Newtowner Aims To Save Customers Money While Saving The Environment

By John Voket

All Newtown resident Bob Attanasio wanted to do was run down to the local big box office supply store to pick up some new ink cartridges for his computer printer. But he became intrigued as he drove past a newly opened Monroe store called Cartridge World.

He pulled his car into the parking lot at the corner of Routes 125 and 59 and headed into the franchise, fully expecting to exit the location a few minutes later with his order filled.

He never expected that just ten days later, he would be signing a contract to purchase the company’s master franchise rights for all of Connecticut and much of Eastern New York.

“The minute I walked through the door, I was so impressed with the service and value that I went home and started figuring out how to be a part of growing this company here in the northeast,” Mr Attanasio told The Newtown Bee during a visit to the store recently.

His securing of the regional franchise rights is helping boost the profile of Cartridge World, the largest retailer of cartridge refilling products and services in the $80 billion printer cartridge industry. Mr Attanasio’s acquisition of exclusive distribution and development rights for the Connecticut and Eastern New York including Westchester, Dutchess, Putnam, and other upstate counties, he believes, will significantly push the company’s brand familiarity in these markets.

Mr Attanasio, a Connecticut native, came to the table with more than 20 years of experience in the office products industry with Connecticut-based Pitney Bowes and Dictaphone.

In April 2006, when the Dictaphone operations in Connecticut were sold, Mr Attanasio started his new career as an entrepreneur in search of the next greatest business opportunity. Little did he know that a casual trip to the office supply store would launch his next professional pursuit.

“Our goal in acquiring such a vast territory is to offer Connecticut and Eastern New York residents and businesses convenient access to Cartridge World locations,” he said. His goal includes opening up to 50 new Cartridge World locations in the franchise territory in the coming years.

While his new career offers great income-generating potential for himself and his many current and future franchisees, Mr Attanasio said he was equally attracted to the ‘‘green” aspect of the industry. Cartridge World estimates that it will keep nine million cartridges out of landfills this year.

Independent research by Brown & Wilmanns Environmental equates this to an avoidance of 150 tons of waste per year while preventing an additional one million pounds of carbon emissions, just by using recycled cartridges.

“Our mission is to offer businesses and consumers an environmentally friendly and affordable alternative to costly ink cartridge replacement,” said Mr Attanasio. “Many people are beginning to realize that buying new printer cartridges is neither cost-effective nor environmentally friendly.”

Rather than paying high prices for new ink and toner cartridges at a large office superstore or through online channels, Cartridge World offers an environmentally responsible alternative, and the ability to save as much as 50 percent of the cost of a new cartridge, by refilling existing cartridges with high-quality inks.

Even the company’s pick-up and delivery service is an economical and environmentally -friendly measure, putting just one vehicle on the road to get numerous orders back and forth between clients and the stores. And with more than 1,500 Cartridge World stores already up and running worldwide and 600-plus in the United States, the company is aiming to make a big difference when it comes to maximizing its “green” attitude.

The Emeryville, Calif.-based company, which originated in Australia, is the world’s fastest growing ink refilling retailer and franchisor in the $80 billion printer cartridge industry.

According to Mr Attanasio, the company refills empty ink cartridges and remanufactures empty toner cartridges for inkjet printers, laser printers, fax machines, and photocopiers with top quality, brand-specific ink and toners. And the scope of its service, which carries a 100 percent satisfaction money-back guarantee, has earned Cartridge World the #1 spot among toner replacement services by Entrepreneur Magazine Franchisee 500.

Monroe franchise manager Doug Garrido believes regular customers can realize a 30–50 percent savings over simply changing out new store bought cartridges in their copiers and printers. And the company does so much more than just squirt the empty cartridges full of ink.

One recent morning, Mr Garrido was busy disassembling cartridges to test electronic components, which are replaced if determined to be defective in any way. Each cartridge is fully emptied of ink or toner before being dried in a high-speed centrifuge.

Then, new drums are installed when required before the renewed items are presented or delivered back to clients. And customers who come in, like Mr Attanasio first did, with no cartridge to recycle, simply pays a one-time $2 deposit on their new purchase.

“We want the customers to keep coming back,” he said. “So we really want to be regarded as their friendly neighborhood toner and cartridge business.”

Mr Attanasio said a franchise agreement requires the establishment of a storefront operation like the one in Monroe, and the typical staff of four to five sustains about a 50-hour week. Besides the walk-in and B2B opportunities, Cartridge World locations build customer loyalty and familiarity by offering to partner on fundraising projects for local schools and service groups involving the recycling of toner and ink cartridges.

And to ensure every customer receives their cartridges back as good or better than new, each technician undergoes a two- to three-week company training program.

The Newtown entrepreneur knows that there are many competitors in his line of business, from mail order companies providing ink filled syringe kits to other regional and web-based refill and recycling companies. But his goal is to make the customers’ experience in dealing with their local Cartridge World so positive, they will keep coming back.

“We know there are others out there doing this,” Mr Attanasio said. “But we want to provide an answer or solution for every customer when they come through the door, so they keep coming back and keep telling their friends and co-workers about us.”

For more information call 888-99-REFILL’ to inquire about regional franchise ownership opportunities, visit www.cartridgeworld-ct.com or call Mr Attanasio directly at 203-545-6937.