A Business Plan for the Renton Printery (Conclusion)

This post is the conclusion of our series A Business Plan for the Renton Printery

Due to the sensitive nature of the sections of the business plan not yet covered (such as the Management Team and Personnel, Setup, and Financial Plan & Projections), I will be concluding my series here.

To go into more detail about the Renton Printery’s management team and personnel would require me to divulge certain private details, such as their specific qualifications and who they actually are.

I do not feel it is a good idea to name these private persons without their permission, and do not think it worthwhile to get all of their respective permissions ahead of time, like a chicken running with its head cut off.

I will simply say that we have plenty of people to fill the positions listed in the Executive Summary, and I have full confidence in their individual ability.

The Setup, that is, logistical matters such as our building, machinery, other equipment, and IT, are equally private matters. To put it simply, I do not think it wise to divulge operational details in a public forum.

At the very least, I would have to get my boss’s permission, which would be, for lack of a better word, an extended hassle.

Finally, the reasons for the Financial Plan and Projections being impossible and inconvenient to carry arise from two main reasons.

First, because I would have to consult heavily with my boss regarding the shop’s current operating costs. Again, more hassle, more in the public eye, and more conversations trying to convince the boss that it is plainly Not A Bad Idea.

Second, because even if I had all the permission in the world, I currently lack the expertise in accounting and graphing to present these findings in a logical manner.

I could theoretically do it, and even if it was done badly, it would at least be done. However, I would rather take some time to do it privately before showing it off to the whole world.

But such difficulties are the nature of business. Although I am dismayed to say that I cannot offer these important details, I can say with absolute integrity that I did, based on my limited knowledge of these matters, write up some things related to these matters on paper in my own time.

Perhaps someday a more complete version of those notes will see the light of day on this blog.

In the meantime, thank you all so much for reading this.

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A Business Plan for the Renton Printery (Part 3/3)

The following is the third part of our series A Business Plan for the Renton Printery.

Marketing and Sales Strategy

In this section we will identify our target market, why we want to reach this particular target market, and how we intend to sell our products to them.

Our target market is made up of:

  • The controllers and managers of large manufacturers.
  • The Executive Directors, office administrators, marketing executives, and and business development officers of large non-profits and B2C companies.
  • Similar such persons at large unions.

Why these persons?

Controllers and managers at large manufacturers frequently need stickers, labels, and the like, plus large quantities of signs, banners, and business cards. There might be an occasional order for other big-ticket items, such as company-patterned vests, hats, and shirts.

Various gate-keepers and decision makers at large non-profits are likely tasked by their bosses with finding printers for their events. Accordingly, we will want to target them too.

Similarly to non-profits, many large unions need much printing done, including mailers, t-shirts, signs, bumper stickers, brochures, business cards, stickers, newsletters, and more. The same people who buy printing for non-profits tend to also populate unions.

How do we reach these groups?

The relevant execs at large manufacturers can easily be found at Kent, South King County, and Auburn Chambers, along with certain local conferences of various manufacturing associations.

The problem is being able to make it to these events without stretching ourselves too thing. Another possibility is to become involved in the Kent Rotary, but the feasibility of such an idea remains to be seen.

It would be a simple matter to find clients from appropriately sized B2C corporations and non-profits by frequenting local Chamber of Commerce events in Seattle, Bellevue, and Issaquah, not to mention the Renton Rotary and Chamber of Commerce.

But first we must ask, do we want to extend northward into Seattle and the Eastside? Can we afford it? Is it logistically possible?

These are questions that continue to puzzle the Renton Printery’s management team. Until then, we will continue to focus on the south.

Speaking of which, we will be discussing the Renton Printery’s management team and personnel in the next post in this series.

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A Business Plan for the Renton Printery (Part 2/3)

The following is the portion of a Business Plan for the Renton Printery, Business details.

Business Details

We are a family of printers. My father, grandfather, grandmother, and two of my aunts are in the trade.

Situated in downtown Renton, we’re a family-owned and operated, locally based, union print shop. The shop itself has been in business since the 1950s, but my grandfather first acquired it in 1971.

We can offer a broad range of products, such as:

  • Brochures
  • Envelopes
  • Letterhead
  • Business cards
  • Booklets
  • Programs
  • Newsletters
  • Mailers
  • Signs
  • Banners
  • Stickers
  • Labels
  • Tags
  • Notepads
  • T-shirts
  • Hats
  • Bags

All this, along with many other things I may not have thought of.

Our reason for being is simple: To make a spit-load of money.

To be more specific, to do so while being known for honest, efficient service and high quality products.

Our customers are chiefly other businesses. Our ideal clients are people who put a lot on a lot of events or spill a lot of ink, or else need a lot of words attached to things.

Accordingly, we will seek the business of:

  1. Large to mid-sized manufacturers.
  2. Large non-profits
  3. Large unions
  4. Large-to-mid-sized B2C* companies.

These clients will ideally be located in the South King County area, within the vicinity of Renton, Tukwila, and Kent. We will discuss this further in the next section, titled “Sales and Marketing Plan.”

Our Key Employees will not be named here, but they will include:

  1. The President or CEO
  2. A pressman
  3. A bindery man
  4. The Marketing Director
  5. The Goodwill Ambassador

Our accounting will be subcontracted to a local accounting firm, and we will occasionally hire freelancers to help with graphic design work and bindery. The permanent employees will also find themselves wearing a lot of different hats.

In the next post, we will go over my favorite part: The Sales and Marketing Plan.

* B2C meaning, “business-to-customer.” The Renton Printery would fall under “B2B” or “business-to-business.”

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A Business Plan for the Renton Printery (Part 1/3)

In this post we will detail the Executive Summary of the Renton Printery’s Business Plan.

Executive Summary

My grandfather, a pressman by trade, first acquired the Renton Printery in 1971.

Little did he know that eventually, his business would grow into one of the most respected institutions in the city of Renton, now run by his son (that is, my father.)

The Renton Printery can profitably deliver printing services to the South King County area by marketing to key figures in our target audience and by commencing operations with the right personnel.

Under the management of my father, the shop has cultivated a specific customer base who are willing to buy our shop’s products.

My father, along with myself and several other employees, currently operate the shop, bringing our accumulative expertise to making sure the shop stays profitable.

The financial and logistical affairs of the shop, such as our accounting, facilities, equipment, and IT, are matters which are too sensitive to discuss in his post series, but are nonetheless very important.

In this business plan, we will examine all of these and how they will be melded together to form a clear pathway to prosperity for the shop.

The Renton Printery, steeped in family history, craftsmanship, and service to the local community, can bring all of these strengths to bear in the tough and competitive printing market of today.

In the words of Benjamin Franklin, a personal hero of both myself and my father: “By failing to prepare you are preparing to fail.”

Thanks to this business plan, we will not fail.

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