Institutional Stores
The Problem… SIZE
• Within University
- 2.4 billion budget
- 24 million
•Within Industry
Vision – mass customization…
“I would found an institution where
any person can find instruction in
any study."
Ezra Cornell, 1868
The Opportunity…
•Perspective
•Integration
The Solution…
Partnership Aggregation
The RA… $800 million
The Solution…
Technology Aggregation
RBS…
$750 million
Supply Channel Integration
•“B to B” integration
•“B to C” integration
Customer Choice… The Primal Force
The University Customer…
Who Are They?
What Print Products & Services Will They Value?
Faculty
Visitors
Students
Alumni
Staff
What Print Products & Services Will They Value?
Customized Course Materials
:-(
Net reduction in mass produced print
• New texts
43%  29%
• Used texts
31%  27%
• Bundles
22%  28%
:-)
Net increase in Custom Print & Electronic (P&E)
• Custom
4%  9%
• Digital
0%  6%
What Print Products & Services Will They Value?
Customized Course Materials
• Faculty Customized…
– Custom course book
– Self published… course books & other materials
– Custom course pack
– Custom production of standard book (central print with local
reprint)
• Student Customized…
– Ancillary materials and study aids
– Editable course materials
– Class Notes
Strategic Enablers:
Knowledge… To know what they value
Execution… The ability to “customize”
What Print Products & Services Will They Value?
Customized Research Materials
Shallow market:
• Scholarly publishing
• University press
• Research papers
• Doctoral theses
• Conference publications
• Out of print
RBS…
$750 million
Strategic Enablers:
Knowledge… To know what they value
Execution… The ability to “customize”
What Print Products & Services Will They Value?
Customized Recruitment Materials
Personalized P & E
communications to
prospective students
Strategic Enablers:
Knowledge… To know what they value
Execution… The ability to “customize”
What Print Products & Services Will They Value?
Customized Alumni Materials
Personalized
P&E
communications
to prospective
donors
Strategic Enablers:
Knowledge… To “know” what they value
Customization… The ability to “customize”
What Print Products & Services Will They Value?
Mass Customized Alumni Materials
Personalized P & E
communications to
Campus Visitors… i.e.
Cornell Adult University
Strategic Enablers:
Knowledge… To “know” what
they value
Execution… The ability to
“customize”
How Can Printers “Know” & “Customize”?
Channel Partnerships… To address the whole need
Universities:
• Generate large volumes of printed material.
• Do not understand their overall need
• Generally do a poor job of managing print.
Printers:
• Know how to manage print (some understand digital
services related to print)
• BUT… Behave as vendors addressing piecemeal
print problems - opportunities
How Can Printers “Know” & “Customize”?
Channel Integration Partnerships
Knowledge Opportunity
•
•
Identify the whole customer need – what do
university customers value?
–
P&E
–
Range of Application
Develop a dynamic infrastructure to meet them.
Customization Opportunity:
•
Development a fulfillment channel to dleiver it
seamlessly Campus management
Distribution Changes…
From Linear
Distribution Changes…
To Omni-directional
Courseweb… a personal portal case study
• Customization  Greater Customer Choice
• Customers Need
– Know & understand choices
– Assistance in making choices
• Core Need… Help to manage choice
– Trusted Intermediary
– A tool… understand and execute CRM
Personal Course Materials Portal
Charles Marshal
Major… Operations Management
Minor… Marketing
Course Spring Term – 2007
•
•
•
•
OR 340… Mass Customization for Printers
BUS 777… “One to One” Marketing
BUS 1000… Customer Relationship Mgt
PE 100… Golf for beginners
Charles Marshal
Partnered
Local
Printer
Remote
Printer
Operations Research 340…
Mass Customization for Printers
1. The Power of One (Cornell Version)…
John Ingram
__ New __ Used __ EP
2. Course Pack… Case studies on print
customization
3. Ancillary Materials & Study Guides
“The Power of One”
CRM… The power source
1st generation… Mass marketing  Mass
production
2nd generation… Target marketing  Custom
production
Next generation… One to one marketing  Mass
customization
If customer choice is the primal force,
CRM informs and empowers it
May the force be with you