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<td colspan="14" align="left" valign="top" bgcolor="#FFFFFF" ><h1>Who's Minding The Store on Course Manufacturing Costs?</h1>
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<h2>Want to pick up a quick and easy 3-5-margin points without
working up a sweat? Well, chances are you’re spending
way too much on course packaging and materials – even
though your customers could care less!</h2>
<p>Why? Because your course developers are making materials
design decisions – and they’re trying to offset
their deep-seated (and usually unwarranted) insecurities about
course content by calling for extravagant packaging stuffed
with superfluous frills. What’s worse, your printers
and other course manufacturing vendors are only too happy
to play along – because the more you spend the more they
make!</p>
<p>Meanwhile, your skinflint financial people are looking the
other way. Why? Because course materials expense seems like
such a small line item they mistakenly feel they can achieve
meaningful savings easier somewhere else.</p>
<p>So, it’s up to you to step up to the plate.</p>
<p>Begin by tasking your P&M czar with reducing course packaging
and materials costs at least 50%, and insist that you are
not willing to make any compromises around perceived quality
and learner usability. Then make sure he or she seeks outside
materials engineering consulting help. Be prepared for an
enterprise-wide mutiny and crying and bleeding that quality
and aesthetics and customer relationships will be sacrificed
on the bonfire of the quick buck, blah, blah, blah. Then be
amazed, as your "unreasonable" mandate results in
a packaging prototype that is better looking, more functional,
and 50% less expensive.</p>
<p>Document your results in the form of a flexible template
and guidelines that can be applied routinely to the design
and manufacture of all of your current and forthcoming course
offerings. Then bank your savings on the bottom line. Or apply
them to where they will do some good.</p>
<p>PS: Don’t settle for less than a 50% savings. On one
occasion we were able to reduce course packaging and manufacturing
expense for a multimedia communications skills course from
$28 to $6 – without eliminating any functionality. Customers
preferred the new version so much we were able to raise the
price 20%!</p>
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