1. Business Advisor s
Prog r amme (BAP)
Final Presentation
5th March 2010
Presented by:
MAURICE WILLIAMS
DOMINIE PRESS
Supported by:
SPRING Singapore
UOB-SMU Entrepreneurship Alliance Centre (USEA)

2. Industry Introduction
Production Structure Comparison Electronic, Print & Multimedia
Electronic Media Equipment To
Make Data
TV/ Radio Visible
Production Distri-
Internet/ Etc
bution
a de ml u M
Pre-Media
CD Rom/ Etc
it
Source Idea Data Customer/
i
Of Content Manage- User
Information Layout ment
mi r P a de ml u M
Orig a
Digital Printing System
Dat
it
inals
/
i
Printing
s
Finishing Distri-
Pre-Press (Conventional)
Post Press bution
Press

3. Company Introduction
Dominie Press prides itself as being built on quality,
reliability and efficiency
It is Dominie Press’s intention to have overseas publishers
outsource their print productions for journals, magazines,
coffee table books and art books to themselves

4. Company Introduction
• 60 Staff Strength (Singapore, Melbourne and Los Angeles)
Production facility is in Singapore this includes the productions of
pre-press, printing and post- press
Overseas representation is to do long run jobs, like – case books,
catalogues and magazines.
• Company’s revenue for the last 3 years is approximately $30m
• Where it aims to be in 2 years time
– $13m per annum
– Fully functional and facilitating Melbourne and Los Angeles Offices
– Revenue streams should be closer to a 60:40 ratio

5. Project Objectives and Scope of Work
Suggested Business Goals
Sales Targets & Projections
• Install and establish an end of month forecasting format for
the upcoming quarter
• Install and establish an annual setting of sales targets by industry
and key accounts
Suggested Marketing Goals
• Establish and implement plan to address business projections based on
long run/ short run/ agency and direct client business

6. Project Objectives and Scope of Work
Suggested Operational Goals
Cost Contain
Establish costing/ production reporting process at Storage/ Pre-Press/ Press/ Post-Press
Extend QC processes across all aspects of production and storage
•
Examine costs/ expenditure on a regular basis during quarterly financial review
•
•
Suggested Productivity/Efficiency Goals
Install employee suggestion box with cash incentives for suggestion that result in cost savings on increased productivity. This will lead to a team based presentation program through TQM in the long-run
•

7. Project Objectives and Scope of Work
Suggested Human Resource Goals
• Establish a regular HR audit to determine company and staff KPI,
directly impacting bonus and salary pay-outs on a quarterly
and bi-annual basis
(Ex. Total Remuneration = Monthly Salary
+ Allowances (as applicable)
+ Company Performance (max. 1 mth)
+ Individual Staff Performance (max. 1 mth)

8. Project Objectives and Scope of Work
Suggested Management Goals
• Initiate a plan of action to create a better working atmosphere
• Reduce cost and increase profits
• Through new formats and procedures, increase profitability
• Strengthen present customer base and expand customer base
to outside areas (Melbourne, Los Angeles)
• Update DTP equipment to expand into more specialized areas
of the printing market
• Increase employee benefits

9. Methodologies & Work To Do
Internal Charge Model To Maximize Efficiency & Minimize Wastage
Pre-Press/ Press/ Post Press Business Units
Development of Real Time Pre-Press Facility Across Geography and Time Zones
Store & Transport Direct Report to Finance
Database
QUOTATIONS
Originals Plate, Etc Printing Pages Printed Product
Sales Dept
Post Press/
Customer Pre-Press Printing Press Distributor
Finishing
Agency
Publisher
Data Data Data Data
s ecr uo S not a m o n
r f I
r e mt s u C/ r e m s no C
Film, Plate, Etc Paper, Ink, Etc.
u
i
Storage
Consumables
o
Supplier

10. Methodologies & Work To Do
Unifying The Dominie Brand
Identity To Be Formalized
Personality Unified Position
For
All of Domine’s Offerings
PAINSTAKING
COURAGEOUS
RESPONSIBLE
BRAND
ESSENCE
QUALITY EFFICIENCY
INGENUITY CLIENTS’ OPINIONS
BENCH-MARKING CO-OPERATION
HONESTY
Beliefs Values

11. Methodologies & Work To Do
Print Media Works Best In Narrowcast
ATTENTION INTEREST DESIRE MOTIVATION ACTION
Broadcast Narrowcast
BILLBOARD INTERNET TV RADIO NEWSPAPERS CINEMA MAGAZINE CATALOGUE SALES PERSON
AIDMA Law Explained
The Attention, Interest, Desire, Memory, and Action (AIDMA) Law is a hypothesis on the process of "consumption behavior"
advocated by Roland Hall of the United States. It represents the process from when a consumer finds out about a given product up
until when they take action to purchase that product. It also describes the way in which consumers respond to communication

12. Methodologies & Work To Do
Brand Leaders & High End Consideration Decisions
Target Business And Industry Focus For Sales Tie Up
• Clothing & Accessories
• Consumer Electronics
• First & Business Class Travel
• Fragrances – Men & Women
• Hotels & Resorts
• Automotive
• Personal Financial Services
• Restaurants & Bars
• Sporting Apparel & Equipment
• Watches
• Wines & Spirits
• Spa & Beauty
• Weddings

13. Impact & Observations
Contact Strategy
Year End Program
Design & Distribution of Christmas Cards with work sample
WPP Program
Phase One: Direct Mail to reach all WPP companies in Singapore (appr. 36)
Phase Two: Face to Face meetings with selected WPP company heads (appr. 8)
Phase Three: Hand over and introduce to Sales
Companies involved, Ogilvy Advertising, Burston & Marstella, Fitch Design,
J. Walther Thomson, etc.
13

14. Impact & Observations
Key Hit List
Marina Bay Sands
With CEO introduction made presentation to Head Procurement to secure position
on official vendors list
Resorts World Sentosa
Thru introduction Head Marketing made presentation towards securing position
on official vendors list
Parkway Health
With CEO introduction made presentation to Chief Procurement Officer to secure
position on official vendors list
DBS Bank
Thru Head Consumer Banking made presentation to Head Procurement towards
securing position on official vendors list (2011)
Design Bridge
Thru Introduction of Head, Creative made presentation to MD (Singapore) , Director
(UK) and Prod. Manager (Singapore) towards position on preferred supplier list

15. Impact & Observations
Company Uniform
Design and outfit of new staff uniform that distinguishes company work section,
job function and name

16. Learning Points & Key Recommendations
Human Resource
The Human Resource framework encompassing aspects for:
- Knowledge Management
- Performance Appraisal process (Co./ Section/ Individual)
Business (Sales)
Business Management by territory, industry (agency/ dir. Client) is important
Business (SBU)
Specialist Business Units are worth exploring
16

17. Learning Points & Key Recommendations
Dominie Press
Streamlined For Greater Efficiency
BOARD OF
DIRECTORS
Production Human Resource Finance Business
Pre Production Production Post Production Delivery Procurement Sales Customer Service Estimates

18. Learning Points & Key Recommendations
Business
Business
Sales Customer Service Estimates
Singapore
Junny
Kah Lai
New Sales Person
Melbourne
New York

19. Feedback/ After thoughts about BAP
Three Points From Business Advisor:
- It is useful a Business Advisor’s network of contacts to be drawn
upon in the process and it should be framed accordingly
- It is useful to review the company’s marketing, sale and business
plans prior to commencement. Include. vision and brand position
- Following intentions to develop and EXIM Bank it would be useful
to align with local banking industry intension in this regard

20. Maurice Williams
Thanks
Dominie Press & Oh Theng Hin
Spring/ SMU/ UOB
Special Appreciation to
Ser Keng, Janisia and Jenny
for Guidance & Care During the Attachment

21. Production
How Material & Data Flow
Database
Originals Plate, Etc Printing Pages Printed Product
Customer
Post Press/
Agency Pre-Press Printing Press Distributor
Finishing
Publisher
Data Data Data Data
s ecr uo S not a m o n
r f I
r e mt s u C/ r e m s no C
Film, Plate, Etc Paper, Ink, Etc.
u
i
Storage
Consumables
o
Supplier

22. Brand Filters for Dominie Press
Dominie
Press
Who Are We?
Bottom Line
What We Want Our What We Value
Production To Be At Work
“Our success & future
depends on our ability to
High Quality Distinction
continually deliver
Innovative Recognition
unforgettable results
Timely Repeatability
For our customers”
What We Want
Our Service To Be
Customer Focus
Involvement
Sincerity

23. The Present Situation
Managing
Director
Head of Financial
Human Resource Sales Chief Estimator
Production Controller
Head of Head of Head of Customer
Accounts
Pre Press Press Post-Press Service

24. Printing Industry Indicators
Indicators 2003 2004 2005 2006 2007
No. Estab. 920 927 845 827 861
No. Workers 18 342 17 096 17 538 17 651 17 977
Tot. Output 2 694 2 710 2 802 2 939 2 986
($m)
Value Added 1 262 1 307 1 304 1 324 1 389
($m)
GDP Contr. 0.79 0.72 0.66 0.61 0.58
(%)
Source: Economic Development Board & SPRING Singapore

25. Printing Industry Indicators
Industries/ Size Estab. Workers Total Output Value Added Value Added
of Output (No.) (No.) ($’000) ($’000) Per Worker
($)
Printing 861 17 977 2 985 898 1 389 113 77 272
Indus.
Total
ESTAB 619 2170 165 312 62 182 28 655
< $1m
ESTAB 175 3 753 366 591 173 108 46 125
$1m - < $5m
ESTAB 31 1 940 241 508 97 091 50 047
$5m - < $10m
ESTAB 20 2 176 300 711 118 791 54 591
$10m - < $25m $15m ave.
ESTAB 9 2 121 346 724 132 721 62 575
$25m - < $50m
ESTAB 7 5 817 1 565 053 805 221 138 426
Source:& above Development Board, 2007
$50m Economic

26. Competition
Category No.
• Book Printers (Printing Companies) 9
• Commercial Printers (Printing Companies) 613
• Diary Printers (Printing Companies) 8
• Digital Printers (Printing Companies) 40
• Financial Printers (Printing Companies) 3
• Labels/Continuous Form Printers (Printing Companies) 53
• Laser Printers (Printing Equipment, Supplies & Accessories) 6
Packaging Printers (Printing Companies) 68
• Printers' Aids (Printing Equipment, Supplies & Accessories) 4 Security
Printers (Printing Companies) 1
Source: http://www.printsingapore.net/Search_MG.aspx?
DirID=98&SearchTxt=printers&SearchOpt=product_service&SearchCtry=All&SearchType=containing

27. Domestic Development
“Growing at 5% annually over the past few years. Singapore’s print industry has
seen output rise to $2.8 billion.” Simon Lim, Director of Precision Engineering,
Electronics & Manufacturing, SPRING
SPRING supports Local Enterprise & Association Development (LEAD), PMAS
plans to implement initiatives including organizing trade fairs, profiling and
branding the industry and conducting network sessions.
Print & Media Hub at Tai Seng Avenue and PMAS members tend to get more
mention.
SCI Print Technology appears to be championing the academic side to the print
industry in Singapore.

28. Agency Creative Charges
Components Hourly Costs
• Concept Development $300
• Art Direction / Supervision $200
• Design $200
• Copywriting $200
• Project Management $200
• Production Management $150
• Technical Direction $300
• Database Engineering $200
• Programming $150
• Translation $200 per A4 page
• Illustration (by hand) $200
• Layout & Finished Artwork $150
• Typography & Typesetting – Chinese $200 per A4 page
• Negatives/ Positives/ Digital Output $ 0.40 per sq. cm.
• Digital Imaging $300
• Color Photostatting $ 5 per A4 page
• Color Photostatting $ 8 per A3 page
• Electronic Transmissions $ 0.20 per sq. cm. (BW)
$ 0.40 per sq. cm (4C)
$ 50 min per ET
A standard fee of 17.65% levied on all 3rd party costs.
Agency Pitch Fee for full presentation - $5 000 (inclusive of strategy, concept and creative)
Agency Pitch Fee for Media - $3 000

29. Direct Clients & Agency Partners
• 4A’s 73 Full Members
5 Affiliate Members
• Graphic Designers 263 Companies
• Client Marketers Limited Only By Imagination

30. Young adults most responsive to
DM campaigns
by William Mitting
Aug 27, 2009
Find more like: direct | mail | marketing | campaign | print | young | adults | post | mailing | advertising
16-24 year-olds are the best targets for direct mail campaigns, a UK study has found.
Research carried out by the Mail Media Centre found that 90 per cent of 16-24 year-olds open all their mail, with 29 per cent having made a purchase as
a result of receiving direct mail.
Despite the susceptibility of the age group to direct mail, the majority of 16-to-24 year-olds receive only one piece of branded direct mail per week
and accounted for only 1.42 per cent of all mailings sent between June 2008 and May 2009.
The study suggested that the age group is more likely to open direct mail due to the dominance of electronic communications in their lives.
Antony Miller, head of media development at UK's Royal Mail, said: "The lure of the letterbox is something special for the 16-to-24 year-old age
group.
"The research clearly shows that advertisers are missing a trick with this valuable audience as they currently have low exposure to the channel but
are also high respondents."
However, data accuracy is essential if the age group is to be successfully targeted, as the study participants were 25 per cent less likely to open
mail that was incorrectly addressed than the average direct mail consumer.
Indeed, data accuracy is paramount for a successful campaign. In June, another study found that almost nine out of ten consumers would stop
trading with a company from whom they received direct mail addressed to a deceased family member.
Read the original article at www.printweek.com.

31. Top 10 Magazines
We Should Target
• Top 10 Art Magazines • Top 10 Horse Magazines
• Top 10 Black Magazines • Top 10 Hunting Magazines
• Top 10 Boating Magazines • Top 10 Kids Magazines
• Top 10 Business Magazines • Top 10 Literary Magazines
• Top 10 Car Magazines • Top 10 Luxury Magazines
• Top 10 Celebrity Magazines • Top 10 Men's Magazines
• Top 10 Christian Magazines • Top 10 Motorcycle Magazines
• Top 10 Computer Magazines • Top 10 Movie Magazines
• Top 10 Cooking Magazines • Top 10 Music Magazines
• Top 10 Craft Magazines • Top 10 News Magazines
• Top 10 Decorating Magazines • Top 10 Nursing Magazines
• Top 10 Design Magazines • Top 10 Parenting Magazines
• Top 10 Dog Magazines • Top 10 Photography Magazines
• Top 10 Education Magazines • Top 10 Political Magazines
• Top 10 Entertainment Magazines • Top 10 Science Magazines
• Top 10 Fashion Magazines • Top 10 Spanish Magazines
• Top 10 Fishing Magazines • Top 10 Sports Magazines
• Top 10 Fitness Magazines • Top 10 Style Magazines
• Top 10 Food Magazines • Top 10 Teen Magazines
• Top 10 Golf Magazines • Top 10 Trade Magazines
• Top 10 Gossip Magazines • Top 10 Travel Magazines
• Top 10 Gun Magazines • Top 10 Women's Magazines
• Top 10 Health Magazines • Top 10 Adult Magazines
• Top 10 History Magazines
• Top 10 Home Magazines