Pricing and margin
Knowing what a job really costs before you quote it.
About
Mike Goodwin
Founder of Graphic Insights. More than 25 years in the wide format industry, on both sides of the counter.
I'm Mike Goodwin, founder of Graphic Insights. I've spent more than 25 years in the wide format industry, on both sides of the counter.
I owned and ran my own print shop for seven years, so I know what it's like to quote a job at 9 p.m., chase an invoice, and keep a printer running when the deadline is tomorrow. After that I spent nearly two decades on the distribution side, most of it running the equipment division for a national supply distributor. That put me inside hundreds of print shops, sign companies and wrap shops, and showed me what separates the shops that grow from the ones that stall.
In 2026 I went full time on Graphic Insights. I make YouTube videos, write guides, and build free tools like the Print Shop Pricing Calculator and the Wide Format TCO Calculator. Shop owners get straight talk about pricing, sales, operations and equipment decisions, without a sales pitch attached.
What I help with
Sales and marketing
Finding customers beyond word of mouth.
Operations
Getting more out of the team and equipment you already have.
Equipment decisions
Honest reviews and five-year cost-of-ownership comparisons.
Work with me
I consult with print and sign shops one-on-one. Email [email protected], or send your shop's problem through Ask Mike and I may answer it on the channel.