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Wall St. Journal Case Study – A Human Touch For Online Customers – Printing for Less in Livingston, Montana

THE PROBLEM: Striking the best balance between human and online interaction with customers.

Andrew Field was fly-fishing in the Yellowstone River in Montana one day when his fishing buddy lamented that the print shop he worked for was shutting down. Intrigued by a new challenge, Mr. Field decided to launch a print shop of his own.

He and his wife had moved to Livingston, Mont., from the Twin Cities in 1990 to enjoy the sports and scenery, and they ran a small chemicals business. But Mr. Field had worked previously in printing, and he envisioned a new enterprise printing brochures and catalogs to small-business owners across the state.

He started in 1996 with six people and $500,000 in equipment. Two years later, sales were about $50,000 a month — roughly break-even — but growth appeared limited. "Montana has more cows than print buyers," Mr. Field says.

PrintingForLess.com http://printingforless.com/

By PAULETTE THOMAS

From The Wall Street Journal Online

Full Story: http://www.startupjournal.com/columnists/casestudy/20051214-casestudy.html?sjcontent=mail

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