CompuServe Messages

Joseph – (A note first – the saying around here is that ALL CAPS is like shouting. That idea's OK, but I simply find it yukky because it makes messages very difficult to read. Upper and lower case is for reading – all caps is for road signs.) After three years in the business watching competitors rise and fall, there seems to be certain unbreakable laws of success in the Lino service bureau biz: 1) Stand-alone retail service bureaus do not work. If over-the-counter output services are sold, it is in conjunction with another business such as full-service typesetting, graphics design, offset printing and duplication, or – rarely – independent systems consulting and training. 2) As your friend has discovered, a low price alone does not attract business. ($4/page is unbelievably low and probably would not pay the bills even if the shop was busy, and, if I may say so, makes it tough on those of us in the business who _do_ price our product responsibly.) Somebody is going to have to go out there and pound some pavement. Put a "face" on the product. People who buy services generally like to buy them from people – not from machines. BBS's are fine _after_ comfortable personal contact. 3) There must be existing customers ready to use the service. How much market research was done before committing to the lease? Was there a known client base, or did somebody have technological stars in their eyes? 4) Technical expertise must be readily available. Be prepared to advise customers on technical matters. You see, it's not as easy as just buying a Lino and hanging a shingle. In your friend's instance, I would first suggest making rounds of the retail computer stores in the area and letting them know about the available services. Also ask them about local user's groups, and, in turn, contact them to see if they accept advertising in their periodic newsletters (maybe even offer to output their newsletter at no cost). …mm