Print is not dead, this business is proving it

The print industry, often labeled as a dying breed, is experiencing a wave of disruption led by companies like Printulu. CNBC Africa recently spoke with Alexander Knieps, the CEO of Printulu, about the innovative strategies his company is using to revolutionize the print business landscape. Printulu is challenging the conventional wisdom that print is becoming obsolete by proving that with the right approach, print can be a powerful tool for businesses in the digital age. Knieps emphasized the importance of affordability in the print industry, highlighting that the primary purpose of print is to serve as a marketing tool for businesses. By making printing more affordable and convenient, Printulu enables companies to enhance their marketing efforts in today's omnichannel world where the lines between offline and online marketing are increasingly blurred. One of the key advantages of Printulu is its webshop, which allows the company to aggregate small orders quickly and efficiently. This unique approach enables Printulu to reduce costs significantly, making printing services more accessible to a wide range of customers. Compared to traditional offline printing companies, Printulu streamlines the entire printing process, providing customers with instant quotes and doorstep delivery, eliminating the cumbersome and time-consuming steps associated with traditional offline printing. While some may argue that there is still a place for traditional brick-and-mortar print companies, Printulu is focused on catering to a different segment of the market. By targeting smaller print runs, Printulu is carving out a niche in the industry and driving the shift towards online printing services. Despite the challenges of scaling and capital requirements, Printulu is confident in its ability to disrupt the market and deliver value to its customers. Looking ahead, Knieps shared his insights on the future of the printing industry in Africa, drawing parallels to the market trends in Europe. As online printing services gain traction, there is a noticeable shift in the market dynamics, with prices decreasing and print volumes increasing. This trend is expected to continue in Africa, presenting opportunities for innovative companies like Printulu to thrive in a rapidly evolving market. In a landscape ripe for disruption, Knieps underscored the importance of scaling rapidly and prioritizing customer retention to stay ahead of the competition and avoid being disrupted themselves. By focusing on delivering exceptional customer experiences and building brand loyalty, Printulu is positioning itself as a leader in the print industry's digital transformation. As disruption continues to reshape various industries, Knieps highlighted sectors such as healthcare, fintech, manufacturing, and transportation as prime targets for innovation. He predicts a paradigm shift towards result-based pricing in service businesses, driven by technology-driven transparency and efficiency. Printulu's success story serves as a testament to the power of disruptive innovation in traditional industries. By challenging the status quo and embracing the digital revolution, Printulu is setting a new standard for the print industry and paving the way for a more dynamic and accessible printing landscape.