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When is the right time to purchase a digital printer? |
Paul Faix, Signtrade, Australia |
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Many small to medium sign shop owners are debating a purchase of a digital printer in their minds. Considering the cost, different models on the market, learning curve, stock medias, software and training, it is no surprise that it is hard to make this decision.
Let's have a look at what factors you should consider to make your decision easier.
What is my current position?
The best starting point would be to have a look at where you stand at the moment. I am sure that even if you do not have a digital printer yet you are getting some of this type of work and outsourcing it with the existing printing companies.
This is not a bad option to outsource your work. Yes, you may say that you pay a premium price for this service, but on the other side, it is hassle free. All you need to do is to send your files and to receive the prints a few days later.
The outsourcing makes sense if you have this type of work from time to time and you have a reliable supplier with a customer focus. These days the wholesale printing companies provide a much better customer service, quality of output, turnaround and most importantly a better price.
Hence, by analysing the current sales structure and market you operate on, you can clearly see whether your position justifies such a purchase.
Can I afford a digital printer?
Have an accurate look at your financial position. Many business owners do the same mistake; considering only the price of a digital printer as an expenses. This is completely wrong! To get an accurate costing you need to include side expenses such as:
- digital printer installation (often is included in the purchase price)
- training for key staff
- learning curve
- waste of inks and materials
- media on stock
- calibration
- printing samples
- marketing plan and implementation
- production disruption
I am not trying to talk you out of buying a digital printer. All I am trying to do is to prepare you for this purchase. Include those factors in your cost analysis.
Purchasing a digital printer has many advantages as well. Some of them are:
- less cost
- faster production
- increased production capacity
- flexibility
- wider options for sign making
- better designs
- higher margin
- competitiveness
- new markets
- business growth
Remember that you are naturally not pursuing a digital type of work as you do not own a digital printer. Once you have it in house you can work with new and existing customers and find a lot of new work.
Before making any decisions, just sit down, do the calculations and see if it all adds up. Remember, if you cannot make it work on paper, it is likely that it will not work in real life.
How to choose a digital printer?
Once you have overcome the first hurdle, another one awaits you. What type of digital printer should you buy? Well you already have some questions answered. To choose a digital printer, you need to consider the following:
- price range
- type of work required
- type of inks (water based, solvent based, etc…)
- cost of inks, cost of media, cost of print
- type of media
- technical info as speed, size of the ink cartridges, etc.
- maximum width of the media
- options available
- RIP software provided
- colour profiles available
- quality built
- technical support
- training availability from the vendor
On today's market, we have a really good selection of different products. Even the biggest manufacturers have different models ranging from budget printers to the most sophisticated machines with loads of extras.
Just one note here - you really need to go back and have a look at what your customers want. If your customers mostly demand photographic quality prints for indoor, you should be looking at a digital printer with water-based inks capable of printing in 1440DPI from Hewlett Packard for example.
Most of the manufacturers have a full line of digital printers but each is known to be a specialist in some areas. Epson is known for spending many resources developing inks and technology for printing on artists canvas. Once you work out what type of printer you need, it is useful to do your own research and select the best printer to suit your own conditions.
When to purchase a digital printer?
It is an art to purchase a digital printer at a right time. Once you have been in the business for some time you can work out the peaks and lows of your business throughout the year. This pattern is usually repeats itself and reflects your customers' habits and the area that you operate in.
I would suggest purchasing a digital printer in the quiet month rather than in the busy one. During the busy period, your team is usually flat out keeping customers happy and would not be able to absorb the extra work and training required.
Prepare your marketing plan in advance, do your research before you actually purchase your digital printer. Register yourself for the forums where you can read the discussion about the printer. Print and save interesting articles and get to know your printer.
Sometimes you can take an advantage of the expos and exhibitions. Many vendors have special show offers and you can save a bit of money there.
The last thing to mention is your staff structure. You should plan that who will operate the digital printer, be responsible for its maintenance and be in charge of its day to day operation. Prepare your staff for such a purchase and perhaps include them in the research process. Many sign production people talk to each other regularly and could share some valuable information with you beforehand.
Overall, I would recommend doing your research and the analytical part first and based on that see if purchasing the printer is the way to grow your business.
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