Direct One’s Evan Stewart on the Toner to Inkjet Transformation
Direct One is a commercial printing and direct mail services company offering end-to-end solutions, including creative services. In this video, owner Evan Stewart shares why the digital toner-heavy operation is adding inkjet to expand capabilities and take advantage of the potential to grow 20–30% in their current markets.
Navigating the Shift from Toner to Inkjet: Direct One’s Digital Transformation
The commercial printing landscape is undergoing a profound transformation as businesses seek to balance rising demand with the limitations of aging technology and a shrinking skilled workforce. Direct One, an Orlando, Florida-based commercial print and direct mail services provider, recently shared insights into their journey of scaling operations and the critical role that modern printing technology plays in their future growth. By exploring a transition from traditional toner-based systems to advanced inkjet solutions, Direct One is positioning itself to overcome industry-wide challenges and unlock new market opportunities.
The Evolution of Direct One
Founded in 1998, Direct One began its journey in a humble garage and has since expanded into a robust operation with more than 80 employees across two facilities totaling 74,000 square feet. Today, the company serves diverse verticals, including marketing mail, fundraising for non-profits, financial services, real estate investment, and political campaigns. Their comprehensive service offering has grown to include full letter shop capabilities, creative strategy, and sophisticated data analytics.
Despite this impressive growth, Direct One reached a pivotal point where their existing infrastructure began to limit their potential. Operating two shifts and struggling to staff a third, the company realized that simply adding more traditional equipment was no longer a sustainable strategy.
Overcoming the Limitations of "Toner Farms"
Direct One’s current production floor is heavily reliant on toner-based technology, featuring 11 separate toner units—a setup often referred to in the industry as a "toner farm". While these machines have served the company well, they present several operational hurdles:
Labor Intimacy: Managing a large fleet of toner units requires significant manual intervention and a higher headcount to keep machines running.
Maintenance Complexity: With 11 individual boxes on the floor, the maintenance burden is substantial, leading to potential downtime and increased operational costs.
Workforce Shortages: Like many in the print industry, Direct One faces the challenge of an aging workforce and a scarcity of skilled technicians. Finding qualified operators for a multi-unit toner environment is increasingly difficult.
To help address these issues and prepare for an anticipated 20-30 percent growth in their current markets, Direct One began evaluating a shift toward high-performance inkjet technology.
Efficiency Through Innovation
Canon has emerged as a key influence in Direct One’s strategic planning. By visiting the Canon Innovation Center (CIC), Direct One’s leadership was able to engage directly with the technology and the people who operate it every day. This immersive experience allowed them to see firsthand how Canon’s production inkjet solutions could consolidate their operations.
High-speed inkjet presses offer a way to replace multiple toner units with a single, highly productive system. This transition directly addresses Direct One’s core challenges:
Reduced Labor Requirements: By moving from 11 boxes to a more centralized inkjet workflow, Direct One can significantly reduce the number of operators needed per shift.
Automated Workflow: Modern inkjet systems often feature integrated finishing and automated quality controls, further minimizing the need for manual touchpoints.
Increased Capacity: The sheer speed and reliability of inkjet technology allow for higher throughput, enabling the company to handle projected growth without the need for a hard-to-staff third shift.
Efficiency Through Innovation
The anticipated move to inkjet technology is expected to provide Direct One with several transformative benefits:
Operational Consolidation: Reducing the physical footprint of their equipment and the complexity of their maintenance schedule will lead to a more streamlined and efficient production floor.
Strategic Resource Allocation: With fewer machines to manage, skilled technicians can be redirected toward higher-value tasks, such as data analytics and creative strategy, rather than basic machine operation.
Market Expansion: The versatility and quality of modern inkjet printing open doors to new products and markets that were previously too labor-intensive or costly to pursue with toner-based systems.
Future-Proofing: By investing in scalable, automated technology, Direct One is ensuring its ability to remain competitive in a rapidly changing market.
A Mission-Driven Future
For Direct One, the transition from toner to inkjet is more than just an equipment upgrade; it is a fundamental shift in business philosophy. By leveraging the insights and technological advancements offered by partners like Canon, they are moving away from labor-intensive "toner farms" toward a more automated, efficient, and scalable future.
As they look to finalize new projects, Direct One is poised to turn their current operational challenges into catalysts for long-term success.
Interested in learning how Canon production printing technology can help your business grow? Contact us today.