Progressive Solutions Goes Beyond Traditional Markets

Progressive Solutions, located in Santa Clara, Calif., an 18 year old company, was formed in 1990 by Mark Sarpa and Scott Feldman.

The company started out as a print broker, then added fulfillment in 1991. As customer needs grew, so did the demand for more equipment and services: Sarpa slowly added more equipment, ultimately making the company a digital shop.

"In the 1990s, about 70 to 80 percent of our work in books was outsourced, but as customers wanted better quality and faster turnaround, we found that our partners weren't doing well meeting their requirements. We decided to bring in a color laser printer to print the books ourselves," said Sarpa. In 1999, he brought color printing to the shop with a Xerox 2045.

"We implemented our first Web-to-print system in 2000 with our on-demand book printer. We kept looking at more and more color systems, and in 2003, 50 percent of our work was color. We purchased our first HP Indigo in 2004 and our fifth one in October 2008," he noted.

Progressive Solutions' equipment list also includes a Roland Soljet Pro III large format printer; two lamination systems and a UV coating system; binding machinery including wire, perfect bind, three-hole drill, saddle stitch, round cornering, scoring, folding and cutting; packaging equipment for assembly and fulfillment; and mailing equipment and certification software used to execute mail programs.

On a Mission

Sarpa and Feldman chose the company name, ‘Progressive Solutions' because of its mission to "progressively develop solutions to serve our customer's changing needs." The company aims to exceed client expectations by providing the highest-quality product possible in a timely manner, and creates long-term relationships with its clients in order to help them reach their goals and objectives.

Progressive Solutions also offers intergrated direct mail and online marketing programs that can be customized to its clients' strategies. The company has a successful "three touch" approach that includes:

• Physical mailer—Personalizing the mailer has proven effective. The mailer can be further embellished with dimensional elements such as a gift, custom offers, and more.
• Personalized Web page—The prospect is invited to a personalized Web page to learn more and qualify for additional materials, discounts, etc.
• Follow up e-mail—Respondents receive a follow up e-mail as an additional touch, which might contain additional offers and information. Follow-up correspondence might also include additional direct mail and/or phone calls.

"Last year, we launched personalized kit books for our partners to sell," said Sarpa. "We also launched our Web site that makes it easier for customers to request estimates, place orders, check proofs, or transfer files online."

Variable data printing currently accounts for 10 percent of the company's work. Perhaps the most interesting of its work is personalized children's books.

Most recently, Progressive Solutions launched Frecklebox.com, a new division of personalized children's coloring books, story books, and other gifts for kids. From the Frecklebox Web site, parents and other customers can easily choose from a list of personalized templates, add the child's name, and place the order. Some of the themes are "When I Grow Up," "Happy Birthday," "New Baby," and "Hip Hop Howie and His Pal."

Last year, Frecklebox.com was awarded Best Product by Orca Communications Unlimited LLC, a full service media relations firm based in Phoenix. Orca Communications' clients include The New York Times, NBC, The Washington Post, and USA Today.

"The launch of Frecklebox.com is about diversifying our revenue. Although the corporate market is currently soft, Frecklebox along with the area of back end customers are growing," Sarpa commented.

Keeping Optimistic

He added by stating that transitioning involves going beyond traditional markets.

"We as printers need to go beyond (the usual markets) and solve problems for our customers. Variable data printing and PURLs are ways to do this. Don't believe in the ‘doomsday' that print is going away because it's not. It's changing. The long run market is soft right now, so it's about moving to add moving to add new solutions for customers," he clarified.

However, the most significant change in the industry, he said, is prepress automation and workflow, for example being able to produce one book at a time. Sarpa hopes to implement JDF technology sometime in the future.

"Digital technology is affecting the printing industry dramatically. I remember the initial impact of the first Indigo: The print quality was poor but since then it has been improving," he said.

Progressive Solutions markets its ervices through a combination of all methods, such as direct mail, e-mail blasts, conventional advertising in magazines, and ads. "It used to be all direct sales, but now we're experimenting by trying and tracking marketing tactics," commented Sarpa.

The company expects to grow during 2009-2010. He hired customer service representatives in January and February and is looking at buying new equipment this year. He's also looking into expanding the facilities because the company is running out of space for its operations.

Sarpa said Progressive Solutions is planning on moving this year, and its long term goal is to have manufacturing on both coasts. "We're looking to grow this year--we're not participating in the recession," he added.

Right now is a critical time to make important business contacts in order to prosper. Sales may decline but it takes more of an intense effort to increase them.

"We were in the dot com phase during 1998 and 1999, and now people are looking for easier solutions. The answer is to look harder and be able to solve problems, which simplifies sales effort. We don't want to be just the lowest priced printer in the area," commented Sarpa.

Printers need to be ready to learn, try new things, and work with new people and ideas, which he believes is the key to growth of 20 to 30 percent over five years. He stated that Progressive Solutions doesn't accept unwillingness to learn and change with the times, and as a result, the company has been successful in a number of areas over the years.