Capsul Expands Portfolio: Market Update and New Product Launch

Adapting to Change: Image Star’s Ongoing Commitment to Resellers

Image Star Partner Webinar

September 23, 2025

Hosted by

Anthony Thomspon, VP Sales and Marketing, TonerDudes

Carrie Erwin, National Sales Manager, Image Star

Thomas Kuzoian, Account Executive, Image Star

The office technology landscape continues to evolve. Dealers, stationers, and MSPs across the U.S. are feeling the effects of market consolidation, fierce price competition, and shifting OEM strategies—including the growing trend of direct-to-consumer sales.

At Image Star, we’ve experienced these same pressures firsthand. That’s why we’ve focused on diversifying our portfolio and expanding our family of brands—helping our partners capture new margin opportunities while remaining competitive in a rapidly changing industry.

Webinar Recap

0:00 – 2:00 | Welcome and Introductions

• Carrie Erwin opens the webinar, welcoming attendees and noting the session will be recorded.

• Introduces Image Star’s monthly webinar series.

• Sets agenda: a market update and a sneak peek into a new Capsul product launch.

2:00 – 5:00 | Market Landscape Overview

• Carrie shares insights from recent customer visits and trade shows.

• Key industry trends:

  • Market consolidation

  • Price competition

  • Tariff impacts

  • OEMs selling direct-to-consumer

• Image Star’s response: diversifying brands and expanding portfolios to help dealers protect margins and profits.

• Highlights the supportive role of Image Star’s account executives as a bridge between resellers and vendors.

5:00 – 9:00 | About Capsul: Year in Review

• Capsul is Image Star’s white-label brand focused on performance, simplicity, and value.

• Minimal advertising — resellers own the promotion and profit margins.

• Designed for SoHo (Small Office / Home Office) environments.

• Product lineup:

  • Two monochrome single-function printers (33 ppm and 40 ppm).

  • Two monochrome multifunction printers (33 ppm and 40 ppm, advanced scanning).

9:00 – 12:00 | Pricing & Margin Advantage

• Despite tariff increases, Capsul pricing has not changed — competitors have increased:

  • HP and Brother prices are notably higher.

• Cost per page comparison:

  • Capsul’s cost per page remains lower than HP and Brother.

• Margin comparison:

  • Hardware: 15–25% (Capsul) vs. 5–15% (competitors)

  • Toner: 35–50% (Capsul) vs. 5–15% (competitors)

• No rebate programs or buy-ins — resellers receive margins upfront.

12:00 – 18:00 | Reseller Testimonial – Toner Dudes

Guest Speaker: Anthony Thompson, Toner Dudes (California)

• Shares positive reseller experience with Capsul printers.

• Key highlights:

  • Simple onboarding & strong support from Image Star.

  • Chose Capsul as their first OEM product line to complement compatible toner sales.

  • Found Capsul to be a differentiator in a competitive local market.

  • Appreciates direct communication and feedback-driven product development, unlike OEMs such as HP or Brother.

  • Simple service model: defective units returned to Image Star; replacements shipped directly.

  • Uses Capsul as a “Trojan horse strategy” to open new customer conversations.

18:00 – 30:00 | New Product Launch – Wireless Keyboards & Mice

Carrie introduces the new Capsul accessories line, launching mid-October 2025.

🖱️ Essentials Line

• Bundle: Wireless keyboard + mouse

• Dealer cost: $10.99

• MSRP: $29.99 (63% margin)

• MAP: $19.99 (45% margin)

• 2.4GHz wireless, AAA battery powered.

💻 Premier Line

Higher-end, rechargeable peripherals with Bluetooth and 2.4GHz connectivity.

Product	Dealer Cost	MSRP	Margin (MSRP)	MAP	Margin (MAP)
Wireless Keyboard + Mouse	$24.99	$59.99	58%	$39.99	37.5%
Ergonomic Mouse	$24.99	$59.99	58%	$39.99	37.5%
Compact Mouse	$14.99	$34.99	57%	$24.99	40%

• Bundles available for both mouse styles with added savings.

• Warranty: 1-year for manufacturer defects.

• Support: via CapsuleOffice.com (technical support, quick-start guides, drivers, and marketing assets).

💡 Competitive Edge:

• Up to 69% customer savings vs. Logitech pricing.

• Cross-platform (Mac + Windows).

• Ideal for office refreshes and high-volume resale.

• Promotion: Buy 5, get 1 free (limited 30-day launch offer).

30:00 – 35:00 | Q&A Session

Q1: What kind of onboarding and marketing support is provided?A (Carrie): Account executives help create marketing plans, provide assets, training, and e-commerce files.All collateral is also available for self-download at CapsuleOffice.com.

Q2: How should resellers position the new accessories?A (Carrie):

• Start the conversation by simply asking customers if they need to refresh keyboards/mice.

• Use the accessories as an easy add-on or upsell during hardware refresh discussions.

• Promote the upcoming launch promotion to drive bundle sales.

35:00 – 36:00 | Closing Remarks

• Carrie thanks attendees for joining.

• Reminds them that the recording and sales materials will be shared with all registrants.

• Official launch announcement will follow mid-October.