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He took three important steps to make that vision a reality. First, he upgraded his two-color printing capability to four-color with the acquisition of a four-color press. He chose that route because he planned to focus on short-run color work, and he didn’t want to introduce the complexity of conventional four-color printing into the business. Second, he launched a new Internet-based business called DiggyPOD. And, finally, he invested in the purchase of search engine keywords to drive traffic to his site. His results? He reports that it was like turning on a faucet, and overnight new sales were coming in via the Internet.
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