SpecialtySoft makes technology easy for framers; SpecialtySoft creates frame shop software molded to user specifications

Art Business News, April, 2003 by Kevin Lo

Representatives of SpecialtySoft are at the beck and call of their customers. Developed in 1994 and marketed since 1996, SpecialtySoft has developed point-of-purchase software specially molded to client specifications.

In 1991, Jeff King, senior vice president of research and development, purchased The King's Custom Framing, a custom picture framing business in Pinehurst, N.C., which was and still is used as a testing ground for SpecialtySoft software. King's computer science and accounting background coupled with the experience of running a frame shop enabled the founding partners, King, Jeannette King and Tom Booher, to create software sensitive to the needs of flame shop owners and their businesses.

"We wanted a product that was very easy to use and was written based on customer feedback and from a business perspective," said Jeannette.

SpecialtySoft offers a range of five products for any size frame shop:

* SpecialtySoft Lite is an entry-level frame write-up and pricing software package for $495. The software maintains a comprehensive customer list with sort capabilities and mailing labels. Also included is an inventory management system with purchase-order, electronic ordering and barcode software.

* SpecialtySoft Full Framing offers the price-conscious flame shop a comprehensive framing package without point-of-sale capabilities for $695. The Full Framing software includes all the features of SpecialtySoft Lite as well as customer history and barcoding capabilities. It is also network ready and interfaces with computerized matcutters and Quickbooks.

* SpecialtySoft POS is the original and most popular SpecialtySoft product. It offers a comprehensive retail point-of-sale and shop management tool and costs $1,195.

* SpecialtySoft Commercial, the newest product, targets commercial and wholesale framers, providing inventory management with a purchase-order system. This software is priced on a customer-to-customer basis.

* SpecialtySoft Corporate offers expanded capabilities for the multi-site user. It brings production and financial information from each location to headquarters for centralized production and tracking.

The products also interface with Eclipse, Fletcher 6100 and Wizard matcutters, and with Quickbooks, which reduces transposing errors.

The newest release, SpecialtySoft version 2.8, includes basic features such as frame write-up and pricing, extensive discounting capabilities, customer history and barcode capabilities and inventory management with purchase-order and electronic ordering. Unique to SpecialtySoft 2.8 is the enhanced computerized matcutter interface, which allows intricate mat design at the design counter. Also, user screens have been enhanced to be more intuitive with a variety of sort capabilities and the ability to change fonts.

SpecialtySoft believes automating a frame shop is beneficial to both small and large shops. So, as a company, grows SpecialtySoft software can adapt. Customers can upgrade to a more feature-rich product at any time. The company offers classes and presentations at trade shows around the country on how and why a frame shop should automate.

Olivia Shaw, director of sales, said, "[The software] is simple to use because the user can configure it any way they like. They can just pick which stations they want to use. The user interface on each station is very simple. We usually assist with the set-up." SpecialySoft also offers a video training tutorial included on the CD with the software.

Jeannette added, "What they used to spend hours doing can now be done in a matter of minutes. One thing we've been able to do with our software is make it very flexible. Two different customers who do things differently can set the software up differently to operate the way they want to operate."

SpecialtySoft's goal is to provide software products and services that will directly contribute to a customer's overall business success in the marketplace. The company's users directly affect the evolution of the software.

"We've always viewed our customers as our most valued business resource. When our customers buy our software, there is a partnership created. Our role in that partnership is to provide them the most technologically advanced method of getting business information so they can manage their businesses," said Shaw. "That's one of the reasons we keep our custom picture frame shop. It enables us to keep our fingers on the pulse of the industry. When we develop, we try to keep our customers in mind first and foremost."

Customers also receive weekly e-mails with information about the latest vendor updates. With a huge central database listing three to four thousand mouldings per vendor and the ability to track everything in their system, clients can rely on SpecialtySoft for a quick snapshot of changes in the industry and answers to just about any of their questions. Also, SpecialtySoft has the advantage of offering vendor information quickly and easily with immediate access through the Internet. The company has also been able to respond to and offer electronic ordering capabilities in the market.