CAPt. Print e-procurement: Changing the Face of the Printing Industry CAP VENTURES. Market Forecast for Web-Based Print e-procurement

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1 Prin e-procuremen: Changing he Face of he Prining Indusry Marke Forecas for Web-Based Prin e-procuremen Buyers Crieria for Web Procuremen Opporuniies and Advanages for Prin Service Providers Profiles of Key Prin e-procuremen Players and Their Offerings Sraegic Recommendaions for Marke Enry CAP CAP VENTURES

2 INTRODUCTION CAP Venures sized he overall U.S. prining and publishing marke in 1998 a $291.8 billion. Wih housands of suppliers serving hundreds of housands of buyers, his large, fragmened marke is now facing a idal wave of change driven by he growh of he Web and new e-business supplyside and demand-side ools, services and markes. CAP Venures has COMPANIES CAN SPEND MORE THAN 50% OF THEIR REVENUES PURCHASING GOODS AND SERVICES. A REDUCTION IN TOTAL PURCHASE COSTS HAS A DIRECT IMPACT ON INCREASED PROFITABILITY. BECOMING AN E-BUSINESS ALLOWS COMPANIES TO COMMUNICATE IN REAL TIME ACROSS THE SUPPLY CHAIN FOR BETTER UTILIZATION OF RESOURCES. THE GOAL IS TO END THE ERA OF DISCONNECTED SUPPLIERS WITH BIG BUFFERS OF INVENTORY. RAY LANE, PRESIDENT/COO, ORACLE couned nearly 70 new prin or prin-relaed do-com players, and new venures seem o pop up almos daily. Add o his he e-commerce iniiaives underway by he indusry s larger players, and prin e-procuremen, or he procuremen and/or managemen of prining services over he Web, is unquesionably one of he hoes areas of our indusry oday. The prining indusry has long been plagued by inefficiencies ha are he resul of a maure indusry wih well-esablished analog sysems in place being assauled by a wide range of digial innovaions over he las en years. The indusry has sruggled o improve efficiencies by adding various digial pieces o he process, bu in mos cases, he impac has been limied, wih a focus more on manufacuring han complee process reengineering. Wih he emergence of he Web and innovaive e-business soluions, prin supply chain managemen is on he cusp of dramaic improvemens ha are revoluionizing he prin service provider s relaionships wih cusomers, suppliers and inernal managemen sysems. Prin service providers can play a key role in helping cusomers achieve corporae goals by geing conneced, boh from he perspecive of reducing cusomers overall procuremen coss and cycle imes, as well as helping hem manage jus-in-ime invenories. E-Business soluions foser collaboraion and bring all paries involved in a projec ogeher, enabling more effecive communicaions Prin service providers can benefi from reduced inernal coss. More informaion and daa can be provided by cusomers, cusomer service coss can be reduced and overall process auomaion can reduce inernal processing coss and speed jobs ino producion. Addiionally, building hese ypes of relaionships helps build predicable, recurring revenue sreams and lessens dependence on random arrival of work. Finally, implemenaion of e-business soluions for exising cusomers makes i easier o acquire and service new cusomers, even hose in new verical markes and geographies. THE PRINTING INDUSTRY IS LAGGING... Wheher or no he majoriy of prin service providers are implemening e-business soluions, heir cusomers cerainly are. A recen e-business benchmarking sudy conduced by AnswerThink Consuling Group indicaed ha he ypical company who paricipaed in he sudy expecs is procuremen funcion o receive he greaes amoun of e-business invesmen relaive o oher knowledge worker funcions, increasing wenyfold on average over he nex wo years. Prin procuremen will cerainly no be immune o his rend, nor will i be limied o large companies. According o PSI Global, 89% of middle-marke companies (companies wih revenues from $10 million o $250 million) used he Inerne o buy, sell and bank in he las 12 monhs, and one in four makes online purchases. Fuhermore, he Naional Associaion of Purchasing Managers survey of purchasing professionals conduced in April 1999 revealed ha 59% of purchasing professionals were eiher now purchasing on he Web or would be wihin one year. However, a recen Trendwach sudy indicaes ha only 40% of graphic ars shops have FTP sies where cusomers can download or upload work files, only 30% use for proofs, and merely 5% allow cusomers o rack heir jobs via he Inerne. E-COMMERCE OPPORTUNITIES The pas few years have illusraed how quickly business models can change as he explosive mixure of enrepreneurs, capial, and echnology are applied o radiional markes and work processes. Wihin he prining indusry, a variey of new models and numerous echnology and service providers have appeared. However, only a few e-business models will produce lasing success. The ready availabiliy of capial for Inerne venures ensures ha many varied models will appear and even seem viable in he shor erm. These will, a leas for a while, diver business from esablished channels.

3 Bu longer erm, a few will emerge as winners while many fail. Along he way, how companies buy and sell prining and relaed services will forever change. To succeed, vendors of prining and relaed services mus undersand he immediae and long-erm impacs of he Inerne on heir businesses, and mus develop acical and sraegic plans o address hese challenges and opporuniies. They mus also keep a close eye on he compeiive landscape, shifing business sraegies on a more frequen basis o comba new challengers and keep heir offerings fresh. CAP Venures is conducing a deailed analysis of he rapidly changing prin e-procuremen markeplace o provide prin service providers and heir cusomers wih he informaion and insighs needed o develop boh shor- and long-range plans for success. WHO SHOULD SUBSCRIBE Prin service providers Do-com sar-ups in he prin e-procuremen arena Corporae prin procuremen organizaions Vendors of supply chain managemen soluions Invesors As a resul of paricipaing in his muli-clien sudy, companies of all ypes seeking o undersand his dynamic marke and/or drive demand for e-business soluions will be able o arm hemselves wih he mos up-o-dae marke inelligence on prin e-procuremen. PROJECT OBJECTIVES Over he nex welve o hiry-six monhs, execuives in he prining indusry and prin procuremen professionals will have o make many acical and sraegic decisions regarding e-commerce. The overall objecive of his sudy is o provide you wih he analysis and recommendaions necessary o formulae your prin e-commerce sraegy: Idenifying how, where, and when e-commerce will impac he prining indusry. Assessing how he emergence of prin e-procuremen soluions is changing in erms of: Produc caegory (e.g., general commercial, forms, ec.) Marke segmen (i.e. end cusomers) Channel Marke impac Financial impac for boh buyers and sellers This sudy will examine he curren sae of e-commerce in he prining indusry, including a qualiificaion of he curren ime and coss associaed wih prin procuremen and managemen, projec likely fuure developmens, and provide acionable recommendaions for boh service providers and heir cusomers. ASSESS THE CURRENT STATE Idenify curren praciioners of prin e-procuremen and define he various business models. Tradiional suppliers face he burden of running parallel sysems when implemening Inerne-based soluions; how does his affec heir cos srucures vis-à-vis Inerne-only sar-ups? Wha sales volumes are being achieved oday via Web-based soluions? Wha share of he oal prin procuremen and relaed services is done via he Web? Is he sie open-access, for cusomers only, or boh? Does he company mainain cusom sies for large accouns? How is he ordering process managed? Wha changes in he producion process? How is he fulfillmen being handled? Wha are he unique value proposiions of he various players? Wha are he operaing cos implicaions o boh buyers and sellers when prin e-procuremen soluions are implemened?

4 BUYERS Who are he arge cusomers: large corporae, middle-marke corporae, SOHO? Wha role do ad agencies, prin brokers and oher hird paries play in he adopion of prin e-procuremen sraegies? Wha ypes of prin and prin-relaed services do hese cusomers purchase via he Web? Wha oher producs or services do cusomers purchase via he Web? Wha is he oal volume of Web-based prin procuremen by segmen? Wha share of cusomers oal prining purchases does his Inerne volume represen? Do cusomers expec his volume / share o grow? If so, why and how rapidly? If no, why no? Wha will be he impac on prin volume of elecronic delivery alernaives and why? Why have cusomers chosen or NOT chosen o use he Web for hese purchases? Which Web-based vendor or vendors of prin and prin-relaed services are cusomers using? Wha are heir selecion crieria? Is use of he Web for hese purchases meeing cusomers goals and needs? Are here feaures and services currenly no available ha would make Web-based procuremen and managemen of prin more effecive? Wha problems have cusomers encounered? Have hey been resolved? If no, why? Wha are he quaniaive and qualiaive benefis resuling from he implemenaion of Web-based procuremen and managemen of prin? How do hese soluions impac he life cycle coss of prined maerials? Wha advice would cusomers offer o Web-based supplies vendors? To oher cusomers? PRINT E-PROCUREMENT SERVICE PROVIDERS The sudy will profile key prin e-procuremen service providers and business models. Wha ypes of prining services are being sold via he Web? Wha oher producs and services, if any, are offered on he sie? Wha are he key differeniaors of each offering? How are acual prined producs produced; by owned resources; hrough parnerships and alliances? How rapidly are cusomers moving o media-independen publishing and wha service provider offerings are in place or planned o mee hese changing needs? TRADITIONAL PRINT SERVICE PROVIDERS The sudy will include boh elephone and in-deph surveys of radiional prin service providers o deermine he rae a which e-business soluions are being adoped. Case sudies of key adopers will provide insigh ino he boh decision process and he benefis of he adopion of e-business sraegies and soluions for service providers. Wha is he awareness among radiional prin service providers relaive o prin e-procuremen services? Wha is he level of recepiviy in he indusry o employing e-business soluions? Wha service or services are being employed? How were build/buy decisions made? Wha has been he impac on cusomer acquisiion and reenion, as well as share of cusomer as a resul of he adopion of e-business soluions? Are here cusomers who prefer no o paricipae in Web-based prin procuremen and managemen; and if so, why? Wha has been he impac on he sales force and cusomer suppor organizaion? Wha has been he impac on producion? Have rework coss been reduced? Has process auomaing enabled faser delivery of jobs? Wha changes, if any, have e-business soluions caused in he overall cos srucure of doing business? MARKET SIZE AND FORECAST The sudy will furher quanify and forecas he reail value of prin procured over he Inerne, as well as services revenue achieved by prin e-procuremen providers hrough he Year FUTURE DEVELOPMENTS The sudy will provide qualiaive projecions of prin e-procuremen business pracices and how hey will impac he overall prining indusry. The pace of change on he Inerne is such ha sies mus be subsanially modified if no re-invened every six o welve monhs. Will his pace coninue, and are service providers allowing sufficienly for his ongoing expense in heir cos analyses? Wha are he projeced growh raes? Wha fuure changes or enhancemens do service providers anicipae making?

5 1. Deermine he marke size and growh rae for key prin e-procuremen iniiaives represening various business models. Markes Large corporaions Medium-sized corporaions SOHO 2. Idenify and quanify he benefis of elecronic commerce hroughou he supply chain (manufacurers, disribuors, cusomers, oher hird pary paricipans). Cos savings Revenue generaion Marke share gain or reenion Convenience Choice Speed Service Conrol Ease of collaboraion 3. Idenify and undersand he curren sae and evoluion of prin e-procuremen business models Web-based shopping sies Web-based aucion and collecive-buying sies On-line prin brokers or projec managers offering a range of services bu performing lile, if any, prin manufacuring hemselves Services offering branded e-business sies for he prin service provider, including e-commerce capabiliy and a range of oher services E-Commerce soluions argeed a he prin buyer, designed o sreamline he prin buying process, someimes called buy-side procuremen Sysems developed inernally by radiional prin service providers, designed o provide a se of services o he company s exising cusomer base New players leveraging an exising cusomer base o include prining and documen services Oher 4. Deermine cusomer requiremens and behavior relaive o prin e-procuremen by marke segmen (corporae, medium, SOHO). Types of projecs and producs ordered via he Web, as well as wha is NOT ordered via he Web Range of services defining he ideal prin e-procuremen vendor Tracking and job saus requiremens Delivery requiremens Purchasing frequency Order size Billing and paymen Global pricing and conracs Cusomer suppor Cusomized ordering Price sensiiviy? 5. Idenify and profile key vendors providing prin e-procuremen services oday, including curren business models and fuure sraegies. 6. Deermine he near-erm and sraegic criical success facors for e-commerce in he prining indusry: Size and specializaion Pricing Margins Service and suppor Fulfillmen Markeing Conracing Parners

6 THE MARKET RESEARCH Marke research develops he daa and insighs ha will allow us o presen a coheren picure of he impac of he Web on prin procuremen, and how his business is likely o develop in he fuure. DESK RESEARCH There is a large and rapidly growing volume of aricles, repors and whie papers on he Web. Alhough much of his maerial is oo general o be of use in a focused sudy such as his one, i is useful for seing he sage for idenifying key players. Therefore, he research process will include scruiny of he relevan rade press and governmen repors and daa. Exising CAP Venures daa and repors will be of more immediae and pracical value, and will be used o size and forecas he oal prining marke. These maerials will also be used o compare he expense of handling prin orders via radiional channels (elephone, inperson visi by prin sales rep, use of radiional prin brokers, ec.) versus Web-based offerings. Coss for boh he service provider and cusomer will be explored. In shor, he projec eam will review published informaion o develop a foundaion on curren marke size, key indusry segmens, and overall indusry growh rends. Previous CAP Venures research in he Norh American marke will help idenify poenial applicaions, barriers and enablers o marke developmen, and success facors employed by leading users. PRIMARY RESEARCH PROFILES OF EXISTING PRINT E-PROCUREMENT PROVIDERS A key elemen of he research will be idenifying and profiling leading/innovaive companies ha are currenly engaged in prin e- procuremen aciviies. This lis will include radiional prining operaions ha have also esablished Web-based offerings as well as newer players ha are specializing in Web-based offerings of prin and relaed services. Deailed descripions of how hese companies are using he Web will be provided, based on visis o heir Web sies, secondary research, and elephone inerviews wih appropriae individuals a hese companies. INTERVIEWS WITH USERS AND POTENTIAL USERS OF PRINT E-PROCUREMENT SOLUTIONS The sudy will incorporae inerviews wih users of prin e-procuremen sysems in he corporae, SOHO and prin service provider marke segmens: 15 o 20 in-deph inerviews wih buyers of prin currenly uilizing prin e-procuremen soluions. These inerviews will provide insighs on he driving facors for uilizing he Web, he expeced and acual benefis, and he unme needs based on companies wih experience using prin e-procuremen soluions. 450 srucured elephone inerviews wih key marke segmens: 150 Corporae buyers of prin 50 SOHO buyers of prin 50 Adverising/Design buyers of prin 200 Prin Service Providers represening various prining specialies The purpose of he inerviews will be o undersand he curren sae of prin procuremen and facors driving adopion of new e-business models, including: Awareness of e-procuremen ools and services Level of aciviy relaed o he prin procuremen process: Number of jobs Frequency of orders Number of people involved in he process Time spen on key producion processes Number of suppliers used and decision process relaive o supplier selecion Coss associaed wih prin procuremen and managemen Cos savings experienced as a resul of prin e-procuremen implemenaion Percepion of alernaive buying models available in he markeplace

7 ANALYSIS AND PROJECT DELIVERABLES CAP Venures will perform exensive analysis of he desk research, in-deph inerviews and srucured elephone inerviews in order o develop a comprehensive undersanding of he opporuniies and issues surrounding prin e-procuremen iniiaives and he dynamics of his developing marke. Cliens will receive a combinaion of repors, presenaion maerial, and acual daa for use by senior managemen, produc managers and planners, and sales and markeing execuives and managers. This maerial will include: Execuive summary ha addresses key issues and presens findings and salien recommendaions Deailed wrien repor wih ex, chars, ables and graphs presening he findings of he research A se of presenaion-syle overheads o assis subscribers wih heir inernal communicaion of he objecives, findings and recommendaions A daa book conaining he deail generaed by he srucured elephone inerviews for use by he subscribers in furher analysis and segmenaion PDF versions of deliverables SCHEDULE CAP Venures expecs o begin work on his projec in March Based on he schedule below, he finished repor will be compleed and he maerials disribued o subscribers during he early hird quarer of Aciviy Week Begun / Compleed Desk research 1 / 4 Profile exising Inerne-based vendors 2 / 4 and heir programs In-deph inerviews wih large corporae cusomers and prin service providers 5 / 7 Srucured elephone inerviews wih 7 / 10 large/medium corporae and SOHO cusomers Analysis 11 / 13 Repor preparaion 13 / 15 Repor delivery 16

8 PROJECT FEES The fee for cliens who sign up on or before March 22, 2000, is $11,995. For hose who sign up afer March 22, 2000, he fee is $13,995. A personal presenaion is available for an addiional fee of $2,500 plus ravel expenses. Addiional hard copies of he final repor are available o subscribers for $250. TERMS AND CONDITIONS LIABILITY FOR ADVICE Alhough reasonable effors will be made by CAP Venures o ensure he compleeness and accuracy of he informaion conained in wrien and oral repors in connecion wih he proposed sudy, no liabiliy can be acceped by CAP Venures for he resuls of any acions aken by he Clien in connecion wih such informaion, opinions or advice. COPYRIGHTS All Copyrighs are reained by CAP Venures. Reproducion of any maerial can be made only wih he wrien auhoriy of CAP Venures. CONFIDENTIALITY CAP Venures will use is bes effors o ensure ha any confidenial informaion obained abou he Clien and is business during he course of he proposed sudy is no, unless agreed oherwise in advance, disclosed o any hird pary wihou he prior wrien permission of he Clien. CAP Venures reains he righ o re-use any non-proprieary informaion as par of our on-going analysis of he office auomaion and prining and publishing indusry. TIMELY DELIVERY CAP Venures will ake all reasonable seps o ensure ha he ime scales called for by he proposed sudy are me in accordance wih he agreed schedule, bu no liabiliy can be acceped for he consequences of delays, howsoever caused. VALIDITY OF QUOTATION Proposals and quoaions o Cliens are valid only for 30 days from he dae on he proposal, unless oherwise specified in he proposal documen. TERMS One half of fee upon iniaion and final half upon repor delivery AUTHORIZATION Clien Address & Conac Conac Name Billing Address & Conac (if differen) Accouns Payable Conac Company Name Company Name Sree Address Sree Address Ciy, Sae, Zip Ciy, Sae, Zip Conac Phone Number:Company Main Phone Number Signaure Dae Tile address Fax Number CAP Venures. 600 Cordwainer Drive. Norwell, MA Phone: Fax:

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