A reader gave me the idea for today's Tip. I wrote recently that you could work with an independent print production specialist to handle your printing. I also noted that these specialists aren't so easy to find.

Keep in mind that I'm not talking about print brokers. I'm talking about solo practitioners who typically have on-staff experience as production experts. They've worked in house for a company, agency, or other organization in the production area, and now they're considering going out on their own.

This is part one of a Print Tip. There will be more parts over the summer. Today, I am focusing on the first two steps in your "pre-work" stage.

Although I have never been an independent print buying professional, I know whereof I speak, since I jumped off the corporate merry go round in 1997 to strike out on my own. Some things I did very well; others, not so much. (Know this: like the late, great Edith Piaf sang, "Je ne regrette rien!") I hope to help you avoid mistakes I made.

So imagine you're ready to strike out on your own, for whatever reason. You have years of experience (I hope) and would enjoy doing this same production work as an independent.

Where should you start? Today, I focus on just two things:

1. Who Needs You?

   Before you do anything else, ask yourself this:

   Is there a market for your services?

   Specifically, what vertical markets would be interested in your services? It's not enough to know that every company needs printing - especially in this economy. Do you have experience in a certain field…say, pharmaceuticals? Nonprofits? High-tech?

   Narrowing your focus on a particular market is smart no matter what business you're in.

   What do you know about how businesses in this particular market handle their printing needs? Do they often outsource this function or do they have in-house capability? The answer may be different in a bad economy. You need to find out.

   In a bad economy, it's probably a good time to be an independent contractor. As corporations lay off marketing/print production staff, they still need someone to handle their printing, don't they?

   Identifying a real market for your services is the first thing you must do. Further than that, identify exactly what services you are qualified to offer clients. Focus, focus, focus. If you can't identify your market, do not pass go.

2. Know Your Network

   Presumably, you've been building a great professional network all the years you've been working. This includes people who work in or with your prospective market/s as well as service providers you'll need to do business with.

   Organize your network. Whatever software app you're using, make sure the data's kept current and formatted consistently. You'll need alliances with lots of service providers in printing, paper, design, promotional items, database work, mailing, and so on. Some clients may have you work with their list of providers; others will expect you to handle all of the sourcing. How much of this "supply chain" work are you capable of handling? Is this something you'll enjoy?

   Do you know other independent businesspeople in your field? Can you rely on them for support and advice? Independents rely on a strong, broad network of friends and colleagues. Setting up your own business is not for the introvert (more on personality issues in another Tip).

   Don't abuse your network. Be gracious to colleagues you approach for input and advice. Let them know you plan to reciprocate. (It really turns me off when someone contacts me because they've been told I'd be "great to network with," when what they really mean is, "I want to pick your brain and maybe have you find me work.")

   It's easier if you're staying in the same region, where the business community knows you and vice versa. When I started my first company, Dana Consulting, I remained in greater Boston. Most of the printers I knew were in New England. I'd bought printing here for 15 years. That really helped.

   I'm not saying that you can't succeed if you up and move away, but it will be more of a challenge if you don't know the business landscape and have no local connections.

   Who you know and how well you're respected in your field are major determinants for your potential success. That's why your network's so important.

I think that's enough food for thought today. I've polled my LinkedIn Print Buyers International Group for advice on this topic as well, and will be sharing comments as this series continues. If you are a print buyer/designer, you're invited to join this Group as well. Service providers are not eligible, however. LinkedIn has tons of Groups open to everyone, but this one's reserved for print customers.

I'd love your comments on today's Tip.