I learn, like many sometimes more from the little failures than the little successes. Sometimes they are painful lessons, but not-repeating the mistake is the real treasure.
Enclosed is a story of a web-to-print failure. No names will be used.
Client engaged a firm requesting a “fully loaded” print solution, complete with advanced ecommerce, online proofing and a powerful digital storefront. Vendor agreed to provide the solution with the caveat that; the client had staff and resources for graphic design work, data input and testing. In short the vendor provided the technology, and to minimize cost and exposure the client agreed to provide the staff to complete. Vendor provided the first phase of the solution, the ecommerce engine, but quickly learned that client’s staff didn’t have graphic design capabilities nor really any affinity for data and pricing input. Despite the online tools available, the vendor had to spend extra time hand-holding and doing manual input and tweaking of the interface on behalf of the client. Despite the project being signed as a time and materials bid, the client paid the first 2 invoices late and was short on the initial agreed deposit. That should have been a warning to the vendor, but the vendor, almost to a fault wanted the project to succeed. Needlessly to say, many frustrated phone calls, emails and discussions, the vendor still couldn’t find the staff or resources to complete as well as defaulted on the monies owed to the vendor. The vendor faithfully enabled the ecommerce, even some of the web-to-print features that were quite advanced and needed in the marketplace.
Summary, the relationship ended in frustration. The vendor lost out on money from development and the client has no solution to speak of. The question and lesson, aside from the financial, is why did the client think they COULD put together and even manage a comprehensive online print solution? I think its a sad statement, but despite the attempt to provide simple to use web-to-print technology, it still requires true investment from a resources standpoint on a clients behalf. Lesson learned. Painful.
Categories: Web-To-Print Success Stories
Tagged: digital storefront, web to print failures
Successful W2P Story- From my associate Tom Thayer -
I have been managing W2P operations at my company for almost three years now. Before I arrived, our company had been on the fringe of the W2P game for a little over five years using Printable. When I came in we implemented Press-Sense’s iWay product.
I agree that out-of-the-box systems can certainly be a disaster. Especially due to the fact that most printing companies see this as an opportunity to “set it and forget it”. Usually putting an extra pre-press worker on the case to periodically manage orders when time permits.
If you want your W2P system to succeed, the main ingredient to success is a knowledgeable staff that you can solely dedicate to the operation. A W2P manager should be knowledgeable about print, IT configurations, web standards, and at least have some basic skill with regard to code.
Although it may be a shameless plug, RIT’s School Of Print Media breeds exactly this type of candidate.
Over the last two years we were able to customize the iWay product into our own system, because we were already informed on the technology as well as what is needed for a successful B2B customer interface.
Being able to customize our product and develop our own features has enabled us to take W2P to the next level, beyond simple stationery and into the world of highly personalized variable data projects.
Having a dedicated support staff for your W2P service will also help attract the bigger customers.
Another method I found successful is to use your contacts and networking skills to find out how others are already succeeding at this. Take bits and pieces, ideas and workflows, put it all together using your own philosophies for success.
I would suggest you lay a foundation with your existing clients. Get them using your system for simple projects like stationery and then get them asking “What else can you guys do?” and take it from there.
If you want to bring in serious money through the web, your system can’t just be something you did because your competitors did it already.
Categories: Web-To-Print Success Stories
Tagged: Press Sense, Printable, W2P
