ISLAND INK-JET SPOTS CONSUMER NEED

[Anonymous]

Island Ink-jet spots consumer need
Dick Voce is passionate about ink.
It
doesn’t take long to succumb to his enthusiasm. He holds a wealth of
facts about ink and printer cartridges at the tips of his ink-stained
fingers. Voce is owner of the Island Ink-jet franchise at 2463 NW 185th
Ave. in the Tanasbourne Village shopping center, steps away from the
Hillsboro library branch.Until about a year ago, Voce was a
stockbroker, continuing a 13-year career. One day his wife sent him to
purchase a new printer cartridge, and its $35 cost took him back. The
next day he saw a Wall Street Journal article about a promising company
based in Vancouver, British Columbia – Island Ink-jet.The company had
been rapidly expanding since 2000, opening franchises throughout
Canada, the United States and Mexico. They offered a service –
refilling printer inkjet cartridges at considerable savings to
consumers.Voce saw the appeal. Besides, he says, “Ink is a $34 billion
industry.”Voce emphasizes the advantages of dealing with Island Ink-jet
rather than do-it-yourself kits or similar services: He and his staff
can refill newly emptied cartridges in just five minutes, and their
work carries a 30-day guarantee.They also have 15 printers on site to
test refills before the customer leaves the store.Island Ink-jet’s
corporate center maintains a research and development team to stay
ahead of printer manufacturer changes. Voce says they recognize the
tricks manufacturers play: losing money on cheap printers while making
it up on expensive cartridges.One markets a new printer that takes a
cartridge the same physical size as an older model but holding far less
ink, he says. Some cartridges also contain a chip that resets on empty,
so the printer no longer responds if the cartridge is refilled and
loaded.Island Ink-jet has tools to counter such practices, which
otherwise might force consumers into buying new, full-price cartridges.
“We
have no generic ink,” Voce says. “We use a comparable quality to the
original manufacturers’ formulas.” To illustrate, he holds up a box
containing several different “yellows,” just a few of the many
different shades he stocks to match varied cartridge requirements.
Island
Ink-jet also stocks some pre-filled cartridges for those who don’t have
a spare or want a backup. These, like other cartridges, can usually be
refilled eight to 10 times.Voce says that during February, 42 percent
of his business was either from repeat customers or referrals. The
explanation? “The bottom line is,” he says, “people know they’re
getting ripped off” if they buy full-price ink cartridges.
Web site at http://www.islandinkjet.com. 

[Author]

May 3, 2006 at 11:26 AM