What to Look for When Considering a Digital Printer – Part 1

Deciding on a printer can be one of the biggest expenses of your business. Think of it like buying a vehicle. They are both considered capital equipment, and both can be depreciated over time as assets on your books. They both can also form the foundation of a business by themselves. One printer can successfully sustain a Print Service Provider (PSP) without much else besides consumable supplies.

Because it’s such a big decision, it's critical that you take your time with the purchase. Any reputable equipment distributor knows that printer sales cycles can take weeks or even months. They are very aware of how big this decision is for any small business. A poor decision when purchasing capital equipment can make or break the life of any business, especially one just getting started.

After you’ve identified who your customer is and what you would like to make with your printer, you can begin the research phase.

Step 1 – Site Survey
Contrary to what you might think, the first thing you DO NOT do is start looking at who makes printers. That is many steps later. The most important step in a printer purchase is figuring out where to put it. Any user forum out there catering to markets for printer applications can recount horror stories of install; and how it never happened.

Identify the space where you want to put the printer.

Is it a ground-level retail shop in a strip mall?
Is it a basement with only a Bilco® door?
Is it on the third floor of an apartment building?

Identify any logistical challenges?

Does the space have a loading dock, or will the delivery vehicle need a tailgate?
Is there a freight elevator?
How wide are the doorways?
How steep are the steps?
Need a forklift to deliver the printer?

Identify your power needs

110V? 220V?
Where will you plug it in?
Where is the power source?

Identify key features of the room

Windows or skylights? This can determine your ink type
Vents, registers, ducts, fans, or other paths of air travel?
Climate control? How hot or cold will it get during the year?
Carpet, concrete, tile, wood floor?
Does the space have adequate ventilation? This can determine your ink type.
Is there anything flammable in the room? Curtains, drapes, window shades.

Room layout – where will you put the printer?

Where are the doors?
Where are the outlets?
If you need to bolt the printer to the ground, do you have the area ready?
Will you need to get behind the printer?
Do you have adequate space above the printer?
Where do you expect to keep supplies?

Lots to think about and you haven’t even looked at printers yet! The good news is this is the hardest part of the process. Everything else is relatively easy because it’s someone else’s problem.

Step 2 – Budget

Think about how much money you can realistically spend on a printer because you will need another 20-30% of that number for media, ink, tools, accessories.
You WANT the extended warranty. Most manufacturers only offer one year. Buy as many years as they offer.
Credit: most distributors and manufacturers have their favorite lender. In many cases, there are deals to be made. Timing is critical too: the end of the month, the end of the quarter, and the end of the year usually get the best deals.
Look into financing with your dealer's partners-- Wensco partners with Geneva Capital to give you great rates and deals.
Consider used equipment, Wensco offers like-new equipment at great pricing that they will not only install and guide you but service the machine as well and won't leave you out there alone.
Also, consider the possibility of tax breaks based on the structure of your business
Identify bulk discounts for supplies. Negotiate for ink and media and investigate whether there are bundles or subscription options. Some manufacturers have loyalty programs for things like ink, media, and spare parts. You will need money for those too.

Step 3 - Where are you located?

The internet has made everything easy to get. You could theoretically purchase a printer in Maine and have it shipped from San Diego at a smokin’ deal! This is a horrible idea.
For the same reason you wouldn’t buy a car that needs to be serviced across the country, you should treat the printer the same way. You WANT A LOCAL DEALER -- like Wensco.
This is a capital purchase in the thousands of dollars, and you are probably going to finance it. You cannot take a chance on downtime. Digital color printers are said to “print money”. That’s exactly what they do. When the printer goes down, not if, when, you need immediate action from a repair tech.
Special note here: Everything breaks. Your printer will break. This is a fact. Printer manufacturers love to market their products as “bullet-proof”, “robust”, and “workhorses”. It will break. Maybe not this month or this year, but it will happen. Plan for it. Dealers like Wensco, if within their service area, will do their best to be out and service your machine fast so you can get back to work.
Wensco has grown to seven locations in Grand Rapids & Farmington Hills, Michigan, Chicago, Illinois, Davenport, Iowa, Indianapolis, Indiana, Louisville, Kentucky, and Cleveland, Ohio. Unlike most distributors, each branch maintains large inventories and a fleet of delivery vehicles. Judy has focused on nurturing quality staff, excellent customer service, and keeping the supplies you need on hand. This focus has kept us growing and ensures Wensco will be there when you need us.

Ok! A lot to remember and we haven’t got to the printer yet! Remember 5P: Proper Preparation Prevents Poor Performance. In part 2, we’ll evaluate printer hardware options and discuss what’s needed to complete the process.