In this episode of Printing's Alive, Warren Werbitt engages with Vladimir Gendelman, CEO of Company Folders, to explore his journey from computer repair to the printing industry, focusing on niche printing's significance. Vladimir shares insights into starting in the folder business, transitioning from outsourcing to insourcing, and the benefits of trade houses. They discuss Company Folders' specialties, geographic reach, and early SEO success. The conversation delves into the impact of AI on customer acquisition and the challenges of rapid growth. They touch on finding market niches, the importance of company culture, and using customer testimonials for marketing. The episode concludes with reflections on business stability and future growth plans.

00:00 Welcome and Guest Intro

00:25 Print Magic Merch Plug

00:57 Why Niche Printing Matters

01:42 From IT to Folder Idea

02:45 Soviet Roots and Standing Out

06:43 Outsourcing to In-House Setup

08:53 Defining the Niche Strategy

10:47 Products and Production Scale

12:09 Selling Nationwide and Shipping

13:02 SEO to ChatGPT Referrals

16:15 Customers and Follow-Up System

18:03 Marketing Missed Opportunity Debate

21:56 Fear of Growing Too Fast

23:56 Industry Rant and Leadership

26:38 Niche Examples and Cork Story

27:57 Standing Out Story

29:22 Mentoring Over Money

31:34 Customer Praise Email

33:43 Use Testimonials Marketing

39:20 Growth Plans And Focus

41:55 Competition And Copycats

45:00 Handling Mistakes And Clients

47:33 Building Team Culture

54:03 Final Takeaways And Signoff

To listen to the audio version of this podcast, click here.

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