"Managing Expectations" sounds like a corporate buzzword, while a guy in a suit points a stick at a chart and screams "SYNERGY" at a room filled with barely conscious executives.

What it actually means is this:  When you make a sale, your customer has no idea what is going to happen next, unless you TELL them!  As far as they know, you live next door, and you're on your way to deliver that item as soon as the payment clears.

The reality is that Print on Demand products have "lead time", which is the time it takes to actually print the item.  During the Holiday rush, which is about the 1st of November till Mid-December, that lead time stretches out to 2 weeks or more, which can be problematic when you are dealing with customers who can now get their stuff in two day for free with Amazon Prime.  Learn how to make these problems into a strength for your business by communicating certain things to your potential customers.