Dscoop Robert-Fletcher-Selfpublishing
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Self-Publishing
A Global Overview
Robert Fletcher, Chairman
Publish On Demand Global
Strategic Book Publishing & Rights Agency
Author Marketing Ideas
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Goal of Presentation
* Explain how self-publishing fits into a
digital publishing strategy.
* Explain the basics and mechanics of the
self-publishing work flow.
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Robert Fletcher….
• Chemical Engineer – Entrepreneur since 1984
• Not from book industry – spot new trends and new ways of business.
• “Born Digital” everything we do is digital, POD, etc.
• 5000 self-published authors now and adding approx. 20 titles per week, with about 50 full time people (100 part time).
• Digital aggregator – Building IPN-POD “Independent Publishing Network for POD”. Asia focus.
• Consultant
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Self-Publishing Facts
• Currently the Western self-publishing industry is
producing about 400,000 titles annually.
• Average number of sales per author is 300 books.
• According to Ingram/LSI - Average print run is less
than 5 books (1.6 books per title to be exact).
• Are you ready for true POD?
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“C-Level”:
Buy, Build, Partner?
• For the owners and managers:
– If you choose to get into the self-publishing business, will you build the company, buy a company, or partner with a company?
– Do I feel you can amortize/pay off POD printing equipment? Yes, especially in Asia. You have at least 10 years growth.
• You have distinct labor advantages. This is a global business.
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Self-Publishing Asia
It’s here now:
The largest self-publishing company: Penguin buys Author Solutions and opens in India and Singapore.
About Author Solutions, LLC:
Author Solutions, LLC, is a Penguin Random House company … and helped nearly 180,000 authors self-publish, promote and bring to market more than 225,000 new titles.
Author Solutions’ global reach includes imprints developed specifically for authors in Australia, New Zealand, the United Kingdom, Singapore and India.
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Self-Publishing in Asia
China- Slow for Selfpub- POD coming
online
India- Big opportunity- Penguin
Philippines- Starting
Indonesia- Large Population
Malaysia- Growing
Japan- DNP is testing
Taiwan- POD is there- Self-pub on the
way
Korea- POD is there- Self-pub on the
way.
Singapore & NZ- Penguin
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Opportunities: In-Country
Printing
• Penguin / Author Solutions – are you calling on them for In-country printing?
• Are you calling on me and others like me?
– We all have problems with shipping costs.
– We all have authors in your country
• Are you calling on your bookstores for English language POD for them?
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How To Start a
Self-Publishing Company:
• Main elements:
– Marketing
– Sales
– Operations
– Administration
– Profit
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations
– Administration
– Profit
Marketing = Get the word out:
- Existing clients- Publishers- Consumers
- New clients – You know what works- PR- Ads- Word of mouth
- My company- Old way Google Pay Per Click
(PPC) Too competitive now.- New way is organic and social
media, and existing clients.- Still get global leads
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations
– Administration
– Profit
Sales = Get the Money
- Different than marketing. Sales means closing money.
- Different mindset than marketing- Plan on long term, 1 year plus, closing
cycles.- Offer payment plans, authors are
notoriously cheap.
- My company- 1 person handles my leads.
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations (1)
– Administration
– Profit
Operations = Control
- You will need CRM/Database system(s) for this relatively complex business.
- My company- We use ACT for production and
Infusionsoft now for sales.- We use SQL for Royalty Mgt- We use SQL for eventual digital
transfer of metadata.
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations (2)
– Administration
– Profit
Operations = Functions
- Text Block: Clean up the text, make the book.
- Cover design: - Editing (great profit center)- Book Text, Back Cover- Press Releases- Ongoing Customer Service- Ongoing Royalty Management- Ongoing Book Order Management
- My company- Each of the divisions above has a
manager.
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations
– Administration
– Profit
Administration -Organization
- Text Block: Clean up the text, make the book.
- Cover design: - Editing (great profit center)- Book Text, Back Cover- Press Releases- Ongoing Customer Service- Ongoing Royalty Management- Ongoing Book Order Management
- My company- Each of the divisions above has a
manager.
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How To Start a
Self-Publishing Company:
• Here are the
main elements:
– Marketing
– Sales
– Operations
– Administration
– Profit
Profit -
- Our labor costs are about $800 USD at about $15-$20/hr.
- We recently RAISED prices from $1000 to $1795 and did not affect sales.
- Lifetime value of a client, with all services is about $2500 USD.
- Editing, changes, artwork placement, marketing services, etc.
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Global Vision
Independent POD Printing
NetworkYou send me your authors, I send you mine.