Superskill Graphics based in Singapore was formed in 1978 as a phototypesetting, film and platemaking company. In 1988 it was the first company in South East Asia to install desktop publishing for phototypesetting and in 1990 was awarded for the prestigious National IT Award in the SME category. During the 1990s it also adopted computerized colour scanning and multilingual typesetting.
As is well documented the market for these publishing services began to decline with the advent of widespread desktop publishing software and direct-to-plate production methods. As a result and with increasingly squeezed revenues and margins Superskill diversified into digital printing in 2006.
Superskill
Publishing, Printing and Design
"The industry has been changing very rapidly over the last decade and increasingly I find it hard to keep up, especially as I’m not that young any more. Also I can feel that there are problems in the company, such as culturally and operationally but I don’t know how to change and where to start. Lastly being an SME boss, I’m very operational and always fighting fires and it’s hard for me to step back and think strategically."
Mrs Tan
Printfuture and Superskill embarked on an extensive review process of all aspects of the business, in order to come up with a vision and plan for the future. The extensive business plan that was drawn up containing all the change projects became the vehicle for engaging all the staff, creating momentum and driving the business forward. The new plan included changes to the standard operating procedures, a programme of efficiency and cost reduction measures in every department, supported by a comprehensive training schedule.
Out of the review process came a new branding and identity for the company and the development of a new website focused on the delivery of a new range of specialist digital media services for the publishing market. To ensure that these services would be a success an aggressive sales and marketing plan was devised, which was supported by the introduction of a business intelligence process to create leads and develop business opportunities.
The plan was to take what Superskill had historically done well in the publishing arena and add a new dimension through content and data management and the addition of new digital publishing services like web design and mobile content development.
"It was fun actually. The first 2 weeks were a little scary because of all the work we had to do and the changes we had to implement, but after a while our staff, even the old timers went with the flow. Neil is very candid and direct, but also mindful that the messages had to be delivered in a palatable way."
Joelle Chen- Superskill
The introduction of the new business strategy and implementation plan has delivered some significant bottom line improvements and ensured that Superskill is back on track with revenues and margins rising.
"There was a lot of fear in the past, I think more fear of the unknown than anything. Now at least we know what we don’t know, and we know how we can find some answers. I think that itself is a very powerful lesson from this experience."
Mrs Tan
The Superskill case study proves that no matter how small the company or how desperate the position, sound advice, vision and planning coupled with discipline, hard work and the right investments can deliver a quick and dramatic change in fortune.
Its results that count
by 11%