Digital Printing Start-Up Guide

Digital Printing Start-Up Guide, written by Harald Johnson, is a comprehensive guide to starting a digital printing business. The main theme of the book revolves around key aspects of setting up and running a successful digital printing venture.

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Key Ideas

The book covers important topics such as choosing the right equipment, understanding the market, creating a business plan, and effective marketing strategies.

“Success in the digital printing world is a blend of art, technology, and business acumen. Embrace the journey, and you’ll create a masterpiece of your own.”

Ed Shears

Chapter Summaries

  1. Introduction to Digital Printing: Introduces the concept and history of digital printing.
  2. Market Research: Discusses the importance of understanding your target market and competition.
  3. Business Planning: Provides guidance on creating a solid business plan.
  4. Equipment Selection: Covers selecting the right printers, software, and other necessary tools.
  5. Marketing Strategies: Explores effective marketing tactics to promote your business.
  6. Operating Procedures: Discusses best practices for running your digital printing business efficiently.
  7. Pricing and Profitability: Offers advice on setting prices and maximizing profits.
  8. Customer Service and Retention: Shares tips for providing exceptional customer service and retaining clients.

Key Takeaways

The author emphasizes the importance of thorough market research, strategic planning, and selecting the right equipment. Johnson also highlights the significance of effective marketing, excellent customer service, and efficient operations in building a successful digital printing business.

Author’s Background

Harald Johnson is an experienced professional in the digital printing industry, with years of expertise in both the technical and business aspects of the field.

Comparison to Other Books

This book stands out for its comprehensive approach to starting a digital printing business, focusing on both the technical and business aspects.

Target Audience

Digital Printing Start-Up Guide is intended for individuals looking to start a digital printing business or those already in the industry seeking to expand their knowledge.


The book has received positive reviews for its practical guidance, clear writing style, and comprehensive approach.

Data and Thesis Statement

The data used in the book supports the thesis statement that a successful digital printing business requires thorough planning, market research, and the right equipment and strategies.


The book has met its purpose of providing a comprehensive guide for starting and running a successful digital printing business.

Conclusion And Summary

The key to a successful digital printing business lies in thorough planning, market research, selecting the right equipment, and implementing effective strategies.

The Digital Printing Start-Up Guide by Harald Johnson has opened my eyes to the incredible opportunities in the world of digital printing. With the revolution in digital photography, more and more people are seeking high-quality digital printers to capture their memories and creations. From photography enthusiasts to commercial and fine-art imaging professionals, there’s a vast market waiting for new printing business owners to cater to their needs.

This book has taught me that to succeed in this niche, we need to focus on providing quality products and services, using the latest technology and equipment. Initial investment in a high-quality digital printer and design software is essential for producing top-notch work that meets various customer needs.

Creating an effective business plan and understanding the operational costs, marketing costs, and legal aspects, such as obtaining a retail sales license and industry-specific licenses, are vital to ensuring a profitable business. The book also emphasizes the importance of having a strong online presence, securing a domain name, and maintaining an active business website to reach a broader customer base.

When I was a newcomer to the world of digital printing, I’ve learned that staying up-to-date with consumer trends and industry news is critical. I’ve begun subscribing to trade journals and following printing-related news in local newspapers to stay informed.

I recently read Harald Johnson’s “Digital Printing Start-Up Guide” and it has genuinely sparked my interest in the world of digital printing. It’s incredible to see how the growing popularity of digital photography has led to a surge in demand for high-quality printing services.

The book highlights the importance of investing in initial equipment and understanding the differences between conventional and traditional printing methods. It’s exciting to learn about new printing techniques, like short-run printing, which can cater to home businesses and individuals looking for cost-effective options.

One aspect I found particularly helpful was the guidance on managing business finances, such as setting up a business bank account and keeping track of business income. The book’s contents also covered the different business structures, like Sole Proprietorship and LLCs, to help aspiring entrepreneurs choose the best option for their needs.

I was intrigued by the concept of offering badly-needed services, like cartridge refilling for laser printers, which can attract a loyal customer base. The book emphasizes the importance of understanding your customer profile and catering to their specific requirements.

I’ve learned that success in the digital printing industry is achievable through strategic planning, effective marketing, and utilizing the right tools, like Printavo for streamlining the printing process. Having a non-branded perspective on services and focusing on customer satisfaction can lead to huge success in this field.

The growing popularity of digital photography has opened up a whole new realm of possibilities for printed items.

As I dove into the book, I was fascinated by the technical aspects, such as print heads and the importance of understanding how they work. But, what really caught my attention was the idea of creating custom printed items tailored to the needs of potential customers, particularly local businesses.

Johnson’s parent book emphasizes the importance of understanding the local market and forging relationships with local businesses. This kind of networking can help you grow your digital printing business exponentially.

One thing I found particularly helpful was the discussion on business structures, such as setting up a limited liability company (LLC). With the right structure in place, you can ensure your business is on a solid legal and financial footing.

The book also delves into the world of marketing communications agencies and the role they can play in promoting your business. It’s crucial to maintain a strong supply chain and stay on top of the latest trends, like variable data printing, to stay competitive in the industry.

Considering factors like business location and startup costs is also vital when setting up your digital printing business. Investing in a digital press can enable you to create a diverse range of products, from booklets to custom promotional items.

In a nutshell, Harald Johnson’s “Digital Printing Start-Up Guide” has truly opened my eyes to the exciting opportunities in the world of digital printing. It’s a must-read for anyone passionate about photography and looking to make their mark in this ever-evolving industry.

Overall, the “Digital Printing Start-Up Guide” by Harald Johnson has inspired me to dive deeper into this fascinating world and explore the possibilities of turning a passion for photography and digital-based image creation into a thriving business. It has truly inspired me to consider the potential for success in this exciting field. With a well-thought-out plan, quality work, and dedication, any aspiring printing business owner can turn their passion for digital imaging into a thriving venture. As Harald Johnson so eloquently puts it, “Embrace the journey, and you’ll create a masterpiece of your own.”

FAQ Section

Q: What equipment and supplies do I need to start a digital printing business?

A: To start a digital printing business, you’ll need the following equipment and supplies:

  • A high-quality digital printer, such as an inkjet or laser printer, suitable for the types of products you plan to offer
  • Printing media, such as paper, canvas, fabric, or vinyl, depending on the products you’ll be creating
  • Inks or toners compatible with your printer
  • A computer with design software like Adobe Illustrator or CorelDRAW for creating and editing designs
  • A cutter or cutting machine for trimming and finishing prints (optional, depending on your product offerings)
  • Additional supplies, such as laminates or coatings, for protecting and enhancing prints (optional)

Q: How do I market and promote my digital printing business?

A: To market and promote your digital printing business, consider the following strategies:

  • Create a professional website showcasing your products, services, and portfolio
  • Utilize social media platforms like Instagram, Facebook, and LinkedIn to share your work and engage with potential customers
  • Offer promotional discounts or special deals to attract new clients
  • Network with other businesses, such as graphic designers, photographers, or event planners, to establish partnerships and referrals
  • Attend industry events, trade shows, or local business networking events to connect with potential clients and stay updated on industry trends

Q: What are the main challenges of starting a digital printing business?

A: Some of the main challenges of starting a digital printing business include:

  • Initial investment: Purchasing high-quality printers, computers, and other equipment can be costly, especially for a start-up.
  • Competition: The digital printing industry can be competitive, with many businesses offering similar services. Differentiating your business and building a strong client base may take time and effort.
  • Keeping up with technology: Digital printing technology is constantly evolving, so it’s essential to stay updated on the latest advancements and invest in new equipment or software when necessary.
  • Managing production: Ensuring timely and efficient production while maintaining quality can be challenging, especially when dealing with multiple clients and projects.

Q: How can I price my digital printing services to be competitive and profitable?

A: To price your digital printing services competitively and profitably, consider the following factors:

  • Material and ink costs: Calculate the cost of materials (such as paper, canvas, or vinyl) and ink for each print.
  • Equipment and maintenance costs: Factor in the cost of your printer, computer, and other equipment, as well as any maintenance or repair expenses.
  • Labor costs: Include the cost of your time or any employees’ time spent designing, printing, and finishing the product.
  • Overhead costs: Consider the costs of rent, utilities, marketing, and other business expenses.
  • Profit margin: Determine the profit margin you’d like to achieve and add it to your costs to arrive at a final price.

Research your competitors’ pricing to ensure your rates are in line with the market while still allowing you to cover your costs and make a profit.


Tobie, C. David., Johnson, Harald. Digital Printing Start-up Guide. Switzerland: Thomson/Course Technology, 2005.

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