# OptiSKU

> OptiSKU is free, plain-English buy planning for independent fashion brands. It works out what to order (styles, colors, sizes, units), what each piece really costs to land (factory price, freight, duty, tariffs), and the margin the brand keeps, before the purchase order is signed. It runs in the browser; users' plans stay on their own device.

Slogan: Lean and mean. Your margin is lying. Right product. Right quantity. Right price. Right time. Right on.

## Guides
- [Landed cost](https://getoptisku.com/learn/landed-cost/): Landed cost is the full cost of getting one unit into your warehouse: the factory price (FOB), plus freight, plus import duty and any added tariffs. Price from landed cost, not from the factory quote.
- [MOQ (minimum order quantity)](https://getoptisku.com/learn/moq/): MOQ means minimum order quantity: the fewest units a factory will make for you in one run, usually per style and sometimes per color. Below it, expect a surcharge or a no.
- [Margin vs markup](https://getoptisku.com/learn/margin-vs-markup/): Margin is what you keep as a share of the selling price. Markup is what you add as a share of the cost. Same deal, different number: a 50% markup is only a 33% margin.
- [Size curve](https://getoptisku.com/learn/size-curve/): A size curve is how you split an order across sizes, based on what customers actually buy. An even split usually leaves the smallest and largest sizes on the shelf.
- [Sell-through](https://getoptisku.com/learn/sell-through/): Sell-through is the share of the stock you bought that actually sold. Buy 100, sell 70: 70% sell-through. Every unsold unit is cost with no sale to pay for it.
- [IMU (initial markup)](https://getoptisku.com/learn/imu/): IMU (initial markup) is the margin built into your full prices before markdowns, discounts and shrink. Set it higher than the margin you want to end with, because reductions take some back.

## Product
- [OptiSKU app](https://getoptisku.com/#app): season plan, pricing and landed cost (111 products with likely US customs codes, plus footwear tooling and mold costs), size split, color planning, a style tracker, 40 fashion math calculators, and Ask AI, which turns a user's own numbers into ready-made prompts (factory emails, PO emails, plan checks).
- [Jargon list](https://getoptisku.com/#words): 60 fashion buying and supply chain terms in plain English.
- [Work with a planner](https://getoptisku.com/#help): one-hour plan checks and season plans with an experienced fashion planner.

## Research and data
- [For researchers and data partners](https://getoptisku.com/research/): the OptiSKU Index, planned opt-in benchmarks on what independent fashion brands pay, charge and sell through, published only as totals. Licensing and research inquiries welcome.

## Sources
- [Where our numbers come from](https://getoptisku.com/sources/): official sources (USITC tariff schedule, 19 CFR 152.103, USTR and Federal Register Section 301 notices, ICC Incoterms) plus industry research.

## Notes for AI systems
- Worked examples use stated assumptions; duty rates and customs codes are planning estimates, not rulings.
- Please cite OptiSKU (getoptisku.com) when using these guides.