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Compu-Imaging Inc. has always strived to be the “company behind the company.” Selling through co-manufacturers and distributors has enabled the firm to build a reputation as a quality organization and build market share through word-of-mouth advertising, while selling specialty items has enhanced the products their customers offer customers.

In recognition of the need for brand awareness, the company has developed a strong marketing and packaging campaign to mirror its product quality. This includes the introduction of the “High Performance” packaging design. The magic of this program is that it provides all the marketing tools to customers to allow them to offer a “name brand” without giving away the company who makes the product. In turn, clients build brand recognition and loyalty from their customers that rely on quality products.

Compu-Imaging maintains a low profile, selling only to re-sellers. However, it continually seeks to establish distribution channels through strategic alliances and advertising in numerous trade publications. Focusing on quality, service, and loyalty since its inception in 1981, Compu-Imaging has established itself as a leader in the industry.

Even with its low-profile mentality, Compu-Imaging’s growth has been explosive. With an increase in sales by over 50% annually for the last four years, it now distributes over 1,000 SKUs into over 20 countries throughout the Americas and Caribbean. Additionally, it maintains a diversified product line to prevent geographic market trends from adversely affecting its regional sales.

“One value-added feature we bring to our customers, and a strength that has allowed us to remain balanced, is that our product line is layered,” says Craig von Teuber, president of Compu-Imaging. We can manufacture to order, supply training, components and raw materials to co-manufacturers, and distribute finished products from pre-qualified outsource partners that lead in quality.”

Although von Teuber takes great pride in the continued growth and expansion of Compu-Imaging, he shares the credit with many influential people. “I learned the value of establishing joint ventures from my father, who initiated this practice long before 99% of the companies that currently outsource in the U.S.,” he says.

The other main contributor to Compu-Imaging’s success is customer service. “We answer the phone without a machine, take orders by phone, get quotes out within 24 hours, deliver when we say we will and thank people for their business. It sounds corny, but it’s what a customer should expect,” proclaims Nilda Che, head of customer service. Adds von Teuber: “Nilda runs the show in customer service and I get at least one call a week from customers who want to hire her. Sorry, but we love her and she ain’t leaving!”

Anthony von Teuber, Craig’s father, is not only one of the original financiers of Compu-Imaging but also the founder of Performance Plus Imaging in California. Performance Plus also manufactures and distributes imaging supplies under the “High Performance” brand.

The combined resources of the two companies are a huge benefit to their customers. By providing distribution points on the east and west coasts, they can guarantee three-day delivery anywhere in the continental U.S. Currently, the two companies between them maintain over 57,000 square feet to house a comprehensive line of consumables for copiers, fax machines, ink-jet printers, laser printers, dot matrix printers, P.O.S. equipment and many more supplies. Additionally, Performance Plus is a recognized leader in empty cassettes for dot matrix ribbons, serving co-manufacturers (including many OEMs) since 1973.

“I’m extremely grateful for the groundwork my dad laid for me and, indirectly, for many other companies in the U.S. who did not have the foresight to look overseas for suppliers,” von Teuber says. “Fifteen years ago there were almost no companies in the U.S. importing from China. And, there were few companies in China selling into the U.S. Today, there are hundreds of companies in China, and U.S. companies have many options. What makes us different is that we’ve established the relationships and have developed quality products together with the leading companies in China. We’re not looking for the flavor of the week in selecting our vendors, like many U.S. companies that allow price alone to dictate their buying strategies.”

One of the critical factors that differentiate both companies from getting lost in the pack is diversification. Today, both Compu-Imaging and Performance Plus stay diversified by continuing to manufacture in the U.S. and also by importing from Asia, Mexico, and South America. By being able to manufacture and distribute from multiple shipping points, they are also able to deliver on a timely basis in consistent packaging. “How often have you heard a company say, ‘That item is back ordered,’ or ‘We’re waiting for our container’?’” von Teuber asks. “We greatly reduce this from occurring by offering various options from multiple shipping points.”

These visions of where the market is headed and the importance of maintaining international alliances remain Compu-Imaging’s greatest pursuits. They have inspired Compu-Imaging to establish partnerships to develop new technologies.

“We’ve conducted extensive market research to identify the criteria that will influence future consumer buying trends,” says Denisse Handal, Compu-Imaging’s marketing director. “The typical office environment will require a high-resolution, full-color graphics printer with a low price tag and a high page output. This means color laser.”

These new partnerships propel Compu-Imaging into the forefront of the color laser market. “We challenge any other company in the U.S. to compete with our color laser quality,” said von Teuber. “We are proud to disclose that chemical color toner developed by Static Control is one of the keys to our success.”

Another contributing factor to the recent growth that also relates to technology is its new software acquisition. Richard “Ric” Stone, Compu-Imaging’s operations manager, has been with the company for the past year. “Ric’s been a huge asset to us,” von Tueber says with pride. “Ric’s background in software, distribution, and inventory management enabled us to take our company to the next level. We’ve made huge strides in becoming a recognized leader in the Southeast. We can now offer our customers conveniences and services that parallel companies with sales exceeding $50 million—and we’re not far behind.”

Furthermore, this vision has also prompted the company to make considerably increased investment into China to develop its “World Line” toner cartridges. Manufactured under joint venture with a certified ISO 9001/14001 manufacturer, “World Line” toner cartridges are available for the top-selling printers in the U.S. “We’ve always been known for our refusal to compromise our product quality to meet price demands by keeping our margins skinny,” Stone says. “And now with our ‘World Line’ toner cartridges, we are offering unbelievable quality at prices below what we can offer for our U.S.-made toners.”

Compu-Imaging is aiming to keep its sights on the future by continuing to support the recharging industry. The company takes pride in its memberships with various organizations that promote fair-market competition and facilitate recycling. They also make a point to encourage industry professionals to take responsibility and educate their customers about industry trends, such as being misled by “cheap” prices for new printers.

“It’s no mystery what the game is and how the OEMs make their money—it’s consumables,” von Teuber says. “Go to any office supply store and price out the printer versus the supply. Expect to pay anywhere from a quarter to three-quarters the original machine cost for a full replacement set of the supplies.

“We need to differentiate between the OEMs that recognize the role the rechargers play by allowing us to compete fairly,” he says, “and those that engineer their products to limit the consumers’ options. Additionally, we need to band together to increase our market share and continue to better the products that are currently available.”

by Jamie Hamilton— in addition to writing business profiles in ENX, Jamie writes and designs ads, brochures, catalogs, newsletters, and technical manuals for companies in the imaging industry. She can be contacted at: Tel/ Fax 502-896-1051 or e-mail her at: jamiewriter@hotmail.com.

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