As a stereotypical middle-class family, we have two cars. My neighbour only has one. But his is a Bentley Continental GT and in a game of top trumps his Bentley will always beat the pickup truck and the Mazda SUV that frequent my drive.
I drive an old pickup because we seem to spend all our money buying really expensive printers. Last year we had a new EFI FabriVU installed for dye-sublimation printing onto textiles. We had the production environment humidity-controlled and if you've ever been to Disney in Florida, think the fine mist sprays that cool you down - but on an industrial scale. The purpose of this incredibly expensive humidity system is to reduce static in the textile printing process, which as a result gives a sharper print quality, on a machine that is already considered to be the Rolls Royce of fabric printing. And boy does it work.
We've entered into the fabric market because the cost to entry for the jobbing printer is extremely high. You can buy a small dye sub printer but what they don't tell you is that you'll need a calendar unit which, I can almost guarantee your building won't have the electrical capacity to run, as well as a humidity system and a team of sewing machinists to rival Armani.
By doing it properly, the Venture way, we can share our economies of scale and give our print trade customers an easy route to this lucrative market and another revenue stream.
Prior to buying the FabriVU we did some market research on the entry level dye-sub printers available, but the speed and print quality of these machines were nowhere near what the VUTEk produces. In fact, we would have had to buy at least ten to do the volumes the FabriVU does, and still not match the quality.
To continue the automotive analogy a Rolls Royce will always eclipse a carpark full of Nissan Micras.