Photo Books : Never Too Late for Profits

“We don’t believe we can compete effectively with the five or six (national) organizations out there; they’re buying up market share,” Cayo adds. “Shutterfly spends between $8 and $10 a user to get them signed up. It’s very expensive to go out and try to buy that business, so our approach is more toward developing vertical markets and targeting those marketplaces. That’s why we’re required to use different templates, to find an inexpensive way to build a landing page for the affinity group.”