1

HP Print Station
Introduction
Table of contents
1. Partnership with market leader ________________________________________________ 3
2. Objectives and benefits ______________________________________________________ 4
3. Strategy and positioning _____________________________________________________ 5
4. HP Print Station stores _______________________________________________________ 7
5. Products and services _______________________________________________________ 1 1
6. HP and HP Print Station partner _______________________________________________13
7. Set-up roadmap ____________________________________________________________14
2

1. Partnership with market leader
For 70 years, HP has been helping people, businesses and communities around the world apply technology in
meaningful ways, harnessing new thinking and ideas to deliver reliable products and services. We base our solutions
on intuitive technology that hides complexity inside, where it belongs, so our customers’ lives are enriched and their IT
experiences are simpler, smarter and more manageable. This allows them to spend less time worrying about
technology and more time focusing on what really matters.
HP is leading the digital transformation of printing, offering its customers exciting new ways to be creative, save
money, improve productivity, and stand out. For the home, office, and graphics markets, HP has a wide range of
award-winning products and services to help our customers succeed.
By joining the HP Print Station programme, HP partners will profit from the strong HP brand and its leading printing
and business expertise. With this support, partners have a competitive edge that will help them capture new business
opportunities and increase revenue and profit.
3

2. Objectives and benefits
Programme objectives
An HP Print Station is an HP co-branded store operated by HP partners, offering high-quality digital printing services
primarily to business customers in the small business and small office segments. The programme aims to generate new
revenue streams through developing the digital printing market. Pilot stations have already been successfully launched
in South Africa, Morocco, Jordan and Egypt, and the full rollout of the programme to additional countries is ongoing.
Program benefits
The HP Print Station programme creates new business opportunities for entrepreneurs through a partnership with HP.
The main benefits are:
Strong partnership with the market leader HP
• HP co-branded professional printing services retail store
• Strong support from HP (training, communication, services)
• Profit from HP’s vast expertise in printing
• Limited investment to build up print stations
Capture new business opportunities
• Increase market coverage
• Capture new business and increase revenue and profit
• Additional revenues with HP products
Strong differentiation from other print service providers
• Inspire customers with high quality and efficient digital print services
• Special product portfolio focused on the target group of small businesses and small offices
• Providing additional value-added services such as marketing consulting and creative products
4

3. Strategy and positioning
Market situation
In uncertain economic times, many companies tend to delay investment in their infrastructure, impacting spending on
their printing solutions, with smaller businesses often refraining completely from investment. Yet despite the reluctance to
spend, companies need to focus on differentiating themselves and providing more value to their customers. Small
printing businesses are looking for outsourcing partners that are able to produce high-quality marketing materials in
a convenient and efficient way. HP Print Station offers exactly the right opportunity to meet the special needs of small
printing businesses in an outstanding way.
Value proposition
HP Print Station customers receive high-quality print services that enhance their business’s image and value proposition.
There are four main benefits that HP Print Station offers its customers:
Easy access to fast, high-quality printing
• HP is the global market leader in digital printing
• Strong printing experience and service expertise
• Quick printing service for short-run jobs, print-on-demand and variable data printing
Save time and money
• Local HP Print Station offers a one-stop printing experience for all printing needs
• Save acquisition and running costs for print equipment
Special printing applications
• Print, copy, scan and bind different formats, sizes and media, depending on customer needs
• Variable data printing and customisation of printouts
Improve the image of customer’s business
• Professional marketing support with online services in order to create a professional brand design
• High-quality printing guarantees attractive advertising materials and stationery
5

Positioning
HP Print Station clearly differentiates from a local copy store that mainly focuses on black-and-white copies and has a
high proportion of self-service business. HP Print Station offers modern digital equipment and is capable of providing
consulting and marketing skills through its strong printing expertise. HP Print Station clearly understands its customers’
needs and has a focus on high-value products (e.g. marketing material, office stationery).
Target markets and customers
The HP Print Station programme targets countries and geographies with the following characteristics:
• Proper market size with target group (small businesses)
• Cost-effective labour and price structure
• Low business market penetration of colour printing equipment
HP Print Station’s target customers are small businesses and offices (mainly 1 – 50 employees) in primarily service-
oriented markets. These customers are looking for high volumes and complex value-added print tasks and do not want
to invest in professional print equipment due to high acquisition and maintenance costs.
Target customers usually share these elements:
• They need to build and develop their brand
• They need to establish a continuous marketing communication in a professional way
• They usually do not possess their own marketing know-how or even marketing staff
Therefore these target customers expect their print service providers to act as consultants with strong expertise for all
their printing needs, thus delivering professional quality in an efficient and convenient way.
6

4. HP Print Station stores
Store locations
In order to reach HP Print Station’s specific customer group, stores should be located near to a large number of small
businesses.
In general, two specific area types are considered suitable for an HP Print Station store location:
Commercial areas
• Commercial locations that are in the heart of business activity and will attract customers with business printing needs
• Locations within an office park or office complex
Hybrid areas
• Hybrid areas are commercial locations with walk-in capability, showrooms and traffic visibility. These areas have
a very good potential and provide convenience and visibility to the stores.
• The types of customers that are attracted are consistent with the commercial grid.
In addition, depending on special geographic characteristics of certain countries, other area types could also be
suitable. In countries with mainly rural areas, where there is little geographical concentration of businesses, HP Print
Station stores could also be located outside cities catering to businesses in the surrounding region.
Other factors that influence the location choice are accessibility and density of competitors.
In order to provide high-quality printing and an overall pleasant experience for the customer, an HP Print Station store
needs to meet certain requirements.
Store size and layout should be sufficient to place the required printing equipment in a customer-friendly way. This
means not creating an overcrowded environment which overly restricts the space for customers. In addition to the print
production area, space should be made available for customer consultations and storage, which ideally isn’t visible to
customers. The smallest stores require an area of at least 20 – 30 sq. m.
7

Store experience
As the HP Print Station is a co-branded concept, the store concept aims to provide a store design and appearance which
matches the brand profile of HP. Far from being simply a place to purchase a service, an HP Print Station should create
an overall pleasant experience for the customer from the outside and the inside. The customer’s point-of-sale experience
is heavily influenced by the overall look of an HP Print Station. Their engagement with the offered products and
services will be stronger if these are presented simply and clearly.
The store concept aims to create a standard that can be found in all HP Print Station stores worldwide, thus
contributing to a consistently positive experience.
8

Store concepts
HP Print Station partners have the choice between two store concepts when opening a store they can either integrate
an HP Print Station into their existing outlet (store-in-store) or open a new standalone store. These choices allow different
partner types to participate in the HP Print Station programme – for example, IT retailers who want to create additional
print sales opportunities inside their existing store, or print service providers who would like to increase their store
network by setting up HP Print Station locations.
Store-in-store concept
The store-in-store HP Print Station is integrated into an existing partner outlet. A minimum space of at least 20 – 30 sq. m
must be exclusively dedicated to the HP Print Station. This area will be visibly branded with signage and other branding
elements according to the HP Print Station guidelines.
Example of a store-in-store HP Print Station
9

Standalone store concept
The standalone store is a full HP Print Station outlet exclusively dedicated to the programme. A standalone store
should have a minimum size of 40 sq. m and a maximum of 100 sq. m. The store is clearly visible, with attention-
grabbing exterior store signage and a branded interior environment, according to HP Print Station guidelines.
Example of a standalone HP Print Station
Printing equipment
In order to provide all high-quality print services, certain equipment requirements have to be met by each HP Print
Station outlet.
HP Print Station stores will only be equipped with HP printing equipment. This includes printers, PCs and networking,
as well as Original HP Supplies (toner/ink, media). An outlet should have a minimum of two printers, one mono and
one colour laser, in order to fulfil the mandatory printing output. Specific printer models will be defined in consultation
with the appropriate HP manager. HP Designjets for large-format printing can be optionally added to the printer
portfolio, in particular for larger stores.
Professional software is required to support the printing process (Adobe Acrobat, Adobe Photoshop, Microsoft Office,
etc.) as well as auxiliary equipment for case binding or stapling.
10

5. Products and services
The product portfolio that HP Print Station offers is based on customer needs, and therefore has a strong focus on
marketing materials and other business-related printouts.
A sample product portfolio should include the following:
• Direct mail/flyer • Catalogue/brochure
• Newsletter • Poster
• Presentation • Manual
• Postcards/invitations • Folders
• Stationery (branded material such as forms, envelopes or business cards)
All HP Print Station employees will be trained to offer printing expertise that can deliver the best printing results to
customers. HP Print Station stores will also offer basic consulting services for customers in the areas of corporate
identity and marketing communication.
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11

The “HP Creative Studio for HP Print Station” provides hundreds of print templates for customers to choose from for
each product category within the product portfolio.
HP CREATIVE STUDIO for
> Start Designing Your Markeing Materials
HP Creative Studio portal
In addition, simple copying and scanning services can be provided at HP Print Station outlets to ensure a one-stop
printing experience for customers.
Online store
The HP Print Station concept offers partners additional revenue possibilities through the online sales channel. A
“Web2Print” online store platform allows customers to send their orders, either their own files or via available pre-
defined templates, to an HP Print Station of their choice. Customers are then able to pick up the finished products
upon completion.*
Every HP Print Station partner who wants to use the online sales channel has to undergo training to manage their
online store portal. The partner is responsible for content, the online product portfolio, pricing and online store
promotion, as well as providing a point of contact for all online customer enquiries.
(*) Available in 2009
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6. Collaboration between HP and HP Print Station partner
The HP Print Station concept has high-quality standards. In order to meet these standards, HP expects potential partners
to fulfil certain requirements. In return, HP Print Station partners will receive support during the set-up phase of a new
store, as well as during the entire lifespan of the partnership.
How HP will support you
• Pre-investment support
• Strong end-customer communication support
• HP Print Station branded infrastructure
• Staff training and training guide
• Staff uniform
• HP Print Station website and online store platform
• Regular exchange of experiences with HP and other HP Print Station partners
HP Print Station merchandising material
What we expect from a partner
• Suitable space in existing stores or new store location in preferred areas
• Customer reach and market know-how
• Printing business experience
• Customer service expertise and happiness to interact with customers
• Entrepreneurship
Keys to success
• Strong end-customer communication to build awareness and interest in HP Print Station
• All-round excellent customer experience
• Development from offering high-quality printing to offering excellent printing and professional marketing support
• Anticipation of end-user demands by addressing all potential printing needs, in a one-stop professional service
experience
13

7. HP Print Station set-up roadmap
Potential partners can plan for their initial set-up to be around two to three months. This covers the period from first
talks with HP, and getting to know each other, to finally opening their own HP Print Station. Throughout the entire
set-up process, partners can rely on strong support from HP and its print partners, in order to guarantee a smooth
set-up journey and a successful HP Print Station opening.
Contract Store Launch Launch
Application Opening
signing set-up preparation event
• Requesting • Available store • Ordering of • Marketing support • Planning and set- • HP Print Station
information location printing equipment up of launch event opening with
• Staff training
(printers, supplies, launch event
• Face-to-face • Setting opening • Invitation send-out
auxiliary • Decision on
meeting with HP date
equipment) product offering
manager
• Optional: online and pricing
• Interior and
• Getting to know store agreement
exterior fitting
each other
2 – 3 months 2 – 3 months 2 – 3 months 4 – 6 weeks 2 – 3 weeks
prior to opening prior to opening prior to opening prior to opening prior to opening
Since the first day, we have received strong support from HP. We were constantly looked after while setting up the
store and help was needed. Communication with HP was excellent. We are very happy with the marketing support
that HP is giving us and we have seen a definite increase in our revenue with the great HP branding back-up.
Overall, we are very happy with the concept and it has been fun to work with a partner like HP.
HP Print Station owner
If the idea of becoming an HP Print Station partner sounds interesting to you and you have not met with an HP Print
Station representative yet, please contact us to schedule a face-to-face meeting or a phone call to discuss your
opportunities for a partnership with us.
We look forward to meeting you.
Contact:
E--mail: hpprintstation@hp.com
Please also visit www.hpprintstation.com
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www.hpprintstation.com
© Copyright 2009 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
HP shall not be liable for technical or editorial errors or omissions contained herein.
Adobe, Adobe Photoshop and Acrobat are trademarks of Adobe Systems Incorporated.
Microsoft is a trademark of the Microsoft group of companies.
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