PRICING VARIABLE PRINTING — CASHING IN ON VDP
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Pricing issues are due to little experience and lack of exposure to other pricing models that fit this emerging industry better. In fact, if most current providers understood their real exposure and the meager value they have placed on it, they would be even more disappointed in their results.
Many of new entrants have no experience in pricing their services based on the value they provide within the marketplace and the risk they are assuming by providing these services. In many cases, providers are under-pricing their offerings by at least 50 percent. Owners and managers of these businesses have little or no experience in establishing value for the most important element of VDP—the “V” (variable content).
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Jim Liszewski
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