Killian uses sports events as an example to support his belief that people are willing to pay more under certain circumstances. Higher prices at sports events don't stop people from purchasing licensed products. If his theory is to work, however, the content Web sites on which CustomFan is offered have to inspire the same level of passion in the consumer for the merchandise as a live game. Because each garment is finished on demand, the apparel customized through CustomFan takes five working days to produce. To help their customers understand the time it takes to receive their order, FanBuzz has placed 15 webcams in its factory, each located at a different step in the process.
Customers can go on the site to view their product during the manufacturing process.
One might wonder where a dot-com has found the money to make the investment in such an endeavor. It turns out that FanBuzz has been profitable for almost four years. Killian said that the company was built out of cash flow. This was 3.5 years after FanBuzz reached profitability. FanBuzz is no longer a start-up.