Break into the Personalization Industry Without a Big Investment

Vince DiCecco is a dynamic and sought-after seminar speaker and author, with particular interest in business management/development and marketing subjects. With over 20 years experience in sales, marketing and training, he is presently an independent consultant to businesses looking to sharpen their competitive edge. Vince addresses a wide range of topics focused on nurturing customer loyalty while improving profitability. He may be reached via email at

Let’s say your forté is in design and you create a series of unique, trademark-worthy designs that look fantastic laser engraved onto a wide variety of substrates, but you don’t have the right equipment. After showing the concept to several prospective customers, they express a strong interest in placing an order. You take sizeable orders from several clients, have the pieces produced by a contractor, upcharge the job, and pocket the profit.

After several iterations of such transactions — and the gradual building of a stable customer base — you should have enough seed money to backward-integrate and tool up to produce the pieces yourself. I know this is easier said than done, but the advantage here is not having to shell out a large sum of money from the get-go.

—Vince DiCecco, Your Personal Business Trainer