businesses in the world. This means
helping business owners maximize their
profitability and return on marketing
investment with trackable and measurable marketing programs.
How has the economy changed your
goals for your company? Both posi-
tively and negatively. Positively, the
downturn has encouraged us to take a
closer look at our business model and
value proposition. Because of this, we
have evolved our brand and service offerings to be more relevant to our customers. We are shifting from being a print
service provider to being a business and
marketing communications provider.
Also, we have seen a number of independent printers looking to become a
part of our brand because of the systems
and procedures we have to encourage
success. Many independent printers
have seen business decline drastically in
recent years. By joining AlphaGraphics, they adopt systems and procedures
that help maximize profitability and
success. Because of this, we have added
a number of what we call “conversions”
to our system.
Negatively, we have seen many candidates for new start-up AlphaGraphics
centers struggle to get financing. Indi-
viduals who used to be very bankable are
now getting turned down by banks. That
makes growing the brand a challenge.
Luckily, we’ve always prided ourselves
on having top-tier franchisees, and these
challenges haven’t affected us as heavily
as they have others in our space.
history of small business and franchising. We’re in the middle of this process,
but I am confident that our journey will
result in unbelievable success and will be
the defining moment for AlphaGraphics and myself.
Where can capital be found these
days? Finding capital can be a chal-
speed required to build and grow an
industry-leading brand without making some mistakes. Regrets only come
when you make the same mistake twice.
lenge these days. We’ve experienced it
firsthand while working with lenders on
financing packages for potential franchisees. Thankfully, we have a proven
business model with sound operating
procedures, and that’s what lenders want
to see. The money is out there, you just
have to work harder to get it.
How do you measure success? We have
a strategic roadmap that our company
lives by. While it is a living strategy that
is frequently updated, it has specific goals
and milestones that must be reached at
specific dates. We define success by our
ability to reach the goals and milestones
spelled out in that document.
What has been your greatest success?
As mentioned earlier, AlphaGraphics is
in the process of authoring one of the
greatest transitions of a brand in the
Any regrets? You can’t move at the
What can we expect from your company in the next 12 to 18 months? It
will be an exciting time at AlphaGraphics. The launch of our new branding
will position us much differently in the
marketplace. With an expanded service
offering, our franchisees are no longer having conversations about paper
color and quantity; we’re now having
conversations about business growth
and profitability. We’re being seen as a
strategic partner in our customers’ eyes.
In 12 to 18 months, we’re going to be
even closer to reaching our vision of
being the leading provider of business
and marketing communications services
to small and medium-sized businesses.
Check back with us, or better yet, hop
on board—it’s going to be a wild ride! n
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