Many thanks to the thousands of you who have already ordered our new ImageWrap books! We’ve seen the first ones come off the line and they look spectacular; we hope you like them, too.
Since there have been several comments on my last post, I want to weigh in on our recent price increase. By the way, I have yet to meet a person who likes price increases, all of us at Blurb included. Here’s a bit more background …
As mentioned previously, costs have gone up across our entire print network. In addition, until a few weeks ago we were managing 110 unique price points. The introduction of ImageWrap, Custom Logo Upgrade, and Custom Workflow has exploded our pricing table to more than 600 combinations. Clearly we needed a more systematic way to calculate price combinations in real-time, and this system had to be designed to scale. Thus the new pricing table was born.
We looked at actual historical bookmaking data to make sure that we were spreading the increases as evenly and fairly as possible. That said, it’s still imperfect. Here are a few data points behind the numbers:
The average weighted price increase across all book sizes and types is 3.7%
The average weighted price increase across 8×10 Hardcover books is 5.58%
The vast majority of 8×10 Hardcover volume falls into brackets that increased 3% or less
We did an analysis of all the book types and sizes produced last year and 48% were not impacted at all by the new pricing
There was only one real oddity out of the 600+ combinations, and naturally this single price point has driven most comments. This price point increased by 25% as a result of its low price in the previous pricing model. In the previous model, our 8×10 Hardcover book increased only $1.00 between the 80-120pp and 120-160pp tiers, where all other price tiers typically increased by $4.00 – $5.00 in these ranges. So our 8×10 books have been priced unusually low for the past two-plus years. When the new pricing system took effect, this price point was finally brought in line with the others.
In the interest of transparency and full disclosure there were only four other price points that increased by greater than 15%.
We work very hard to create a high-quality offering at very competitive prices, and to be an open and honest company. I realize that information is not a panacea for the increases themselves – but I want to make sure that you know these decisions are made very, very carefully. As with so many things in life, some will be unhappy, some will be neutral, and some others will be delighted. (Many customers have thanked us for new lower prices – especially with Custom Logo Upgrade.)
Thanks for your continued business – and watch this space for additional great stuff later this summer.
Eileen Gittins, founder and CEO, Blurb