VISTAPRINT — SMALL ORDERS MEAN BIG BUSINESS
Testing Best Practices
“If you look back at when we began our real investment in our content, and growth from a revenue standpoint—while I’ve never looked at the data points—I suspect they coincide with one another,” Connors says. “We’ve developed a test infrastructure; we’re constantly running them on our site. We have an analytics group that spends a fair amount of time looking at what templates people choose, and then we prioritize them.”
• Software that is used to automate the back end of the workflow, from JDF-type files and PDFs that are cycling through, to the disaggregation process following printing.
“Because we do millions and millions of orders per year, we’re able to amortize the cost of that technology down to a few dollars per order,” Keane reveals.
Keane chose to go public in 2005 as another way of generating even more capital to invest in VistaPrint. Six Roland 700 series machines have been added in the past 18 months, and VistaPrint lays claim to being the first North American installation of MAN Roland’s InLineFoiler Prindor foil printing solution. Also, a 92,000-square-foot addition to the Windsor facility is expected to be completed by the end of 2006.
The $100 million reaped from the IPO helped improve its balance sheet, as well. “We’re in a business where the bigger we get, the more advantages of scale that we have,” Keane adds. “Our going public was part of a multi-pronged strategy to raise competitive barriers in the field within the specific segments of the printing market we have targeted.”
Keane refuses to stray from his master plan of catering to small businesses. He believes that by “sticking to our knitting,” VistaPrint can continue to dominate its space with further technology investments that enhance its product and service offerings. The company has rolled out as many as 10 new products in recent years, from rubber stamps to note cards and foil-stamped products.