The Recycler Issue 334

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FEATURE LIGHTWORDS IMAGING Peter Mayhew of Lightwords Imaging shared their journey so far: Back in February, 2020 was looking good. We were implementing our strategic plan and it was working. The document printing market, where we focus most of our energy, was performing somewhat in line with our expectations. Best of all our clients were engaged in what we were doing. Then the pandemic hit. March was the low point for Lightwords. All those plans, all that work building the to collect data until countries finally closed. Uniquely, we now have a very clear view of the pricing and TCO strategies (see Figure 1.) of many of the industries manufacturers’ most popular models up to the point when lock-down started, in the USA and, most of Western Europe. Our next data set, due out in Q4 2020, will show exactly how these OEM pricing strategies have changed because of Covid-19. This is invaluable, competitive market insight. And there will be change because, the requirements of most offices in almost all vertical markets, is changing. That means a review of the MPS contract soon. With many copiers and MFP’s in the wrong position, over specified and we do best, turning research into insight, especially in the growth segments of these two highly disrupted markets. So, what is next for Lightwords? Product refreshes and updates planned for 2021 are now in their final stages of completion. Launch plans are ready to go. New international sales channels have been established, virtual sales training has commenced, and our Analysts are refocused on strategic planning for clients. Busy, challenging, changing, but exciting times! BIUROMAX And there will be change because, the requirements of most offices in almost all vertical markets, is changing. business, suddenly at grave risk. All our offices were closed, home working was the new norm. But nobody was furloughed or laid off because projects still needed to be delivered. This we achieved, on-time and in full. In parallel, we needed a new business plan and, a new strategy. Fortunately, our researchers working in the sales channels on our Copier & MFP Pricing Analysis Service, were able requiring a minimal touch interface, new devices with different workflow apps will be needed. Lightwords will be there, collecting the quotes and informing clients about the changes occurring the market. The cancellations of DRUPA and FESPA 2020 in the Commercial Print and Wide Format markets meant further complication for Lightwords. New tactics to keep us in front of our clients, had to be deployed. We’ve re-focused on what Price Trend by Model by Country Q4 2015 - Q4 2019 Polish based ETIRA member Biuromax had planned expansion into new markets, increase the number of staff and invest in a new image. In January we began the implementation of our new marketing campaign - YOU FIRST. We started with a new webpage of which an important part would be an expert subpage where customers could find materials (films and instructions) and educate themselves in the field of copier units’ rebuilding process. The materials used for the expert subpage was based on extensive training of our employees performed with the view to create product awareness – what we offer and how it is used. We had spent many hours studying the construction of machines and its units, and on this basis we have prepared filmed instructions. In many cases we also used information obtained from clients regarding the most common problems they face in the rebuilding process. The first quarter’s sale was fantastic. At the end of March, and in April came the crisis. Immediately after the announcement of the social quarantine we asked employees to work from home. Avg 15Q4 Price Avg 16Q4 Price Avg 17Q4 Price Avg 18Q4 Price Avg 19Q4 Price Data for illustration purposes only © LightWords Ltd 2019 Suddenly our cash flow was poor, and we were working from home worrying about our customers, the workplace, and about the economic situation in general. Our frustration was increased by the fear for health and life of our families and the need to work from home with one hand on the computer keyboard and with the other trying to solve math’s lesson of our kids. 8 Issue 334 September 2020
You can contact The Recycler via Twitter at @RecyclerMedia FEATURED A R TIC L E The biggest concern however was the UNKNOWN FUTURE. And yes, we were concerned about the future of our company. COVID-19 blocked all launched projects. We had to suspend or cancel them. Our biz trips, recruitment, marketing communication schedule had to be rethought and rearranged. In May, not without doubts, we began a gradual return to the office. Nowadays most of us work stationary, but some remain at home. We have to change the mode of operation. Since our sales model was up to now largely based on visiting our partners, our priority nowadays is to remain close to them. We began to arrange video conferences, where we discuss business and life, evaluate possibilities and offer our assistance to clients. We have to think of new products. Many of our competitors have introduced hygienic kits (masks, gloves and disinfectants) to their offer. To us this is just a temporary need and hopefully those products will not be necessary after the coronavirus epidemic is over. Instead, after consulting our customers, we have decided on introducing highquality thermal paper to our offer. Direct cooperation with the manufacturer allows us to offer paper of various weights, sizes, universal and personalized (with printing). We have learned that “a change” may have its positive and negative impact. The world is changing more rapidly and so is printing industry. We think that recent circumstances will cause a faster change in the field we are operating. On the one hand, hopefully, printing will be more eco-friendly using remanufactured cartridges, on another digitization and electronic workflow are here already and are gaining the momentum. We need to act flexibly, to diversify our offer and to be always close to our clients. Issue 334 September 2020 9
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