A wealthy and wise merchant rode into town in search of a craftsman who could design a website for his company. The merchant had heard that having a website would enable him to reach marketplaces in far-off lands, and that he could profit handsomely. He also knew that he would need to spend some money before he could make money. He had not become a wealthy merchant by spending money foolishly, so he determined to shop around and compare the offerings of the town’s two web design shops.
The merchant stepped into the first shop, told the proprietor that he needed a website, and asked how much such a device would cost.
“One thousand gold pieces,” was the prompt response from the webmaster. “Best price in town. Time is money, you know, so we’ll get started on it right away and have it delivered to your door in one week.”
The merchant was impressed. The price sounded very reasonable based on the research he had done beforehand, plus the webmaster seemed to understand the value of his time as a business man. And having it ready so quickly would mean that he could be up and running and doing business before his competitors even knew what hit them.
Feeling very good about his prospects already, he strode confidently into the second shop. “Your competition across the street can build me a website in one week for a thousand gold pieces,” he announced, chin elevated just ever-so-slightly. “Think you can do any better?”
The proprietor considered that for a moment, then replied “Of course. But it will cost you five times as much, and take five times as long.”
“What?” The merchant, who had been leafing absently through the brochures and printed portfolio samples displayed on the proprietor’s desk, snapped upward with a start and nearly scattered papers all over the room. “I asked if you could do better! How is five times as much and five times as long a better deal for ME?” He turned and started to leave.
“Because we’ll put at least five times the effort into it,” the designer continued. “Time is money, you know, and it takes time to do things right. Five times the effort spent to learn about your business and the challenges you face. Five times the research into your market, your competition, and the trends you need to get in front of. Five times the amount of sketching, prototyping, concepting, and planning. And five times the communication with you so that you’re satisfied that the end result is exactly as you need.”
Now it was the merchant’s turn to consider. Being a very wise merchant, he knew that you usually get what you pay for. Still, five thousand gold pieces was a big investment, even in those days. “So, will you guarantee that if I hire you, I’ll generate five times the profit than if I go with the other guy?”
“No, I can’t guarantee that. All I can do is ask you this: As an obviously wise merchant, which do you think is likely to be more profitable over the long term? The quick-and cheap website, or the site that’s been carefully calibrated to your unique requirements?”
As the merchant rode towards home, he know that he would sleep well that night, having made the wise decision.
My question to you, wise reader, is which web design shop did the merchant choose?
