< Proprietary & Confidential Copyright 2011>Invest in Yourself

A New Revenue Stream in Self-Publishing

BMA Colorado Case Study – June 2011

< Proprietary & Confidential Copyright 2011>Invest in Yourself

You have the Interest and Desire.Do you have the Right Team?

• Authors:– Experts with knowledge to share– Able to communicate well– Active and engaged– Willing to invest in their association and their business

< Proprietary & Confidential Copyright 2011>Invest in Yourself

< Proprietary & Confidential Copyright 2011>Invest in Yourself

You have the Authors.Now, do you have the Champion?

• Project Leader– Focused, driven project manager– Ability to recruit a well-balanced team– Well-connected and has influence with authors and

volunteer team– Perseverance, patience

and endurance

< Proprietary & Confidential Copyright 2011>Invest in Yourself

You have the Authors & Champion.Now, do you have the Platform?

• A theme or premise to help guide the authors in their content development for the book– Ours was “Expert Advice”

• A dedicated team of volunteers to help with– Content review and selection– Editorial “chief”– Graphic design help (or publisher can do for you)

• A place to promote and sell the book– Ours was BMA Colorado, National and Chapters

< Proprietary & Confidential Copyright 2011>Invest in Yourself

You have the Authors, Champion, Platform. Now do you have the right Plan?• Specific Responsibilities• Timeline• Partnerships• Expense budget• Profit objectives• Membership objectives• Beyond “the book”, next steps and future vision for

the content

< Proprietary & Confidential Copyright 2011>Invest in Yourself

Here’s How We Did It

• Board support and endorsement• Project champion• Talented and diverse team

– Authors– Editorial– Promotion– Publishing (research and find the right partner)

• The right connections• “Members-only” participation

< Proprietary & Confidential Copyright 2011>Invest in Yourself

First Steps

• Let authors determine the content• Prepare the “call for editorial submissions” process• On-line editorial submission form is helpful• “Go to” person for questions from potential authors• Recruiter(s) to solicit content from best (and most busy)

members• Give them a reasonable deadline

• 30-60 days

• “Point of no return”

< Proprietary & Confidential Copyright 2011>Invest in Yourself

The “Nitty Gritty”

– Association members-only– Case Study required– Editorial team to score and select chapter content– A GREAT editor to improve the work and

continuity– A graphic designer willing to help out– Brief, weekly project review meetings

< Proprietary & Confidential Copyright 2011>Invest in Yourself

What we learned

• Couldn’t select authors to include from “overview” entry – needed the full chapter content

• It takes longer than you think• You don’t know what you don’t know…• “Names” in your space will preview and endorse

book for you – Very valuable and helpful – More connections

• Pricing

< Proprietary & Confidential Copyright 2011>Invest in Yourself

Selling and Promoting

• Again, find a good team• Start early• “Who” do you know? • Do it on-line• Authors are a great resource • Get creative on member discounts, volume

discounts, and partnerships – $29.95; $24.95; $19.95; $14.95 etc.– Revenue-sharing with other chapters

< Proprietary & Confidential Copyright 2011>Invest in Yourself

Our results

• 30 chapter submissions• 24 chapters selected for inclusion in book• One exhausted Editor-in-Chief• Buy-in from “National” to promote book

– Order for 1,000 copies for annual conference– Widespread awareness and endorsements– Promote to other chapters across the country– Immediately “in the black”

• 2,500 first print run. E-Book to be released late June.

< Proprietary & Confidential Copyright 2011>Invest in Yourself

Books Available Today

Special CSAE pricing $24.95 ea.

< Proprietary & Confidential Copyright 2011>Invest in YourselfInvest in Yourself

Thank you for your interest!

QUESTIONS?