In March 2023, the owner and managing director of PrintOxe struggled to find a way forward that would help the business recover from its declining profitability. PrintOxe was among the longest-standing e-commerce sellers of compatible printer accessories in Canada. For several years, PrintOxe reached millions of dollars in revenues and six-figure profits. But fierce competition due to the market’s ease of entry, coupled with the harsh supply chain issues caused by the COVID-19 pandemic, caused PrintOxe to see its first unprofitable year in 2022. As a result, PrintOxe considered replacing its floundering 3D printer filament product line with a new product and utilizing advertising to improve the company’s visibility and revenues.
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