“Ten bucks for a Yearbook! For the additional cost of a piece of pizza and a Coke I can buy my Yearbook? Can’t be much of a Yearbook for that price… I’ll pass!”
I am apprehensive that some of you in the market place will think like that. I fought with my Team Members to keep the price of a YearBoxx down to $9.99. They said “The industry average cost for a Yearbook is $72, why not charge $20, that would still be a great buy?” And they would be right, twenty bucks would be a great buy. As a matter of fact, in the focus groups I ran last year, students were saying that they would be willing to pay from between $20 to $60… why did I decide on ten?
There are a few reasons. Firstly, I know people love their Yearbooks and I think a lot of people love print Yearbooks… I do. However, a fully Digital, Cloud-Based Yearbook is wonderfully exciting and new. It is going to redefine what Yearbooks are. However, I didn’t want all of you print Yearbook lovers have to make a difficult decision as to which Yearbook to buy, the print or Digital one. By pricing it at the cost of that piece of pizza and a Coke, you all can afford both! This pleases me. I don’t want the print companies to worry about lower sales. I have lots of friends who are Yearbook Reps.
The second reason I want to keep the price so stunningly affordable is because there are, increasingly, more students who simply cannot afford a print book. We are diversifying as a country and many cities are seeing an increasing number of people emigrating to America looking for a better life and many of these people are bringing their children. Seventy-two dollars for a Yearbook can be a heck of a strain for them. Ten dollars may not be.
The third reason I can charge $9.99 is that YearBoxx will actually be making money! We won’t be making the kind of money the print companies are making per school; however, we are not greedy. This pricing strategy is a win for both our customers and us!
We at YearBoxx are very proud to take the Yearbook to the next and inevitable technological step and to offer it at a delightfully reasonable price.
