Imageprint E-Business

EXECUTIVE SUMMARY

ImagePrint is a family owned and operated printing company established in 1988 to provide printing and related services for all sizes and types of businesses in Singapore. The business also offers online printing and multimedia services such as graphic design and plotting. ImagePrint has 5 branches and offices Island wide and employs 33 full time employees.

Managing Director Dave Tan realized that e-commerce was vital in ImagePrint's drive towards a position of market leadership. The inherent marketing opportunities of the Internet and client demand for e-commerce convinced Dave that online business processes were the way of the future. He aimed to take advantage of business opportunities arising from customer demand for e-commerce as it was quickly developing as a prerequisite to winning tenders. Dave also required a more convenient method for file and data exchange between branches/offices and with customers. He believed that e-commerce would provide customers with the option of emailing their job requests in various file formats instead of post or courier. It would also enable different ImagePrint branches and offices to exchange jobs and access resources electronically, simplifying administrative processes.

ImagePrint decided to move its entire operation online with an automated electronic system based on the Internet. The main goal of the system was to create an online value chain with clients and suppliers. The Company enlisted the services of an IT consultant to help develop the electronic value chain.

ImagePrint was careful to develop their e-commerce initiative incrementally. The staged process would ensure the implementation was both successful and flexible, providing scope for additional functionality. The first stage involved developing a website with the assistance of an external web developer and Internet Service Provider (ISP). The second stage involved adding inventory management and online ordering functionality. Finally, accounts, ordering, purchasing, proofing and inventory automation were integrated with the online system.

ImagePrint makes use of Electronic Data Interchange (EDI) in order to exchange business data across the supply chain. Both customers and suppliers are able to log on to the website to access order details, inventory levels, place and track orders, and review product history. In addition, clients are able to generate up to 10 reports types including product history and order fulfillment.

The Virtual Private Network (VPN) employed by ImagePrint provides an encrypted connection between the company's distributed sites, which allows staff to access a central repository of information and operate printers from remote locations. This flexibility allows staff to work from home or from customer premises. The use of VPN enhances the security of electronic data exchange and transactions.

In the first year of operation, the new system contributed $100,000 to gross profit as a result of work received online or customers having found the business through its website. System efficiencies have improved staff productivity and prevented stock losses. Benefits were also realized in the form of cost savings, totaling S$160,200. As a result, ImagePrint achieved an overall net operating profit from e-commerce of S$183,565. The total amount invested were S$135,540 in setting up the e-commerce system over four years.

THE BUSINESS

ImagePrint is a family owned and operated printing company established in 1988 to provide printing and related services for all sizes and types of businesses in Singapore. The Company has since developed into a major outsourcing firm offering print products and services, warehousing, design, e-commerce and mailing services. The print products include ordinary reports, specifications, leaflets, wide format posters, plan printing and specialty paper/cards/envelopes etc. The business also offers online printing and multimedia services such as graphic design and plotting. A majority of ImagePrint customer base comes from the communications, hospitality, retail, Information Technology (IT) and manufacturing industries.

ImagePrint has 5 branches and offices Island wide and employs 33 full time employees.

GETTING STARTED

Managing Director Dave Tan introduced e-commerce into the Company in early 2003. He decided e-commerce was vital in ImagePrint's drive towards a position of market leadership. The inherent marketing opportunities of the Internet and client demand for e-commerce convinced Dave that online business processes were the way of the future.

Initially, Dave believed e-commerce could provide a more convenient method for file and data exchange between branches and offices. Customers would also be able to email their required printing in various file formats and correspondence of drafts and amendments could be easily exchanged. Dave later expanded his usage of e-commerce to include product quality enhancements and process efficiency.

ImagePrint were careful to develop their e-commerce initiative incrementally and with a client focus. The staged process would ensure the implementation was both successful and flexible, providing scope for additional functionality.

The first step involved identifying the company's goals and development of strategies to integrate e-commerce into the existing business structure. Through collaboration with the clients, ImagePrint was able to identify system requirements that directly correlated to customer needs. The Company website was developed with the assistance of an external web developer and Internet Service Provider (ISP). Dave recruited the services of Information Technology (IT) consultants to reconfigure the existing IT system and equipment to support the new processes.

The second stage began in August 2003 and involved development of the website to include inventory management and an online ordering system for clients. This enables customers to select and pay for products online by selecting from a range of templates with the results being sent directly to the printer. This avoids the time consuming typesetting and proofing requirements used in a manual system.

The third stage involved completing the automated system by moving the remaining business functions online. Accounts, an internal quote and order system, purchasing, inventory management and proofing were incorporated into the existing system at the end of October 2003.

Finally a Virtual Private Network (VPN) was established to enable different