Page 211 - Graphic Design and Print Production Fundamentals

7.3 Web2print Strategies and Goals

Steve Tomljanovic

Evaluating Strategies and Setting Goals

Print companies must have clear strategies and goals to ensure continued success when implementing
web2print. The first step is to evaluate the type of sales they make. There are two basic types of sales a
print company makes: business to business (B2B) and business to consumer (B2C). It is very common
for a printing company to serve a primarily B2B customer base; however, since B2C requires a vastly
different storefront, this decision needs to be made early in the process of implementing web2print.

Once a print company determines the type of storefront its customers need, it should research the three
basic types of service: print on demand (POD), variable data printing (VDP), and static warehoused
items. By analyzing its target market, a print company can determine which of these services customers
will use most. Once the print company chooses a software vendor that can provide the most suitable
storefront, only then can it decide on the specific services to offer each of its customers.
Therefore, to be successful, a print company must:

• Know the target market

• Choose an appropriate vendor and storefront
• Make plans to add new customers to the system by setting goals
• Choose the types of products to offer to each customer based on need

Know the Target Market

Every print company has a different customer base, and thus serves a different market. A print company
must analyze the customers it serves to determine exactly what its target market is. The biggest mistake
print companies make when committing to the purchase of an online ordering system is not researching
the technology in relation to their target market. Print companies should choose the system that best suits
their needs and benefits their customers. There are hundreds of vendors and products with thousands
of features, so print companies need a strategy to ensure they can maximize their return on investment
(ROI) while providing the best possible services to their specific, targeted customer base.

Choosing a Digital Storefront and Variable Software

Since not all vendors of e-commerce systems are the same, print companies need to exercise due
diligence in making their choice of vendor. They should analyze their own internal workflow to ensure
they find a vendor that best meets their specific needs. As well, print companies should determine what
their employees’ strengths are and ensure the appropriate staff are hired to accommodate online needs.

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