Profitability and the Smaller Printer

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Slide deck of my presentation at the PIA Energize Your Business conference 5/4/2013 in Carlsbad, CA.

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Profitability and the Smaller Printer

  1. 1. Profitabilityand the Smaller PrinterEnergize Your Business ConferenceMay 4, 2013
  2. 2. TODAY’S GOALTake Home at Least One Good Idea to HelpYou Make More Money
  3. 3. TODAY’S FORMATGot a Question? Let’s Stop for a Moment and Talk About It
  4. 4. • Founded in 1987• All B2B Clients• Digital • Offset • Wide Format • Fulfillment• 6000 Sq. feet• 6 employees• Consistently High SPEABOUT SORRENTO MESA
  5. 5. My Typical Day
  6. 6. What I do
  7. 7. “If change is not your best friend,it will become your worst enemy”-unknown
  8. 8. 100%Offset Digital200524%76%Offset Digital2012Our Sales
  9. 9. The Road to IncreasedProfitability Involves CreatingOrder out of Chaos
  10. 10. PeopleSales &MarketingSystems Financial
  11. 11. MetricsHow Do We Measure Profitability?
  12. 12. SPEAnnual Sales / Employees100K 120K 140K 160K
  13. 13. OWNER’S COMPENSATIONWhat’s Left After All Expenses Paid5% 10% 15% 20%
  14. 14. “Business in not a game ofvolume, it’s a game of margins”- Larry Steinmetz
  15. 15. www.pricingexpert.com
  16. 16. Systems
  17. 17. Systems• Fast Workstations / Fast Servers / Centralized Storage• Larger Monitors (24” and above)• MIS / Print Management Software• CRM / CMS Software (Goldmine / ACT / Salesforce)• Color Managed ROOM (Rip Once Output Many) Workflow• WiFi or Gigabit Ethernet?
  18. 18. Why Creative Cloud?
  19. 19. Hot Folders
  20. 20. Web 2 PrintB2B or B2C ?
  21. 21. Corporate Branded Portalsalso kno! as “"e Velvet Handcuffs”
  22. 22. People
  23. 23. “Leaders of Great CompaniesStart by Getting the Right Peopleon the Bus, theWrong People offthe Bus, and the Right People inthe Right Seats.”- Jim Collins author of Good to Great
  24. 24. People• Production Meetings Every Morning• Cross Trained Flexible Workforce• Hire for Chemistry, Skills Can be Taught• Empowerment Builds Confidence• Reduce or Minimize Turnover• Encourage a Culture of “Best Practices”
  25. 25. No Slacker Zone
  26. 26. Financial
  27. 27. Which Financial Report TellsYouthe Health ofYour Company?Balance Sheet or P&L ?
  28. 28. Current RatioCurrent Assets / Current Liabilities1.0 1.5 2.0 3.0
  29. 29. Buy or Lease?
  30. 30. What do you negotiate?Price or Payment
  31. 31. • Lower Cost of Financing• Can Pay Off Early• You Own it• Accelerated Depreciation(Section 179)• Down Payment• Credit Line Impact• Disposition of RetiredEquipment• Needs Stronger BalanceSheetBuyPros Cons
  32. 32. • Lower Upfront Costs• Weaker Balance SheetQualifies• No Impact on Credit Line• Entire Payment Deductible• Upgrade Possible butExpensive• Higher Cost of Financing• Can’t Pay Off Early• FMV is What They Say It Is• Total Cost Unknown UntilBuyout• “Gotcha” ClausesLeasePros Cons
  33. 33. Friends Don’t let FriendsRoll Leases
  34. 34. Buying Used or DemoSaves Big Bucks
  35. 35. Sales & Marketing
  36. 36. Marketing and Sales are Two Different DisciplinesMarketing PromotesYour Brand in the MarketplaceSetting the Stage for the Execution of the Sales Process
  37. 37. Marketing• SEM (Search Engine Marketing) = SEO+PPC• Social Media (LinkedIn, Facebook,Twitter)• Direct Mail• Website• Blog (Content Marketing)• Cross Media Campaigns
  38. 38. Sales• Build a Personal Brand on LinkedIn• Research Prospect’s on LinkedIn First• Sales Letters• Telemarketing• Referral Marketing (BNI) - Train aVirtual Sales Force• Generate More Business From Current Accounts
  39. 39. The Selling OwnerCarries Instant Credibility
  40. 40. Final Thoughts
  41. 41. Higher Profits Come FromSelling not Bidding
  42. 42. Specialists Earn Higher ProfitsThan Generalists
  43. 43. The Level ofYour Profits isDirectly Related to theQuality ofYour Decisions
  44. 44. www.sorrentomesa.com7398 Trade St. San Diego, CA 92121 858.527.0800www.linkedin.com/in/scottmcappelwww.linkedin.com/company/sorrento-mesa-printingwww.facebook.com/sorrentomesawww.twitter.com/sorrentomesa
  45. 45. Q & A
  46. 46. ThankYou

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