Preparing your Business for Inkjet

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Preparing Your Business For InkjetSomething to Chew On

Elizabeth GoodingPresident, Insight Forums

April 10, 2013

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From Toner Boulevard to Inkjet Way is a Long Road

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This is Business Travel not Holiday Travel

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“ Success depends on a shared understanding of the opportunities and risk and collaboration around shared goals.”

- Kent Smith, Manager of Strategic Business Planning USPS

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Inkjet Opportunity: Meet Customer Needs

Transaction Printing

Direct MailMarketing Fulfillment

Book Printing

Eliminate Pre-printCombine mailings

Drive Postage SavesSecurity /MICR

Enable new revenue

Eliminate Shells Personalize/InnovateImprove Response

Scale

Switch easily between black and full color.

Streamline WorkflowMany “books of one”

Improve Time to Market

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And Some Key Features to Consider

Transaction Printing

Direct MailMarketing Fulfillment

Book Printing

MICRPaper handling

Finishing

Pantone / GamutFinishing

MICRMax coverages

Clean switch to K onlyPremium FI Black Ink

Workflow

Ink Control

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New Capabilities Bring New Challenges

Fine control of color cost and quality.In-line MICR and security features.Process efficiencies and cost savings.Expand into markets.

Usage monitoring and reporting.Security solutions and certification.Process redesign and change management.Gain proficiency in new markets.

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Who wants to retire someday?

This golf course looks really nice!

What Are YOUR Requirements?

Must Haves• Volume appropriate• DR/Business Continuity• Specific to current business• Test/select paper(s)• Drive efficiencies• Level of vendor support

• Realistic modeling• TCO X 10 “what ifs”• Paper and Ink targets• Projected Savings• Projected Pricing• Cash Flow

Blue Sky

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Transition Timing Affects Profitability

Create a “Front Loaded” Transition Plan.Coordinate Development and Sales Efforts.

  Sales training – market positing effort

  Operational improvements/development

  Development and Sales/Marketing Enhancements

Mor

e D

evel

opm

ent

More Marketing/Sales

12 – 24 month roadmap

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Paper and Ink Really Affect Profitability

Choose

Choose Wisely

Measure Twice, Choose Once

• Not all ink is created equal. Look closely.• More paper choices. Less efficiencies.• Consider full impact of roll changes.

• The paper you choose will dramatically affect performance and cost.

• Choice of paper can shift ink cost by +-40% on Transaction, +-80% for DM and more for GA. Varies by “coverage”.

• Paper affects the WHOLE process • Conduct systematic tests including finishing

equipment. Consider impact of dryers/power.

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Estimating, Pricing, Managing

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• Understanding Costs is Critical• Customer quality level – delta-E• Estimating Ink Usage / Coverage• Can you measure actual jobs?• Color file handling – manual costs?• Proofing – How? When?

• Understand Variability• Contract definitions may need to

change – coverage specific.• Jobs must be monitored for coverage

creep.• Regular client reporting of ink usage

on variable jobs may be needed.• Use Cost and Variability as FLOOR

for pricing

• Pricing on Value is Better• Faster time to market• More personalization – variable

content• Understand what drives the budget for

the mailing. Customer needs.

Retail mailings funded by SKUs.More SKUs – more $$

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Coordinating with Designers

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• File creation guidelines• Color naming / management• Rich blacks• Testing PDFs before pricing• Ink friendly images and treatments• Paper selection!

Heavy

Light

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Challenges with Selling ANY Job

• Customers have to believe “it’s worth it ” to change.• Managing customer expectations once they decide

it’s worth it.• Customer Education Materials

• Color terminology• Sample on different paper• Samples with different quality controls• Design Guidelines• Comparative time to market/volume

• Educating customers should be an industry mandate – we will all benefit from it.

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Updating Your Sales Process

• Suitability• Estimating• Incentives• Contests• Sales Training• Customer Ed helps sales too!

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Inkjet Roadmap

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• Consider multiple routes• Lock in the destination• Don’t leave anyone behind

More Navigational Wisdom:“No matter where you go, there you are.”“When You Come to a Fork in the Road, Take It!”― Yogi Berra

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Questions?

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Contact

For questions regarding this presentation, please call Elizabeth GoodingInsight Forums and Gooding Communications Groupegooding@ insightforums.com 800-886-2196 x7www.Linkedin.com/in/ElizabethGooding

Thank you.