Guest Write-up by Jayden Preston
Vistaprint was founded in 1994 by Robert Keane, on the idea that there was a market for producing business cards cheaply for companies too small to order in large quantities. Through utilizing the internet, creating better software and printing technologies to make such mass customization cost effective and efficient, the business has turned out to be a huge success.
23 years later, Vistaprint has become a clear leader in mass customization of marketing materials for small businesses. It has also increased its portfolio of businesses and target markets through acquisitions and now offers thousands of products that customers can customize to their needs. It was renamed to Cimpress in 2014 to reflect their growing number of business units.
Cimpress has changed their business segmentation a number of times in the past. We look at their current segmentation below:
This is still their core business. Vistaprint currently operates globally, with a special focus on North America, Europe, Australia and New Zealand markets. Their Webs-branded business is also grouped under Vistaprint.
The target customers of Vistaprint are micro businesses, i.e. companies with fewer than 10 employees. Since they are small operations without marketing expertise, they rely heavily on the software technologies provided by Vistaprint when designing and making their marketing materials.
In FY2017, Vistaprint served 17 million micro businesses and generated $1.3 billion in revenue, representing 60% of Cimpress’s overall revenue. Adjusted net segment operating profits were $165 million, for a margin of 12.6%. This is a depressed margin though. The two-year average from FY2015 and FY2016 is higher than 17%.
2. Upload and Print
This segment is mostly built up through acquisitions. Companies/brands in this segment include: druck.at, Easyflyer, Exagroup, Pixartprinting, Printdeal, Tradeprint, and WIRmachenDRUCK businesses. These companies mostly focus on Europe.
Some companies that have more resources would look for professional graphic designers, ranging from local printers, print resellers and graphic artists to advertising agencies and other customers with professional desktop publishing skill sets, for their marketing needs. The segment focuses on serving such graphic professionals.
As a group, they generated $589 million in revenue in 2016, which is 28% of the total. Adjusted net segment operating profits were $64 million, for a margin of 10.9%
3. National Pen
This business was acquired at the end of 2016. Given its scale and vertical integration, National Pen is the leading provider of a wide array of customized writing instruments for small- and medium-sized businesses in more than 20 countries. The company also sells other promotional products, including travel mugs, water bottles, tech gadgets and trade show items.
It serves about a million small business customers through a successful direct mail marketing and telesales approach, as well as a small growing e-commerce business.
The business generates around $113 million in revenue.
4. All Other Businesses
This segment includes the recently sold Albumprinter, Most of World, and Corporate Solutions businesses. These businesses have been combined into one reportable segment based on …Read more