BUSINESS PLAN-SWOT of Dynamics Desktop Publishing (Part 1)

MARKETING STRATEGY

Desk top publishing is now widely appreciated as a creative and innovative approach to the field of graphic arts. Traditional methods, involving hard typesetting and massive printing presses, became more and more expensive and, consequently, less and less accessible to cost conscious users. In relativity the advent of sophisticated computers, like the Macintosh, coupled with powerful software, provided the tools for skilled operators to produce impressive printing for their clients at affordable prices.

The markets have been defined, with general business being a leading target. Both Christopher and Lotoria will each devote at least four hours per day calling business owners and managers. All types of companies will be soliciting sales, both large and small. Both will work independently of each other, reaching a targeted twenty scenario each per day. Time permitting, additional calls may be made during the early phases of start-up. Each sales call will be accompanied by the distribution of samples, depicting design and printing capabilities of Dynamic Desktop Publishing Inc. Creativity will be stressed, and buyers will be offered a 15% first-time discount as an introductory offer. Christopher and Lotoria will pick up copy and deliver finished products as they make their sales rounds each day. Personal service and attention will be among their main selling points.

Churches and restaurants also represent specific markets with fussy needs, and these establishments will be targeted for special attention by the Desktop Publishers. As with businesses, the creative talents of DDP will be emphasized as the needs of the clients are discussed. They will be selling a look and feel as well as a printed page.

The student market will be addressed through advertisements placed in campus newspapers of Virginia State University, University of VA, Virginia Union University, University of Richmond, Bryant and Stratton Community College, John Tyler Community College, Strayer University, Norfolk State University, Old Dominion University and many other local Virginia Colleges/University’s. Master/Doctoral theses, dissertations, term papers, and other publications will be given expert attention. A student discount and a referral discount program will be utilized. Citing the academic credentials of the principals, personal consultations will be encouraged.

On the other hand, DDP will offer a full range of services. Not merely printing, but graphic design, custom layout, creative writing, guidance, and coaching in self-preparation of copy will be offered. DDP will provide the complete spectrum of professional services not found in any other desk top publishing companies.