Woot you having vmrl exporter!
The mtl file(Material Texture Library file is why SW cannot use the texture and materials you assign, it cannot read it. The model needs to be UV unwrapped for the texture to print properly. Now if you just want the material colors you assign, or vertex painting to show up on the product, no UV unmapping is necessary.
Remember also that for a color upload, SW will scale the model to where the bounding box values will be in meters. You will have to scale it by .001.
So just scale it, export the vrml, select the file and texture file, zip both together into 1 compressed file, upload it. You can always load a stl into Netfabb to get its true bounding box dimensions. If you are using Inches for dimensions, some math might be required to turn the value from inch to cm, to get the proper bounding box values. An inch 1x1x1 cube would be the same as an cm 25.4 x 25.4 x 25.4 cube. This is something to check if bounding box dimensions appear odd if you open it in Nettfabb. Also if you did not scale it, if its bb dimensions were 1 x 1 x1, and you scaled this by .001, you are going to get some really odd upload errors, a cube mm 1 x 1x 1.
Keith