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Jun 1, 1997 12:00 AM
The stereotypical Old West. Images of covered wagons, traveling to an uncertain future full of hard work. Small towns with plenty of open space between them. A variety of gunslingers, from our television hero, the Lone Ranger, to the villainous Jesse James.
While the modern American West has urbanized along with the rest of the America, there are still some comparisons to be made. At Peczuh Printing Co., located in Price, UT, there's a sense of a print shop big on hard work and working to eliminate some of that uncertain future in a rural area.
Located in a small town over 100 miles from both of its major markets of Salt Lake City and Provo, Peczuh Printing Co. debuts at number 19 in american printer's Top 50 Fastest Growing Printers list.
Discussion about whether being so far away from its markets causes any problems is short. "We send two trucks a day into the city. It's no problem," says vice president Frank Peczuh, Jr. He also notes that Peczuh's reputation for on-time delivery has bolstered its growth, further proof that the distance hasn't been a problem. Peczuh Printing is also the lone printer in Price, available to the local population as a quick printer and gladly receiving walk-in business.
Peczuh is the namesake of founder Frank Peczuh, Sr., who serves as president and CEO. In addition to son Frank, Jr., another son, Tim, is prepress manager. Until last year, Frank Sr. handled all sales himself. Two full-time sales people have since joined Peczuh, but work out of a sales office based in Salt Lake City. "It's just an office with desks and phones," says the vp, who attributes a part of Peczuh's growth to aggressive sales. Another factor in its growth: Utah's flourishing economy, with a state unemployment average of a low 2.5 percent.
Besides acquiring a sales force, Peczuh Printing adopted a homework approach to finding new customers. Instead of a slick marketing campaign, Peczuh approached a customer and asked for advice about how to acquire more customers. "One customer really paved the way for us," says Peczuh, Jr. "They helped us find our niche and recommended other companies who would fit with us." Peczuh then researched and targeted those companies.
The niche is products requiring quick turnaround, business forms, booklets and short-run color. Companies that provide a good fit are light manufacturing companies that do their own marketing and multi-level marketing companies, which tend to be print-intensive. Because Peczuh provides everything from prepress services (including design work) to four-color printing, companies need only one shop. "That assists them a great deal," says the exec.
Peczuh Printing's future looks bright, but that could be the bright lights of Las Vegas shining in the distance. While Peczuh is content to stay headquartered in Price, as it has been since 1962, the shop plans to expand into Las Vegas. Another bright spot is the new press Peczuh is expecting in August: a 23 x 29-inch four color MAN Roland 304. To coincide with the new press, Peczuh plans to have its total quality management program firmly in place at the end of August, as well.
One final aspiration: With sales goals of $3.5 million for 1997 and $5 million for the following year, Peczuh plans to appear in future Top 50 lists.