Market Analysis

I. Analysis of the Target Market

Small businesses are always looking for ways to show people who they are and increase
marketing. Screen printed shirts and appearal are a great way for them to do that.
Rationale: No business that isn't a screen printing business has their own screen printing studio
so the only way for small businesses to get custom printed shirts is to come to a Screen Printer
like Sophisticated Inks!
Charlotte is a fantastic city for small businesses to grow and expand. A recent study
showed that Charlotte was in the top 4 cities for small businesses.

II. Analysis of the Competition

A search of the regional telephone directory yeilded the following screen printing
businesses.
Freeman Screen Printing and Embroidery
A & A Custom Design and Screen
Queen City Screen Printers
Action Plus Screen Printing
Mom and Pops Print Shop
American Image Graphics Inc.
Shirt Lizard
Carolina Print Wear
Epic Apparel
Carolina Screen Printing
Xtreme Custom Screenprinting
Carolina Screen Ptg & Embrdry
Champ? Graphics & Production Inc
Charlotte T-Shirt Authority
Ink Floyd
We have a lot of competition although in this specific industry this is normal. In order to
come out ahead we will have to pay attention to the market and do a fair amount of marketing.
III. The Outlook of the Industry
After visiting the Occupational Outlook Handbook Web site, the following information was
derived regarding the future outlook for screen printer:

Sophisticated Inks Business Plan

3/18/2016

PrintingPressOperators

OccupationalEmploymentandWages,May2014
Nationalestimatesforthisoccupation:Top
Employmentestimateandmeanwageestimatesforthisoccupation:
Employment(1)
166,750

Employment Meanhourly Meanannual

WageRSE(3)
RSE(3)
wage
wage(2)
1.2%

$17.64

$36,700

0.5%

Percentilewageestimatesforthisoccupation:
Percentile

10%

25%

50%
(Median)

75%

90%

HourlyWage

$9.85

$12.80

$16.87

$21.64

$26.79

AnnualWage(2) $20,490 $26,620

$35,100

$45,020 $55,720

Industryprofileforthisoccupation:Top
Industrieswiththehighestpublishedemploymentandwagesforthisoccupationareprovided.Foralistofallindustrieswithemployment
inthisoccupation,seetheCreateCustomizedTablesfunction.
Industrieswiththehighestlevelsofemploymentinthisoccupation:

Industry

Employment
(1)

Percentof
industry
employment

Hourlymean
wage

Annualmean
wage(2)

PrintingandRelatedSupportActivities

98,510

21.61

$17.59

$36,590

Newspaper,Periodical,Book,andDirectory
Publishers

14,510

3.45

$18.23

$37,910

ConvertedPaperProductManufacturing

12,990

4.83

$18.92

$39,360

Advertising,PublicRelations,andRelatedServices

6,800

1.44

$17.02

$35,400

PlasticsProductManufacturing

4,460

0.83

$17.19

$35,760

Industrieswiththehighestconcentrationofemploymentinthisoccupation:

Industry

Employment
(1)

Percentof
industry
employment

Hourlymean
wage

Annualmean
wage(2)

PrintingandRelatedSupportActivities

98,510

21.61

$17.59

$36,590

ConvertedPaperProductManufacturing

12,990

4.83

$18.92

$39,360

Newspaper,Periodical,Book,andDirectory
Publishers

14,510

3.45

$18.23

$37,910

TextileandFabricFinishingandFabricCoatingMills

1,010

3.15

$15.25

$31,720

SpecializedDesignServices

2,420

1.92

$16.21

$33,710

Industry

Employment
(1)

Percentof
industry
employment

Hourlymean
wage

Annualmean
wage(2)

FederalExecutiveBranch(OESDesignation)

560

0.03

$43.59

$90,660

ScientificResearchandDevelopmentServices

40

0.01

$25.97

$54,030

Boiler,Tank,andShippingContainerManufacturing

(8)

(8)

$25.12

$52,260

0.01

$23.95

$49,820

(7)

$23.17

$48,200

Toppayingindustriesforthisoccupation:

50
AerospaceProductandPartsManufacturingPrintingPressOperators
Architectural,Engineering,andRelatedServices

30

IV. Owners Personal Strengths

Since Deckers Digital Desktop will operate out of the owners parents residence, overhead
expenses required to run the business will be minimal. The savings in overhead expenses will be
passed on to the customer, offering a competitive advantage.