We could generally be described as an offset press dealer, but none of the trends that face this form of distribution has adversely affected the company. Instead, by adaptation, innovation, and reinvestment, we have found new opportunities rather than limitations in the digital printing revolution.

Graphco's strategic adaptations are a case study of the classic VAR (value added reseller) model. We sell boxes (presses, plate makers, collators,etc.) but are far from a "box mover." We sell offset technology but are not trapped in offset equipment. Having transcended the dichotomy of pre-press and pressroom, moving competently in both worlds; we have circumvented the entire process of commodization by building our business around service and knowledge.

Graphco has focused not on products as much as on systems. We have bundled digital image making devices with color offset presses and finishing equipment to enable customers to fully participate in the trend of on-demand color printing. Most importantly, we have the knowledge to put together the systems, from image capture to output and finishing while training the customer to make full use of them.

Graphco has largely built our strategy on offering technology to enable the customer to be more profitable. Our marketing literature stresses how to lower production costs with faster output and quicker make ready. In short, the emphasis is on providing value by lowering the customer's production costs, not just the purchase price.

With the addition of direct image presses, Graphco's future is assured. Our customers will continue to expect superior technical service and leading-edge products and we will continue to enhance our reputation as a total solutions provider.

Chris W. Manley, President