If You Build It, They Will Not Come
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David McNeill (davidmcneill.co) spent one year writing, editing and releasing his first book Passport to Working in Japan as well as launching the Expat Empire brand and website (expatempire.com). While he achieved his original goal of getting a product out into the world, his tireless efforts did not initially amount in many sales or visits. In this presentation, he will walk you through his writing process, launch day preparations and results, learnings from the experience, and what is next for Expat Empire. Presented at Berlin Bootstrappers Vol 10 on December 4, 2018 (berlinbootstrappers.com).
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If You Build It, They Will Not Come
- 1. If You Build It, They Will Not Come David McNeill
- 2. Intro to Expat Empire Idea Generation and Development I
- 3. Requirements ● Passive income stream ● Unique knowledge, passion ● Do it by myself - no programming ● Cheap to build Idea Generation
- 7. Initial Book Goals ● Release a product ● Learn as much from the experience as possible ● Make $1,000 on the book total ...then I can start my real business!
- 8. … but what would it be?
- 9. Expat Empire is Born
- 10. Pre-Launch From Project Start until Launch Day II
- 11. Sept 2017 - April 2018: Writing 1st draft May 2018: Feedback from editors June 2018: Prepare final draft July 2018: Finalize formatting, set up online store Book Writing
- 12. May - July 2018: Preparing the website ● Homepage, book sales pages, about ● User posts ● Forum ● Legal documents, GDPR ● Mailing list and onboarding email flow Website Building
- 14. June - July 2018: Pre-marketing the launch ● Social media campaign ● Posted to all networks and mailing lists ● Created social media fan pages ● Cold messaging network Pre-Marketing
- 15. Launch Launch Day Plan vs Reality III
- 16. Launch Goals +10 subscribers (10% growth) $1000 sales
- 19. Results - Traffic *From before launch until 1 week after launch
- 20. KPI Results +5 subscribers (50% of goal)2 sales from friends ($58)
- 22. Possible Rationale My Network People that want to buy $39 eBook about working in Japan People already living in Japan Supporters that received free copy People without an interest in Japan
- 23. Lessons Learned What did I learn from all of this? IV
- 24. Don’t Burn Yourself Out
- 25. Love, Not Money ● Things will not go the way you want ● Luck plays a huge role ● It is a long road - Focus on consistency over time
- 26. Keep Expectations Realistic ● Level-set your expectations ● Mismatched expectations can drain your energy ● Remember that things never go according to plan
- 28. Pre-Market… if Time Allows Pre-Launch Post-Launch
- 29. Don’t Compare Yourself ● Listening to others’ experiences will only take you so far ● Do what you can in the timeline that makes sense for you ● Focus on guides to specific issues, not general advice
- 30. Keep Your Day Job
- 31. Don’t Optimize Too Early
- 32. Be Proud of Your Achievements
- 35. Reevaluating Options ● Do I still believe in this idea? ● Did I do enough to prove that it isn’t viable? ● Is there something I want to do more? ● How much do I really want to keep pushing?
- 36. What’s Next