The following is a proposal to expand TPC’s services to consumers through the creation of proprietary Web-to-Print (WTP) technologies.
TPC Holdings (TPC) is a marketing agency focusing on personalized multi-channel communication strategies. The company was founded in 1982 with a seven-person team specializing in direct marketing. Now days, the company employs over 500 staff members working in a 120,000 square feet production facility.
TPC’s production encompasses multiple digital presses. These include but are not limited to inserting, folding, and binding, affixing and pre-sorting technical capabilities. In addition, as a marketing agency, TPC’s services include: direct mailing; fulfillment; database marketing and management; email marketing; personalized URL’s; creative services; interactive media and variable data printing.
TPC created several other companies through expansions and acquisitions while compiling a Fortune 500 list of clients in healthcare, finance, sports, hospitality and automotive industry. TPC has also managed to create strategic partnerships with Xerox, HP, Xeikon, and XMPie, all of which has helped TPC deliver cutting-edge digital print applications.
TPC has used third party WTP and virtual storefronts since 2002 (TPC, 2013) with many clients at the enterprise level, with powerful ecommerce, marketing, print and fulfillment services. The company has develop its own brand-named software to cater to business to business (B2B), as a branded storefront for marketing, brand and document management. An expansion to the business to consumers (B2C) market as an e-commerce WTP, will allow TPC to transform and grow their business online.
Viability of Web-to Print for B2C
“The global market for Web-to-print software is projected to reach $869 million by the year 2017” (Vocus/PRWEB, 2011). Many businesses such as Target, Response, Orange Door Communications and U&I, among others, are expanding their services with WTP technologies (XMPie, 2013).
This could mean that there is a market for this service in retail. In fact, Gleeson (2011) published that 50% of respondents from ecommerce storefront and brand storefront sites, observed an increased profitability as projected, and even more than projected in some cases, with their WTP expansion. Thus, this is an excellent opportunity for TPC to be part of this momentum. Mostly, because the market is still young (Gleeson, 2011).
Schnoll says “the demographics are showing us people are looking for new and better ways for ordering print” (as cited by Latamore, 2010). Though he does not define his demographics, there is a need for print to be on the Web to facilitate efficiency, timeliness and overall growth in the industry. Benefits of WTP for Consumers
The growing popularity of the Web and the opportunity to conduct business across the globe 24/7, makes conducting business online ideal for companies to increase their bottom line (Latamore, 2010). Many of the customers can take advantage of these e-commerce solutions, as they facilitate transactions and allow for quick access (as long as there is Internet connection). Thus, expanding a business online, in this case through the use of WTP, would also present certain benefits that are acknowledged as follows:
Allow for uploading customer’s own designs
Customize pre-made templates
Lower cost by eliminating designer fees
Allow for updated offers and prices
Provide Web integrated customer service centers
Allow opportunities for short-run printing
Although TPC has all the resources internally to handle WTP expansion to the consumer, there are plenty of challenges that the business might encounter. It is imperative to acknowledge possible hurdles the company might face as they expand to WTP B2C market. Some of these obstacles are:
Competition is fierce
Creating a user-friendly