Impressions - February 2015 - 43

If you're considering
a new type of technology, fully
investigate all that will be
required to have it make money.

Ideally, as your
evaluator tours each
department of your shop
with an eye to efficiency
and productivity, this
person will ask questions
about the equipment and
supplies that he or she sees.

entrepreneurs who come to trade shows
thinking they want to do apparel decorating. They watch a digital printer produce beautiful samples during a show,
but when they set up a machine in their
shop, they wonder why the 72 dpi image from the Internet looks terrible. It's
because nobody told them that good artwork is necessary for a good print. This
entails hiring a graphic artist or purchasing graphics software and learning how
to use it, which is way more than they
bargained for.
Even an experienced embroiderer may
struggle with digital printing work because
of the artwork requirement differences
between the two disciplines. With embroidery, the business model used today is to get
a scan of a business card or low-resolution
vector art and send it to a digitizer, who
sends back a ready-to-sew file. If a digital
printer or other equipment is purchased
with the expectation that it works the same
way, decorators soon learn that this is not
the case.
A third reason a capital investment
may end up languishing in a corner is that
the buyer doesn't know how to sell this
new capacity, or he purchased it without
figuring out how it fits in with what his
shop already offers.

impressionsmag.com

DON'T BUY FOR THE
WRONG REASONS
Have you ever purchased something
out of machine "lust" or just because you
wanted it, rather than because you had a
business plan on how to make money with
it? I admit I am as guilty as the next guy
to succumbing to finding a deal I could
not say "no" to at an auction, on eBay or
Craig's List.
To no one's surprise, this behavior has
a number of negative consequences. One
downside is the space the new machine
occupies. For most shop owners, space is
an expensive luxury. The second reason is
the purchase sucks up your most valuable
tool: cash flow.
An example is a screen printer who
gets told by his accountant in December
that, for tax reasons, it would be a good
time to make a capital investment. This
decorator had previously thought about
bringing offering embroidery services a
number of times, but never got around to
taking any action.
Now, motivated by the opportunity
of a tax break, he decides to purchase a
4-head machine.
The machine arrives and is put into
production by the end of December in
compliance with tax law requirements,
even though nothing else has been done

Use Info*Action #19 at impressionsmag.com/infoaction

February 2015 | Impressions

43



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Impressions - February 2015

Table of Contents for the Digital Edition of Impressions - February 2015

Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Product Pick
ISS Conferences
On Par With Plackets
Specialized Stitching
Online Search: An Update
How to Maximize Your Resources
Shop Spotlight
Embroidery Technique
Screen Printing Production
Screen Printing Technique
Digital Decorating
Classifieds
Online Directory
Ad Index
Impressions - February 2015 - CT1
Impressions - February 2015 - CT2
Impressions - February 2015 - Cover1
Impressions - February 2015 - Cover2
Impressions - February 2015 - 1
Impressions - February 2015 - Contents
Impressions - February 2015 - 3
Impressions - February 2015 - First Impressions
Impressions - February 2015 - 5
Impressions - February 2015 - From the Show Director
Impressions - February 2015 - 7
Impressions - February 2015 - FYI
Impressions - February 2015 - 9
Impressions - February 2015 - 10
Impressions - February 2015 - 11
Impressions - February 2015 - 12
Impressions - February 2015 - 13
Impressions - February 2015 - 14
Impressions - February 2015 - 15
Impressions - February 2015 - Product Gallery
Impressions - February 2015 - 17
Impressions - February 2015 - 18
Impressions - February 2015 - 19
Impressions - February 2015 - ISS Product Pick
Impressions - February 2015 - 21
Impressions - February 2015 - ISS Conferences
Impressions - February 2015 - 23
Impressions - February 2015 - On Par With Plackets
Impressions - February 2015 - 25
Impressions - February 2015 - 26
Impressions - February 2015 - 27
Impressions - February 2015 - 28
Impressions - February 2015 - 29
Impressions - February 2015 - 30
Impressions - February 2015 - 31
Impressions - February 2015 - Specialized Stitching
Impressions - February 2015 - 33
Impressions - February 2015 - 34
Impressions - February 2015 - 35
Impressions - February 2015 - Online Search: An Update
Impressions - February 2015 - 37
Impressions - February 2015 - 38
Impressions - February 2015 - 39
Impressions - February 2015 - 40
Impressions - February 2015 - 41
Impressions - February 2015 - How to Maximize Your Resources
Impressions - February 2015 - 43
Impressions - February 2015 - 44
Impressions - February 2015 - 45
Impressions - February 2015 - Shop Spotlight
Impressions - February 2015 - 47
Impressions - February 2015 - 48
Impressions - February 2015 - 49
Impressions - February 2015 - Embroidery Technique
Impressions - February 2015 - 51
Impressions - February 2015 - 52
Impressions - February 2015 - Screen Printing Production
Impressions - February 2015 - 54
Impressions - February 2015 - 55
Impressions - February 2015 - 56
Impressions - February 2015 - Screen Printing Technique
Impressions - February 2015 - 58
Impressions - February 2015 - 59
Impressions - February 2015 - Digital Decorating
Impressions - February 2015 - 61
Impressions - February 2015 - 62
Impressions - February 2015 - 63
Impressions - February 2015 - Classifieds
Impressions - February 2015 - Ad Index
Impressions - February 2015 - 66
Impressions - February 2015 - Cover3
Impressions - February 2015 - Cover4
Impressions - February 2015 - S1
Impressions - February 2015 - S2
Impressions - February 2015 - S3
Impressions - February 2015 - S4
Impressions - February 2015 - S5
Impressions - February 2015 - S6
https://www.nxtbook.com/emerald/impressions/20250102
https://www.nxtbook.com/emerald/impressions/202412
https://www.nxtbook.com/emerald/impressions/20241011
https://www.nxtbook.com/emerald/impressions/20240809
https://www.nxtbook.com/emerald/impressions/20240809S
https://www.nxtbook.com/emerald/impressions/20240506
https://www.nxtbook.com/emerald/impressions/202404S
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
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