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Tyrone Gray Has a Marketing Plan That’s Right on Target

by Bryan Tutt

Tyrone Gray’s printing company doesn’t produce textbooks, but it is a textbook example of effective marketing and public relations. The 15-year-old native of Kokomo, IN has geared his company’s services to fit the needs of his target market. “I have learned that you can’t have all (of the) businesses and consumers as your customers,” Tyrone says, “but you can get a big chunk of the pie.

Know Your Customer

Tyrone founded TMCP Printing Services in March of 1999. The start-up cost was between $5,000 and $6,000, most of which came from Tyrone’s savings. His target market is small businesses, including in-home businesses. Tyrone attracts them as customers by offering better personal service, low quantity minimums, and fast turnaround times. In fact, he can have most in-house print jobs ready in one day, which gives him an advantage over most of his competitors.

TMCP offers a line of products and services designed to meet the needs of small business owners. These services include desktop printing, color and black-and-white copies, bindery and stapling, business cards, return address labels, flyers, brochures, letterheads, postcards and Website design. Quality work and timely service lead to repeat business, and Tyrone has about 20 regular customers.

Promote Yourself

Another part of Tyrone’s marketing plan is an aggressive advertising and public relations campaign.  TMCP has a Website and a toll-free number, but Tyrone doesn’t stop there. “I have started advertising anywhere my budget will fit,” he explains. His marketing strategy also includes e-mailing reporters, sending out press releases and networking with other businesses. Recently, Tyrone took advantage of his local Chamber of Commerce and became a member. With the Chamber’s help he was able to hold an official grand opening in September, which increased public awareness of his company.

These public relations efforts have given TMCP Printing Services quite a bit of free publicity. A local newspaper ran a front-page story about Tyrone being the youngest member of the Kokomo/Howard County Chamber of Commerce. He was also featured in a recent issue of BizVoice magazine and has been a guest on the television show, Inside Indiana with Gerry Dick.

“I love to see my name in ink!” This was one of the reasons why Tyrone became interested in customized printing, so he enjoys the media spotlight as much as the free publicity. Reporters seem fascinated by the fact that he is a prosperous entrepreneur at a young age. However, like most “overnight” success stories, Tyrone’s success is the result of years of preparation and hard work. “I had some experience in printing when I started because I began doing research on the industry when I was 10 years old,” he explains.  He read computer books and PC magazines, and he worked to develop the skills he uses in business today.  

Be Strong and Resourceful

As an entrepreneur, Tyrone has learned to make tough choices. Having high-quality equipment is necessary to produce the high-quality products his customers have come to expect. However, as Tyrone puts it, “You can’t buy new equipment every year unless your budget allows it.” Since his income and expenses vary from one month to the next, budget decisions can be difficult.

Tyrone makes use of the resources available to him through his family and his community. He has consulted with the Kokomo Small Business Development Center for advice on business decisions. His family has been very encouraging and were vital in helping him get his business started.

While Tyrone loves what he does, he acknowledges that it is challenging. The demands of school and business make it hard to find time to do things he enjoys, like riding his bike or talking to friends on the phone. He has been so busy recently that he barely has time to talk to his girlfriend! “I would tell every person still in high school or college to think hard before starting a business,” he advises. “You will have to juggle between school and work and it will be hard, but on the other hand it can be very rewarding.”

Remember the Future…Don’t Settle on Today

As always, Tyrone is looking to the future. He is planning to open a storefront by next spring. TMCP Printing Services will become part of TMCP Biz Center, which will also include a computer consulting firm and one or two other businesses. He is financing the expansion through investments made by his family and friends. He would like to continue his education as he expands his business and he plans to get a master’s degree in business administration.

In addition to his planned storefront expansion, Tyrone is considering making his business a nationwide franchise someday. “I would like to own two additional businesses within my lifetime, one of which will be a teenage entertainment business.” How successful would Tyrone like to be? “I would like to make it in the top 50 of the top 100 young entrepreneurs list.” With goals like that, his name may wind up in business textbooks after all.