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Trade Show Handbook for South African Exporters to the USA
DECIDING HOW MANY SHOWS TO DO PER YEARDepending on whether you are a manufacturer or a wholesaler dependent on a manufacturer, the number of shows that you can do are limited to the amount of product that can be realistically produced per year.If you are depending on the Department of Trade to finance your shows, you will only be able to do 4 per year, and that is only while they have the money allocated for trade shows.If you do 4 shows per year, and are being funded by the DTI, you will have to return to South Africa after every show, and all goods and monies have to emanate from South Africa. They will not consider any claims that are paid for with foreign money, i.e. by agents on your behalf.PLANNING THE BOOTHIt is imperative that you take as little equipment with you, because when the show is done, you will either have to dispose of all your furniture/stuff, or place it in storage in the USA if you want to use it again.The DTI gives you an allowance to get your samples and equipment to the USA, but they won’t pay for you to take it back home again, unless you are participating in a Pavilion show, where they will pay all your expenses. It is essential that you decide what you will do with the entire booth once the first show is finished.The DTI will also not pay the costs of warehousing in the USA and the transport of the booth to the second show from that warehouse. If you do want to go that route, you will have to pay for that yourself.A typical charge to get goods to a show is approx. $400, obviously depending on the weight and size of the shipment.It’s a good idea to set up the booth beforehand and plan exactly how

ient makes changes to the printer's proof, you will need to go back to your original files, make the changes and submit new PDF files to your printer.

Most printers will not charge for submitting a second file and creating a second proof, but many do. Be sure to make sure you date the new files or rename them so there will be no confusion between the old files and the new files. Recently, I sent updated files to my printer and they failed to use the latest version.

Luckily, I had sent the updated file via e-mail and had changed the file name to reflect the fact it was the latest version. The printer admitted they made the error and they reprinted the brochure project at their expense, but having a clear paper trail made this a painless process for me and for my client.

If the client requests a change that the printer will make to the pre-press files, make sure your client is aware of any additional charges involved. Clients have a way of remembering the exact amount they were quoted for printing and assume the price is all-inclusive.

Ten Tips for near "fool proof" printing:

1) Send a hard copy. Send your printer an ink jet proof with all crop and bleed marks, instructions and a mockup showing folds, scores, etc. While it is easy to send files via e-mail and FTP, there is no substitute for a mockup or proof with clear, written instructions.

2) Communicate with your printer before starting. Talk to your printer before designing your print project to make sure your design is well within their capabilities. If you have never worked with a particular printer before, find out what size presses your project will go on and make sure you talk through the project with the printer, anything that may be out of the ordinary.

Business Plans - The Rules of Forecasting, Part 1 of 2
We have developed a set of rules regarding forecasting that we apply in writing business plans. We share them with you in this article in the hope that you will find these rules worthy of adopting in your efforts to write business plans as well.Investors expect the forecasts in a business plan to present realistic, achievable goals. One of the best ways to have your plan rejected is to demonstrate that projections were not prepared thoughtfully and, therefore, the numbers are not defendable. This is most often demonstrated by not showing the details (if any) that went into the projections.It is important to remember that investors typically review the projections first, at least in a cursory manner. This makes sense when you realize two things: 1) they are most interested in the money they might be able to make, and 2) they can easily spot common mistakes made by sloppy entrepreneurs (in order to quickly reject poor plans).Rule 1: For a forecast to be valid, it must portray realistic expectations.An unrealistic forecast is useless to anybody. The entrepreneur is unlikely to achieve the goals and the investor is unlikely to recover their investment, let alone make a profit.Corollary 1A: A pessimistic forecast is equally as invalid as an optimistic one.Conservative estimates are good as long as they still demonstrate a high likelihood of achievability. However, if the projections are perceived as too conservative, or even pessimistic, it looks like the entrepreneur is trying to build too much of a "fudge" factor into the numbers.On the other

If you talk to printers and designers and you will hear horror stories from both about files that will not work no matter how they are saved, software version incompatibilities, proofing and printing problems, general miscommunication and more.

Not only can pre-press problems cause delays in printing which may bring a marketing plan to a standstill, but finger-pointing and the stress can turn a pleasant, creative experience into the project from hell.

The role of the designer

Designers are hired primarily to create effective, attention-getting designs and to produce pre-press files that printers can use to mass-produce brochures, publications and the like.

Designers are also responsible for bridging the world of the commercial printing and design, helping the client through the complex world of printing specifications, paper selection, soft and hard proofs and getting ink on paper.

With so many robust graphic design tools on the market such as Adobe Illustrator, Quark XPress, Adobe InDesign, Coral Draw and others, to name a few, creating pre-press files that work flawlessly with any commercial print shop should be a piece of cake, right?

Well, yes—and no. While many of today's design and pre-press tools are first-rate, they are only part of the overall print production process. It's really up to the designer to make sure all parties involved in any given printing project are all on the same page.

The importance of communication

When working with clients, my approach has always been to establish early on in the project what printer will be involved in reproducing the project. Having worked for several offset printing shops early on in my career, I learned that there is always a right way, a wrong way and their way. While the printing industry follows general guidelines and while most printing companies have similar internal pre-press operations, every shop is a little different in their approach and workflow.

If possible, I try to have a conversation with the client's printer right away to determine what pre-press programs they support in native format and what are alternatives to supplying the native files. If my client does not have a printer he or she wants to work with, I will suggest a printer who is a good match for the type of printing needed, and someone I have worked with before and have a working knowledge of or experience with.

Using PDF files

In the "good old days" we either submitted to a printer the "native" files or we could submit PostScript files which would contain all the font outlines and layout information, independent of the program used to create the document. But even this approach had it's share of film and plate output problems and if changes needed to be made to the file, the printer had to contact the designer and have the original file corrected and a new PostScript file generated and sent to the printer.

PDF files potentially can serve as a way to give the printer one file to print from without worrying about fonts, support files, or the printer having the latest versions of the document software, etc. By far the biggest advantage is that both clients and all involved in the project can use Adobe Reader to view and print the project, whereas PostScript files were far less portable and often you didn't know there was a problem until film or plates were produced.

All PDFs are not created equal

While we live in a world of Adobe PDFs which at first seem to be the perfect solution to printing companies having to keep up with all the various pre-press programs available today, there are different types of PDF files and they are not always the best approach.

I have been working with the Adobe Creative Suite for some time now and it is relatively easy to create different types of PDFs. Depending on your needs, you can create a client proof or a printing file.

For example, you can export a PDF from InDesign as a Print PDF, Screen PDF, Press PDF and you can customize the PDF with various options when you save it. With so many options, what is the best way to save the file for your commercial printer?

The answer is, you have to talk to the printing company you will be sending files to—never assume anything, and always assume that every printer have slightly different requirements.

Using "Native" Files

Some designers find it easier to send to their printer the original InDesign, Quark XPress or other layout program file, along with support files. The biggest reason for doing this is that if the client indicates a change to the printer's proof, the printer can make the required change (as long as the overall design is not changed or copy is not reflowed substantially), instead of the designer being a part of the process.

If you have ever had a project fall victim to Murphy's Law ("if something can go wrong, it will") and have experienced working with a printer where no matter what fonts you sent, their system didn't want to print your file right, you may want to consider sending the printer InDesign or Illustrator files where the type has been converted to outlines. While this eliminates any font issues, it creates an extra step and if changes to the file need to me made, the designer will have to have a version of the file with all the type intact.

In some cases, a printer may want your native files instead of PDFs.

Working with the printer

It's always best to work with an offset printer you have some experience with so you know up front what to expect in terms of proofing, file approval and for dealing with problems that may arise.

Having some previous experience with a "can do", problem-solving printer can be great when you have a project that pushes the limit of your pre-press and printing knowledge. While printer's may not have a "graphic designer" on staff, they always have several people who are very pre-press savvy and who work with the challenges of trapping, file problems and the like on a daily basis. These professionals can be a great resource for you and will often provide some advice and feedback on a project for free.

You get what you pay for

It seems that everyone today is offering rock bottom four-color printing online and it can be tempting for designers and clients to want to go for the lowest possible price advertised. But be careful, often the prices quoted online are not complete quotes—you can end up spending a lot more on a project for proofs, folding, shrink wrapping and other details you assume will be included—which are not.

Make sure the proof you receive is representational of the project. Some printers provide a "digital" proof, generally an ink jet proof that may or may not be calibrated to their presses. If your project has critical color or you client insists on a proof that will be used by the pressmen to match to, make sure the proof you receive to sign off on is a quality proof.

Some budget online printers offer "soft proofs" which are merely PDF proofs. While this approach can work well, everyone involved in the approval process has to have their monitor calibrated so that everyone is seeing the same thing and can truly compare apples to apples.

Some printers force you to go through their special file submission process, so the printer's pre-press system is actually able to check your files automatically and make sure they are compatible with their plate system. While a bit more time-consuming to the designer and sometimes requiring the downloading of "client" software, this approach can alert the designer of any problems before you go to press.

Making changes

It happens to all of us--something slips through the cracks and a mistake is found just before a project is scheduled to hit the press. Even after a client has signed off on a design project and released the files to the printer, the proof comes back a few days later from the printer and either a mistake needs to be corrected or something needs to be changed. Meanwhile, the clock is ticking.

If you send your printer a PDF file to proof and plate from, and the client makes changes to the printer's proof, you will need to go back to your original files, make the changes and submit new PDF files to your printer.

Ten Tips for near "fool proof" printing:

9 Reasons Why Businesses Fail
Starting a business from scratch is not easy. In fact, over 50% of small businesses fail in the first year and 95% fail within the first five years. Why? What goes wrong?. Below are the common pitfalls to be aware of and plan to avoid.Poor marketing: Successful businesses are ones that understand and meet the requirements of their customers, you must know who your client is. Learn the basics of marketing and make sure that you track the success or failure of each marketing technique you use, then dump those that aren’t working. Make certain your marketing strategy sets you apart so a customer can clearly see why they would rather go to you than a competitor.Cash flow problems: Many businesses struggle through poor cash flow management. You need to be able to live for one to two years without income when getting started; often businesses are very slow to get off the ground. Also, you have to create and use a realistic business budget, and not constantly drain the business income on personal spending. Tight control and monitoring is essential.Cash flow problems: A business plan should cover aspects such as marketing, finance, sales and promotional plans, as well as detailed breakdowns of costs and profit predictions. Many business owners think that dedication and hard work will pull them through. A global look at the business, frequently updated, is essential to assure success. If the skills are not present to prepare one, no other allocation would be as effective as obtaining professional assistance. Maintaining poor books and records - which results in having no conception of profits, costs, margins, sales or customer ratios. The business owner is then unable to

's printer right away to determine what pre-press programs they support in native format and what are alternatives to supplying the native files. If my client does not have a printer he or she wants to work with, I will suggest a printer who is a good match for the type of printing needed, and someone I have worked with before and have a working knowledge of or experience with.

Using PDF files

All PDFs are not created equal

The answer is, you have to talk to the printing company you will be sending files to—never assume anything, and always assume that every printer have slightly different requirements.

Using "Native" Files

In some cases, a printer may want your native files instead of PDFs.

Working with the printer

It's always best to work with an offset printer you have some experience with so you know up front what to expect in terms of proofing, file approval and for dealing with problems that may arise.

You get what you pay for

Making changes

Ten Tips for near "fool proof" printing:

Career Training
Many people desire to move on in their career, tired of going from job to job seeing no advancement, but they do not know how to gain the skills they need to move on. Climbing the career ladder may mean getting career training in order to advance your career and move into management or into a completely new career. Yet knowing what type of career training and where to find good career training can help you on your desire to move on in your career.As you decide to do something different with your career, you need to take a close look at what you would like to do differently. Knowing what you want to do with your career will help you determine what type of career training you will need. For instance, if you are looking at wanting career training to get a promotion, it may take on a very different path than if you want to get career training to get a new job.Once you know what path you would like your career to take, you can then begin to look at what type of career training you will need to take yourself in your new direction. In cases where you are looking for a promotion or a new job in the same field, you may just need to attend some career training classes or symposiums. These types of trainings may only take a day or even just a few weeks. In some cases, you can even complete your training online.However, some promotions and often complete career changes will require significantly more career training. For instance, you may be working in a job that requires a bachelors degree, but you want to change to a job that requires a masters. In other cases, you may have to learn skills that require certifications that could take up to two to three years to earn. I

so many options, what is the best way to save the file for your commercial printer?

The answer is, you have to talk to the printing company you will be sending files to—never assume anything, and always assume that every printer have slightly different requirements.

Using "Native" Files

In some cases, a printer may want your native files instead of PDFs.

Working with the printer

It's always best to work with an offset printer you have some experience with so you know up front what to expect in terms of proofing, file approval and for dealing with problems that may arise.

You get what you pay for

Making changes

Ten Tips for near "fool proof" printing:

Put The FUBB Factor Into Customer Service
The customer is always right, right? You’d better believe it if you want to survive in today’s competitive marketplace.When you follow the money trail back to its source, you understand that taking good care of your customers is not just important, it’s imperative. More than any other factor, the service you give your customers affects your business success or failure.Good customer service starts at the moment a prospective client comes in contact with you. Let’s say you own an electronics store. A man walks in looking for a plasma TV. The first part of good customer service involves pleasant, helpful workers who respond to the customer’s needs with a helping hand guiding him through his experience. With correct customer service, he is able to see his options, find what he needs, and leave satisfied with a purchase that pleases him. But good customer service doesn’t stop there.Suppose the customer gets home and begins to watch his new TV. Within minutes the TV starts to smell funny and make weird sounds. The man calls the store very upset with his new product.Assume he reaches an unhelpful salesperson who, in so many words, tells him “tough luck.” Not only will the customer never shop at your store again, he will tell an average of seven people about his poor experience with you. However, if the person on the phone apologizes, takes responsibility and offers him an acceptable solution, he is likely to calm down. By allowing him to easily return the product and get a replacement, this store guarantees his loyalty, future business and positive referrals.Thus, good customer service starts at the initial point of contact and ends when the consumer is complet

ome advice and feedback on a project for free.

You get what you pay for

Making changes

Ten Tips for near "fool proof" printing:

Separate Properties, Separate LLC's
One of the vital aspects of investing and building your business is adequately protecting what you have worked so hard to build. One of the ways to do this is through proper use of corporations to own both your businesses and your investments. Owning investments in stocks and bonds with corporations can be somewhat tricky so in this article I will be talking about investing in real estate.Consider the following example: you have worked hard over the last several years and your business is starting to take off. You have made the wise decision of forming an LLC, or Limited Liability Company, to own your business. Lets call it Big Biz, LLC. After taking distributions from the profits of Big Biz to support yourself and your family there is still a decent amount of money left over. Lets say there is $45,000 that you would like to invest in real estate. After considering your options and conducting your due diligence you find three small rental properties that you decide to purchase. You put $15,000 down on each and finance the rest through your local bank at a favorable rate. All three properties are owned by Big Biz. Each property throws off a cash flow of $300 each month that contributes to the overall income enjoyed by Big Biz. This monthly cash flow of $900 and the continuing profitability of Big Biz soon allow you to purchase two more investment properties, again putting $15,000 down on each. Your total monthly income from the rental properties alone is now $1,500 a month! Not bad!Your tenants all seem to be decent people and there have not been any significant problems. However, the winter rolls around and one morning a tenant slips and falls on their front st

ient makes changes to the printer's proof, you will need to go back to your original files, make the changes and submit new PDF files to your printer.

Ten Tips for near "fool proof" printing:

3) Understand your printer's pre-press workflow. Make sure you understand the printer's pre-press process and what types of proofs are available. Not all proofs are "color correct" so make sure the color proof you receive is a fair representation of what to expect the final printing to look like. Keep in mind that clients may not understand the differences between a proof on ink jet paper and what ink on paper will look like. Sometimes proofs appear more color saturated or have more contrast than the actual printing and clients may be disappointed if they compare the proof to the final printing.

4) Review printer's proofs carefully. After your client reviews the printer's proof, even if they sign off with no changes, take a few minutes to review the proof and make sure it reflects the latest version of the document. In the rush to get a project to the printer and scheduled for press time, mistakes can happen and old files can be copied t CD Rom or uploaded to the printer.

5) Proofread behind your client. While most designers require that the client assume all responsibility for proofing a project, it can be helpful to have someone not familiar with the project to read it over. Sometimes a glaring mistake can be found very easily and corrected before it becomes a major disaster.

6) Check printer's proofs for correct folding and assembly. Make sure the printer's proof you receive scores, folds and trims correctly. If your brochure has a fold in panel that is supposed to be a certain width, make sure it is as it should be, and not an arbitrary or commonly folded size.

7) Allow a reasonable amount of production time for your printer. When working with tight delivery deadlines, make sure you allow the printer enough time to produce proofs and to receive files and schedule printing. Actual printing schedules tend to change day to day, so the final delivery date may not be exactly what was quoted originally. Working with printer you have experience with, you will know if the delivery date they give you and your client is something you can bank on, or not.

8) Drop ship a partial order when necessary. If you need to get printing to your client for an event, consider sending a partial order via overnight delivery so they can have some of the order right away and the balance in a day or two.

9) Have a "Plan B" ready. Be prepared to deal with problems that may occur, especially if you are rushing a project to meet a client's deadline. Printers are generally very customer service minded, but are human and sometimes things go wrong. Simply blaming someone else for the problem will not help to resolve it. Our role as designers is often to assist with resolution of problems, so keep a win-win solution in mind and make sure a client is aware that setting unrealistic deadlines for printing is often a recipe for disaster.

10) Create a paper trail. Make sure you communicate with all parties involved—both the printer and your client. If possible, send your client carbon copies of e-mails you send to the printer, or at least save all e-mails so if any decision is called into question, you have a clear paper trail. Even if you have clear evidence showing you did what your client instructed, you need to keep in mind the client sees the designer as the printing consultant and is looking for us to make things go smoothly. Keeping the client in the loop will also help them to understand better when problems arise instead of the client being the last to know and feeling they are out of the loop and having little say in the process.

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Blogging is a hot topic nowadays. Blogs are cutting edge tools for some recruiters. So, just what is a blog? Can blogs help you reach the right candidates and fill jobs faster?

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