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With WOLF Technology's PrintServer, toothpaste start-up Enamelon brushes away huge sales presentation copy costs.
For the rest of the August 1999 issue of CRM magazine please click here
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When you are a start-up company in a $1.6-billion toothpaste market dominated by the likes of Procter & Gamble and Colgate-Palmolive, even ancillary expenses like outsourcing the copying of sales presentation materials can bust the budget. To rein in such expenditures, New Jersey-based Enamelon employed WOLF Technology's PrintServer, an affordable solution that connects PCs to color copiers, enabling users to easily print high-quality color documents from any color-enabled Windows application. Copying costs are now way down, and last-minute changes to sales presentation materials are no problem.

"We were spending as much as $7,000 per month on copying, with costs ranging anywhere from 50 cents to $1 per page," says Dave Velasco, Enamelon's senior accountant and systems administrator. "PrintServer helped us get those costs under control."

Enamelon is no stranger to technology. Its recently introduced flagship product, Enamelon Anticavity Fluoride Toothpaste, utilizes "enhanced remineralization technology," which actually repairs damaged tooth enamel. Unique in the toothpaste industry, this technology gives Enamelon an edge against traditional giants like Crest and Colgate.

Edge alone, however, does not deliver market share. To introduce its product to both resellers and the public, Enamelon operates a 33-person sales division that relies heavily upon printed presentation materials for its sales calls to food, drug and mass merchandiser clients. These materials often require last-minute changes that can drive copy costs through the roof. "We were in start-up mode and things were changing week to week," says Velasco. "A legal change was made or a marketing change, and we would have to recopy 2,500 to 10,000 pages, which was quite expensive."

"We were spending as much as $7,000 per month on copying, with costs ranging anywhere from 50 cents to $1 per page."

In PrintServer, Velasco found an affordable, painless way to lower photocopying costs without compromising copy quality. PrintServer, which retails for $7,995, is an open-architecture solution that integrates with a PC and turns a color copier into a color printer. PrintServer performs what is known as a "rendering process," in which it takes the image from a screen and translates it into high-quality color output on the copy end. Enamelon set up the system on an NT platform with its own server because, explains Velasco, "it does require a lot of system resources and will tie up workstations with larger jobs." The actual printing is done on a Minolta CF 900 on plain copy paper.

Traditionally, rendering devices are proprietary hardware and are very slow. WOLF Technology developed PrintServer to work seamlessly with Windows, and it prints at a rate of six pages per minute with no compromise in quality. Last-minute changes are no longer a problem, but more importantly, Enamelon's copy costs are now under control. "Our only costs now are for system maintenance, and that works out to about 13 cents per copy," says Velasco. "The savings are considerable."


By The Numbers

Company: Enamelon, Inc.

Sales (1998): $14.3 million

Employees: 30

Point of Pain: Outsourcing photocopy jobs cost $7,000 per month.

Solution: WOLF Technology's PrintServer facilitated high-quality, in-house printing from PCs.

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