Focusing on the bottom line
By staying focused on providing a wide range of products and good service, Parnell’s shop has been able to build a loyal client base that can support the business’ profitable growth.
“Geographically speaking, our city is huge,” he says. “Greater Sudbury takes an hour to drive across!”
Another key to profitability has been ensuring all details of each job are confirmed with the client beforehand. Parnell even produces a small sample print for proofing by the client before he commits to the full work.
“We keep our ‘redo’ rate extremely low by doing much of the work upfront,” he explains. “Everything we print has been fully disclosed before we start. Raster image processor (RIP) software makes it easy to get samples out to our clients quickly. And then when we blow those graphics up to full size, they’re accurate and clean.”
Knowing equipment and materials
After nearly 20 years in the business, Parnell understands the capabilities of both his equipment and his materials. He enjoys conversations with clients that start with questions about rough ideas and end with high-quality answers to their needs, all while staying within projected budgets.
“I’ve had the opportunity to do lots of experimenting over the years,” he says. “As a result, I now enjoy being able to propose projects without the guesswork of the early days. Our equipment produces excellent prints and we do the work right the first time. There’s no doubt in my mind this is our competitive advantage.”
Ginny Mumm is a freelance consultant for digital inkjet printer/cutter vendor Roland DGA. For more information, visit www.rolanddga.com.
