April '19

For the Business of Apparel Decorating

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2 8 P R I N T W E A R A P R I L 2 0 1 9 2 8 P R I N T W E A R A P R I L 2 0 1 9 HEAT PRESS Pressing Matters J o s h & Z a c h E l l s w o r t h Know the Competition against our competitors? Do we know who those competitors are? And what exactly are we competing for? Following are a few ways to consider those questions. WHAT ARE WE COMPETING FOR? If we own a heat decorating business, what exactly are we competing for? We know what our equipment and heat print tech- nology can accomplish. We can decorate on a wide variety of items, both in apparel T he CEO of Netflix recently made this statement in a report to the company's sharehold- ers: "We compete with (and lose to) Fortnite more than HBO. There are thousands of competitors in this highly fragmented market vying to entertain consumers… Our growth is based on how good our experience is, compared to all the other screen time experi- ences from which consumers choose." There is so much to be gained from this type of thinking. This leader understands who the company's audience is, what they are competing for, and who exactly they are competing against. This gives a company a very clear filter to make decisions that improve the probabil- ity that they will win their share of customers. When I think about the heat printing specialists that I know, I'm not certain that I can say we have given much time to this type of strategic thinking. How exactly do we match up

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