VDP Supplement: Hard Lessons Learned

While this can happen, this is only if the application actually generates the high levels of print volumes you anticipate—and generates them consistently over time.

One highly successful Web-to-print provider learned this lesson the hard way. Working with a Fortune 500 company, it developed a very powerful application with seemingly unlimited potential. But the client didn’t market the product internally, so the anticipated print revenues didn’t materialize. At the end of the year, the print provider had a huge investment in maintenance and insufficient revenue to cover them.