Business Advisors Programme (BAP)

Final Presentation 5th March 2010

Presented by:

MAURICE WILLIAMSDOMINIE PRESS

Supported by: SPRING Singapore

UOB-SMU Entrepreneurship Alliance Centre (USEA)

Industry Introduction

SourceOf

Information

IdeaContentLayout

DataManage-

ment

Production Internet/ Etc

CD Rom/ Etc

TV/ Radio

Digital Printing System

Pre-PressPrinting

(Conventional)Press

FinishingPost Press

Distri-bution

Distri-bution

Mul

timed

ia

Mul

timed

ia

Pris

m

Equipment ToMake Data

Visible

Customer/User

Pre-Media

Electronic Media

Originals/

Data

Production Structure Comparison Electronic, Print & Multimedia

Company Introduction

Dominie Press prides itself as being built on quality, reliability and efficiency

It is Dominie Press’s intention to have overseas publishers outsource their print productions for journals, magazines, coffee table books and art books to themselves

Company Introduction

• 60 Staff Strength (Singapore, Melbourne and Los Angeles)

Production facility is in Singapore this includes the productions of

pre-press, printing and post- press

Overseas representation is to do long run jobs, like – case books, catalogues and magazines.

• Company’s revenue for the last 3 years is approximately $30m• Where it aims to be in 2 years time

– $13m per annum– Fully functional and facilitating Melbourne and Los Angeles Offices– Revenue streams should be closer to a 60:40 ratio

Project Objectives and Scope of Work

Suggested Business Goals

Sales Targets & Projections

• Install and establish an end of month forecasting format for the upcoming quarter

• Install and establish an annual setting of sales targets by industry and key accounts

Suggested Marketing Goals

• Establish and implement plan to address business projections based on long run/ short run/ agency and direct client business

Project Objectives and Scope of Work

Suggested Operational GoalsCost Contain

• Establish costing/ production reporting process at Storage/ Pre-Press/ Press/ Post-Press

• Extend QC processes across all aspects of production and storage• Examine costs/ expenditure on a regular basis during quarterly

financial review

Suggested Productivity/Efficiency Goals

• Install employee suggestion box with cash incentives for suggestion that result in cost savings on increased productivity. This will lead to a team based presentation program through TQM in the long-run

Project Objectives and Scope of Work

Suggested Human Resource Goals

• Establish a regular HR audit to determine company and staff KPI, directly impacting bonus and salary pay-outs on a quarterly and bi-annual basis

(Ex. Total Remuneration = Monthly Salary

+ Allowances (as applicable) + Company Performance (max. 1 mth)

+ Individual Staff Performance (max. 1 mth)

Project Objectives and Scope of Work

Suggested Management Goals

• Initiate a plan of action to create a better working atmosphere

• Reduce cost and increase profits

• Through new formats and procedures, increase profitability

• Strengthen present customer base and expand customer base to outside areas (Melbourne, Los Angeles)

• Update DTP equipment to expand into more specialized areas of the printing market

• Increase employee benefits

Info

rmat

ion

Sou

rces

Sales Dept

CustomerAgency

Publisher

Pre-Press Printing PressPost Press/

FinishingDistributor

Con

sum

er/

Cus

tom

er

Storage

Supplier

Database

Originals

Data

Consumables

Plate, Etc

Data Data

Printing Pages

Film, Plate, Etc Paper, Ink, Etc.

Data

Printed Product

QUOTATIONS

Internal Charge Model To Maximize Efficiency & Minimize WastagePre-Press/ Press/ Post Press Business UnitsDevelopment of Real Time Pre-Press Facility Across Geography and Time Zones Store & Transport Direct Report to Finance

Methodologies & Work To Do

Unifying The Dominie BrandIdentity To Be Formalized

Personality

ValuesBeliefs

EFFICIENCYCLIENTS’ OPINIONS

CO-OPERATIONHONESTY

BRANDESSENCE

QUALITYINGENUITY

BENCH-MARKING

PAINSTAKINGCOURAGEOUSRESPONSIBLE

Unified Position

For

All of Domine’s Offerings

Methodologies & Work To Do

Print Media Works Best In Narrowcast

ACTIONATTENTION INTEREST DESIRE MOTIVATION

Broadcast Narrowcast

Methodologies & Work To Do

BILLBOARD INTERNET TV RADIO NEWSPAPERS CINEMA MAGAZINE CATALOGUE SALES PERSON

AIDMA Law ExplainedThe Attention, Interest, Desire, Memory, and Action (AIDMA) Law is a hypothesis on the process of "consumption behavior" advocated by Roland Hall of the United States. It represents the process from when a consumer finds out about a given product up until when they take action to purchase that product. It also describes the way in which consumers respond to communication

Brand Leaders & High End Consideration Decisions Target Business And Industry Focus For Sales Tie Up

• Clothing & Accessories

• Consumer Electronics

• First & Business Class Travel

• Fragrances – Men & Women

• Hotels & Resorts

• Automotive

• Personal Financial Services

• Restaurants & Bars

• Sporting Apparel & Equipment

• Watches

• Wines & Spirits

• Spa & Beauty

• Weddings

Methodologies & Work To Do

Impact & Observations

Contact Strategy

Year End Program

Design & Distribution of Christmas Cards with work sample

WPP Program

Phase One: Direct Mail to reach all WPP companies in Singapore (appr. 36)

Phase Two: Face to Face meetings with selected WPP company heads (appr. 8)

Phase Three: Hand over and introduce to Sales

Companies involved, Ogilvy Advertising, Burston & Marstella, Fitch Design, J. Walther Thomson, etc.

13

Impact & Observations

Key Hit List

Marina Bay SandsWith CEO introduction made presentation to Head Procurement to secure position

on official vendors listResorts World SentosaThru introduction Head Marketing made presentation towards securing position

on official vendors listParkway HealthWith CEO introduction made presentation to Chief Procurement Officer to secure

position on official vendors listDBS BankThru Head Consumer Banking made presentation to Head Procurement towards

securing position on official vendors list (2011)Design BridgeThru Introduction of Head, Creative made presentation to MD (Singapore) , Director

(UK) and Prod. Manager (Singapore) towards position on preferred supplier list

Impact & Observations

Company Uniform

Design and outfit of new staff uniform that distinguishes company work section, job function and name

Learning Points & Key Recommendations

Human Resource

The Human Resource framework encompassing aspects for:- Knowledge Management- Performance Appraisal process (Co./ Section/ Individual)

Business (Sales)

Business Management by territory, industry (agency/ dir. Client) is important

Business (SBU)

Specialist Business Units are worth exploring

16

Dominie Press Streamlined For Greater Efficiency

BOARD OF DIRECTORS

Production Human Resource Finance Business

Pre Production Production Post Production Sales Customer Service EstimatesDelivery Procurement

Learning Points & Key Recommendations

Business

Business

Sales Customer Service Estimates

Singapore

Melbourne

New York

Junny

Kah Lai

New Sales Person

Learning Points & Key Recommendations

Feedback/ After thoughts about BAP

Three Points From Business Advisor:- It is useful a Business Advisor’s network of contacts to be drawn

upon in the process and it should be framed accordingly- It is useful to review the company’s marketing, sale and business

plans prior to commencement. Include. vision and brand position- Following intentions to develop and EXIM Bank it would be useful

to align with local banking industry intension in this regard

Maurice WilliamsThanks

Dominie Press & Oh Theng HinSpring/ SMU/ UOB

Special Appreciation toSer Keng, Janisia and Jenny

for Guidance & Care During the Attachment

ProductionHow Material & Data Flow

Info

rmat

ion

Sou

rces

CustomerAgency

PublisherPre-Press Printing Press

Post Press/Finishing

Distributor

Con

sum

er/

Cus

tom

er

Storage

Supplier

Database

Originals

Data

Consumables

Plate, Etc

Data Data

Printing Pages

Film, Plate, Etc Paper, Ink, Etc.

Data

Printed Product

Brand Filters for Dominie Press

DominiePress

Who Are We?

What We Want OurProduction To Be

High Quality Innovative

Timely

What We ValueAt Work

DistinctionRecognitionRepeatability

What We Want Our Service To Be

Customer Focus Involvement

Sincerity

Bottom Line

“Our success & future depends on our ability to

continually deliver unforgettable resultsFor our customers”

The Present Situation

Managing Director

Head of Production

Human ResourceFinancial Controller

Sales

Head of Pre Press

Head of Press

Head of Post-Press

Customer Service

Accounts

Chief Estimator

Printing Industry Indicators

Indicators 2003 2004 2005 2006 2007

No. Estab. 920 927 845 827 861

No. Workers 18 342 17 096 17 538 17 651 17 977

Tot. Output ($m)

2 694 2 710 2 802 2 939 2 986

Value Added

($m)

1 262 1 307 1 304 1 324 1 389

GDP Contr.

(%)

0.79 0.72 0.66 0.61 0.58

Source: Economic Development Board & SPRING Singapore

Printing Industry Indicators

Industries/ Size of Output

Estab.

(No.)

Workers

(No.)

Total Output

($’000)

Value Added

($’000)

Value Added

Per Worker ($)

Printing Indus.

Total

861 17 977 2 985 898 1 389 113 77 272

ESTAB

< $1m

619 2170 165 312 62 182 28 655

ESTAB

$1m - < $5m

175 3 753 366 591 173 108 46 125

ESTAB

$5m - < $10m

31 1 940 241 508 97 091 50 047

ESTAB

$10m - < $25m

20 2 176 300 711

$15m ave.

118 791 54 591

ESTAB

$25m - < $50m

9 2 121 346 724 132 721 62 575

ESTAB

$50m & above

7 5 817 1 565 053 805 221 138 426Source: Economic Development Board, 2007

Competition

Category No.

• Book Printers (Printing Companies) 9• Commercial Printers (Printing Companies) 613• Diary Printers (Printing Companies) 8• Digital Printers (Printing Companies) 40• Financial Printers (Printing Companies) 3• Labels/Continuous Form Printers (Printing Companies) 53• Laser Printers (Printing Equipment, Supplies & Accessories) 6 Packaging

Printers (Printing Companies) 68• Printers' Aids (Printing Equipment, Supplies & Accessories) 4 Security

Printers (Printing Companies) 1

Source: http://www.printsingapore.net/Search_MG.aspx?DirID=98&SearchTxt=printers&SearchOpt=product_service&SearchCtry=All&SearchType=containing

Domestic Development

“Growing at 5% annually over the past few years. Singapore’s print industry has seen output rise to $2.8 billion.” Simon Lim, Director of Precision Engineering, Electronics & Manufacturing, SPRING

SPRING supports Local Enterprise & Association Development (LEAD), PMAS plans to implement initiatives including organizing trade fairs, profiling and branding the industry and conducting network sessions.

Print & Media Hub at Tai Seng Avenue and PMAS members tend to get more mention.

SCI Print Technology appears to be championing the academic side to the print industry in Singapore.

Agency Creative Charges

Components Hourly Costs

• Concept Development $300 • Art Direction / Supervision $200• Design $200• Copywriting $200• Project Management $200• Production Management $150• Technical Direction $300• Database Engineering $200• Programming $150• Translation $200 per A4 page• Illustration (by hand) $200• Layout & Finished Artwork $150• Typography & Typesetting – Chinese $200 per A4 page• Negatives/ Positives/ Digital Output $ 0.40 per sq. cm.• Digital Imaging $300• Color Photostatting $ 5 per A4 page• Color Photostatting $ 8 per A3 page• Electronic Transmissions $ 0.20 per sq. cm. (BW)

$ 0.40 per sq. cm (4C)

$ 50 min per ET

A standard fee of 17.65% levied on all 3rd party costs.

Agency Pitch Fee for full presentation - $5 000 (inclusive of strategy, concept and creative)

Agency Pitch Fee for Media - $3 000

Direct Clients & Agency Partners

• 4A’s 73 Full Members

5 Affiliate Members

• Graphic Designers 263 Companies

• Client Marketers Limited Only By Imagination

Young adults most responsive to DM campaigns

by William Mitting Aug 27, 2009Find more like: direct | mail | marketing | campaign | print | young | adults | post | mailing | advertising

16-24 year-olds are the best targets for direct mail campaigns, a UK study has found.

Research carried out by the Mail Media Centre found that 90 per cent of 16-24 year-olds open all their mail, with 29 per cent having made a purchase as a result of receiving direct mail.

Despite the susceptibility of the age group to direct mail, the majority of 16-to-24 year-olds receive only one piece of branded direct mail per week and accounted for only 1.42 per cent of all mailings sent between June 2008 and May 2009.

The study suggested that the age group is more likely to open direct mail due to the dominance of electronic communications in their lives.

Antony Miller, head of media development at UK's Royal Mail, said: "The lure of the letterbox is something special for the 16-to-24 year-old age group.

"The research clearly shows that advertisers are missing a trick with this valuable audience as they currently have low exposure to the channel but are also high respondents."  

However, data accuracy is essential if the age group is to be successfully targeted, as the study participants were 25 per cent less likely to open mail that was incorrectly addressed than the average direct mail consumer.

Indeed, data accuracy is paramount for a successful campaign. In June, another study found that almost nine out of ten consumers would stop trading with a company from whom they received direct mail addressed to a deceased family member.

Read the original article at www.printweek.com.

Top 10 MagazinesWe Should Target

• Top 10 Art Magazines • Top 10 Black Magazines • Top 10 Boating Magazines • Top 10 Business Magazines • Top 10 Car Magazines • Top 10 Celebrity Magazines • Top 10 Christian Magazines • Top 10 Computer Magazines • Top 10 Cooking Magazines • Top 10 Craft Magazines • Top 10 Decorating Magazines • Top 10 Design Magazines • Top 10 Dog Magazines • Top 10 Education Magazines • Top 10 Entertainment Magazines • Top 10 Fashion Magazines • Top 10 Fishing Magazines • Top 10 Fitness Magazines • Top 10 Food Magazines • Top 10 Golf Magazines • Top 10 Gossip Magazines • Top 10 Gun Magazines • Top 10 Health Magazines• Top 10 History Magazines • Top 10 Home Magazines

• Top 10 Horse Magazines • Top 10 Hunting Magazines• Top 10 Kids Magazines • Top 10 Literary Magazines • Top 10 Luxury Magazines • Top 10 Men's Magazines • Top 10 Motorcycle Magazines • Top 10 Movie Magazines • Top 10 Music Magazines • Top 10 News Magazines • Top 10 Nursing Magazines • Top 10 Parenting Magazines• Top 10 Photography Magazines • Top 10 Political Magazines • Top 10 Science Magazines• Top 10 Spanish Magazines • Top 10 Sports Magazines • Top 10 Style Magazines • Top 10 Teen Magazines • Top 10 Trade Magazines • Top 10 Travel Magazines • Top 10 Women's Magazines • Top 10 Adult Magazines