Subscription Box Answers

The Benefits Of Using A Fulfilment Center (with Mike Longshaw)

March 18, 2024 Liam Brennan
Subscription Box Answers
The Benefits Of Using A Fulfilment Center (with Mike Longshaw)
Show Notes Transcript Chapter Markers

On today's episode of Subscription Box Answers, I am sitting down with Mike Longshaw to discuss the benefits of using a fulfillment center. Mike owns a Fulfillment Center based in the UK called The Prep Centre.

I firmly believe that for the majority of subscription boxes, you should highly consider using a fulfillment center as it will save you a lot of time. (and it is nowhere near as expensive as you probably think)

We have packed our own boxes at BusterBox in our own warehouse space and have also utilized a fulfillment center. After experiencing both, I much prefer a fulfillment center.

In this episode, you will learn all the benefits and what you should look out for if you're considering using a fulfillment center.

You can reach Mike at http://www.theprepcentre.co.uk/.

If you have any questions you want answered on the show, make sure you head over to the free Facebook group at www.SubscriptionBoxResources.com and post them there.

Speaker 1:

Welcome to Subscription Box Answers with your host, liam Brennan. You're no rubbish, no crap. Straight to the point podcast with real, actionable tips, real strategies and insights from the industry which will help you start and grow your own successful subscription box business. You ask the question, you ask the questions, liam gives the answers. It's as simple as that.

Speaker 3:

Welcome back to another episode of Subscription Box Answers. Now, on today's episode, we have the pleasure of bringing on a very special guest, mike Longshaw from the Prep Center in the UK, which are a fulfillment center. The reason why we're bringing Mike on is there has been so many different questions recently about should I hack my own boxes? Should I go with the fulfillment center? What are the benefits? So I thought let's just bring somebody on who has a fulfillment center and we'll go through everything and I'll share my perspective too. So thanks very much for coming on, mike, no problem.

Speaker 2:

Thank you for inviting me, Liam. It's a pleasure to be here.

Speaker 3:

Yeah, really excited to chat with you. So you're based in the UK. Now we're both the boxes of the UK based company too, and the listeners of this podcast are probably split down the middle half in the UK and half in the US. But I'm sure the people in the US will learn something from this too if they're thinking about going with a fulfillment center. So first question to you is what made you set up a fulfillment center?

Speaker 2:

That's a good place to start, isn't it? I think from our point of view, we started with an interesting experience with Amazon, sort of running a logistics side for them a couple of years back, delivering the sort of the same day or next day parcels for them. By doing that, we then got talking to people who were looking for FBA prep, who then got us into normal e-con fulfillment, which then brought us through to subscription boxes and a very long story, very short, which we could go into much more detail if you wish. But the bit that we actually really love to do is the warehouse either fulfillment, the subscription bit. So the vans, the trucks, the lorries is, to be quite honest, it's a massive distraction. So that all went along the wayside. So we're now focusing on the bits that we really love, and actually it was a bit of a by default in some ways, but is that a happy accident, shall we say?

Speaker 3:

Okay, that's very interesting because I was looking at your website and obviously I could see you were dealing you're dealing Amazon, normally, e-commerce and sub boxes. How much of your business do you say is taking up with subscription boxes now? Does it account for a fast amount?

Speaker 2:

Okay, we're probably, if I look at where we are currently, it sort of changes with whatever clients we might get coming on and sort of moving in bits and pieces. We're pretty good 50-50, so it's quite a nice percentage. It's one of those that's it's difficult to try and predict because again, from one month to the next, what it's like running a successful box, that you don't necessarily know the numbers for. Next month You've got a good idea, you know what you put into your system to what will come out the other end. But we just take on a new partner last week. So again that's changed the dynamic a little bit with what we're doing. But yeah, I'd say a good 50-50 mix which works quite well because you have those crazy times when you've got the bulk date due for some of the bigger clients. You know what it's like and it's everyone's working towards that particular date. But then the rest of the month we've got the nice sort of day-to-day e-commerce fulfillment as well.

Speaker 3:

Very good. Now the benefits. I can share more perspective on this as well. The benefits of a fulfillment center for dealing up on your role. What will be the big benefits that would stick out to?

Speaker 2:

you the big benefit and I know you guys are sort of quite on side with fulfillment, which is a great thing, and I think you guys, almost from day one, made that decision. I think the key points to us or for anybody who's looking at fulfillment is the time that you will gain back from not having to build the boxes is really key. The ability to focus on growing your business and growing the numbers and doing the nice bits is really important. Having a fulfillment center a little bit of what we've just touched on. If your numbers suddenly change, that's not an issue for us because we can deal with that. If you decide to take on a unit because you feel it's the right thing to do, because you want to do your own thing, what if you suddenly double in size or triple in size, which is a great problem to have? But if you've signed up for a long term lease somewhere, you've got a real issue then because you've suddenly got an extra overhead that you don't need, whereas with a fulfillment center it can all be tailored month to month to month. It becomes no-transcript.

Speaker 2:

We always try and become an extension of your business is what the plan is is to try and make that work seamlessly, any box that's built from this end, and we always do it ourselves individually.

Speaker 2:

We want to make sure that what leaves here is as good as it would be if it was leaving from your house. As I say, it's all about the space, the scale. It's very easy, I guess, to, when you start off with the sub box I can do this, I can do this, but very, very quickly you get to a point and you don't have to be thousands and thousands a month that can be in a much, much lower than that you suddenly realize how much time it takes to make the box, to build the box, to take it to the post office, to get rid of all the rubbish related to the packaging and everything else. All of these things Individually quite important, but collectively become a massive headache, whereas if you outsource it and incredible from a you know how little it costs compared to maybe what people think it might cost, the benefits you gain from being able to do the nice bits of your business I think of you know it's pretty the most important bit.

Speaker 3:

I agree with you 100%. So for us, when we started Busterbox originally we we were actually doing the fulfillment Ourselves and we had we had a small unit and we very quickly outgrew that unit and then we have to get another one and then we very quickly outgrew that one and then we had to get another one again and then it got to the point where we had to push a second floor into the unit and it was becoming and Challenging enough, to be honest with you, because, like you mentioned there, there's all these things you don't really account for so insurance, hiring people, making sure the staff are well trained, and Rubbish. Rubbish is a big one like the amount of rubbish but you actually have to get rid of and as you get bigger it becomes more and more challenging. Storing products as you get bigger, with, like, we had trucks coming with like 20 or 30 pallets On the trucks with all our stuff. Then we had to buy a forklift. We had to get somebody insured on the forklift. They would have to be in. Like it was just Now when Brexit happened, we could have no longer fulfill our boxes in Ireland and we had to send them.

Speaker 3:

We had to do it in the UK. So we really could. She had no choice. We were thinking about fulfillment beforehand anyway, and we ended up moving to a fulfillment center in the UK.

Speaker 1:

Now the fulfillment center.

Speaker 3:

We use its Darren pet as well and we had a previous relationship with them beforehand and that's basically why. Why we go with them and it works out quite well. But well, the amount of time and hassle that actually saves you. If I was starting one of these businesses Again from this, from scratch, after knowing everything I know now, I would build in the fulfillment cost from the start into the margin and just go with a fulfillment center. I think it'll save you so much time.

Speaker 2:

Yeah, now, I think that's it's a really valid point and certainly coming from someone of your experience who's been there, seen it, grown it, sir, a huge point. I think it's really. It's a nice thing to hear and I think you're right. I think if you build it in from day one, very, very small I well, I don't know what you guys are paying, that's not down, it's not up to me, but I know what we charge them. I know other companies similar to us charge.

Speaker 2:

If you're looking to build a sort of a scalable Subbox, then yeah, you're absolutely right, they will one build it in and it just takes that that hassle away. As you say, if you've had to move two or three times, each of those moves costs, and the time and the effort and the money to do it is just unbelievably stressful and you have to try and time that within your box builders. Well, I can only imagine trying to do that for you know, for your own business is very, very difficult. You know we're in that great position. You mentioned staff. That's a great one actually, because when you're building 500 boxes or a thousand boxes, 2000 boxes, it's a crazy week or so, but actually you don't basically need those stuff for the rest of the month.

Speaker 3:

That's literally the problem. So you're looking for staff who can come in at certain points and, yeah, work really hard for like a week or whatever 10 days and prepare everything, and it's not easy to find people like that. They were about only for a short period, but obviously with yourself you've so many different Businesses are busy all the time. So yeah, yeah.

Speaker 2:

If they're not busy building sub boxes that build you busy, busy doing sort of prep work for other customers or fulfillment pieces. So there's there's always something going on and we said it's. Then it becomes our Issue then to sort of factor in who needs to be where, what they need to be working on during the month. It is, it's a quite it's a nice problem. There's a great challenge.

Speaker 2:

I think it was why we love it when we bring up a new box on. You know, it's always a little bit of the unknown when we know what to expect. We've done thousands of them, but it's always that you know that first one. But it's got to go out and it's great and we had this last week. As I say, it was a, you know, a new business for us and it's it's a really nice way to Sort of introduce what we're doing to that new business. Who maybe not they hadn't used to fulfillment in the past. So this was their first sort of foray and I think you know, utilizing your Facebook group and the you know it's what you doing, gary, on there and fantastic resource and it's just been so useful to read through stuff and sort of meets up with some of the people that are on there. I'm just get a really good feel for the, the community actually in a sub box world, because actually everyone seems to pull for each other. Yeah, it's really unusual and I really love it and I think that's a really interesting point.

Speaker 2:

You know, we as a state of the priority for us is if we're looking to take on a new customer who's been doing this from home it's their baby. You know they nobody wants to give their baby away, but you know really, but actually to do it and to do it someone that you can trust and actually will look after that box. So just make sure it's done perfectly, because everything that leaves this room or this warehouse, I need to make sure personally that it goes out as good as it can possibly be, because actually your customer who's spending good money on your box is Expecting to get this perfect, really packaged product. Yeah, and if it's not done perfectly, then a we haven't done our job. Be, you're gonna fall out with us and see the customer may end up. You know my churning and it's just so many different things around it, so we need to know that the absolute priority is to get it perfect every time.

Speaker 3:

Yeah, and that's actually a great point to bring us into the next question. So we kind of experienced this ourselves and before we move to the Fulfillment Center was falling in the end. But I hear people saying that all the time People are nervous about handing over control to somebody else. Like, for example, with us we're in the dog niche and we have a lot of special requests. Every month People come through there on got the cat cancel. If you can't ensure my dog doesn't get beef, I'm going to cancel. If you send another rubber toy, like it bailed up to thousands, yeah, special requests. How would you answer that, like if it to the people who are nervous about handing over control?

Speaker 2:

Yeah, I think it's absolutely right. You know, I think when you've been building your business to enough of a degree that you're thinking, okay, this is the right thing to do, then you know nerves are fine. That's not a problem at all. What we do, and this is just something that certainly from our point of view there's a few of us that run this operation and when a new partner comes in, I always make it my responsibility on a personal level to actually make that box for the first, certainly for the first few months, because we want to make sure it's perfect. You're absolutely right with regard to sort of special requests and custom boxes.

Speaker 2:

We have these on a daily basis. You know we've got customers that we've been dealing with for quite some time that We'll do. The bulk might be a thousand boxes and then, just before the bulk will go out, a couple of days before I get an email Come through and say, okay, mike, these are the custom ones, and it could be 20, could be 50, could be hundreds of different things saying actually, again, this is slightly related to you guys, but it's more cat than dog. But I'll give you just a couple of quick examples. You know, my cat can't have chicken, my cat can't have Fish or whatever it might be. And can you just make sure that this doesn't happen? This particular box, we don't want any Treats in there, we want to just swap things out it's. It's one of those that if we don't know about something, it's very difficult to do it. But as long as we've got a process in place for the main bulk, which is fine, anything else that needs to change from that, as long as we know what it is, it's easy, it's a very straightforward process and it's very, I'd like to say, it's easy to sort of convince somebody not to be worried about it, but it's not because ultimately it's their baby.

Speaker 2:

But what I would say is you know, try it, because actually, no matter what level of customization you have, ultimately it's doable. If you can do it yourself, then it's quite easy to have a team doing it, working with you, and we always try and work with people rather than four people. We're all part of the same team, the difference being here We've got, you know, a number of different sort of packing benches and we can set that rather than being on your kitchen table, your dining room, with boxes all over the place. It's actually easier, I'd say, to make it accurate and make it done correctly and accurately and, you know, on point, every month. Yeah, I do completely get why people are concerned and I do completely Understand that, especially when there's an element of customization and sort of custom tailoring to bits and pieces.

Speaker 2:

Why it's a little bit, you know. Yes, it's been more challenging. Of course it is, but you know that's what makes the world go around us, what makes us sort of enjoy what we do. Really, because you know, I'm sure if you guys had to make 10,000 of the exactly the same thing, you Mind starts to go a little bit. But actually making it a little bit different, keeping it interesting and actually, ultimately, your customers, who are paying your wages, who are therefore paying our wages, are the ones who are going to be right. So, as long as you're happy with that request, we'll be happy to match it.

Speaker 3:

Definitely, definitely. I agree 100%. Now, if anybody Listening is looking to move to fulfillment center at the moment, what, what advice will you give them for finding a good fulfillment center? Because some people are in the UK, some people in the US, but what now for a fulfillment center?

Speaker 2:

I think communication is one of the biggest ones. It's making sure that if you reach out to somebody, whether it's us or some of our there's one or two companies who are also on the Facebook page that we get along with quite nicely and there's plenty of room for everybody. That's really important as well. But actually a communication to make sure that you're getting what you want from that center, I think ideally, speak to somebody and have that continuity to see that it's going to be the same person. It's really important. Recommendations are massively useful, so testimonials from people are very, very useful If you speak to us one of the things I always say if you want to speak to some of our existing customers, you're absolutely more than welcome to. We've got nothing to hide from that end. If there's something that you're not sure about, obviously we'll always try and reassure people, but sometimes having a conversation with one of our existing clients away from what we're doing, that's quite a nice way to do it.

Speaker 2:

I would always say price is important, but I don't think it should be the most important. If that makes sense, I think there's certainly there's a channel where I think most of us are. With regard to pricing, I don't think anybody's crazy expensive. I don't think anybody's crazy cheap, because it can't be done either of those extremes. So I think there is a channel, and I think broadly, where everyone's in alignment, but the key, as I say, is how you get on with that person. If you get a good vibe and it's a strange word but if you get a good vibe from the person that you're talking to and you believe in what they're saying, then I think that's a really good place to start. And as I say this, I don't know a huge amount about the sort of full-format market in the US as far as sort of the price thing, so I can't really comment on that. But actually communication is the same, wherever you are, if you can't get hold of the person if there's an issue.

Speaker 2:

I spoke to somebody the other day and they I think I don't know if it was somewhere they'd been trying to get hold of or they'd been a couple of years back but they'll wait two or three days to get a response to any of their questions and that's it just doesn't work, especially with a smaller business, because, especially if you're coming into this having not used the fulfillment center before, you're used to doing everything yourself. You're used to reacting as soon as something comes in. You need that same, really, from where you're going. It needs to be an extension of your current business and it just needs to be oh okay, the packaging's done somewhere else now. It shouldn't be, or I need to go and send an email or get on the phone or never get hold of somebody and waiting three days for an answer.

Speaker 2:

So, yeah, I think the most important is yeah, I think price and communication is probably the two keys and making sure that you, you kind of you get into that person, you buy into what they're saying to you. But, yeah, I think, making sure that, if your expectations are at a certain point, that they're going to be met. And, as I say, there's no better way for us to advertise our services, I guess, than to speak to our happy existing customers.

Speaker 3:

Yeah, definitely, definitely. Now say somebody they found the fulfillment center and they're like okay, we're going to a fulfillment center, what advice would you give them to make the transition smooth, like, what kind of lead time should people be looking out for? Things like that? What would you think?

Speaker 2:

Okay, really interesting point. I think this will always come down to sort of the numbers involved. So if you guys wanted to change yours for arguments, say you're talking thousands and thousands of units, that's going to be not a logistic nightmare, but it's going to be a lot more of a planning involved. It wouldn't be a yeah, if you're shipping that is the 20th of March, there's nobody. I don't think we'll be able to put that in place quite that quickly, whereas if you're a smaller box, then we always like to have everything in a week before the sort of the shipping date is due. Again, subject to volume, but it's a quite a straightforward process, I think.

Speaker 2:

Again one of the things we always say if we've got the stock here, we can make it work, then we can do it. And if you've got, if you're working to a month, if you're always on the 15th of the month, I certainly wouldn't try and speak to somebody two days before and expect it to happen. Well, having said that, the customer that we brought on last week the conversation was, I think, the Thursday. The previous week shipping date was Thursday. Last week we didn't have all the stock until the Tuesday night.

Speaker 2:

Oh we still got it done. It still happened, it still made it work. That's not necessarily ideal, as you can appreciate, but it was. You know the situation dictated that we needed to move quickly on it, which was great. It's quite again. It's just that sort of nature of what we do. But typically, you know, a couple of weeks ahead of time is always useful because, especially if it's you know, something new for both things, it's new for you as a customer, sort of outsourcing, it's a new build for us. So it's making sure we've got all of what we need a little bit ahead of time. And again, numbers driven If you're doing 500 a month, then you know a couple of days isn't the end of the world. We can build that. But if you're talking thousands and thousands and thousands, then of course you know the build time takes that little bit longer. So it's very much down to the individual. But I'd say, you know, with as much notice as is sensibly possible, but we can pull things out of the bag pretty quick if we need to.

Speaker 3:

You sound like us back in the day, when things were coming in late and stuff and we're only getting the business. You might have to pull America out in a day.

Speaker 2:

It just happens, and I think this is the key. This is why we try everything we can. We've got this promise that you have to your customers. This is where I always try and look at. It is if your customer goes to bust a box. Now again, I don't know what your shipping date is, but your customer promises that they get their box on a particular date. From our point of view, your customer doesn't even know we exist. We almost want to be in the background just doing our thing, but the customer needs to go from your website to getting their box done.

Speaker 2:

Now that happens and whatever magic, as you say, we might need to pull out of the bag in the middle of the hole. That's fine. As I say, I think it's always the first one. The first month is always not necessarily the most difficult, but it's certainly the most stressful, I think, from our customer's point of view, because they're letting go of something which they've never have done. The amount of people that said to me you know what. I'm so glad we did this, mike.

Speaker 2:

I've got customers who do hundreds and hundreds of boxes and actually, whereas they spent years building these things and it's been in complete focus, they now go on holiday, on shipping week, they don't have to worry about it. It's complete mind switch, really, because you're focusing probably I don't know what you guys do but three or four months ahead. That's where your head needs to be. Your head doesn't need to be about building this month's box. Your head needs to be okay. Tell Mike and the team what needs to be done, what needs to be done, what needs to be done, what needs to be done. Make sure all the stock is there and then focus on your three months ahead, your funnels, your emails, your marketing, your plans. That's how you're going to grow your business. With all due respect to anybody, you're not going to necessarily grow your business by building this yourself.

Speaker 3:

No, you definitely won't. We were getting to a point where it was taken so for a week every month where we had to bring people in there to be managed in there especially items, and eventually it was like this just doesn't make sense. We're actually losing so much time every year. And, yeah, the business actually grew much bigger since we actually sent out the fulfillment as well. So I definitely recommend anybody on the fence to seriously consider about moving to a fulfillment center. Even if you need to get your prices slightly to build it into your margin, just do it, yeah.

Speaker 2:

It's very little I'd suggest For most of the boxes that we see. It's quite surprising. Some people will always say, oh, I thought there'd be more than that. But actually it doesn't need to be crazy expensive. It's got to be value and it's got to be the right thing. It's got to work for you guys and it's got to work for us. It's not just a one-way street on this by any stretch, but yeah, I think people are a little bit surprised. Sometimes it can be pretty cost effective.

Speaker 3:

Yeah, it is cost effective. People kind of get numbers in their head that aren't necessarily true. So sometimes not all the time, but sometimes using a fulfillment center can have other advantages, such as saving on post, because the fulfillment center may have a account and they're able to reduce the price of actually shipping the box out. It's not always like that. I think it tends to be maybe a bit more common in the US, but what are your thoughts on that?

Speaker 2:

Yeah, I think that's a really interesting point and I think the US market is very different from the UK from a shipping point of view. I think there's quite a bit to be had with regard to the saving from the bulk numbers, from the fulfillment guys, which is really key, and I think from the US point of view it almost makes it a no-brainer to do something because it's almost off the entire cost. I find UK stuff is slightly frustrating With the likes of Royal Mail. Royal Mail are very, very good at what they do, as we know that, and we like them an awful lot, and they're here several times every day, as you can imagine.

Speaker 2:

Yes, we obviously have some reasonably decent rates with them, but the days are long gone, I think, when there was such a significant difference between what Joe on the street can get and what we can get as a business.

Speaker 2:

It might be a little bit of a saving, but actually the way I would look at it is that saving could be offset against the actual cost for the fulfillment, for the building of the box. So again, what we can save on a little bit, just from a customer point of view, it almost makes it a little bit cheaper to have that fulfillment because there's a slight offset there which can make a bit of a difference, because obviously we're running a business, just like a Buster Box is running a business, but we also don't feel that there's. It doesn't need to be ridiculously overpriced to do a great job. I think we do a very, very good job at a very, very fair price, and shipping is one of those things that does make a difference. But yeah, I think, sadly, those days of us getting a pound or two pound cheaper than you can get yourself, they're long gone. They just don't exist, which is a shame.

Speaker 3:

I think in the US it tends to be a bit more common, but usually in the US the price of shipping in the US is usually a bit more expensive than the UK in the first place as well. Yep, yeah. So if somebody was moving to you like what would be the minimum box count you'd recommend?

Speaker 2:

Okay, again, really interesting one. We don't have as a business we don't have a minimum for one thing. I think it's quite an important bit to say, and I think the reason we've done that is purely because we've come across people who have almost been ready to give up because they just haven't got the time to be doing all the bits and pieces. The box might be quite small at that point, but maybe they're still running a normal day nine to five job and it's just got into the point where, oh, I can't be doing the building as well. So key point number one is that we don't have a minimum.

Speaker 2:

I'd say most businesses, when you get to even around the two or 300 mark, is probably quite a sensible point where you're probably doing okay financially, but it is then getting to a point where actually it's starting to take up quite a bit of your time. There is no right and wrong now, liam, to be quite honest with you, because as though we've got somebody maybe doing even 30 or 40, but their life and all the bits and pieces that go along with it sort of dictate that they haven't got the time to be doing it. That's fine, we'll do that. We've got somebody who'll be doing it and 500, somebody who'll be doing it, 1000. I think that the sweet spot is there. A sweet spot I don't think there is.

Speaker 2:

I say maybe the two, 300 is probably quite a sensible number. But, as I say, if you're finding that you're stressing with the 50 or the 100 that you're doing, then even at that point it's absolutely fine to be happy to outsource that because if your head can be into the growing of business and all of your and Gary's kind of work throughs and systems that you guys have got in place so that you promote very, very nicely on the web pages, it's so important the guys to go through that and look at it and understand how those funnels work. The email market sting. If your head is in or I've got to build the boxes, get rid of that bit. It's just trying to focus on what you want.

Speaker 3:

Yeah, and if you do have like 50 subscribers and you can't break through, it may be a case of going with fulfillment center and, like you said, then you have more time to actually put into the market and grown the company in general. Well, look, thanks very much for coming on. That was a very interesting conversation. I definitely learned a lot from it and I'm sure the people who are listening at home will learn a lot from it too. If somebody is in the UK and there are people going to a fulfillment center and they want to have a chat with you, where can they reach you?

Speaker 2:

They can get us online. So website is wwwtheprepcentercouk. By all means, feel free to ping me an email at mikeattheprepcentercouk. Or if you want to just go a little bit old school and pick up the phone and actually speak to me, which you can always do just give us a ring 0120208209. And yeah, always happy to have a chat and run through options. We always talk to people as well who may be not quite sure, and we have a conversation. We just talk about their actual situation rather than the hypothetical, and sometimes it is right not to do it just yet, and then, six months down the line, it's the right thing. So, yeah, happy to answer any questions, any concerns, even on the subscription bot resources Facebook page. Look me up on there or tag me on that, mike Longshaw, and we can jump in from there. Perfect Thanks for having so much good time, liam. I really appreciate the invite. Thank you.

Speaker 3:

No problem, they're delighted to chat to you about this. So I know a lot of people have questions about it, so hopefully that's the answer of them. I'll share the contact information in the show notes, the number on the website and the email. Now we'll be back next week at the exact same time. If you have a question you want answered on the podcast, just go to wwwsubscriptionboxresourcescom and join the free Facebook group and you can post your question there. We'll chat to you then. Have a good day, bye-bye.

Benefits of Using Fulfillment Centers
Transitioning to a Fulfillment Center
Choosing a Fulfillment Center
Fulfillment Center Advantages and Recommendations
Invitation and Contact Information Sharing