“We set the smaller stores up with a Web-based ordering system. It’s all branded through them, we just become a printing factory,” says Woodland, who is still open to adding more fulfillment partners. In addition to signing up other camera shops, he’s recently begun approaching software and Internet-based companies as well. “There’s a scrapbook software company called MemoryMixer which allows people to create customized scrapbook pages very quickly on the computer. I called them too.”
That call led to a deal allowing Dan’s to do all the printing (including those profitable 12x12’s) for MemoryMixer customers. So, when scrapbookers go to the MemoryMixer Web site, www.memorymixer.com/printservice, they’ll find a system that allows them to upload their customized files and a print order page that links, unbeknownst to them, to Dan’s lab. “Simply … watch your mailbox,” says the site. Dan’s sends the prints right to the homes of MemoryMixer customers all over the country.
Other “cooperatition” deals involve businesses closer to Dan’s Lehigh Valley home. The Allentown area has, in recent years, become a bedroom community for New York and northern New Jersey professionals, affluent customers who are so technically sophisticated that they are actually hard to reach with traditional marketing tactics like local newspaper ads or even local radio and TV spots (the newcomers tend to subscribe to satellite radio and TV instead). So Woodland has been looking for ways to reach them where they live, and often that’s in shopping centers.