It drives me nuts to read threads like this about people getting into producing sign work. They leave out all the main factors they need. Going into a new shop all the hand tools needed, Different cleaners, Different install materials and applicator let alone having to learn something completely different. Wide format printers are a whole new animal. I had always done screen printing and my boss wanted to get into digital printing. A local shop was closing so we bought the laminater, plotter and mutoh 1324 printer. If you search for my threads you can take a look at the nightmare i went through in rebuilding this printer. New lines, ink, fuse, encoder, cleaning and doing multiple head soaks and so on. The printer now runs rather good but still have a nozzle that will not fire right but i make up for it when i design to compensate b/c i know exactly how it is going to act and no one ever knows the difference.
There are a ton of cost factors when pricing jobs. Its funny to hear a price someone is quoted from another shop. I told my boss not long ago about a new shop that was way undercutting other shops but were doing decent work. A little rushed but decent. It wasnt a year later and the shop had everything for sale due to going out of business. They where not figuring everything into thier hourly shop rate and or working for free so not being able to cover the bills.
I have seen a lot of shops do this. I really wish they would pay attention to finances and ROI and learn how to successfully run a business and manage a business before they dive in. Most people only manage a small amount of money and do not have the stress and time deadlines they do before opening a print shop. Even coming from a solid color vinyl shop there is a huge difference in the economy and the clients.
Anyways thats my .01 cent worth...