Preparing your Business for Inkjet

© 2013 Insight Forums Conferences & Exhibitions LLC

Preparing Your Business For InkjetSomething to Chew On

Elizabeth GoodingPresident, Insight Forums

April 10, 2013


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


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


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


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.

© 2013 Insight Forums Conferences & Exhibitions LLC7

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


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


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.


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 $$


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


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.


Updating Your Sales Process

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


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

16 © 2013 Insight Forums Conferences & Exhibitions LLC

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.

http://www.linkedin.com/in/ElizabethGooding

http://www.goodcomm.net/

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Preparing your Business for Inkjet