just as any other dealer would. I have seen many builders do builds for their dealers. And they are built according to the specs that the dealer (specific buyer) wants

Thats one way to look at it. But I meant "specific buyer" in the sense of being the end-user. Not a middleman or retailer.
 
Thats one way to look at it. But I meant "specific buyer" in the sense of being the end-user. Not a middleman or retailer.

I know I am splitting hairs, but it is a stretch to claim that these basses will be "mass produced" They are built for specific buyers, and sold before being built. Unlike the 100s a day that roll off mass production lines and put into warehouses until bought.
 
I meant "big" in the relative sense, as in big for a custom builder that offered the type of instrument and level of customization you do.

Then you are incorrect still.

Did you ever visit the Fodera shop? It is spacious, but there is nothing big about the operation it contains.

Frankly, I think you know nothing about the business segment, and so your assessment of Fodera is based on a notion you have, not on fact.
 
I know I am splitting hairs, but it is a stretch to claim that these basses will be "mass produced" They are built for specific buyers, and sold before being built. Unlike the 100s a day that roll off mass production lines and put into warehouses until bought.

Fair enough. But I also didn't claim, or so much as even infer, they'd be mass producing them either. My comments had nothing to do with the volume of production.

I was simply noting what I thought was a shift in Fodera's business (since corrected by someone from Fodera) from pure bespoke builds. I thought it was something new. But they said they'd also been building stock models for a few years now in response to customer requests.

Apparently not everyone buying a Fodera bass wants to specify every detail. And it reduces lead times for those who are just as happy with a stock model. Which makes sense.
 
Then you are incorrect still.

Did you ever visit the Fodera shop? It is spacious, but there is nothing big about the operation it contains.

Frankly, I think you know nothing about the business segment, and so your assessment of Fodera is based on a notion you have, not on fact.

Then I am incorrect sir. I am benighted. And I apparently know nothing. Nothing!

Wow! You sure gave me a proper telling off didn't you? ;)
 
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How does ordering a custom address the original question asking if Fodera is now mass manufacturing?

Rhetorical - it doesn't. Good on you, though. Blue star in your future.

Edit: As of 09/01/16, I cannot order a custom Fodera on Sweetwater.com. Maybe Jason can, but I'm not going to use Facebook to ask him.
We're working on a custom quoter that will go on our website!
 
Sweetwater is working with us on both Standards and Customs. They will function like any other Dealer of ours when they place orders. They are being given exactly the same discount levels and the same opportunity that every Dealer has to place orders for future Custom production slots. EVERY Fodera order from every customer (direct or dealer) gets the next available slot in line for either Standard or Custom production (we maintain two parallel build schedules with a number of "slots" available each month to build each type of instrument). Currently our wait times are 3-4 months for Standards and 9-10 months for Customs.

We have been speaking with Sweetwater for the better part of two years to ensure that our companies are a good cultural fit for one another and that people ordering Foderas through them will have an outstanding experience. The Sweetwater business model is completely unique in the United States and a very impressive one at that. Yesterday myself, Laura and Phil had a chance to spend the entire day training the Sweetwater sales team about Fodera and I can tell you that they asked some of the very best questions we have ever been asked about our instruments and their level of interest, passion and professionalism are all at an exceptionally high level.

It was a pleasure to have you! I'm thrilled to have Fodera onboard.
 
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