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3. Obtain a database of prospects. Preferably, find one with rankings, or independently locate a listing in a business magazine or through the appropriate trade association. It may make sense to join the association, providing useful credibility for later presentations.
4. Test the concept by offering it on that basis. Forget cost-plus, upfront pricing and, instead, commence the program as a co-op, 50-50—their seed money and your printing plus a gain-share split of the retention savings. RI Communications, New York, uses this method with “destination” clients by collecting an upfront co-development fee and a back-end royalty/commission combination. In economics, we call this opportunity-cost pricing.
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