Vistaprint 2007 Annual Report Download - page 13

also developed a scalable capability to address the market of customers who choose to order
customized products and services through retail environments such as office superstores, or
small print and copy storefronts.
Increase Sales to Existing Customers
We seek to increase the lifetime value we receive from a customer by expanding our product and
service offerings, increasing up-selling and cross-selling efforts and continuing to improve and
streamline our design and ordering processes. We currently generate a majority of our revenues from
returning customers, and typically realize higher average order values from these customers compared
to first time customers. We intend to continue to focus our efforts on improving and integrating the
entire customer experience, from the customer’s first visit to our website through the customer’s receipt
of the finished printed product or service. We believe that this direct sales and customer relationship
model eliminates inefficiencies and intermediaries that can detract from the overall customer
experience and drive up costs, and enables us to more effectively attract and retain customers.
Expand Product and Service Offerings
We launched the VistaPrint.com website in 2000 selling only a limited selection of business
cards. Since that time, we have extended our product and service offerings to cover a wide array of
additional business and consumer products and services. During fiscal year 2007, we added sticky
notes, envelopes, note pads, T-Shirts, mailing services, creative services, and other offerings. In
addition, for customers in English-speaking markets, we offer live, telephone based customer support.
We plan to continue to expand and enhance our product and service offerings in order to provide a
greater selection to our existing customers and to attract new customers seeking different products and
services.
Extend Technology Leadership
We believe that technological innovation and the investment we have made in our technology
development efforts have been among the principal drivers of our success to date. We hold 13
United States patents, two European patents and one French patent and have more than 40 patent
applications pending in the United States and other countries and have developed extensive amounts
of proprietary software. We believe that the quality of our technology gives us an advantage over our
competitors and we intend to continue developing our proprietary software technology to maintain that
advantage. We have designed our technologies to accommodate planned growth in the number of
customer visits, orders, and service and product offerings, with little additional effort other than adding
servers and other hardware. We intend to continue to invest in enhancing and refining our existing
technologies, creating new technologies, and protecting our proprietary rights. We believe that this
investment in technology development will drive further expansion of our service and product offerings,
improve the customer’s experience in designing and ordering printed products, and improve
efficiencies in our production of products and delivery of services.
Enhance Product Quality
By continuously striving to enhance the quality of our products and to manufacture products
faster and more efficiently, we believe that we can both increase customer satisfaction and retention
and improve our cost efficiencies. We have specifically designed our print manufacturing operations for
efficiency and integration with our automated systems. We have implemented rigorous quality controls
for our products, but we intend to continue to improve the efficiency and quality of our print
manufacturing operations through employee training, technological developments and process
improvements.
Form 10-K
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