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07 November 2019

Printed House "Madrid" in the center of Kharkov

Print a full edition ... 1 copy, create the most luxurious magazine cover, print the book in Braille - all this can be done by the Kharkov digital printing house "Madrid". As it turned out, digitization of the printed "retro-business" is not an enemy, but an instrument, an assistant and a motivator.

We already wrote about the Madrid printing house in My Business in here. Recall that Larisa Gobelovskaya was one of the first in Kharkiv to provide digital printing services in early 2008. She started her business venture in partnership with a supplier of equipment - Konica Minolta Ukraine, in which she leased the equipment. The crisis, which began several months later, made mandatory foreign currency payments unbearable, and the bankruptcy of the company should have become a logical end. Raiffeisen Bank Aval helped: Larissa was believed there and given the opportunity to be lent. The decision was right. For the next 7 years, the company worked not because of, but against: the crisis, the collapse of the market, the war and the specifics of business in border Kharkiv. But she gave credits, debts, built processes and became entrenched in the market. It has been almost five years since the Zero Border has been overcome, and the printing house is developing and its founder has enough experience to share it with students and other entrepreneurs.

Feel the market

Speaking of the printing market, the first question arises as to how he lives ... «The printing market should no longer be narrowed, it reached the bottom in 2014-2015. First it was hit by global digitization, then events in our country, - says Larisa Petrovna. "Comparing the structure of this market to that of ten years ago, it is redistributed in favor of the numbers unambiguously."

Most of the circulation newspapers and magazines ceased to exist in print, so offset printing, which is advantageous for large prints, went from leaders to outsiders. The book market is still in decline and redistribution by direction. The range of fiction has become larger and the circulation smaller. State-funded educational literature is stable. The market for children's literature has passed the low point and several years in a row shows growth. The packaging market, including the food market, is more dependent on the scale of production and design trends, and it is also growing slightly, though.

The head of Madrid believes that the prospect of the future lies in niche, specialized small-scale publications, and for some time in the educational literature. And especially for gift literature, exclusive editions, the premium segment. By the way, world-class business gurus agree with it. Kevin Kelly, in his book, The Inevitable, promises the books a complete transition to digital and integration with other content. And only the above segments - a place on the physical shelf.

Find your place

In this context, many years ago, digital printing bets looked right. Madrid prints prints in copies of 1 copy and scales from business card to poster. The wide choice of paper and cardboard, designers services, high quality of printing and post-print services help to gain loyalty and to form a permanent clientele. "Today, our main product is books in soft and hardcover, with a maximum circulation of about 1,000 copies. Topics are mainly methodological literature and textbooks, manuals, monographs. Business cards, flyers, flyers and other commercial printing are also selling well, ”says Larisa Gobelovskaya.

Invest in new products

Bringing a business from a stable to a new level will help investment in manufacturing. The printing house "Madrid" has purchased from the company Konika Minolta Ukraine the French car MGI JETVARNISH 3DS, on which it is possible to make highly artistic design of printed products with hybrid and 3D varnish and foil. “This will increase our product range and bring us into a new, premium segment. We also want to enter a brand new market for us - packaging. This can be a package of expensive gold products, perfumes, high quality cosmetics, culinary products, medicines and dietary supplements. There is only one such car in Ukraine - in Kiev, ”the entrepreneur shares plans. If orders are sufficient, it sees the prospect of further capacity expansion and full-cycle production. Having a reliable financial partner makes it easier to plan your investments and grow your business. For almost a decade, Madrid has been using the products of Raiffeisen Bank Aval: loans for the purchase of equipment, bills, overdrafts. New printing plans involve obtaining a long-term credit facility. "It is the best bank in terms of products, services, staff attitude and personal approach to the client," - says Larisa Gobelovskaya. And these are not flattery!

Search for narrow niches

Another new niche of the printing market that the entrepreneur has recently discovered is the production of books in Braille. This is a very specialized area that requires special equipment and skills. There are no more than ten printers in the country that can print such literature. And a meager, critically insufficient number of books for blind people. There is even a lack of educational literature in schools, not to mention artistic innovations. Madrid has published several such books in the classic way with the help of perforation. On a new machine, this can be done by 3D printing using a layer of lacquer. “This is an innovative solution for Ukraine, and it will be expensive, but it will make books more durable, lighter and thinner. This technology is suitable not only for books but also for packaging. According to the law, all packaging of medicines should at least duplicate the name of the drug in Braille. And this is also a perspective for us, ”Larisa adds.

Do not resist technology

If the evolution of production technology is paramount, then digital upgrade is the next item in the program. Most often small and medium-sized businesses do not have many solutions. 1C-Accounting, IP-telephony, for example, "Binotel", CRM-system, integrated with the program of business process automation (the best solution is Bitrix-24, it integrates all of the above options). This is the perfect synergy for business solutions. In this case, the translation of accounting in the cloud - an evolutionary step. Gobelovskaya advises everyone on the possibility to make the following decisions: “We have installed 1C: Fresh - in Ukraine one of the first to use this cloud version. We also want to connect with her sales through the site to keep all the movements of goods and funds in one place. It is very comfortable and opens hands. New solutions and technologies require a major investment - time for their implementation and development. Then they start working for you. " Recently in Madrid, telephony was connected to the site, they organized their call center in a separate office. This gave immediate effect.

Sharing ... partnership

New customers can become ... old competitors. If you offer them an opportunity or service that will complement or enhance their own product, and not be afraid to lose the temporary uniqueness in the eyes of customers. It is important that such a proposal is not easily accessible, otherwise it will be intercepted. Larisa Gobelovskaya plans to offer hybrid printing, 3D printing and other new printing solutions to other printers. For example, to design part of the circulation for the premium segment, to make gifts, exclusive editions, expensive packaging. Since the cost of the new printing machine is very significant, such cooperation would be quite rational. “Synergy instead of competition is the way to go not only in our market. The sharing economy is coming, and we need to adapt to it, ”emphasizes Larisa Petrovna.

Learn regularly

"I personally went to serious study of English, it is really necessary in business. After all, her ignorance completely blocks the opportunity to work with foreign clients, personal development, work with business consultants. This is another level, ”Larissa convinces. And, of course, advises business seminars on a wide and narrow subject, forums, work with coaches and consultants. People from the outside can see the business not the way its owner sees it and give good advice.

Work with staff

It is necessary to conduct periodic trainings, seminars, including team-building. “I recently invited a coach to train. They checked the coherence of the team - and suddenly saw for themselves an internal problem. It turns out that it is very difficult for new employees to fit into the "old" team where close people work. These are many corporate habits, behaviors and actions. At us they are "in the blood", and new employees do not understand at first, then they make dissonance, then there are misunderstandings or failures, and for some time some newcomers leave the company ", - said the interlocutor. To help these employees adapt and work more efficiently, she decided to develop service instructions. But this idea has resulted in a more thorough inspection of business processes and efficiency of work of "old" personnel.

Each specialist had to describe their work processes, time costs for them, volumes. As a result, it turned out that some "expensive" employees spend a lot of time on minor tasks. For example, delivery of orders for New Mail and other services. In addition, significant alterations were found - due to overworking of employees, which could cause their dissatisfaction and staff leakage. "As a result of this analysis, I have identified how many and what specialists I lack, I have entered such positions as a supplier, courier, optimized functionality and workload. It immediately came to fruition, ”the print director summarizes.

Looking into the future

“We already live in the digital age, and you need to try to adapt your business or rebuild it. Automation, marketing, social communications ... Start small, let your customer find your product in the places where he wants to see it (sites, social networks, even Youtube), and pay as he sees fit. Apply for CUs, Apple Pay, Private Transfers24 ... Digital, cloud-based technologies should replace custom systems. And they need to look for your new products, ”advises fellow entrepreneurs Larisa Gobelovskaya. - After all, dreams must come true! We print dreams! ”