DTG(Digital) vs Screen Printing: What's The Difference?

DTG(Digital) vs Screen Printing: What's The     Difference?

 

 

 If you’re thinking about starting an apparel printing service for your business, it’s important to know the difference between DTG and screen printing. With the print industry constantly advancing with new technologies, this leaves printers with a variety of different print methods to choose from. When it comes to printing apparel, many are turning towards digital printing as it is both increasingly popular and affordable for printers. However, there are advantages and disadvantages for both print methods, which will be outlined in this quick guide. 

What’s the difference between DTG and screen printing? 

DTG (Direct-to-Garment)

DTG printing is the most standard and modern form of printing for apparel today. Thanks to the digital advancements we have in technology, DTG relies on a digital print head that works like an inkjet printer in your home or office. DTG offers extensive color options for print, which allows printers to print images in full-color and detail. This is beneficial especially for those looking for customization of printed apparel. 

Pros:

• Quicker turnaround compared to screen printing
• No set-up costs (ideal for low volume runs that are 100 or less)
• A good option for designs that use a variety of different colors
• Accurately prints full-color detailed photographs
• Does not require artwork to be layer/colour separated or vector format

Cons:

• Printing on dark-colored garments is less vibrant and maybe grainy
• Unable to match exact Pantone colours
• Obvious staining could appear due to how pre-treatment (under base layer for dark garments) reacts to the garment

For printers who are only planning to print in small batches, DTG is more ideal. 

Screen

 

Before digital technology existed, screen-printing was the traditional method for printing on apparel. The process for screen printing involves pressing the ink down through a woven mesh-like stencil onto the fabric. Despite the limited colors, printed graphics can come out in full saturation. 

Pros: 

• Flexible print material options
• Works best with simple designs
• Ideal for high print volume
• Durability

Cons: 

• Only good for high print volume
• Setup more complicated 
• Slower turnaround time
• Limited colors

As opposed to DTG printing, screen printing is best for those who are looking to print a large quantity of apparel products. Many printers currently rely on screen printing because of the vibrant and durable results.

Which Method Should I Use?

For those who are new to printing apparel, you’re probably wondering which method is best for you. Before making a decision, do your research on both methods. The more knowledgeable you are about different print methods, the more reliable and insightful you appear to your clients. A few factors to take into consideration when choosing your print method:

• The volume (Are you printing a low or high volume?)
• The turnaround time
• How complex are the designs you plan to print? 
• What and how many colors will you be using?
• Is a lot of time and effort needed for setup?
• Which method is more cost-efficient for your business?

Overall, the easiest and most an effective way to grow your business today would likely be DTG printing. This method has been adopted by many printers in the modern print industry and its ease of access and setup save time and resources. Also, with the rising popularity and need for customization from clients, this is where DTG plays a big role in the apparel industry. 
At The Print Cafe of LI, our apparel printing service is brought to life through DTG printing. We strive to offer quick turnaround times and customization for your convenience. Check out the apparel printing service we offer at, The Print Cafe of LI, and start fulfilling your clients’ needs with printed apparel today!

Visit our Website at www.printcafeli.com

Five Things Every Graphic Designer Should Be Doing to Promote Themselves

Your designs may be top notch, but even the best freelance graphic designer needs to know how to promote their services to win more business. To get more clients, you’ll need to make your design services known. As a freelancer, promotion is critical to master because most of the time you’ll have to do it yourself.

Here are the 5 things that freelancers should be doing to promote themselves.

How to Promote Yourself as a Freelance Graphic Designer

1. Create a Brand for Yourself

Before you do anything else, you need to brand yourself. This includes identifying your style, specifying the types of designer you are (e.g. print designer, web designer, etc.), creating a logo and more. Think about what makes your designs special, and why you design at all. Then translate that into your branding, whether it’s in your slogan, design portfolio, business cards, or anything else.

An established brand helps potential clients (and current clients) identify your business and understand why they should choose your services. Perhaps they identify with your values or find your style a perfect match for their business.

2. Create a Website

This is your “real estate” where you can get creative. We recommend creating your website on a platform that gives you traffic insights (e.g. WordPress). Your website is where you can take your branding to its highest level. Tell your story, show your designs, and make contacting you easy. Ensure that it is user-friendly and that it includes a quote form.

3. Promote on Social Media

Social media is also a great place to showcase your brand and drive traffic to your website. Many designers already use it, but make sure that you’re one step ahead by maximizing social media’s potential. First, separate your personal account from your business account to keep it professional. Many social media platforms also allow special features for business accounts, so be sure to take advantage of them.

Second, join groups—not just groups for designers but also groups related to potential clients and business partners. For example, if you specialize in designing for print, considering joining a print related group. Not only will you get valuable information that could help your designing process, but these groups could also hook you up with some good deals in the future.

4. Network at Social Events

Networking online is important, but so is networking in person at social events. These include not just traditional networking events but also job fairs, trade shows, conventions, and more. Attending in person helps build trust between you and your potential customers or business partners.

Networking events are especially important for graphic designers because your clients will often be people who are a little less tech savvy. That’s why they need your help. So instead of interacting with you on social media, they may feel a lot more comfortable talking to you face to face.

Tip: If you design for print, social networking events are a great opportunity for handing out printed samples of your designs.

5. Start a Blog

When you create a blog packed with informative content, appealing designs and unique branding, you demonstrate that you’re a knowledgeable professional who is consistently producing high quality designs. Don’t forget to use SEO to increase your online presence, so that those searching online can find you.

Having a blog also gives you more things to post on social media. Link back to your blog when you repost the content on social media. And finally, interact with other design blogs to expand your professional network. 

Promoting your graphic design business is a step that every freelancer needs to take, from branding yourself to updating your blog frequently. Make sure your promotional strategy includes at least these 5 tactics so that you can expand your client base and grow your business.https://store.printcafeli.com/blog/Print_Cafe_Blog.html 

For More Information Call: 516-561-1468

6 Ways to Add Bleed (and How to Choose the Best One)

   6 Ways to Add Bleed (and How to Choose the Best One)

Missing bleed is one of the most common problems in print files. Bleed is the extension of the artwork on each side to allow for cutter variance, so it’s an essential part of a good print file. Bleed requirements differ among printers but a commonly minimum is 0.125” on each side.
Many of your clients may not know how to add bleed, leaving the task in your hands. There are several different ways to add bleed. Naturally, each has its own advantages and disadvantages.
We’ll cover them in this article so that you can easily choose the best way to add bleed to your clients’ files.

Adding Bleeding to Your Print Files

1. Release or Remove Masks

Sometimes the bleed is just hidden by a mask that’s set around the edge of the trim area. When you release or remove the mask, it appears, so you’re therefore not truly adding bleed; you’re just unmasking it.
 


Pros

• It won’t distort the artwork or change image resolution.
• The client may have provided the bleed that they wanted underneath.
• It can be quick and easy if the file is built simply.

Cons

• There may not be any bleed hidden after all.
• You risk unmasking other elements that were intentionally hidden.
• Time-consuming if the file is complex with multiple masks.

2. Increase Artwork Size

Another way to add bleed is to increase the size of the entire artwork, or part of it (e.g. the background). This method is most suitable when there are no important elements close to the trim edge.



Pros

• When enlarging the entire artwork, the ratio won’t get distorted.
• It’s a fast and easy fix.
• Most clients won’t be able to tell if their artwork was increased by 1-2%.

Cons

• Elements close to the edge may get cut off (e.g. thin borders).
• Enlarging raster images will slightly affect their resolution.
• The client may be able to tell that their artwork was enlarged.

3. Decrease Artwork Size

Similarly, you can shrink the artwork. This leaves a white border. You’re not actually adding bleed, just eliminating the need for one. Alternatively, you may choose to add a color to this border and add bleed to that.




Pros

• It’s a fast and easy fix.
• It actually slightly improves the resolution.
• None of the artwork will get cut off.

Cons

• There is a very obvious change in the artwork, which may not be wanted.
• You risk having uneven borders due to both resizing and cutter movement.
• Small type may become harder to read.

4. Stretch Elements

This technique is most suitable when objects that are missing bleed are rectangular vector elements with no curves, as you can easily stretch them out without distortion or pulling parts too close to the edge.



Pros

• It will only impact the element that is getting stretched.
• It can be quick and easy on certain types of artwork.
• Most clients won’t be able to tell if you stretch an unimportant part of the artwork.

Cons

• Distortion will occur on non-rectangular vector elements and raster images.
• Parts of the stretched element may get cut off if they’re close to the trim edge.
• You may also have to delete masks.

5. Add Objects

Adding shapes to the bleed area works best when the artwork at the trim edge is a solid color. It’s still possible if it isn’t, but takes much more time. Ideally, you are purely adding bleed and not touching anything else.



Pros

• You are not changing any artwork within the trim area.
• It can be done using even simple image editing software.
• If done well on the right type of artwork, clients won’t be able to tell the difference.

Cons

• The added bleed may not perfectly match the edge of the original artwork.
• It can be time-consuming.
• The difficulty level can be high depending on the artwork.

6. Flip the Artwork

Flipping the artwork at the trim edge to create a reflected mirror image for the bleed is a function available in some programs and plugins. This produces a symmetrical image with the line of symmetry at the trim. There is no hard rule for what works best here, so you may have to test it out to see whether the result visually “makes sense.”



Pros

• With the right plugin/program tool it can be fast and easy.
• It won’t distort or change the artwork within the trim area.
• It matches the same colors and shapes in the artwork.

Cons

• It requires a higher level of image editing software/plugin.
• The results may appear nonsensical and not what the client intended.
• It won’t work if there’s a thin border or if the artwork doesn’t fully touch the trim edge.

Conclusion: Using Good Judgement

A good bleed makes a big difference, but not all bleed is good bleed. The methods that we shared here produce different results depending on the nature of the artwork, so always exercise your own good judgment in addition to the tips we’ve provided. Sometimes you may even choose not to add bleed. 
https://store.printcafeli.com/blog/Print_Cafe_Blog.html 

Is Your Advertising Take You Up or Down?

               Does Your Advertising Take You Up or Down?

Marketing and advertising can be quite costly. However, marketing can attract customers and earn you money. So, you need to be asking yourself "is your advertising taking you up or down?"

Let's take a quick look at three of the best ways to make sure your marketing efforts are boosting your sales revenue instead of draining your budget for nothing.

1) Keep An Eye On Frequency Rates When Online

Advertising online can an effective way to reach a targeted audience. What you want to avoid, though, is blasting your ads multiple times to the same people. The more times the same consumer sees your ad, the more they will become annoyed by it. In fact, when the same person sees the same ad twice, the click-through-rate decreases by 8.91 percent. Seeing the same ad five times decreases the click-through-rate by 30 percent. And once they see the same ad nine times or more, the click-through-rate is cut in half. More important, the cost-per-click rate increases each time the ad is seen multiple times. This is why you need to check ad frequency  and mix up your marketing mix using other effective channels like print.

2) Switch Up the Background

Both your online and offline marketing campaigns can benefit from switching up ad background colors. Did you know that ads with the color blue tend to make consumers feel calm? Green brings about a sense of peace, while yellow ignites a feeling of happiness and optimism. With this in mind, you need to integrate these colors into your ads based on the feelings you are trying to invoke. For example, if you are advertising massage services, then you will, of course, want your background color to be blue or green to portray a sense of peace and calm. If you're advertising a theme park or vacation services, then using yellow in your background to bring forth feelings of happiness and excitement will be effective.

3) Run Your Own Blog

One of the most effective and cost-efficient ways to market your business is by running your own blog. Your blog can touch on a variety of topics, including articles discussing products you sell, tips for your using products, how to get good deals on your products, and how your products can be used to make your life simpler. The important thing is to make sure you are providing content to your readers that has value.

Once readers see that you are genuinely trying to make their lives better, they will come back to read your future blog postings. More importantly, they will be enticed to share your postings with other consumers, which is an excellent way to attract and secure new customers. Even better is that running your own blog is very affordable. In fact, if you're a decent writer, you can write your own blog postings for free. If you don't write, you can always hire a content creator to create the content for you. 

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6 Over the Top Things to Look for in Business in the Future

6 Over the Top Things to Look for in Business in the Future

Business isn't going anywhere. In fact, here's where the most probable types of market exchange will happen with customers according to famous futurists:


Remember those Star Trek episodes where people used a transporter to go from place to place? In the future, it's likely that business will use something similar to deliver goods, from your printed materials to food to durable products delivered right into a person's room as ordered, bought, and sent from a business electronically. 

Michio Kaku sees a technology-driven convergence of thinking, consciousness, and the internet. Instead of thinking of the internet as a tool, people will become the Net by connecting their brain to it for full immersion and interaction, as well as contributing to real-time synergies in information generation and use. Business, no surprise, will become far more intangible as a result, adapting to the mind-environment to keep pace with where the new demand exists.

Personal augmentation with technology will be commonplace. Just being a regular, average human being won't be good enough. Instead, people will carry their technology within them. Not to be confused with "on" them, but tech actually integrated with their bodies. We won't need a computer to design what we want to print; the idea will come straight from a digital connection to our minds translated to electronics and then produced by a vendor as we desired.

James Canton sees robots and artificial intelligence giving human-led business a run for its money due to the fact that robots and AI will be able to easily grind millions of bits of statistical data and produce probabilities of what consumers want well before any humans can realize that want or need on their own.

Some folks don't even look at business in typical environments. Instead, Jason Silva sees cars becoming so advanced, our need to drive will be replaced by our need to get lots done in a car while it dries itself. And that includes business, generating new ideas, printing and producing inside a car, and getting work and life done while traveling from point A to point B every day. Business services will tailor themselves to people working remotely all over the place, delivering what they need where they are, and when they need it.

Finally, our bodies won't necessarily want to live longer just because our technology advances. So instead of relying on a failing system, the medical community will embrace body part production and printing, creating organ replacements designed by computer to work specifically with an individual patient. The term "batch order" printing replacement organs will take on a whole new meaning in hospitals.


Long story short, business will likely still be around years from now, but how it delivers goods and services to consumers will change dramatically.

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How to Turn Negativity into Inspiration

How to Turn Negativity into Inspiration

It's easy to look at successful businesspeople and feel jealous of what they've accomplished. They make it look so easy that you wonder why you're not having the same level of success in your life and career. However, what you may not see is the hundreds of times they've had their ideas shot down, been passed over for a promotion, and just generally rejected in their lives. No one is immune to the soul-crushing feeling of harsh criticisms, but how you react to these situations is what makes the difference. From taking a leap into the unknown to dealing with difficult situations, these stories of overcoming negative situations will inspire you to achieve more than you could possibly imagine.

Stirring Generations of Moviegoers

George Lucas tried to sell his Star Wars script with studios for nearly five years before he finally received his first chance. It's almost unimaginable that without one 20th Century Fox executive who believed in his vision, generations of children and adults alike would have never been introduced to that vast galaxy that lives far, far away. Today, this franchise is worth over $30 billion and continues to expand. His thoughts about always pushing forward through rejection and failure? "You use the information that you've gotten, which is experience . . . Failure is another word for experience."

Apprentice Yourself in Failure

Henry Ford's story tells how he spent his life working on every conceivable type of device, but it wasn't until he tried his hand at creating a horseless carriage that he truly began -- to fail. He started multiple companies with various partners, each time attempting to find the secret sauce that would allow him to produce his automobile efficiently and cost-effectively. Throughout his journey, he faced setbacks and people who didn't believe that he could be successful. Finally, he found the ideal financial backer who allowed him to realize his true vision of an inexpensive yet reliable vehicle that could be mass-produced. By never giving up, he not only made Ford a household name but also created innovative production methods that jump-started the American economy.

Demoted, Fired . . . President of the United States

There are few Cinderella stories more inspirational than that of Abraham Lincoln. From his birth in a one-room log cabin to a sketchy education, Abraham Lincoln went on to become one of the most influential leaders in American history. Not only was he demoted during his stint in the Army, not only did he work through several failed businesses, but he also suffered defeat through multiple elections before rising to the country's highest position. Abraham Lincoln's inspiring story shows that failure is truly never an option.

The Right Job for Enough Money

Not everyone equates becoming rich and famous with being successful. In fact, Professor Jeffrey Sachs feels that the key to inspiration is finding the right job for enough money. Being inspired, and inspiring others, often comes towards the middle or end of a long career that can include negativity, stress, poor bosses, and apathetic co-workers. While it's practically impossible to know upfront whether a particular job will become what inspires you, the only way to reach that higher plane is through overcoming negativity. Work-life balance and true happiness come through the inspiration to excel wherever life finds you.

Life is difficult, and few people will hand you an opportunity on a silver platter. Turning negativity into inspiration may be one of the toughest things that you will ever do, but the payoff is everything! Take a moment each day to inspire and uplift others. You never know when your kind words could encourage someone to keep pushing towards their dreams. https://store.printcafeli.com/blog/Print_Cafe_Blog.html

Sticky & Sour: The Next Step After a Bad First Impression

Sticky & Sour: The Next Step After a Bad First Impression

What are some of your most awkward professional blunders? In a recent social psychology article, Heidi Grant Halvorson shared the story of her friend Gordon and his job interview at a prestigious university:

During his campus visit, Gordon was dining with a senior faculty member named Bob. As they ate, Bob commented on the quality of his lunch. “You know, this is great,” Bob said. “You should try this!” Wary of offending, Gordon cautiously complied, reaching over for a bite. While the interview seemed successful, the job was given to another person. Years later, Gordon found the real reason for the rebuff was this: When Bob said, “You should try this,” he meant, “You should try this sometime,” not, “you should eat off my plate.” Bad manners left a sour taste of lasting consequence.

Knee Jerk Reaction or “Real Jerk” Response?

Humans naturally make snap judgments, and impressions are much harder to undo than to create. “First impressions are very sticky,” says Grant Halvorson, author of “No One Understands You and What To Do About It.”

First impressions are rooted in us and continue growing stronger, influencing future interpretations and causing “confirmation bias” to sway us in the initial direction. Grant gives this example:

“Once we have an understanding of something, we interpret everything that comes after from the vantage point of the knowledge we already have. Let’s say I think you’re a jerk, and the next day you realize ‘Hey, I acted like a jerk,’ so you bring me coffee. That seems unambiguously nice, but that action can be interpreted in a number of ways, and if I think you’re a jerk, I’m most likely to see it as an attempt to manipulate me.” 

How to Restart and Rebuild

So what happens if you get off on the wrong foot? Is there any way to overcome awkward introductions? The answering is a conditional yes. We all have graceless moments, but not everyone knows how to repair the damage. Here are a few tips to help you rebuild after a clumsy misstep:

Talk to people individually. Show genuine interest and seek to find common interests. Look for informal opportunities to build facetime, ask questions, and encourage others.

Restart and rebuild. Apologize and move forward by offering evidence of your sincerity. If you’ve been rude, show extra kindness in the next ten conversations. If you’ve been sloppy, make your next twenty projects immaculate. Follow up immediately and consistently, in the opposite spirit of your initial mistake.

Poke fun at your own blunder. Call attention to the big elephant so you can say sorry and laugh! Transparency gives people a chance to empathize and relate rather than judge or criticize.

Offer to help. Figure out what is important to people and use your skills to collaborate or lighten their load. Halvorson says sometimes this takes strategic positioning:

"The best way is to try to create a circumstance in which they need to deal with you, ideally where they need you in order to get what they want . . . It’s not the most awesome sounding advice because what it means is that, if you have a colleague who doesn’t think that highly of you, what you need to do is get your boss to assign you to work together on something, which is not what people want to hear, (but) when you can help them achieve their goals, then suddenly you are worth paying attention to.”
Ready to leap ahead with a fabulous first impression? Consider business cards, unique promotional products, fun hanging tags, and more. Give us a call to talk options!

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Etiquette Training for a New Generation

                          Etiquette Training for a New Generation

Johnny Oleksinski of the New York Post has a bone to pick with millennials and their bad manners. Consider one technology-related example:

“Last week I watched in horror as a 20-something girl carefully snapped a photo of a basket of onions,” said Oleksinski. “But we weren’t at a serene farm or the Marché d’Aligre in Paris — we were crammed into the Columbus Circle Whole Foods. Thousands of customers were streaming through the aisle trying to grab some garlic for their dinners, and Little Miss Annie Leibovitz was blocking traffic to get some artsy snaps of nightshades. Will she print out these photos? Nope. A pile of white spheres under fluorescent light is even too dull for Instagram. Next time, Annie, take a breath and think about where you are . . . Pay for your brie wrap and vamoose.”

Etiquette is Part of Your Brand


Oleksinski isn’t alone. Modern professionals are finding a suffocating relationship with technology has left them oblivious to social basics their elders took for granted.

Presentation, both personal and professional, is a key to showing who you are. And etiquette training of all kinds is making a resurgence for millennials.

“Etiquette is so much a part of your brand,” said Rachel Isgar, a Phoenix-based etiquette coach and author. “Just a few improvements can help your career.” 

People respond to people, and poor manners may mean a hindered partnership, a missed promotion, or a collapsed deal. Companies like Beaumont Etiquette, which runs a marquee “finishing program” in the Plaza Hotel of Manhattan, have recognized a unique need for social training in the modern generation.

For $125, a participant can take part in a two-hour group session that teaches courtesy gestures, personal hygiene, and a range of soft skills conducive to successful socializing.

“Even if it was not something you were taught as a child, anyone can learn to have good etiquette, and it’s up to you to teach yourself,” founder Myka Meiers said. “I think, sadly, people become very self-involved . . . and forget about others. What I wish these people could learn is that by spending just a little time each day making someone else happy and spreading kindness, even the smallest gesture, their lives could be so much more fulfilled.”

Meiers says honoring others includes everything from table manners to Twitter posts. Just as we once taught people to “think before you speak,” how much more crucial should it be to “think before you post?”

“If you don’t want your grandmother or your boss to read it, don’t post it,” Meiers said. “Once it’s on the web, it’s out there for good.”

Want to curb your own bad behavior? Consider ten smartphone tips for starters: 

 1. Never ignore those you’re with to make a call or text.

 2. Apologize to your guest if you need to respond to an important message.

 3. Never leave your ringer on in quiet places. 

 4. Never use offensive language while using your phone in public.

 5. Don’t post work-related complaints on social media.

 6. Don’t photograph everything.

 7. Never post on social media while you’re under the influence.

 8. Don’t place your phone on the table during meetings.

 9. Don’t text people about work outside of normal office hours.

10. Don’t dehumanize cashiers by using your phone while someone serves you.

Daniel Post-Senning, co-author of the 19th edition of “Emily Post’s Etiquette: Manners for Today,” says ultimately good manners are about putting others first, whether that’s online or at a dinner party. While social customs change, manners are timeless:

“Manners are really reflections of core principles,” Daniel says. “Consideration, respect and honesty.”

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How to Use Customization to Gain Customers

                    How to Use Customization to Gain Customers

Coca-Cola is a brand built on scenes of enjoying life together.

Coke has worked tirelessly to promote not only its product, but the message behind it: that sharing, or gathering family and friends together, brings happiness. “Enjoying a coke” is the message in every ad, every culture, and every medium Coke communicates through.

The company's 2014 "Share a Coke" campaign was one of its memorable marketing initiatives in history. That summer, Coca-Cola removed its iconic logo on 20-ounce bottles and replaced them with 250 of the country’s most popular names. Consumers were encouraged to find bottles with names that held personal meaning and to share them with others or post photos online with the hashtag #ShareaCoke. Within the first year, more than 500,000 photos were posted. Consumers ordered over six million virtual Coke bottles, and Coca-Cola gained roughly 25 million Facebook followers.

A Distinctly Personal Experience


What did Coke tap into that prompted this momentous reaction?

In part, it was the desire for a personal experience. For teens and millennials, personalization is not just a fad, but a way of life. Today’s consumers place a high value on self-expression, individual storytelling, and staying connected. Coke powerfully aligned playfulness, fun handheld products, and customization in a campaign for the ages.

In today’s global economy, consumers are more aware of product options and of what other people are buying. Subsequently, they’ve become more demanding about the products they purchase. Deloitte Global found that 36 percent of consumers expressed interest in purchasing personalized products or services and one in five were willing to pay 20 percent more for these options. Customization gives companies an edge in cosmetics, clothing, food prep, and toys, to name a few.

Personalized offerings add costs to the manufacturer but frequently result in higher profits because of:

* A price premium associated with the benefits

* More loyal, satisfied customers

* Greater word of mouth because of the increased satisfaction and the   “surprise  factor” associated with an unexpected range of options

* Enhanced customer experience via creativity and individual expression

* Precise taste matching and less need to compromise

How About You?


Do your customers value experience and self-expression? How could you offer this more in your products or services?

It may be as simple as engraving someone’s name in a glasses case or upgrading products with matching accessories. French cosmetics brand Guerlain started offering customizable lipsticks by allowing clients to choose their own combination of case and lipstick color. Customization allows brands to grow consumer engagement and solidify brand loyalty, which is especially powerful in younger markets.

Forbes offers several talking points for firms considering customization:

* What are the incremental costs associated with the customization options and how will they impact profitability?

* How many options are necessary and what’s the incremental benefit as the number increases? What price premium will consumers be willing to pay?

* Which customization options will be the most incremental to maximize sales?
A research tool called a TURF (Test of Unduplicated Reach & Frequency) Analysis can help you assess.

* What level of logistical, operational, and labor complexity will this involve? How often should customization options be updated?

Charlie Gu, CEO and co-founder of marketing agency Kollective Influence, says one budget-friendly customization strategy is the “module” approach. Instead of creating a product from scratch, businesses can offer several component options that can be mass-produced and easily assembled:

“Give customers choices, and then let them choose—customization within a framework,” he advises. “It doesn’t actually require any customization of the actual product. The consumers are essentially just picking their own color, but to them, it feels totally customized.”
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How to Use Your Competition for Strategic Expansion

                How to Use Your Competition for Strategic Expansion

In 2006, Aviva Weiss was struggling to help her daughter cope with a sensory-processing disorder.

As an occupational therapist who worked with children on the autism spectrum, Weiss knew how overwhelming life could be for families like hers. When she ordered her daughter a weighted vest (an item that helps overstimulated children stay focused), she was horrified when it arrived. “It was super ugly,” she said. “I thought, ‘there’s no reason that special-needs products should make kids stand out even more.’”

Weiss sensed a market opportunity and seized it, founding Fun and Function to create more attractive versions of existing products like chewable necklaces, noise-reduction headphones, or clothing that soothes children with sensory issues. Items were showcased in the company’s catalog, which was designed to put parents at ease, cutting through technical jargon to connect with families on a more authentic level.

By 2010, the company had grown sevenfold and was considering a major market expansion: targeting institutions like schools and hospitals. While these clients accounted for about 38 percent of existing sales, executive Ilana Danneman believed the number could be much higher, especially as institutional clients place recurring orders in larger quantities. Weiss was uneasy about shifting from a colloquial to a more clinical focus but she trusted Danneman’s expertise, especially since Danneman had previously worked for one of the company’s chief competitors. "We never saw a need to change anything," Weiss says. "But we could not in good conscience ignore her."

The shift brought incredible expansion ($6.2 million in six years) and a 50 percent growth spurt between 2015 and 2016. Weiss went on to launch the Active Mind School Partnership, a program geared to empower and educate teachers who work with neurologically distressed kids. This partnership brought the largest growth to date, reminding its founders that the company mission was never about building profits but about helping people.

Competition Fuels Innovation

Competition is healthy for businesses – forcing you to innovate and consider opportunities or markets you might otherwise ignore.

Success comes from examining the marketplace, doing something in a unique or superior way, and from crafting a plan to better serve customers.

Whether you’ve plateaued or continue to expand, it’s important to keep an eye on the competition. What are they doing that's different? How could you serve part of their client base in a better way? Does it make sense to expand your target area?

Healthy leaders take time to plan for expansion several strategic ways:

Understanding the Competition


Take a hard look at the market.

What opportunities are your competitors filling that you may be ignoring? What do they do well that you could do better? What aren’t they doing that you could do instead?

Highlighting the Difference


Do you have cheaper prices? Customizable service options? A local connection or more ethical sourcing for products?

Find an angle in your company’s story and communicate it like crazy.

Targeting New Markets


When you have one market locked down, push to grow your boundaries.

As Fun and Function discovered, new markets lead to faster and better growth. Initially, Weiss thought a market expansion might alienate existing customers but instead she found that equipping teachers and therapists contributed to better quality of life for every sensory-challenged child.

Using Branding to Reinforces the Message

Accurate branding contributes to a clearer message and builds stability with customers.

As you adapt or expand, be sure your motive and message remains distinct. When Fun and Function expanded its market, the ethos of the brand never wavered:

“The message,” said Weiss, “is that being different is normal.”
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Pure Happiness: How to Reduce the Impact of Negative People in Your Life

Pure Happiness: How to Reduce the Impact of Negative People in Your Life

It is practically impossible to completely cut negative people from your life, but there are some steps that you can take to help mitigate the damage that they can do.

When you're constantly surrounded by individuals who would rather see a glass half empty, it can begin to take a toll on even the most optimistic of souls. Over time, this wearing down of your positive exterior can grow and spread -- until you find that you're the one who has a negativity problem!

Fortunately, there are ways that you can reduce the impact that gloomy people have over your life and simply choose happiness.

Identifying Negative People


Some negative people exude a black cloud, while others may be a bit more subtle in their darkness.

The first step towards culling negativity from your life is by identifying those individuals who are causing your life to be less-than-happy. Stay on the lookout for people with these traits:

Constant worrying and fretting, often for no reason
Enjoy secrecy or spreading rumors
Always seem to be stuck in neutral -- no steps forward, nothing outside their comfort zone
Even the most exciting projects receive a "Blah" reaction
Every positive statement contains a "but", turning it right into a negative
Protect Your Time


Have you noticed that some people like to wander from place to place in an office or workplace setting, spreading gloom and doom wherever they go?

They truly seem to enjoy bringing others down to their level of bad attitude. Don't be afraid to block your calendars for 15 or even 5 minutes to recharge and meditate after an interaction with one of these individuals. It will help you reset your mood from down in the dumps to feeling like there's a more positive future on the horizon.

Focus on Your Goals


When you have a laser focus on accomplishing your goals, no one can stand in your way!

Isolate yourself from toxic relationships and find a way to work with people who nourish you mentally by challenging your thoughts in a way that helps you take leaps forward in cognition -- not those who make you want to hide in a corner and nurse your wounds. Few supervisors will notice that you're changing the subject if you take them towards a topic that is close to their heart, especially if you choose one that's going exceptionally well.

Choose to Behave Productively

While you may be stuck in the rut of listening to negativity simply out of a need to be polite, keep in mind that you have a choice.

When someone starts going down that same old road towards negativity, gently let them know that you are focusing on the positive aspects. You appreciate their viewpoint, but you don't feel it is productive. This can be a bit dicey if the individual sharing the negative elements in their life is your superior, but find a way to wrap the conversation back to a positive -- and productive -- bent.

Don't allow these energy vampires to suck the happiness from your life. Combat the negativity by staying relentlessly positive, and always finding a way to compliment others and help them see the brighter side of every situation. When you make these decisions, you are automatically reducing the impact of negativity in your life, and opening up a whole new avenue for happiness. 
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The Lessons Taught by The Movie "Office Space"

Close your eyes and picture this: On your early morning commute, you get stuck in bumper-to-bumper traffic. Your senses are bombarded with horns honking, the sound of breaks squeaking, and the pungent smell of exhaust. Your reward for making it through this mess isn't much better. Your individual cubicle awaits, lit only by artificial lights which have a way of making you look sick and feel hopeless. Once you arrive in your allotted space, you are faced with mountains of redundant, seemingly meaningless tasks you must complete, while answering to eight different bosses who don't communicate amongst themselves.

If the movie "Office Space" came to mind during this exercise, you are getting the right idea. While the movie's comedic portrayal of an office environment is exaggerated, as business owners, it's wise to learn the lessons you can glean from it.

Delegate

Bill Lumbergh is the boss in the movie "Office Space." He is often seen hanging around Peter's (main character's) cubicle, overreaching his boundaries and seemingly controlling every aspect of Peter's day. Peter also has eight bosses other than Bill, or maybe including him. This means everything has to be repeated over and over to the point of insanity. This drives Peter crazy, and it is not productive either.

Lesson #1: Give your employees what they need to do the job: training, materials, etc. Then, let them work. Get out of their way. Studies have even proven that micromanaging can cause employees to perform at a lower level, not higher. Just imagine trying to do even a simple task with someone standing right over your shoulder, and it's easy to understand why micromanaging is so detrimental.

Provide Well Functioning Equipment/Updated Software

In the movie, the copy machine almost takes on the role of character thanks to the fact that it is so detested by Michael and the other main characters. It seems this copier/printer will never work properly, which causes endless difficulties. Peter, Samir, and Michael (main characters) end up destroying the machine in a rural field outside town after their frustrations reach a boiling over point.

Lesson #2: You should provide your employees with what they need to get their job done as mentioned above. Sure, things break. That's understandable. However, expecting your employees to continue to use subpar equipment, computer, software, etc. yet still pushing them to meet deadlines and maintain the same level of production simply isn't fair.

Create a High-Quality Working Environment

It is no wonder the characters of "Office Space" so detest their jobs. They work in 6' x 6' cubicles with no windows. In addition, Peter is situated right across from another employee who patches calls through, so in essence, she spends all day saying "just a moment" in an irritatingly spunky voice.

Lesson #3: Cubicles are sometimes unavoidable in today's office buildings. However, give your employees the freedom to move around to break up their day. Make sure you have seating available for your employees outside where they can walk around and enjoy being outdoors. If outdoor space isn't an option, at least make sure you provide a lounge with couches or comfortable chairs where employees can go to take a break from their own cubicle walls.

Most employees understand that doing business in today's technology-saturated society often means they are required to sit at a desk and work on a computer most of the day. This doesn't have to look like the movie "Office Space," though. Thankfully, with a little thought and purposeful planning, you can ensure your employees never feel like Peter or the other characters from the movie. Simply adhere to these lessons from "Office Space," and you will be heading in the right direction.
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