I don't think that there's an easy way within iPhoto for anyone to order a book other than yourself .. and I don't recall if you can redirect its shipment or not.
What might be a possiblity is that there **might** be some useful integration with the new iBook writer stuff such that an iPhoto book project might be able to be "published" into an iBook, and I believe that they do have a way of self-publishing in this regards - - but I'm not sure if that's into a hardcopy form like iPhoto will provide ... I suspect not, but its probably worth a check.
Another alternative for you would be to "print" your iPhoto book and port it over and create a PDF. You can then split this PDF into individual pages. From here, you can then export each page into a generic 3rd party photo book printing service, which could either be where you place an order for 10 copies - - or ou can look for one of the self-published book publishing houses that are online - these services often have a UI which allows people (the public) to buy "print to order" copies of your book with their own credit card.
Its been awhile since I've looked into these sorts of 3rd party services; please let us know what you find (and I expect that some other posters will hopefully join in to comment on specific ones they've used, good/bad, etc).
-hh
