Summary of ""Print is DEAD" | Alan Smith from WithPrint | ChittChat E1"
Summary of “Print is DEAD” | Alan Smith from WithPrint | ChittChat E1
Presenters: - Alan Smith, Founder of WithPrint (Somerset-based print studio) - Jack Chitty, Host and Brand Designer
Company Strategy & Business Evolution
Origin Story & Business Model
Alan began as a freelance designer without formal university education, learning print and design through hands-on experience and various odd jobs. Spotting a gap in print service quality and communication between designers and print shops, he invested in his own printing equipment and built WithPrint over 25 years.
The business grew organically and was referral-driven, with no formal marketing or sales strategy initially. Alan managed print production alongside design, adding margin on print orders and reprints, creating a recurring revenue stream without extra design effort. He emphasizes the value of controlling the print process to protect design integrity and client experience.
Business Philosophy
- Passion for craft and quality over volume or “bread and butter” print jobs.
- Focus on high-value, high-craft print projects rather than mass low-value runs.
- Word-of-mouth and client trust are key marketing drivers, built on delivering memorable, tangible print products that clients treasure.
- Patience and persistence are vital; Alan notes that success took decades to build and he still feels he’s only “ready to make it now.”
Operations & Team Management
- Runs a small team (~8 people).
- Balances innovation and experimentation with commercial viability, admitting to trial and error in managing this balance.
- Has a management team and regular meetings to step back from day-to-day chaos and focus on leadership and planning.
- Values being a considerate employer who listens to staff concerns.
- Aims to gradually step back from hands-on production to focus more on leadership and business growth.
Marketing & Client Relationships
Collaboration with Designers
Alan stresses early involvement in projects (ideally before pitching) to manage expectations, especially around print limitations such as color gamut issues. He encourages open communication between designers and printers to avoid last-minute surprises and ensure files are print-ready.
He provides educational content on print processes, file preparation, pagination, and materials via social media to empower designers and reduce errors. Alan believes print’s tactile, physical nature creates stronger emotional impact and lasting impressions compared to digital. He uses creative print techniques like foil, embossing, duplexing, and digital silver inks to add value and differentiation.
Social Media & Education
- Uses social media primarily as an educational platform to demystify print processes and share knowledge.
- Posts short tutorials and explanations to help designers understand print constraints and opportunities.
- Sees education as a way to build trust and attract clients who value craft and quality.
- Acknowledges the challenge of time management in producing educational content alongside client work.
Product & Innovation
Print Techniques & Examples
- Letterpress, foiling (including holographic foils), embossing/debossing, duplex/triplex card stock layering for tactile thickness and texture.
- Digital presses with expanded color channels (e.g., CMYK + white + silver + fluorescent pink) enabling unique color overlays and metallic effects.
- Experimentation with layering fluorescent pink inks under CMYK to achieve vibrant, hard-to-print colors.
- Created a thick, multi-layered “chocolate bar” style print promo piece with embossing and die-cutting, wrapped in foil—demonstrating print’s tangible appeal.
- Printed cycling-themed art on fluorescent stocks with custom logos, distributed to clients who still treasure them years later.
- Large format and event graphics production, including complex signage with site surveys and installation logistics.
Innovation Process
Alan encourages experimentation within the studio, testing new materials, inks, and techniques to push boundaries. He balances new creative projects with “bread and butter” jobs to maintain cash flow. Each new project is viewed as an opportunity to learn and improve, maintaining a growth mindset.
Management & Leadership Tactics
Balancing Creativity and Commercial Viability
- Admits struggling to balance creative exploration and steady income generation.
- Uses trial and error to find the right mix of innovation and reliable work.
- Aims to lead by example and create a professional environment that supports complex, high-value jobs.
- Recognizes the importance of stepping back to focus on strategic leadership rather than day-to-day operational work.
Risk & Failure
- Embraces risk-taking and views failure as part of growth.
- Shares example of purchasing an expensive printer on a deposit with uncertainty but ultimately gaining prestigious clients (e.g., Wimbledon, DNAD).
- Believes risk appetite is partly innate but can be developed over time.
- Maintains resilience by continuously moving forward despite setbacks.
Key Frameworks, Processes, and Playbooks
Pricing Strategy
- Bases pricing on cost plus margin, factoring in the value of expertise and craft.
- Uses a conversion rate test to find optimal pricing:
- If too many leads convert, price is too low.
- If too few leads convert, price is too high.
- Target conversion rate is between 20%-40% of leads.
- Recognizes the challenge of competing with low-cost providers and the importance of communicating value.
Client & Project Management
- Advocates early project involvement to manage deadlines and expectations.
- Works backward from final delivery dates to plan sign-off and production schedules.
- Manages client communications to avoid scope creep and rushed jobs.
Educational Content as Marketing
- Creates bite-sized tutorials on print basics (pagination, file prep, color modes).
- Shares knowledge openly to reduce friction and build long-term client relationships.
Key Metrics & KPIs (Implied)
- Job Volume: Previously hundreds of small digital print jobs per week; now about 40 higher-value jobs weekly.
- Team Size: Small team (~8 people) allowing flexibility and personal client interaction.
- Lead Conversion Rate: Target 20-40% conversion to balance pricing and demand.
- Revenue Focus: Emphasis on sustainable margins through value-added services, not volume discounts.
Actionable Recommendations
For Designers
- Engage printers early in the creative process to understand print capabilities and limitations.
- Prepare files correctly (CMYK, outline fonts, correct resolution) to avoid delays.
- Consider print as a powerful medium for client engagement due to its tactile and lasting nature.
For Print Businesses
- Invest in education and transparent communication to build trust and reduce errors.
- Balance innovation with commercial projects to maintain cash flow.
- Use social media to share knowledge and demystify print processes.
- Develop leadership and management structures as the business grows to avoid founder burnout.
For Entrepreneurs
- Embrace risk and learn from failures as part of growth.
- Use trial and error to find pricing sweet spots and business models.
- Build recurring revenue streams through print management and reprints.
Summary
Alan Smith’s WithPrint is a print studio built on passion for craft, deep print knowledge, and a commitment to client experience. The business grew organically through referrals and a focus on high-value, creative print projects rather than volume. Alan’s approach blends hands-on craftsmanship with evolving leadership and management practices to balance innovation and commercial viability.
He advocates for early collaboration with designers, education to demystify print, and embracing risk as keys to success. His story exemplifies entrepreneurship driven by passion, resilience, and continuous learning in a traditional yet evolving industry.
Sources: - Alan Smith, Founder of WithPrint - Jack Chitty, Host and Brand Designer
Category
Business
Share this summary
Is the summary off?
If you think the summary is inaccurate, you can reprocess it with the latest model.