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1. Self-Publishing for
Entrepreneurs
Guillaume L. Racine
William Millar

2. What We Are Going to Talk About
• Why every entrepreneur should self-publish
• Why use self-publishing as a tool
• How to self-publish
• Our action project
• Questions/ Comments/ Suggestions?

3. Why should every Entrepreneur Self-Publish?
All writers think of what they do as an art.
Smart writers understand that writing is
also a business. Really smart writers see
themselves also as entrepreneurs.
-Barry Eisler

4. Why Every Entrepreneur Should
Publish a Book
• To share their successes and fails
• Ex. Robert Herjavec- “Driven” (2010) and “The Will
to Win” (2013)
• Educational purposes (Theory and Practice)
• Ex. Guy Kawasaki- “APE” (2012)

5. Guy Kawasaki on Self-Publishing
• https://www.youtube.com/watch?v=Svzf1yBUycY
• ‘The hardest is the E-part (entrepreneur) and I think
that what’s most author do not get.’

6. Self-Publishing for Entrepreneurs.
• Publishing a book is like an artsy venture start-up
• There is an opportunity
• It’s inexpensive (but time consuming)
• Profitable
• You are alone, yet you are not.

7. Why Self-Publishing is better?
• The author (entrepreneur) is in full-control of all the
aspect of the process.
• Content, Design and Format of the book.
• Marketing and PR Advantages
• Revision and Analysis Power
• Flexibility; You deal contracts yourself, with anyone

8. Why Self-Publishing is better?
(Continue’d)
• Profit (10-15% vs 35-70% royalties)
You get even more with direct selling.
• Price Control
You decide how much and when to price your product.
• Longevity
You can leave your product on the market as long as you
want.

9. Traditional Publishers; why not?
• Really slow process to market.
It can take up to 18 months to get your book out.
• Lots of initial rejections.
Finding a publisher (and an agent) is very hard.
• Advance Money.
If you get in, you get between 5 to 10k$, which is small and not
enough to become a full-time writer.

10. Traditional Publishers; why not?
(Continue’d)
• You still have a lot of work asked from different
people in the process.
• At the end, minimum effort is done to market your
book. Taken out of the market fast.
• Most importantly, you are not in control.

11. Where Traditional Publishers beat you.
• Advance Money
Although low, can be helpful.
• Team
You are not alone, you have help.
• Marketing and Distribution Power
Established so there’s a lot more possibilities
• Prestige

12. Self-Publishing; How-to?
• Writing the book,
• Find capital to venture the book to market,
• Distribution (Online, Direct Sales),
• Pricing Strategies,
• Marketing in the Self-Publishing industry,
• Branding yourself as an author.

13. Writing the book
• You will do better with a message or a story to tell
• Throw it on paper, then review, edit
• Do it for you, but don’t be too hard on yourself
• It’s lonely, ask for help/socialize about your book

14. Finding money
• It is estimated that 4000$ is needed to publish a book
if you write the book only.
• You can save by;
• Crowdfunding
• Regular job and work on book part-time.
• Bootstrapping (Use your network to save on laborious
process.)

15. Selling your book, pricing strategies.
• Your goals?
• Is it to make money short or long term?
• High competition?
• Your philosophy?
• High Price: High quality, greed.
• Low Price: Low quality, empathy, awarness
• Kindle Direct Publishing
• 90 days Lending Library

16. Where does the money come from?
• Royalties
• Traditional Publishers: 10-15%
• Ebook Distributors (Amazon, Apple): 35-70%
• Affiliate Links on Amazon: 10% ad fees

17. Distribution of your book.
• Ebooks Resellers (Amazon)* ($$)
• Print-On-Demand ($$$)
• Direct Sales (Mostly digital) ($$$)

18. Distribution through direct sales
• Gumroad
• Take a royalty per download. No PayPal.
• E-Junkie
• Fee charged per month, for space used. PayPal.
• “Pay what you want” option.
• ClickBank (Affiliate)

19. Physical Distribution
• Ebook (Enthrill)
• You give an ebook in the form of a gift card. Can be prepaid
or not (can be sold that way)
• Print-On-Demand (Lightning Source)
• There is no need to stack up books anymore. Production time
is in days, not weeks now.
• Printed book still accounted for 92% of the US
publishing market in 2011.

20. Self-Publishing Marketing
• Reviews are an important part of what will sell your
book. How to get reviews;
• Do a giveway of a certain format (Ebook, PDF)
• Crowdsourcers' review (editers)
• Seek Amazon best reviewers’ network
• First work? Making it shorter is better actually.

21. Self-Publishing Marketing
(Continue’d)
• Make it search efficient (Title, description, Google
Adwork)
• Marketing campaigns
• Autographed Covers
• Contests
• Related goods (Mug, shirt, stickers, etc)
• Remember: Publishers don't do much marketing,
even if they have the power.

22. Branding yourself as an author.
• Who are you first?
• Your network (Friends, family, social network)
• Who are you targeting? (Audience)
• Trustworthiness, Competence & Likeability

23. Create Branding, create a Network
• Emails, Newsletter, Blogs, Websites
• Social Media
• Google+
• Facebook
• Twitter
• Social Media for Readers & Writers
• BookTalk, Goodreads,Kindleboards
• It’s a business, be professional!

24. Audiobook, the future?
• Market grew 10% in 2010, 13% in 2011
• 2.97$ Billion market in 2011 (8%)
• An asset for people who can’t stop and read. The
world is becoming busier and busier!
• Audible
• Propose your project on website, get narrators.
• Why not narrate your book yourself?

25. Publishing Action-Project
• 2012: A Moodle-base page where all the Final Papers were
gathered (locked).
• 2015: Pushing further, we will publish your works on a public
space to share our knowledge.
• Good advertisement for the Entrepreneurship program at
Bishop’s

26. Action-Project to-do list…
• Create a structure and a procedure to ensure the
process of publishing go smoothly,
• Create and design the page that will host your works,
• Research any legal issues and problems we may have
prior to them happening,
• Find which domain will host our work. (Dobson,
Bishop’s, Zoomacademy)

27. Web Site Mock-up

29. Website Example
• https://gorandemo.wordpress.com/page-
templates/grid-page/
• As you can see, pictures will be needed to made the
website aesthetic. (Will be further discussed with each
team later)

30. What We Need From You
• Due dates
• Word Files
• PowerPoint
• Follow-ups
• Final Research Paper
• Executive summary

31. Questions?