Entrepreneurial Action and Uncertainty Research Paper

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Desktop Publishing

Entrepreneurial Action and Uncertainty

Business ideas and actions: Desktop publishing

Home-based desktop publishing software is increasingly popular as a way for individuals and small businesses to market themselves, create banners and advertisements, or send professional-looking greetings. My proposed desktop publishing software business is designed to satisfy this need. "Desktop publishing software can help you create a multitude of beautiful print projects, ranging from colorful and dazzling to serious and formal…if you are a small business owner, you can prepare and customize your own professional-looking business cards, company brochures, posters, letterhead stationery and much more" (Why desktop publishing software, 2012, Top Ten Reviews). By creating my own independent business, I could empower other independent organizations not to rely on expensive print shops and would offer a lower-cost, downloadable alternative to the costly software already on the market. For owners who wished to outsource their printing, I would offer customized design services as well, as a price lower than brick-and-mortar print shops.

It is far more effective, cost-wise and often time-wise, to use a desktop publisher. "Desktop publishing is simply creating WYSIWYG (What You See is What You Get) page layouts on the computer. Frequently, this business is started by one person as a freelance part-time profession. As word spreads around and a client base is built up, the artist has the option of making this a full time occupation and hiring others to assist" (Desktop publishing, 2012, Art Jobs). Purchasing desktop software enables individuals to have a consistent product on hand for all their immediate printing needs.

Desktop software can be offered on a website via downloads, reducing the cost both to myself as an entrepreneur setting up shop and to my clients. Initial expenses would involve the setup of the website and the expense of designing a site that was both secure and professional. A clear, easily-navigated website would be a must: "Does your Web site describe your product or service in a succinct, compelling and visual fashion? Does it answer potential customers' needs in, say, less than 10 seconds?" (Hauser 2007).

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A good website, particularly a website designed to market an 'aesthetically pleasing' product like desktop software is particularly essential. Customers want an idea of the final, visual display of the products they produce will resemble.

In terms of the receptivity of the market, not all of the available data is promising for my business option. The Bureau of Labor Statistics does note that "employment of desktop publishers is projected to decline by 15% from 2010 to 2020. Employment will decline rapidly as other types of workers increasingly do desktop publishing tasks and as fewer print publications are developed" (Desktop publishing, 2012, Art Jobs). But I believe that is only because current publishers are not meeting consumer needs in terms of prices and services offered. By employing a purely downloadable model I can keep costs low for consumers. As well as offering my own services as a designer, I will also offer programs for users to DIY.

Beginning as a small entrepreneur in the field will allow me to offer customized services to my clients, designing software packages that will meet their needs in a unique fashion. I will be able to offer customers services and advice based upon their particular business or personal needs, rather than generic, cookie-cutter packages. This will allow them to save money by only selecting what they really need.

I also think that the need for good desktop publishing programs is unlikely to decline, given that the 'visual' component of modern business and personal life is growing increasingly important. Because of the Internet, people are more visually than verbally stimulated. There is a demand for the appearance of quality and beauty with all printed and online products, fostered by the popularity of website like Pinterest, which showcases creative crafts, photographs, and other visuals. Whether they are designing a Christmas card or a graphic design that will be the flagship….....

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