Alisa Fleming of Go Dairy Free
Laura Bashar of Family Spice
Mary Platis of California Greek Girl
Your Book IsYour Baby, Keep All the Control!
2. THE CREATIVE MIND
• Self-Efﬁcacy: Individuals who come to believe
that they can effect change are more likely to
accomplish what they set out to do.These
people set higher goals, try harder, persevere
longer and show more resilience in the face of
• Creative Mindset: Having a creative mindset
can be a powerful force for looking beyond
the status quo.
• Being Human Centered: Approaching
challenges from a human perspective can yield
some of the richest opportunities for change.
• Empathy: Connecting with needs, desires, and
motivations of real people help to inspire and
provoke new ideas.
• Planned course of action: “Don’t wait for the proverbial
apple to fall on your head, instead go out in the world and
proactively seek experiences, which will spark your creative
thinking. Interact with experts, immerse yourself in unfamiliar
environments, and role-play customer scenarios.” – Chris Flink
• Synthesis: “Sense-making” of all your observations, recognize
patterns, identify themes and ﬁnd meaning in all that you have
gathered (participate at food events, attend food conferences,
join local organizations – Slow foods, IACP, Les Dames)
• Ideas and Experimentation:
Explore all of the possibilities.
Generate countless ideas,
consider many divergent options
(make models, teach, start with
an ebook, start social platform).
• Implementation:This step has
many rounds to consider. Prepare
a roadmap to the marketplace
(food trucks, pop-ups, become
involved with brands, begin locally,
6. OVERCOMING FEAR
• Make more shots at the goal!
Creative people simply do
• Building with experience
encourages more creative
action. Start with small
• Permission to Fail. Give
yourself a “Get Out of Jail
Card” when you make
7. OVERCOMING FEAR
• Embrace Your Failures: “Success
has many fathers, but failure is an
orphan.” To learn from failure, you
must own it.
• Let Go of Comparison: Resilient
people are resourceful problem-
solvers, are more likely to seek
help, have strong social support,
and can be better connected with
• “Failure sucks, but it instructs!” –
• Get help: Hire somebody for a short period to help you. (hire a food or writing
• Create Peer Pressure: Invite others in to listen, even if they don’t participate. It is
the ﬁrst step to getting something done. (food blogger’s group, writing group)
• Gather an Audience:Talk your ideas through to get your creative juices going.
Find a listener to move your ideas to the real world. Get feedback.
• Just get started: Just get something out there. Suspend
the idea of how well you are doing. (your ﬁrst blog post,
ﬁrst video, ﬁrst talk)
• Leave perfection at the door: Create, create, create.
Make the big task less important, so it doesn’t paralyze
your creativity. (forcing writing, difﬁcult content in your
paper or blog)
• Make It Informational: What the
book contains is more important than
the book itself.
• Be Aware of Your Audience: People
buy books for their own reasons and
use them for their own purposes. Find
out what those are and market to them.
• Be Original: Do not describe your
book as a current gimmick or trend.
Make it stand out.
• Just Do It! You can control the content
of your book. (It can be a booklet, a
series of podcasts or a set of cards)
11. SELF-PUBLISHING OPTIONS
• Electronic version of the book
• Formats: Kindle (mobi), Nook (ePub), iBooks
(ePub & PDF), PDF
• Pros vs Cons
13. PRINT-ON-DEMAND (POD)
• You create the book, upload a PDF and books are
printed as they are sold
• Companies like CreateSpace, Ingram Spark, Blurb,
• Pros vs Cons
14. INDEPENDENT PUBLISHERS
• The publisher typically handles the book design, photography,
production and printing of the book.Author provides content.
• Author has a minimum order (1000’s) and is in charge of the
• Some publishers offer media exposure and brand promotion.
Some distribute the books locally, regionally, and nationally.They
handle the ISBN and are the publisher on record for your book.
• Pros vs Cons
• You create the book and send the printer a PDF.
• The printer prints the book and sends them all to
you or stores them for you.
• Pros vs Cons
16. SHOW METHE MONEY!
17. PRODUCTION COSTS
• ISBN (required)
• Photography &
• Book Design
18. POST-PRODUCTION COSTS
• Margin to Wholesalers, Distributors, and Retailers
• Fees for Online and Ebook Sales
• Distribution (if warehousing)
• PR Agency or Personal Promotions
19. HOWTO MAKE MONEY
• Price Accordingly
• Avoid Overestimating
• ConsiderTrade Options
• Be Conservative with
20. CALCULATING PROFIT
Self-Publishing with Sales via Amazon:
Book Sales Price X .45 = Gross Proﬁt
Gross Proﬁt – Cost of Book Production - Shipping
Cost Per Book – Warehousing / Distribution Costs –
Additional Expenses per Book = Proﬁt Margin per
21. Go Dairy Free Example:
$20.00 X .45 = $9.00
$9.00 - $1.75 (book production) - $1.00 (shipping
twice) - $.50 (total estimated cost per book / buffer)
= $5.75 per book
Print on Demand with CreateSpace (an Amazon
Company): $4.25 to $8.24 per book
22. HOWTO GET BOOK
23. FUNDING OPTIONS
• Your Personal Bank
• Your Blog Income
• Book Pre-orders
• eBook Sales
• Crowdfunding (such as
• Friend and Family
• Industry Sponsors
26. MARKETING BASICS
• Who is yourTarget
• Where do they shop?
• Where do they live?
• How do you get their
27. ENDLESS OPPORTUNITIES
• Your Book is always on the
• Sell and market your book
to new buyers in any stage
of your book’s life cycle
28. CREATING BUZZ
• Media:Traditional vs Non-Traditional
• Press Release: Newspapers (national, local, trade), magazines, radio, television, PR
agencies, bloggers, online magazines, social media, food shows, brands, blog subscribers
• Interviews: radio, local tv, G+ hangouts, blogs, podcasts
• Create a website, Facebook page, G+ Community for your book or company AS WELL
AS promote your book on your blog.
• BookTrailers onYouTube
• Book Awards
• Reviews and Blurbs
29. TRADITIONAL RETAILVENUES
• Use a distributor
• Sell in bookstores
• Sell on Amazon
• Sell off your blog
30. THINK OUT OFTHE BOX
31. • Gift Stores
• Kitchen Stores
• Farmer’s Markets
• Online Retailers
• Gift Basket
• Cooking Classes
• Company Health
• Cooking Schools
• Book Fairs &
32. WITH GREAT POWER
COMES GREAT RESPONSIBILITY
You have total control over content.
You have total control over design.
You have total control over pricing.
You have total control over marketing.
You have total control over everything.
35. Ebook Publishing:
kdp.amazon.com -Top e-Retailer
www.kobo.com/publishers -Top e-Retailer
www.nookpress.com -Top e-Retailer
www.apple.com/itunes/working-itunes/sell-content/books/ -Top e-
www.smashwords.com - Aggregator and eBook Conversion (% of
www.bookbaby.com - Aggregator, eBook Conversion, and Design
Most Popular Print-On-Demand Companies:
www.isbn.org - Bowker has a monopoly, so this is where you have
to buy your ISBN.
How to Sell Wholesale (the basic big guys):
Amazon Advantage Account - advantage.amazon.com
Baker &Taylor for Distribution - www.btol.com
G+ Support Groups:
APE:Authors, Publishers, Entrepreneurs
Book Marketing & Book Promotion
Facebook Support Groups:
APE:Author, Publisher, Entrepreneur-How to Publish a Book
Paperback by Guy Kawasaki
How to Make Real Money Selling Books by Brian Jud
Creative Conﬁdence: Unleashing the Creative Potential Within Us
All byTom Kelley
Informative Blogs and Websites:
The Book Designer
The Creative Penn
The making of theToronto Star Cookbook
I Self-Published a Cookbook, Despite it All
My Self-Publishing Journey: PuttingTogether My A-Team
Is Self-Publishing a Cookbook the Best Avenue forYou?
Software: InDesign, iBooks Author,Word, Pages, Photoshop,
Professional Groups: IACP, Les Dammes, Publishers & Writers San
VistaPrint: cheap banners, post cards, color ﬂyers