To deliver on its customer commitment to quality printing and quick turn-around, Melbourne-based, Dinkums Print & Design ensures it has the best and latest technology available. But it’s not as simple as it sounds to expand and grow business.
The challenge for John Wilson the owner of this non-franchise, printing and design business to expand and grow business is two-fold.
On the one hand he has to keep reviewing and investing the right equipment to ensure he satisfies his existing customers’ needs. On the other he also needs to identify new opportunities for new market segments to drive expansion and growth in his business.
To meet the needs of his customer base, John made three new additions in mid-2014 to the existing range of equipment comprising an IPF9000 Canon 60” large format printer, a Canon CW600 Colorwave plan printer and a Xerox PC700.
To expand and grow business the new additions included a Xerox Versant 2100 colour press, a Xerox DocuWide C842 wide format inkjet printer and an HP Z6200 60” wide format printer for high quality, photographic jobs
While all three new printers have fulfilled the goal of selling existing services to existing customers John is particularly excited by the potential offered through the HP Z6200 60″ for new services to be sold to new customers.
The Opportunity
With an ever-changing, large base of students from the neighbouring RMIT School of Design, plus a number of nearby yet untapped commercial opportunities Dinkums has lots of potential to expand and grow business. And the HP Z6200 60” wide format printer is perfectly suited for high quality, photographic jobs like exceptionally fade-resistant prints, POP displays and impressive backlit signs.
With chromatic red, HP Vivid Photo Inks creating a wide colour gamut with vibrant colour and deep, rich blacks John can differentiate his services as well as taking on tough, photo printing challenges. The HP Z6200 also enables John to produce new applications for his graphic arts and design customers as this printer makes it easier to tile images together.
As a result of the HP Z6200’s contribution to his growth plans, John is now reviewing a Photo Direct business case for adding a range of Display Products to his showroom display. The goal of this trial will be to open up the sales potential for existing or new customers to add an attractive frame to their big print, canvas or poster.
Having the resources such as time, finance, skills, staff and knowledge to expand and grow business is not easy for a non-franchise, business owner.
As such he relies on his suppliers to provide concise and customised, business-cases for any proposal covering new equipment or services. John is already trialling a range of popular ink and toner supplies and has a special arrangement in place to offer a huge range of stationery supplies. Both proposals are designed to expand and grow business.
Based on the results of these trials John will keep experimenting as he knows that selling existing services to existing customers can be complicated enough, let alone the challenge of selling new services to new customers.
For a customised print solution to help expand and grow business with us contact Photo Direct now.
