SoftTouch software makes framing efficient; retail-management program helps framers run their business better - news makers - FrameReady 4.2 by Soft Touch Solutions - Brief Article - Evaluation

"There's got to be a better way to do this!" was what Bert de Roo thought when he came up with the idea for FrameReady, a point-of-sale frame pricing program that allows shop owners to quickly and easily determine the price of a custom picture frame.

Looking for a consistent formula for pricing mats and frames, de Roo turned to a formula prescribed in an article by Vivian Kistler titled "What's a Fair Price?" The formula suggested that "required footage times cost times a markup plus a labor charge" was fair and equitable for both framer and customer.

He transferred this formula to FileMaker Pro and found a guinea pig in his understanding wife Evelyn who used the program in her frame shop in Petrolia, Ontario. The success of the program at the frame shop, and seeing that the only other such program cost $1,800, led his company SoftTouch Solutions to join forces with Claris Solutions Alliance. In 1995 FrameReady 1.0 was launched.

Over the years, FrameReady has continually evolved, much to the chagrin of his wife whose patience was tested with every revision. According to Carol Graham, manager of SoftTouch, "the company keeps up-to-date through trade publications and Web site forums and by listening to the needs of its clients to know which direction the software needs to go."

Working with clients is vital to the success of FrameReady. "SoftTouch isn't afraid to give clients more control over how the program operates. The strength of our software lies in its flexibility. You can move easily between files, work order, contacts, invoices, etc." said Graham.

Life for a company not using FrameReady would be muddled with unnecessary excess labor, Graham said, "If they are not computerized, they are working much harder than they need to; using pricing charts and calculators, hand writing each order and duplicating efforts. There is the possibility of inconsistent pricing, missed items, errors in calculations and loss of customer confidence."

FrameReady tries to mitigate the margin of error and increase efficiency. "The concern is to develop technology that enhances the creative aspect of design rather than confining it," she added.

To have a more interactive relationship with its clients, SoftTouch uses its Web site, www.frameready.com, as an extension of its sales and support staff. The Web Master Neil Fraleigh is constantly looking at ways to improve the site. The site is a cyber environment where clients can link to the site for vendor pricing, software upgrades, downloadable help sheets and the FrameReady Forum, a space dedicated to clients to talk to each other and share ideas on how to use the software and resources that work well with it.

This focus on clientele has garnered positive response. Monika Lee, president and c.e.o. of Artistry International Inc. said in a letter, "The FrameReady program has completely modernized our method of processing customer orders. Countless hours have been saved thanks to this software."

With the framing industry slowly increasing its technology base, SoftTouch would like to conduct more hands-on training to ensure that its clients get the most benefit out of using the software. "The added advantage is to put faces to names and voices you recognize. It's like a reunion when you finally get to meet the people with whom you have built a relationship," said Graham.

FrameReady Version 4.2 was released in January, and Version 4.3 is currently in development. The latest version offers more flexibility and opportunities for owner customization and control. The software costs $975 with 90 days of free technical support, a reference manual, and first-year annual subscription (with a $150 U.S. renewal fee). A 60-day trial period for the software is also available from the Web site.

Bert de Roo has since left his full-time job to run SoftTouch and Evelyn closed her frame shop to help with the company as well. Graham said, "Although the company has grown over the years, we feel it is important to never lose that personal touch yet maintain a professional image. All of us believe that quality is a commitment we have made to our clients."

SoftTouch at a Glance

FACTS & FIGURES

* Bert de Roo still has the first frame he ever made in community college hanging in his home.

* SoftTouch Solutions is run only by three people: Bert de Roo, Evelyn Ward de Roo and Carol Graham. They hope to hire a fourth person this year.

* Evelyn tested revised versions of FrameReady in her frame shop, The Master's Touch in Petrolia, Ontario, before closing it in 2001 to join SoftTouch full-time.

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