In Brief: The 5 Critical Steps for Inkjet
In a recent podcast with behavioural economist Roger Martin-Fagg he suggested we need to get ready for the coming boom. Check the podcast here.
In response to this, at the FuturePrint Tech Fest, we ask, are you ‘tech ready’ for the coming boom?
In order to help, we have mapped out the 5 critical steps for industrial inkjet success in developing and creating new digital print technology for new market applications. Read on for more insight into what to expect.
We believe that there are key building blocks that will enable the success of the development of an inkjet-based digital printing solution for any sector. Follow these, and make sure to take in the session at Tech Fest and you'll put yourself on the right track for success with inkjet!
Industrial inkjet is a hugely versatile technology capable of operating in multiple markets on a wide array of substrates under the most challenging of conditions.
The fact is that for inkjet to work effectively in a new market application area or a specific production line, there is a relatively narrow operating window where chemistry, physics and engineering combined with experience and expertise must fuse to create the best possible solution.
So more often than not, it is not simply a matter of buying a machine, and then printing. There are many interrelated variable elements: The right ink chemistry, the best integration & engineering partner, software, drive electronics, inkjet head and curing technology.
Strategy & Communication
Ask ourselves: Why inkjet? Is inkjet truly the right technology for you?
If it is, what is the Economic Case for Adoption?
Having an understanding of what the objective of the project is right at the beginning sounds obvious. But so often we hear that this is not clarified. It's understandable to get excited by the technology or to fall in love with an idea, but stripping down everything to confront the core proposition as to a question as fundamental as to why choose Inkjet? Is vital.
This kind of reality check is important right at the start. It should define your strategy, and while the project will evolve, orientation is so important and your goal at the start is both a motivation and target.
So often undervalued is communication. A clear commitment to an internal and external communication strategy will help to expedite the project and help to promote and appeal to customers in the long run. Engage key stakeholders early. Build a team of people to help from inside and outside.
Do this at the start and enhance your performance in the long run.
Problem Solving & Application
What is the unique value of the technology you would like to develop?
What is the specific problem it is solving?
Often people make mistakes by being led with the technology first. But the problem that the technology is solving is more important.
Inventing cute technology for the wrong purpose is a drain on £€ $ and is a waste of precious time.
Ask ourselves, what applications will this tech be designed for, what market, and what is its future growth potential?
What materials must inkjet technology print onto? How can the material pose problems or advantages?
Do you need an industrial inkjet solution, is this the absolute right solution?
What do you hope it will achieve?
What is the Minimum Viable Product (MVP) that will result in a saleable and profitable machine in the target market? Too often, the initial machine specification is too ambitious, and attempting to reach the most ambitious target will result in falling short and alienating customers by over-promising.
Collaboration
Collaboration, a shared purpose, and coalescence of technical expertise, commercial acumen and technology will de-risk the project and limit the risk of failure.
A successful inkjet project will need to work within a very focused ‘sweet spot’. As a result, very few companies have all of the expertise nor all of the technology required to serve your exact needs. If they say they have then you must interrogate to verify.
Find your A-Team at the beginning of your project. The A-Team is often only 2 or 3 people that truly understand how to go from zero to a machine with quality print output, and also have a deep understanding of what is possible, what the right order of execution is and, along the path from development to final inkjet solution, how to quickly investigate and solve problems.
Technology Selection and Integration
If we have nailed the strategy, focused on the problem first, collaborated with the experts in our industry and experts from the world of inkjet technology, we should be gaining a clearer picture of the best technology available to us to produce a roadmap with growing confidence to make the best possible decisions for our inkjet project.
Patience is essential. This may be an unfashionable theme in the ‘need it now’ age we live in, but be prepared to spend time at the start to save time later on. There are no quick fixes, solving problems in a methodical well-planned approach will result in a solution that will enable the fastest route to market.
Communicating the Economic Case for Inkjet
Imagine if Steve Jobs invented the iPhone but had decided marketing it was worth saving on or Elon Musk believed that Tesla was not a brand that needed promoting. Would they have become successful as quickly?
So when all of the 4 steps have been completed thoroughly then do not forget to allow budget and create space in your strategy for comms and marketing.
Why? Because you will need to prove the economic case for adoption.
You cannot easily compare inkjet ink price versus flexo, screen or gravure. You need to factor in the entire cost of operating and lifecycle production contribution.
Inkjet adds performance value different to analogue. Develop an argument that proves the contribution and adds huge value. There are cost savings!!
Compare all the cost of analogue and compare with all the cost of digital as this is the true economic value.
At this point, the discussion must be strategic and commercial. The technical chat will be done, it's time to prove the economic value of the technology to the people who are in command of the budget. Failing to communicate will limit success.