Vistaprint 2007 Annual Report Download - page 9

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We believe that the small business and consumer markets have been underserved by expensive
traditional printing and graphic design alternatives. We also believe there is a significant advantage to
combining the Internet’s ability to reach these highly fragmented markets with an integrated graphic
design and printing process that can rapidly deliver sophisticated, high-quality printed products while
aggregating individual orders to achieve the economies of scale necessary to provide these products
at affordable prices.
The VistaPrint Solution
We have developed a direct-to-customer solution using proprietary Internet-based software
technologies to standardize, automate and integrate the entire graphic design and print process, from
design conceptualization through finished product shipment. Automation and integration allow us to
provide high-quality graphic design and customized print products and services at affordable prices for
the small business and consumer markets.
Advanced Proprietary Technology
We rely on our advanced proprietary technology to market to, attract and retain our customers,
enable customers to create graphic designs and place orders on our websites, and aggregate and
simultaneously print multiple orders from all over the world. Our design and document creation
technologies enable customers, by themselves or together with the assistance of our design support
staff, to design and create high-quality printed materials from their home or office. Our pre-press and
print production technologies efficiently process and aggregate customer orders, prepare orders for
high resolution printing and maintain and manage production, addressing and shipment of these
orders. We use our marketing technologies to test changes to our websites and new product offers so
as to enhance our offerings and customer value proposition. In addition, as part of the order and
checkout process, we automatically generate and display additional products incorporating the
customer’s design, facilitating the sale of related products and services.
High-Volume, Standardized and Scalable Processes
Our high-volume, standardized, scalable design and print processes are driven by sophisticated
proprietary software. Our document and design creation technologies are architected to use the
processing power of the customer’s computer rather than our servers. This Internet-based architecture
makes our applications scalable and offers our customers fast system responsiveness when they are
editing their document designs.
Our pre-press and print production technologies for aggregating print jobs are designed to readily
scale as the number of print orders received per day increases. As more individual print jobs are
received, the similar jobs can be aggregated and moved to the printing system more efficiently, thereby
optimizing the use of the printing equipment and increasing overall system throughput. Our proprietary
workflow and production management software allows us to deliver final products to customers in as
few as three days. We believe that our strategy of seeking to automate and systematize our service
and product production systems enables us to reach and serve small-scale customers more effectively
than our competitors.
Form 10-K
5