While Dale Wilson was still in college, he worked in his friend's tiny print shop in Santa Barbara with the funny name: Kinko's.
Wilson soon became manager of Paul Orfalea's first store, and began learning the trade. After graduation, he decided to open his own print shop and called it The Alternative, as it was the only other quick print shop in town.
The firm prospered but, despite its growth, Wilson had a problem. The company offered both copying and 2-color printing, but was constantly being undercut in price by Kinko's. Worse, walk-in traffic took up an inordinate amount of its employees' time for their onesy-twosy copy requirements.
Dale Wilson needed to redefine his business.
The Grede Company recommended that Wilson sell the smaller copy machines used by walk-in customers, and begin focusing solely on commercial business, outpacing Kinko's in that market niche.
To emphasize this change in focus, The Grede Company re-branded the firm as Wilson Printing.
The company has grown to become the 81st largest quick print shop in the U.S. (according to Quick Print magazine).