Signs of the Times - November 2017 - 36

offer signs, graphics, tradeshow
displays, window graphics, vehicle
wraps, murals and, get this, elevator
door wraps. Did you think of that?
I asked Rob what he thinks about
before buying a new print machine.
His background is in corporate
finance, marketing and corporate
sales, so he didn't hesitate. "It depends
on your business and what you want to
print," he said. Then he listed critical
decision properties: print speed, print
quality and lamination requirements.
He added, "We're fortunate because,
as a franchise, we receive advice from
the corporate tech department and
we also talk to other franchisors who
own the equipment that interests us."

to remind you of such prospective
clients. Make a note to continue to
think of cars, but not in a conventional sense. For example, Dan Porter,
owner of Magnagrafik (Cincinnati),
specializes in graphic designs for
sports and racing cars. I telephoned
Dan and asked about his market.
He said he ships digitally printed,
contour cut, magnetic graphics -
removable racing stripes, Porsche
logos and personalized trim - to
Porsche and sports car owners worldwide. He also wraps race cars.
Also, use your whiteboard markers to draw lines and boxes that link
or combine ideas. In no time, you'll
have an accumulation of case studies
(with additional ideas and notes) that
your shop can match or outdo. Next,
outline the plan in steps, research the
ads and information for validity, talk
to manufacturers and others who
might do the same work (out of state
36

SIGNS OF THE TIMES

NOVEMBER 2017

calls are more readily accepted), review your shop economics and begin
implementation.
WHICH DIGITAL PRINTER?
Whether you're adding to your stable
or first venturing into digital printing,
you must plan a route - there are
many options, so choosing isn't easy.
However, once you walk through
the elimination process that starts
by cutting and taping digital print
machine ads to your whiteboard,
your options will narrow. Tape your
favorite case studies near the machine
ads that you believe match your
needs list.
First determine your needs, said
Rob Tonetti, owner of Cincinnati's
Speed Pro Imaging. I met Rob at the
grand opening of Graphics Solutions
Group (GSG) sign supply company in
northern Cincinnati. Denver-based
Speed Pro Imaging's 140 franchises

DECIDING ON A PRINTER
In February I wrote about buying
digital print machines and listed
three consternations: buying the
wrong machine, an unrealistic view of
costs and its effect on cash flow, and
an overzealous view of your market.
There, I recommended that you:
* Conduct market research to determine what type of digitally-printed
signs or print products are in demand
that your shop could produce and
sell, which will narrow down your
machine choices. In this process,
ensure that your chosen market is
willing to pay the prices you need
to profit. Also, check to see if nearby
shops are producing similar print
products, or are planning to produce
such products.
* Conduct preliminary web or tradeshow research and pick three print
machines that might do the job you
have in mind. Also, study any ancillary products these print machines
can produce - that you haven't
contemplated - and determine if
your shop could also produce and
sell these products. An example is
a printer that makes signs, banners
and posters, but will also print-andcut product labels you could sell to
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