Page 217 - Graphic Design and Print Production Fundamentals

Graphic Design 205
information, and billing information automatically. When integrating two systems, it is important to note
which system is the master data holder and which is the subscriber to that data. Only one digital system
should ‘hold’ the data, whereas all the other systems access the same database. In a print environment
with a functioning print MIS system, it is the MIS system that should be considered to be the master
in every case. The MIS system collects orders from everywhere, not just the orders placed through
storefronts online. The web2print system pushes data into the MIS system and subscribes to the master
data stored and managed in that system, such as pricing and job specifications. This can be challenging
because the web2print software and the print MIS system are often provided by separate vendors, which
can prevent a smooth exchange of data.

Web2print is one of many secondary, or subscriber, connections into a printer’s business and production
workflow. Web2print should serve its main purpose, which is to capture orders in the most efficient
manner while maintaining a competitive edge for a print company’s sales team. Orders must be
transitioned seamlessly and smoothly into the production workflow and MIS system so they can be
treated like any other order, whether they were placed online or by traditional means. In this way,
web2print is regarded as only one of many business opportunities that bring sales to a print company.

Analyzing the ROI

When making any business decision, investment must be weighed against return. This is known as
return on investment, or ROI. Moving a business online to accept orders is a serious business decision.
Web2print can be a worthwhile investment and understanding how to measure ROI before investing in
a vendor’s software is important.

Typically, in a print company, the estimate for the actual printing process is very well defined. The
estimating department can provide detailed analysis of all of the costs associated with printing a
specific printed product. Where web2print differs, however, is in the costs of capturing the sale and in
streamlining the process in the print shop. For example, there are specific increased costs in running
a web2print site online. If the system was paid for as a one-time licence, then the total cost must be
amortized over the life of the licence, and each print order shares a small part of that overall cost. Some
SaaS systems, on the other hand, charge a piece rate or a monthly fee. These are easier to incorporate
into the costs of the job. On the savings side, there are processes within the print company that are
made more efficient, so an analysis of cost savings can be made there as well. However, print companies
should not fall into the trap of thinking that just because a print job can be completed in a shorter time, it
is automatically cheaper to produce. In order to assess the total ROI, only real costs that affect the print
product’s profitability should be assessed.

Timing is important when calculating ROI because a printer must determine when to invest money based
on an expected return of that investment. Purchasing or building an online system is not automatically
going to generate revenue. It is likely that the print company could invest thousands of dollars very
quickly before the system provides any value in return. There is a human aspect to this as well.
Sales professionals are still critical for driving new customer sales to the web and finding new online
opportunities, both of which will help improve the return on the initial investment.

Systems with monthly payments are sometimes better for new online ventures, as they do not require a
huge investment upfront. Up-front payments force a print company to give away all monetary leverage