Business Plan

Contents

Overview

Summary

This business plan summarizes the long-term approach Dausha Publishing seeks to take in self-publishing. The primary purpose is to develop multiple novel series for the purpose of glorifying God and empowering me to give more to his purpose through income replacement.

Marketing will be largely passive, seeking to use Amazon’s reach and customer delight to find the target audience. Prospective target readers conversion will be via the Amazon author and product pages, Facebook (to a lesser degree) and the Dausha Pulbishing website. Novels will use the popular self-publishing model that leverages Amazon’s Audible, CreateSpace and Kindle platforms for purchases. Use of non-Amazon platforms seeks to drive the market to those platforms, largely by making the first book of a series free.

Customer engagement will be largely email-based, with some Facebook interaction. While Twitter is in use, it requires too much activity to be relied upon.

Dausha Publishing is largely solitary, with a team of advisors who provide spiritual guidance and feedback on the beta version of new books. Others help with the production of the final version.

Goals

The following are long-term goals needed to activate this business plan.

Area Goal Timing Actions
Product Develop Next Series December 2015 Series Design
Publish Luctation July 2015 Second Draft
Publish Imbroglio November 2015 First Draft
Publish Serendipity September 2016 Design
Marketing / Sales Identify 100 Reviewers December 2015
  • Create spreadsheet
  • Generate Leads
  • Contact leads
Team Spirital Advisors December 2015
  • Generate leads
  • Approach
Beta Readers May 2016
  • Create spreadsheet
  • Generate Leads
  • Contact leads
Finances ... ... ...

Organization

Due to lack of significant profit, Dausha Publishing is viewed by the IRS as a hobby. Eventually, earnings will exceed IRS’ hobby criteria. At that point, Dausha Publishing will become an LLC.

Strategy

Strategy is provided via the Writing a Novel Series. The intent is to produce multiple novel series with an optimal length of eight novels. Each series should eight years to develop, write and publish. Series should overlap, such that there are essentially two series in production simultaneously.

Over the next 30 years, therefore, the goal is to produce four to eight novel series. The intent is to have the income equal to Author’s day job equal, enabling him to become debt-free, help his children thrive and give to God’s missions.

Marketing and Sales

Marketing will be largely passive, seeking to use Amazon’s reach and customer delight to find the target audience. Prospective target readers conversion will be via the Amazon author and product pages, Facebook (to a lesser degree) and the Dausha Pulbishing website. Novels will use the popular self-publishing model that leverages Amazon’s Audible, CreateSpace and Kindle platforms for purchases. Use of non-Amazon platforms seeks to drive the market to those platforms, largely by making the first book of a series free.

Marketing

This section provides a basic plan. I seek to follow Randy Ingermanson’s advice to market only to my Target Audience.

Resource Notes
Amazon Author Page Helps Audience find other series. Humanizes author.
Dausha.net Dausha.net will serve as the blog site for the author. The purpose of the site is to share a bit about the various series and comment respectfully on topics. The purpose is to encourage the reader to engage in the FNF and Email.
Email via MailChimp Blog posting, author vanity
Facebook Fan Page Provides Social-Media hook, primarily fed via TwitterFeed
Twitter Provides Social-Media hook, primarily fed via TwitterFeed
TwitterFeed Automatically shares blog posts to select social media (per above).

Marketing Campaigns

Reviewers. Seek reviews via The Indie Review list. (See Team)

Novel Release Party. A marketing campaign will be initated with each new novel release:

  1. Email to Targeted Audience, based on subscribers to MailChimp email list.
  2. Blog articles discussing series, characters or setting, which automatically feed to Facebook and Twitter.

Chance Engagement. Several blog articles will be posted throughout the year on various topics; hopefully of interest to the target audience. Published articles will automatically feed to Facebook and Twitter via TwitterFeed.

Sales Channels

As above, books are published both electronically and via hard-copy, as well as via audiobook. Distribution channels include:

Resource Accessible At Note
Audible Audible Creation Exchange Convert a novel series into an audiobook. Can be 5-10% of total sales.
CreateSpace Membership Dashboard ...
iBookstore (Apple) Membership Dashboard ...
Kindle Kindle Digital Publishing Dashboard ...
Nook B&N PubIt site. ...

Pricing

Pricing below is based on the model offered by Amazon. Audiobooks have a variable cost based on the length of the audio, though due to the Audible Credits ($11 per), there is a floor. Kindle books are based on the fairly standard paradigm. ePub sales are notional, the purpose of which is to drive the price of the first series book down to promote the series for the target audience. Paperback sales are also notional for the purpose of promoting Kindle series.

The assumption is that 90-5% of sales will derive from Kindle sales, with the balance being audiobook.

Format Pricing Royalty
AudioBook $15.00-30.00 $2.00-6.00 (40%, split between rights holder & producer)
Kindle / ePub $FREE / $0.99–$2.99 $0.35–$2.00
Nook / Apple ePub $FREE Note: First Book Only; Promotional
Paperback $10.00 $2.39; Promotional

Team

Dausha Publishing is largely solitary, with a team of advisors who provide spiritual guidance and feedback on the beta version of new books. Others help with the production of the final version.

Advisors

Production

Role Description
Audiobook Narrator TBD
Beta Readers/Friends of Ben. A set of (up-to 100) readers who have volunteered to become advanced readers. These will be the recipients of the Beta copy.
Cover Designer Donna Murillo, via 99 Designs
Data Management BitBucket
ISBN Service Bowker's My Identifiers
Line Editor Cara Lockwood or Cynthia Shepp
Map Artist TBD

Reviewers

The following are reviewers, some of whom were found via the Reviewers List.

There are 19 authors on the list for Sci-Fi, though there are some false positives.

ACTION: Create a reviewer tracking spreadsheet

Name Contact Notes
Dwight E. Howell ... 4-Starred Bellicose
Larry C. Holly ... 4-Starred Bellicose
Eric B ... 5-Starred Bellicose
Don McGrogan ... 5-Starred Bellicose
... ... ...

Financial Plan

Marketing Expenses

The following marketing expenses are based on a passive marketing model that engages the target audience via email.

Item Cost Notes
Domain Name $10/year Based on 2014 Receipt. Next due 2017
Website Hosting $0 Github Pages, FTW
MailChimp $0 to 2,000 subscribers MailChimp charges above 2,000 subscribers, at a rate of $200 per 10,000 or $250 per 25,000.

Production Expenses

</tr>
Item Per Book Per Series Notes
ISBN numbers $30 $240 10-ISBN Block, Consider 100-ISBN block at $5.75
Cover Design $300 $2,400 ...
Editing $750 $6,000 $125/10K @ 65,000
Ebook conversion $0 $0 Self-Convert
Copyright $35 $280
Bar codes $0 $0 $30 for software
Permissions $0 $0 Self-written
Audio Production $0 $0 Royalty Sharing, otherwise $2,000
Shipping $0 $0 POD
Review copies ... ... ...
Travel $0 $0 I'm not going anywhere.
Total: $1,115 $8,920 ...

Audio Production. When it comes to audiobooks, there are essentially three approaches. You can self-narrate, hire a narrator on a flat-fee or hire a narrator via royalty sharing. Self-narration requires substantial investment in time, training and talent, of which I have none. The cost of narration based on my target book size is $2,000. This places the break-even at 500 sales, with the flat-fee having a higher unit cost for low sales volume, and the royalty sharing a higher cost at high sales volume. Until actual sales have validated the channel, Dausha Publishing follows the royalty-sharing model.

Capital

None.

Products

This section describes the novel series developed for the purpose of this business.

Postal Marine Series

Active 2011-2016.

The Postal Marine Series is an 5-book Sci-fi dystopian set in a distant-future human autocracy. The primary purpose of this series is to teach myself how to develop and self-publish a fiction series.

Target Audience: What fantasy am I creating/indulging in this series?

The basic premise of PMS is that man is morally unchanged after 2,000 years, and aristocracy is the natural government of humanity. Bophendze experiences the brutality and corruption inherent in the system, and while he may hope to rail against it, he is but one man alone.

Title ISBN Released On
Bellicose 978-0-9839521-0-7 July 2014
Luctation 978-0-9839521-2-1 July 2015 (tent.)
Imbroglio 978-0-9839521-3-8 November 2015 (tent.)
Scintilla 978-0-9839521-1-4 September 2011
Serendipity 978-0-9839521-4-5 2016 (tent.)

Next Series

Active 2016-2022.

The Next Series is an 8-book fantasy dystopian.

Target Audience: What fantasy am I creating/indulging in this series?

The basic premise of this series is that

Title ISBN Released On
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Next Series

Active 2018-2024.

The Next Series is an 8-book fantasy dystopian.

  • Target Audience: What fantasy am I creating/indulging in this series?
Title ISBN Released On
Book ... ...
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© 2015 Ben Wilson. All Rights Reserved