1. Vision – mass customization… “I would found an institution where any person can find instruction in any study." Ezra Cornell, 1868 Institutional Stores The Problem… SIZE Within University - 2.4 billion budget - 24 million Within Industry The Opportunity… Perspective Integration

2. The Solution… Partnership Aggregation The RA… $800 million The Solution… Technology Aggregation RBS… $750 million Supply Channel Integration “B to B” integration “B to C” integration

3. Customer Choice… The Primal Force

4. The University Customer… Who Are They? What Print Products & Services Will They Value? Faculty Students Visitors Alumni Staff

5. What Print Products & Services Will They Value? Customized Course Materials Net reduction in mass produced print New texts43%  29% Used texts31%  27% Bundles 22%  28% Net increase in Custom Print & Electronic (P&E) Custom 4%  9% Digital 0%  6% :-( :-)

6. What Print Products & Services Will They Value? Customized Course Materials Faculty Customized… –Custom course book –Self published… course books & other materials –Custom course pack –Custom production of standard book (central print with local reprint) Student Customized… –Ancillary materials and study aids –Editable course materials –Class Notes Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

7. What Print Products & Services Will They Value? Customized Research Materials Shallow market: Scholarly publishing University press Research papers Doctoral theses Conference publications Out of print RBS… $750 million Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

8. What Print Products & Services Will They Value? Customized Recruitment Materials Personalized P & E communications to prospective students Strategic Enablers: Knowledge… To know what they value Execution… The ability to “customize”

9. What Print Products & Services Will They Value? Customized Alumni Materials Personalized P & E communications to prospective donors Strategic Enablers: Knowledge… To “know” what they value Customization… The ability to “customize”

10. What Print Products & Services Will They Value? Mass Customized Alumni Materials Personalized P & E communications to Campus Visitors… i.e. Cornell Adult University Strategic Enablers: Knowledge… To “know” what they value Execution… The ability to “customize”

11. Channel Partnerships… To address the whole need Universities: Generate large volumes of printed material. Do not understand their overall need Generally do a poor job of managing print. Printers: Know how to manage print (some understand digital services related to print) BUT… Behave as vendors addressing piecemeal print problems - opportunities How Can Printers “Know” & “Customize”?

12. Knowledge Opportunity Identify the whole customer need – what do university customers value? –P & E –Range of Application Develop a dynamic infrastructure to meet them. Customization Opportunity: Development a fulfillment channel to dleiver it seamlessly Campus management How Can Printers “Know” & “Customize”? Channel Integration Partnerships

13. Distribution Changes… From Linear

14. Distribution Changes… To Omni-directional

15. Courseweb… a personal portal case study Customization  Greater Customer Choice Customers Need –Know & understand choices –Assistance in making choices Core Need… Help to manage choice –Trusted Intermediary –A tool… understand and execute  CRM

16. Personal Course Materials Portal Course Spring Term – 2007 OR 340… Mass Customization for Printers BUS 777… “One to One” Marketing BUS 1000… Customer Relationship Mgt PE 100… Golf for beginners Charles Marshal Major… Operations Management Minor… Marketing

17. 1. The Power of One (Cornell Version)… John Ingram __ New __ Used __ EP 2.Course Pack… Case studies on print customization 3.Ancillary Materials & Study Guides Charles Marshal Operations Research 340… Mass Customization for Printers Partnered Local Printer Remote Printer

18. “The Power of One” CRM… The power source 1 st generation… Mass marketing  Mass production 2 nd generation… Target marketing  Custom production Next generation… One to one marketing  Mass customization If customer choice is the primal force, CRM informs and empowers it

19. May the force be with you