July '12

For the Business of Apparel Decorating

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Developing and mastering special effects techniques all come at a price. It's important to price appropriately for the time that goes into these effects. (Images courtesy Lon Winters, This Inc.) and second, what makes us think their des- tination works for us? To win at follow-the- leader, we need to have the horsepower to withstand the storm. We need ample time, talent and a positive revenue stream. But, if those three are present, why would we want to play follow the leader? Research and development, technical re- search and development, and feeding our intellectual curiosity all come at a price. If 80 percent of our work is not SFX, perhaps we should spend precious R&D dollars on improving predictability and consistency of the 80 percent rather than hoping for the 20 percent to come if we build it. Before we determine our best balance of old-product/new product, consider wheth- er or not we can differentiate SFX over and above the competition and our own prod- uct line. Rarely does a product "sell itself." Whenever our best customer gives us an explicit request for SFX, we know for cer- tain they are interested. If the risk is mini- mized for them, they are likely to give it a shot—but this is hardly motive upon which to rest the fate of our company. But let's say we agree to do the effect. The number one question is: will we price it correctly so both we and our customer can make the requisite profit? Use INFO # 275 2012 JULY PRINTWEAR | 61

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