Branding Together: How Print on Demand Is Reshaping the Industry
Maddy Alcala, president of Gooten, discusses the rise of print on demand and gives her best advice for print and promo professionals who want to implement the technology.
Forget about the dog days of summer. Branding Together Co-hosts Theresa Hegel and Cassie Green have their eyes on the end-of-year hustle and bustle, with tips on how print and promo professionals can manage their businesses during the busy season. Guest Maddy Alcala, president of print-on-demand (POD) fulfillment company Gooten, gets candid about the POD boom and how it’s changing the landscape of logoed goods.
The episode ends with a fun segment on alternative meanings for POD.
Mentioned in this month’s episode:
- 2025 Counselor Awards
- ASI Chicago 2025: The Industry Is ‘Geared Up To Finish Strong’
- Registration for PRINTING United Expo is open
- Landa Digital Printing Gets Reprieve From Israeli Court To Find Buyer or New Investor
Key Takeaways
• Maddy Alcala entered the print-on-demand (POD) industry by chance, transitioning from a finance role at BlackRock to joining Gooten as its first customer success representative. She built sales and account management functions before becoming president in 2021 to lead a Series A fundraising effort.
• Alcala attributes POD’s growth to its flexibility, the rise of e-commerce, democratization of content creation and businesses’ need for agile supply chains amid global uncertainties such as tariffs and trade disruptions.
• She sees POD as still emerging in promo, with potential to replace large minimum orders with “order-what-you-need-when-you-need-it” models. The focus is on flexibility and eliminating inefficiencies without being tied to outdated production methods.
• Different print sectors define POD differently: In promo, it means flexible, low-minimum ordering; in apparel, it’s often seen as one-off customization; in commercial printing, it leans toward digital production, small runs and personalization. Alcala views POD as a broader supply chain and production strategy adaptable across industries.
• POD reduces overproduction and waste by manufacturing only after an order is placed, often producing closer to the end-customer to cut transportation emissions. Industry-wide advances in machinery, inks and processes further enhance sustainability.
• Businesses new to POD should invest in education, networking and understanding evolving technology. Alcala stresses attending trade shows if possible, seeking diverse perspectives and leveraging the industry’s openness to knowledge sharing.
• A key success factor is integrating technology into POD operations from the start. Without proper order management, integration and scalability planning, POD risks becoming an inefficient, isolated workflow.
• Alcala advises entering POD with the expectation of success, making early strategic decisions that support growth, and avoiding manual, labor-intensive processes that hinder scaling.