(Phoenix, AZ) Until now, most entrepreneurs were stopped dead in their tracks when they considered the idea of full color custom T-shirts or apparel for their business.

As entrepreneurs we have all looked into custom shirts and found that anything other than a one-color logo printed on a shirt was nothing less than cost prohibitive. Color logos were only a dream.

That very barrier to low cost full color custom apparel in small quantities led two Phoenix, Arizona, entrepreneurs on a mission to find a way to get the apparel they needed without literally breaking the bank.

"It was insane the prices that screen printers wanted for a few shirts with a multi-color logo. And the heat transfer shirts that some companies were offering were just hideous. We spent a year investigating everything we could including emerging technologies," says Daniel Thompson, co-owner of City Boy Tees.

The search for low cost shirts took the entrepreneurs on a journey that lasted almost a year, when they discovered an emerging technology that allowed for printing photo quality "ink directly to shirt" in quantities as few as one shirt with a price point that was an option for smaller businesses and home based businesses.

What they discovered was that their need for low cost full color shirts was really the normal for other businesses.

Today CityBoyTees.com prints custom full color T-shirts for small businesses, artists, "You name it we have probably printed it. You know, even authors want a shirt or two with their book cover printed on it. We took a risk and it's paying off because there's been a whole un-served market," says Tim Hoffmann, co-owner of City Boy Tees.

Making the ordering process simple was the next step. "Everything is electronic. A customer orders. Sends us their electronic image and they usually have shirts within a week. It's that quick, with no setup charges, no extras. We designed the business from the frame of mind of 'What kind of customer experience would we like to have?'" Thompson says.

"We never intended to go into the full color custom T-shirt printing business. It just happened, like so many other good things in life. But to see how we help other business owners on a daily business makes for a pretty rewarding day - every day! I mean, we can print full color shirts for a customer for about $10.00 each when they order 20 shirts. That's dirt cheap," said Hoffmann.

Obstacles bring opportunities.