Price for Profit with Marshall Atkinson


Please find some links and notes from the 2 Regular Guys Podcast. Marshall Atkinson is joining us for the full duration this week and we are going to talk about his recently released book in detail, Price for Profit. We will talk all of the strategies that screen printing companies can use to get a better handle on their costs, figure out a price that works for them and is not just an average of all of the shops around them, and how to increase your brand value. These will be all of the tips you need to price for profit in your business, not just price for the heck of it. Plus stay tuned for a special discount exclusive for 2 Regular Guys listeners.

Sponsored by:

Garment Decorators CommunityOur regular listeners know this, but 2 Regular Guys are all about garment decorating, a bit of fun, and no rants or lectures or selling. We are not doing this for our employers, but rather for our industry. Since February 2013, The 2 Regular Guys have been the first and the most listened to garment decorating industry podcast on this planet! We are humbled by all of you tuning in each week. We work hard to bring you information that will make your business better, and our industry better. Take a look at our incredible weekly guest list and you’ll understand where this industry goes for news, interviews and the heartbeat of garment decorating. Thanks for listening!


The M&R Companies Names Danny Sweem as Next CEO – Sweem takes over the role from current CEO and founder Rich Hoffman beginning June 4, 2018.  Sweem comes to the position with extensive experience in the screen-printing industry, most recently with Nazdar SourceOne. During his time with the company, Sweem served as vice president of the company’s textile inks business unit. Prior to his time at Nazdar SourceOne, Sweem served in multiple positions at Rutland Plastics Technologies including vice president.

We recently interacted with Drew McCoy of @StinkhornPress on Twitter and he asked:

So we pinged Gildan and here is their response:

Price for Profit Screen Printing

Aaron: Your latest book was released on March 22nd and we had the privilege of introducing it back on the 30th of March. How has it been received so far?

Terry: Let’s start right at the beginning of the book. You give a nice rundown of the different types of pricing and why. Can you give our listeners an overview of that section?

Aaron: We talked with you in Decorators in Cars with Cookie about costs and you 5 Bucket method. People need to buy the book because you walk them through it beginning to end, but my question is on the number of impressions testing you mention how can a complete newbie feel comfortable with their numbers?

Terry: In the end, someone else’s idea of pricing is meaningless without knowing your own costs. Let’s talk about gathering this data.

Aaron:  In your book, you talk about profit. Some new decorators only look at covering costs. Talk to our listeners about setting Profit Goals

Terry: Let’s talk about taking all this data and constructing a price sheet.

Aaron: You talk about building Brand Value- Let us know more about this kind of Value; for shops just starting to think beyond calculations, what’s the most important thing to know about value pricing?

Terry: OK, so just like your book, give us your closing thoughts.

Also, where can people go buy a copy of the book and let you know the 2 Regular Guys sent them?

2RegularGuysRock! = Coupon Code until the end of the month. Expires June 1st.

Marshall Atkinson – Gilbert, AZ-based Marshall Atkinson who is one of the leading production and efficiency experts for the decorated apparel industry. He is the owner of Atkinson Consulting, LLC. and he is a coach for shops in the industry. Marshall focuses on operational efficiency, continuous improvement and workflow strategy, business planning, employee motivation, management, and sustainability. He is a frequent trade show speaker, writes articles, is a blog author, and is the host of InkSoft’s The Big Idea podcast.

Other Events

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This show is brought to you for a full hour by:

Specialty Graphics Imaging Association – SGIA will continually strive to be the foremost resource for information and education within the specialty imaging industry. SGIA supports the digital and screen printing community in the USA and Canada by providing services and activities specific to their interests. While the majority of SGIA services and activities are specific to US and Canada, SGIA will continue to partner with national and regional associations around the globe to continually develop the international community. The SGIA National Affiliation Program brings together a multinational community to enhance awareness and encourage the exchange of information. Supporting the Leaders of the Digital and Screen Printing Community

Equipment Zone, with 20 years experience selling garment printing equipment nationwide. Equipment Zone offers the new Epson F2000 SureColor direct-to-garment printer, their own VelociJet-XL DTG printer, and the all-new SpeedTreater-TX automatic pretreat machine with a full 16”x24” pretreat area. Equipment Zone also carries a full line of DTG inks and supplies. Go to

SubliSource – Sublimation just got easier with the launch of, the new US distributor for Best Sublimation. Our mission is to help our partners grow with a different way of doing business compared to all the “Me too” distributors in the United States.

Screen Printing: A Practical Guide to Starting Your Own T-Shirt Business

Just $4.95 as an e-book.

Direct-to-Garment: A Practical Guide to Starting Your Own T-Shirt Business

Just $4.95 as an e-book.

Scheduling & Estimating Production Time: A Guide for Garment Screen Printers

Just $2.99 as an e-book

This show is for the listeners so please make sure to ask us some questions or give us some topics you would like us to discuss. Also, if you have any event or upcoming items related to our industry that you would like us to bring up on the show, please contact us via our Facebook Page. Also, make sure to interact/follow us on Twitter, Instagram or Google +. You can also find information on our YouTube Page.