Category Archives: Marketing

Adventures in Self-Publishing

Do you have an idea for a book? Unless you can find a traditional publisher to fund it (no small feat) your only alternative is to self-publish. There are essentially no standards to what can be self-published. Of course, you fund the project yourself. For an overview of self-publishing see http://www.sfwa.org/other-resources/for-authors/writer-beware/pod/.

There are several companies that offer packages for on the order of $4,000. I used iUniverse out of Bloomington Indiana. For one’s investment, one gets the book ID (ISBN), the style of the book and delivery of a print-on-demand (POD) copy. An alternative is to print offset, a process that runs in quantity. With this you get into the inventory management business.

Few authors get by with the standard package. The publisher’s marketing resources all cost extra and it seems to me that they were a total waste. With offset there are also warehouse fees. The average self-published book sells 250 copies over its lifetime. In addition the eBook competes with the hard copy.

I made a terrible mistake, aided by misinformation about royalties from my book representative at iUniverse, and printed 2,000 copies of my book. For information on the book see https://www.jbv.com/8steps. This site also contains a link to purchase the book. After I realized the mistake I tried to back out, and the vendor was extremely uncooperative. I took them to small claims court and got close to half of my purchase returned.

So, what advice would I give? Don’t print offset. Live with the POD even though the return is less. Do more research than I did; there are less expensive alternatives, particularly if you are comfortable managing your own marketing. Choose an underserved topic; mine is about business startup and the selection is huge.

Market Research Plan Consultant

Market Research Plan Consultant

From an ad for Ground Floor Partners (https://groundfloorpartners.com/market-research/ )

Accurate market research is the foundation for every business or marketing plan (https://groundfloorpartners.com/marketing-plans/) Ground Floor Partners can help you gain a much deeper understanding of:

• market opportunities

• existing customers

• prospects

• competitors

• employees

• industry trends

• environmental or regulatory risks

We Help You Focus

Large market research firms research specific industries and generate standardized industry reports. The problem for most small businesses is that very few of them fit neatly into these industry categories. That’s where we come in. Instead of generating canned industry reports, everything we do is customized for each client.

• Effective marketing is all about targeting and focus. Better targeting means less waste, lower expenses, and higher profits. Some more examples of the kinds of market research we do for our clients:

• Conduct a comprehensive market opportunity assessment – Assess your markets and current market positions (market size and share of market, channels, growth trends, threats, and opportunities)

• Identify customer needs and determine which market segments hold the most, and least, attractive profit potential.

• Find out what customers and prospects think about your new customer service procedures, your sign-up process, your newest product, your new tag-line, your invoicing process, etc.

• Identify regulatory, political, and demographic trends that could create problems – and opportunities – for your business.

• Develop a thorough understanding of competitors – Who leads and who follows in this space? How much market share does each player have? What are their strengths and weaknesses? How do they differentiate themselves? How does their pricing strategy compare with yours? How do they market their products and services? How does their brand equity compare to yours?

• Identify opportunities to use your strengths and exploit competitor weaknesses.