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Vision – mass customization…

Institutional Stores The Problem… SIZE Within University - 2.4 billion budget - 24 million Within Industry The Opportunity… Perspective Integration. Vision – mass customization… “I would found an institution where any person can find instruction in any study ."

reuben-waller
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Vision – mass customization…

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  1. Institutional Stores • The Problem… SIZE • Within University • - 2.4 billion budget • - 24 million • Within Industry • The Opportunity… • Perspective • Integration Vision – mass customization… “I would found an institution where any person can find instruction in any study." Ezra Cornell, 1868

  2. The Solution… Partnership Aggregation The RA… $800 million The Solution… Technology Aggregation RBS… $750 million • Supply Channel Integration • “B to B” integration • “B to C” integration

  3. Customer Choice… The Primal Force

  4. The University Customer… Who Are They? What Print Products & Services Will They Value? Faculty Visitors Students Alumni Staff

  5. What Print Products & Services Will They Value?Customized Course Materials :-( Net reduction in mass produced print • New texts 43%  29% • Used texts 31%  27% • Bundles 22%  28% Net increase in Custom Print & Electronic (P&E) • Custom 4%  9% • Digital 0%  6% :-)

  6. What Print Products & Services Will They Value?Customized Course Materials • Faculty Customized… • Custom course book • Self published… course books & other materials • Custom course pack • Custom production of standard book (central print with local reprint) • Student Customized… • Ancillary materials and study aids • Editable course materials • Class Notes Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

  7. What Print Products & Services Will They Value?Customized Research Materials Shallow market: • Scholarly publishing • University press • Research papers • Doctoral theses • Conference publications • Out of print RBS… $750 million Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

  8. What Print Products & Services Will They Value?Customized Recruitment Materials Personalized P & E communications to prospective students Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

  9. What Print Products & Services Will They Value?Customized Alumni Materials Personalized P & E communications to prospective donors Strategic Enablers: Knowledge… To “know” what they value Customization… The ability to “customize”

  10. What Print Products & Services Will They Value?Mass Customized Alumni Materials Personalized P & E communications to Campus Visitors… i.e. Cornell Adult University Strategic Enablers: Knowledge… To “know” what they value Execution… The ability to “customize”

  11. How Can Printers “Know” & “Customize”? • Channel Partnerships… To address the whole need • Universities: • Generate large volumes of printed material. • Do not understand their overall need • Generally do a poor job of managing print. • Printers: • Know how to manage print (some understand digital services related to print) • BUT… Behave as vendors addressing piecemeal print problems - opportunities

  12. Knowledge Opportunity Identify the whole customer need – what do university customers value? P & E Range of Application Develop a dynamic infrastructure to meet them. Customization Opportunity: Development a fulfillment channel to dleiver it seamlessly Campus management How Can Printers “Know” & “Customize”? Channel Integration Partnerships

  13. Distribution Changes…From Linear

  14. Distribution Changes…To Omni-directional

  15. Courseweb… a personal portal case study • Customization  Greater Customer Choice • Customers Need • Know & understand choices • Assistance in making choices • Core Need… Help to manage choice • Trusted Intermediary • A tool… understand and execute CRM

  16. Personal Course Materials Portal Charles Marshal Major… Operations Management Minor… Marketing • Course Spring Term – 2007 • OR 340… Mass Customization for Printers • BUS 777… “One to One” Marketing • BUS 1000… Customer Relationship Mgt • PE 100… Golf for beginners

  17. Charles Marshal Operations Research 340… Mass Customization for Printers Partnered Local Printer • 1. The Power of One (Cornell Version)… John Ingram • __ New __ Used __ EP • Course Pack…Case studies on print customization • Ancillary Materials & Study Guides Remote Printer

  18. “The Power of One”CRM… The power source 1st generation… Mass marketing  Mass production 2nd generation… Target marketing  Custom production Next generation… One to one marketing  Mass customization If customer choice is theprimal force, CRM informs and empowers it

  19. May the force be with you

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