Start-up Investment

Low - $700.00 (If computer and printer is financed). Home-based operation.

High - $4,000 - $10,000 Buy equipment and set up office.

Break - even time - 90 days to 6 months

Estimate of Annual Revenue and Profit

Revenue $20,000 - $250,000

Profit (Pre-tax) $16,000 - $110,00

An Exploding Market

According to recent estimates by business consulting firms this market has grown from roughly 3 million in annual sales in 1985 to almost 3 billion in 1991, and there is no end in sight. One of the real opportunities and challenges of this business is the fact that there are still millions of clients out there that as yet do not even know that they need the services of a dekstop publishing service.

Desktop publishers use computers, laser printers and sophisticated software program in the preparation of high quality graphic material. The price of the equipment used is continuing to come down dramatically, therefore the start-up estimates may be high. The quality of graphic material which can be produced in this manner is so high that only a professional can detect the difference between material designed by desktop publishing and material which has been typeset. The latter has a somewhat higher resolution which is not noticeable to the naked eye. Much of the material you see in newspapers such as USA Today and magazines was prepared through desktop publishing.

Desktop publishers prepare graphic materials such as: brochures, flyers, full page advertisements, newsletters, books, proposals, forms and much more. Some desktop publishers will also perform word processing services for their clients. While some desktop publishers will prepare almost any kind of graphic material, many will specialize in one or more, such as newsletters.

While prior computer knowledge is a plus anyone who has a desire to learn the operation of a computer can acquire the ability to become a desktop publisher.

Quality laser printers which a few years ago sold for $4,000 to $7,000 can now be bought for under $1,000. The laser printer is the key element in making desktop publishing possible. The laser in the printer is activated to "paint" a picture of the computer file which was created through desktop publishing software. As such it acts as a photocopier, by scanning back and forth at high speeds while the drum containing the toner rotates back and forth. The toner is similar to that used in photocopiers. It is attracted to, or repelled from the imaged or 'un-imaged' areas of the drum. As it passes the rotating drum it is transferred onto a piece of paper. This is called "camera-ready" material. It is taken to a printer to be reproduced.

To truly understand the continuing magnitude of this field, it is important to realize that until the invention of the laser printer, graphic material was either produced by graphic designers or typesetters in printing businesses. Since graphic designers were, and still are quire expensive their services were generally only available to the medium-sized and larger companies. The typesetter, on the other hand, who rarely had artistic ability prepared art-work for those who could afford the graphic designer. This material generally looked second class. Desktop publishing for the first time has made it possible for any size company to present itself with graphic material which looks every bit as good as the material that huge corporation use to sell their products and services.

Who Are The Customers And How To Find Them

Almost any size company and organization is a potential customer. Many of the large companies have down-sized their P.R. and Advertising Departments during this recession. And medium-sized and small companies rarely have the equipment or personnel to perform this very specialized work in-house.

Potential customers are, for example: restaurants which require menu design, a painter who needs flyer to pass out, a legal firm which requires hundreds of different forms, a hotel which needs brochures, a writer who needs a cover design for his book, and we could add hundreds of other situations to this list.

You should join one or more Chambers of Commerce in your community and surrounding communities and other organizations which allow you to meet potential customers. Advertising is both daily newspapers -business section, or in the classified section under "business Services" will be very worthwhile. As soon as feasible an ad in the Yellow Pages will give your business additional visibility. Advertising in other business related publications in your community will also be beneficial. Direct mail directed to businesses and organizations will also be highly beneficial in most businesses, once you have found your first few customers, especially the "first big one" it will be easier to find other clients. Word of mouth of a satisfied client will go a long way and it will be your most effective advertising.

The quality and eye-appeal of your brochure and other sales material will be of vital importance. After all you are a desktop publisher and therefore your brochure should very professional looking. Clients will also want to see some work ("your portfolio") which you have prepared for clients.

One of the best leads for new business will be the never ending flow of junk mail which you will receive from both local and out-of-town companies. Much of this material will not be very professional in appearance. You can gently and diplomatically suggest to a potential client how much more effective their sales campaign will be with professional looking material.. Since many potential graphic material is

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Start-up Investment

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