Because books don’t make themselves.

We’ve recently recognized a significant growth area for Appingo’s business.  It happened by accident, but it makes perfect sense.  I’m actually embarrassed that we didn’t think about it earlier.  Here’s how it happened:

When we decided to build the Appingo software system, we wanted to build a tool to UNTANGLE the process of making a book — specifically the processes of the production department.   So we spent a lot of time building the tool.  And it’s really great.

The Appingo software is a great DETANGLING tool.  Like a great brush.  And for some organizations, a brush is all they need.  But in the short time we’ve been licensing the software to publishing companies around the country, we have realized that more than a few of our customers need more than just the brush.  They have been working in a overly complicated, TANGLED system for so long that they have a hard time thinking about a better process…a more organized and efficient way.  They also don’t HAVE THE TIME to think about a better process because they are already overworked and drowning in their TANGLES.  We’ve actually had a potential customer tell us,

We know our process stinks and we know it can be better, it’s just not worth it to us to spend the time to fix it.

Hmmm…eventually they may have plenty of time to fix it.  When they shut down operations because their inefficiencies have resulted in their margins dissolving to the point where they can’t afford to be in business.

But I digress.  As we have brought our clients up to speed on how to use our software, we have realized that a good brush is a good start.  But you also need someone to use the brush.  And you also need good detangling technique.  The person using the brush should be a strong leader within the organization.  Someone who is going to excite his or her team to work toward a better process.  If not, it can be someone from the outside who drives the initiative.

Appingo’s new business opportunity lies in the area of the detangling technique.  The Appingo system was build from a scalable, process-based foundation.  In building and actually working with the system, the Appingo team has become very knowledgeable and experienced in designing scalable, efficient processes in a publishing environment.  So we have started to work with some of our clients in this capacity.  Not only licensing and training them on the Appingo software, but actually going into their organizations and improving their processes.  We are helping companies think like this:

It’s what we call, the Appingo Way.  Companies who commit to thinking like this will scale and scale gracefully.  And they’ll have a good time doing it.  Appingo is now helping to make this a reality.

Teaching the Appingo Way has become a very valuable service for our our clients and it’s a great way for us to grow our business as well.  It’s a win-win.  And we will have good success stories on this front to share in the near future…

Having the brush is half the battle.  We’re now here to help you use the brush more effectively.  The goal is nice straight hair. We’ll get you there.

Derek