David Savastano, Editor03.03.13
One of the most important challenges facing any new business is determining exactly who the customers are for their products. A company can have great products, but if the target audience isn’t the right one, that new business faces difficulties right out of the gate.
For Levi Scott, founder and president of Scott Printing Ink, LLC, a Holmes, PA-based specialist in offset, flexographic and specialty inks that came into existence in 2010, finding the right market took a little time, but everything is now moving ahead well.
“As a small business, the hardest part is identifying who wants what you are selling,” said Mr. Scott. “During my first six months, I was shooting at elephants and not hitting any. I realized that my target market is the regional printers who are being victimized by the larger ink companies. I recognized that there is an opportunity
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