(D. D. here… 
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Happy Sunday, WG2E-Land!
How many of you are starting your Business Plans or tweaking the one you have, thanks to Bestselling Author Denise Grover Swank‘s fabulous Three Part Series on creating a Business Plan for Self-Published Authors?! I’m sure tweaking mine!!!
Let’s give a hearty welcome one more time to Denise, as she wraps up her series. Take it away, Denise…
This is the third part of a three part series on MY business plan as a self-published author.
Just remember, what works for me, or is important to me, may not work for you. My hope is if you are a self-published author, this will make you think more about the business part of your career.
The first part covers the Table of contents, the business description, and the business ownership and location. Go here to read Part One.
Part Two covers what my products are, my pricing strategy, and my financial plan.
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6. Production Schedule and Writing Plans
I’ve already mentioned that I think it’s important to schedule the writing and release of my books. I schedule my developmental and copy editors months in advance and I base those dates off of my production schedule. Otherwise it would be a guessing game. As of September, I have my developmental editor booked out to September 2013.
In my business plan, I listed every book I planned to write, and the schedule I planned to follow.
Production Schedule
Sacrifice:
Developmental edits return on Wednesday, January 4
Revisions and edits
Copy editor: Jan 23
Return from copy editor: Feb 13
Send to eBook formatter: Feb 27
Cover needed by: Feb 13
Release: March 13
AMENDED to March 23 release
Twenty-Nine and a Half Reasons:
First draft: January 1- March 1
Front cover: Mid March
Edit/revision: March 1- April 8
Send to Developmental editor: April 9
Send to copy editor: May 1
Return from CE: May 22
Send page count to cover designer: May 25
Ebook formatter: May 29
Release: June, 12
AMENDED to June 27 release
This changed, but only by a few weeks each. What I didn’t anticipate was the MAJOR revision my developmental editor suggested for SACRIFICE, which delayed the release and delayed the schedule for TWENTY-NINE. I also didn’t take into account that my DE now gets each book twice. The first time I send her the completed first draft and then again after it’s been revised and edited.
As I already stated, I swapped the production of REDEMPTION and THERE. Even though it’s not in my business plan, I have dates scheduled through the end of the year for delivery dates to my developmental editor and copy editor. I have my amended production schedule written on my large white board, as previously stated, and also in a monthly calendar. I currently have every week booked from now until the last week of May 2013.
7. Targeted Audience
I struggled with this section, which told me that I hadn’t given it enough thought. Although I keep it in mind for designing covers, at this time I don’t use the information for promoting to specific target audiences. I broke this section down by series.
Rose Gardner Mysteries:
A humorous southern mystery, with romance and a touch of paranormal. The books are darker at times and contain more violence, language and sexual situations than a cozy mystery. Story is told in first person past by a twenty-four-year-old woman. The stories are set in the fictitious town of Henryetta, Arkansas. Each book is a self-contained story/mystery, while the personal lives of Rose, Joe, her family, and friend, evolve in each book.
Rating: PG13
Number of books planned: Currently four, series left open for more.
Target Audience: Women, some male cross over.
Best way to reach: Mommy bloggers, blog tours, possibly hire publicity firm.
This was actually eye-opening. I hadn’t considered trying to appeal to Mommy bloggers, and honestly, I still haven’t. There are only so many hours in the day, and I haven’t found time to address this one. Perhaps this is a task for my personal assistant.
8. Planned Marketing and Promotion in 2012
This was also tough and I still say you can’t plan that far in advance. At least, I can’t. For one thing, when I wrote this plan at the end of December 2011, I had never tried a free promotion through KDP Select. I had no idea how to anticipate the success of the promotion. I also couldn’t plan for the natural ebb and flow of books when using promotions. No book will sell well forever. But when your sales start to slow, there are things to try to boost them back up. You can’t accurately predict when those waves will occur. You can only anticipate that it will happen.
Twenty-Eight and a Half Wishes:
Possible book tour with re-release with new cover
Ads as deemed pertinent
Promo at RT Booklovers Convention (promoted book)
Twenty-Nine and a Half Reasons:
Blog tour at release
Apply for POI ad
Ads as deemed pertinent
Chosen:
April RT magazine ad and review (March publication)
Promo at RT Booklovers Convention (Promoted book)
Ads as deemed necessary
Possible blog tour
Promotion for all books:
Email newsletters for releases announcements and other news. Newsletters will only be sent if pertinent information is being sent.
I didn’t do promos for TWENTY-EIGHT and CHOSEN at RT. After some investigation, I decided it wouldn’t be worth the money. Instead of a blog tour at the re-release with TWENTY-EIGHT’s new cover, I ran a free promo instead through KDP Select, and sold many, many more books than I would have otherwise.
But to sell present and future books, it’s important that readers know who you are. Even if they haven’t bought one of your books yet. Name recognition is a huge part of the game and often overlooked. How many people do you know that buy the next Nora Roberts or James Patterson book simply because they came from those authors? Sure, the author has to prove themselves to the reader by delivering a great book, but a lot of times, it’s name recognition that persuaded the reader to buy in the first place.
Promotion and Branding of Denise Grover Swank:
Denise Grover Swank will attend RT Booklovers convention April 10-15, 2011. She will participate in a book signing, as well as attend workshops and panels covering self-publishing and marketing.
This plan is sadly lacking. When I revise my business plan at the end of the year, I will focus more on my own name branding and ways to interact with potential readers.
9. Web Plan
My awesome friend and author, Eisley Jacobs, designs my websites. She’s made several changes as my business has grown. In this section, I mention my website and what my plans were.
Bramagioia Enterprises maintains a website titled Denise Grover Swank: www.denisegroverswank.com. The website is hosted through WordPress. The site currently has links to each series with blurbs, future release dates, and buy links to each available book. The site also has a resource page for self-publishing authors, a review page listing glowing reviews of all books, frequently asked questions, about the author page, and a blog.
The blog includes posts that are personal, stories about family life, as well as writing and publishing industry posts. Occasional promotion of other authors will be done on a limited basis.
Bramagioia Enterprises plans to build simple websites for all three book series starting with On the Otherside, The Chosen series, and finally Rose Gardner Mysteries. The Chosen Series website will be completed by March 13, the release of Sacrifice. The Rose Gardner series will be done before the release of Twenty-Nine and a Half Reasons. All websites will have .com domains and will be linked to and from www.denisegroverswank.com. Series websites will have photos of characters, deleted scenes, “extras” not in books, maps, and anything else Bramagioia Enterprises deems necessary.
I’m very behind on the development of my additional websites due to some extenuating circumstances with my web designer. However, two of the websites are a work in progress right now. I think that having websites for each series is just one more way to engage your readers.
10. Long -Term Goals
This section was hard. I knew that I had to think long-term, but there are so many unknowns I really had a few ideas of what to plan for. I honestly have no idea what I will be writing five years from now. With that in mind, I only let myself glimpse into 2013.
Bramagioia Enterprises plans to release three books a year through 2013, then reevaluate the production schedule.
Bramagioia Enterprises plans to wrap up The Chosen series with the release of the fourth book in February, 2013.
Bramagioia Enterprises plans to release one Rose Gardner Mystery per year.
Bramagioia Enterprises plans to wrap up the On the Otherside series with the release of the third book in the summer of 2013.
Bramagioia Enterprises plans to release several novellas of varying topics.
Bramagioia Enterprises plans to develop at least one new series to replace the two that are ending. It is unclear at this time what genre the series will be in. Sales of existing series, as well as the author’s preference will be factored into the decision.
This has changed so much. I now have audiobooks and a podcast. I’ve sold foreign rights of The Chosen series to Turkey and have another foreign publisher interested in HERE. I’m in the process of translating TWENTY-EIGHT AND A HALF WISHES into German to publish myself. These are all things I never could have anticipated last December.
I also changed my mind on releasing novellas. My lowest priced full length book is $2.99. (Chosen is currently $0.99 as a promo for the release of the last book of the series October 10.) Anything below $2.99 only gets 35% royalties on Amazon. The majority of my sales are on Amazon. Why spend a month or more on a project that I will likely price at $1.99 and only get $0.70 per book? Especially when I factor in editing and cover costs. I’m not ruling out novellas in the future, but I’ll take a serious look at my pricing structure if I do.
And I gave all of this serious thought because of my business plan.
11. Summary
Just like an essay, this is where I condense everything into a paragraph of information.
Bramagioia Enterprises will see continued growth through 2012 and will release three new books, totaling seven books for sale by the end of the year with a possible novella. Expenses will increase with the addition of a developmental editor to the cost of preparing a book of release. However, it is important to Bramagioia Enterprises that the books it releases are considered high quality in every way from the cover, to the story, to formatting, to lack of typos.
Bramagioia Enterprises will push to promote and brand Denise Grover Swank. Name recognition equals sales or futures sales.
And that, my friends, is the end of my business plan.
I hope I’ve helped you think more like a business, but always remember that you are an author first. Without your books, your business has nothing to promote.
It’s Your Turn, WG2E-Land: Any final questions for me about my Business Plan? In what ways will yours be (or already is) like mine and/or different than mine?
The Best of Business Plan Wishes — Denise Grover Swank
Denise Grover Swank lives in Lee’s Summit, Missouri. She writes urban fantasies without vampires and werewolves. She also writes romantic comedy mysteries set in the south. She has six children, three dogs, and an overactive imagination. She can be found dancing in her kitchen with her children, reading or writing her next book. You will rarely find her cleaning.
You can find out more about Denise and her other books at www.denisegroverswank.com or email her at denisegroverswank@gmail.com
Will read this later. Your production schedule is so more detailed than mine is. I have just drafted it out in months eg Nov – Dec write chidren’s book for 7-9s, Jan edit. Jan – March write fourth YA story etc etc. No dates. You certainly did go into detail for this. I am going to work a proper plan out later this year for next year.
That’s great and whatever works for YOU, Julie! I think the key is to give yourself deadlines so you keep writing and releasing books. Glad I could help!
Thanks for this series of posts, Denise! It’s encouraging me to be much more intentional about my writing plans. Yes, it looks like I’ll be thinking out some more details than the few I’ve got scribbled on a sheet of notebook paper! Thanks again.
As you make your plan, Tamara, just remember mine changed a lot! Just put down what you expect from THIS POINT and accept that things change. Good luck!
Thank you Denise for a wonderful series. It gave me a larger perspective on expanding my business plan. As I get ready to begin planning 2013 out on paper in the next two months (already started) I plan to implement some points you have in more detail (ie: production schedule).
Thanks.
Thanks, Jamie! I’m so glad I could help!
Thanks so much for this, Denise! So interesting. I’ve recently revised my business plan and I can see I should maybe put a little more thought into yet.
Can you tell me about your German translator? Where did you find him/her and what does a venture like that cost?
My brother and sister-in-law– the ones I mentioned in part one who inspired me to write my own business plan– are here visiting this weekend. I mentioned the length of my plan to my SIL and her mouth dropped open. LOL She said their plan isn’t as in depth as mine.
I’m a member of Indie Romance Ink yahoo list and some of us started a side list, IRI Foreign Markets. Several of us are trying to branch out into foreign markets on our own without waiting to sell our rights to a publisher. The company I’m using for TWENTY-EIGHT is Language + and they are based out of Italy. It’s VERY expensive to get a GOOD translation. It all depends on word count and can vary from $3000-$10,000 per book.
That is about what I thought. For the right book, though, it could be worth it. Germans love to read and they’re just now starting to warm up to the e-reader. I was in Germany a couple weeks ago, and was amazed at how many bookstores there are everywhere you go. In the last city I was in, Heidelberg, one of the books stores had a big window sign promoting an e-reader (not one I recognized). It was the first time I saw that. It’s only a matter of time before e-reading takes off.
eBooks in Germany account for less than 2% of book sales. But the year before, they accounted for less than 1%. It seems like a small growth, but it mimics the eBook explosion in the US. Everyone predicts that the European eBook market will take off. It’s just a matter of when.
I had originally planned to have my more popular urban fantasy series translated but hesitated because it was a four book commitment. I then found out that chick lit and mysteries are more popular in Germany than paranormal. So I decided to go with my rom com mystery. It works out well because even though it’s a series, each book is a standalone. If I only translate one book, I won’t deprive my readers a conclusion.
So informative, Denise. Thank you for sharing this information!
I’m glad I could help, Christy!
Hi Denise, I have been reading and following your business plan and I think it’s fascinating!
I have a couple of questions so far: what is your reasoning behind releasing ONE Rose Gardner Mystery per year? Is that to keep the readership for that series coming back each year? Or is based on the fact that you are writing many things at once and it just worked out that way? I guess I was thinking of Marie Force and Bella Andre and I believe they release their series one after another…and are doing quite well!
Your idea to release varying novellas is interesting too. Are you doing that to see what stories/genres garner the most interest? What thoughts are behind this part of your plan?
I love how detailed your plan is. Thanks for sharing!
Aww… very good question about my book releases.
THE CHOSEN series books all end with a hook. Actually, two of them end with cliffhangers. My original plan was to alternate my Rose Gardner Mysteries with the Chosen series. But I realized I was leaving my Chosen series readers hanging while I’d neatly wrapped up the end of TWENTY-EIGHT. It made more sense to keep releasing the Chosen books, although I slipped a Rose book between SACRIFICE and HUNTED since it had been a year.
I’m wrapping up the Chosen series and my YA this year. My plan next year is to have two series– my new urban fantasy series, THE CURSE KEEPERS, and my Rose mysteries. My hope is to alternate those two series, with four releases a year. I’d also like to write a prequel novella for the Chosen series but make it lengthy enough to justify charging $2.99. I need to re-examine the schedule to see when I can fit it in.
Also, The Chosen series is my most popular series, which encouraged me to focus on it. My mystery series is my second most successful, but the follow up sales for it are lower, even though my reviews are higher. I’ve since realized, it’s the hook I put at the end of my Chosen books. Readers tell me they can’t put them down and that they read them in a very short time period. My Rose books wrap everything up at the end and reviewers say they love the first book and plan to read the next book soon. Soon. Readers of The Chosen books buy them immediately. With this realization, I plan to incorporate more of a hook at the end of the THIRTY AND A HALF EXCUSES, especially since I plan to release them every six months or so starting next year.
Thanks, Denise. Having the hook makes sense!
Fantastic series! I will be pointing my blog readers here on Monday!
Thanks, Susan!
Wonderful info, Denise. My plan is very simple — and scattered — and you’ve given me so many ways to solidify it and make it more focused. Thanks so much for the info!
You’re so welcome, Sheila!
Bravo, Denise! What you said right here is crucial to treating writing-for-publication as a business:
“I schedule my developmental and copy editors months in advance and I base those dates off of my production schedule. Otherwise it would be a guessing game. As of September, I have my developmental editor booked out to September 2013.”
We must remember that the professionals we work with – editors, cover designers, format gurus, may have huge client lists and production schedules too! So, it’s important that they make room for us on their schedules too!
I send my next year’s schedule to all of my production team in October of each year to get my slots reserved, and then do my very best to stick to that schedule. For the most part, I’m right on that schedule. Like you, I switch up which book gets released when, but I do send my team projects to get ready per our pre-outlined slots.
And thanks again for this brilliant series! U totally rocked this topic!!!
Thanks so much for having me, D.D.! This has been awesome!
This series has been excellent. And the business plan details are awesome. My head’s spinning on my shoulders. I’ve two year planners for 2012 and 2013 on my notice boards (I’ve black foam pinboards around three walls in my office.) And I keep a track of time lines and booking people ahead as best I can. As you say, plans change (don’t they just) and for me this year it’s been a case of not over promising and under delivering.
Thank you, Denise, for this awesome series.
Thank you, CC! I’m so glad I can help you and I hope your head stops spinning soon!
Thank you for sharing your plan. By reading through your examples I have a better grasp on what I need to be thinking about as I’m just entering the self-published realm. Very helpful!
I’m glad I could help, Lara!
Thanks for sharing this! I’ve got to modify mine. I think last year’s plan was a little naive. I’ve learned a lot. That’s good. Now I just have implement that into next year and…hopefully, things will take off! That’d be neat! This shows me a few places where I can modify my plan in the right places! Thanks again!
You’re so welcome! I’m so glad I could help!
This has been fabulous! I’m definitely going to drag out my tiny little plan and revise it. I would love to hear more about how you juggle the writing, editing, promotion in your daily/weekly schedule. Do you write a little everyday and fit editing in, too? Or, do you write for a few weeks and then revise for a few weeks, etc.?
Heather, I’m so happy I could inspire you!
I usually get up in the morning and take care of business things. That includes emails, checking rankings, etc. I’ll also work on anything promotional going on– I’m giving away ARC eBooks for REDEMPTION and now some swag every day. I try to clear my plate at least a little to write. I also write at night when the kids go to bed. My business mind is always spinning in the background so new promotional ideas usually just come to me.
It’s hard for me to write a first draft of one series and jump in and out of editing for another. I’m working on this, because it would make me so much more efficient, but I really need the characters voices in my head and they often don’t play well together. LOL I tend to putter around with the beginning of a first draft (I’m usually dealing with copy edits, etc of another) then I blast out the end of a first draft in a few weeks. Then when I get the revision notes from my developmental editor, I’ll take three weeks to revise and edit. When I’m revising, I’m pretty focused on THAT book.
I’m a bit late to the party, was away at the weekend, but, WOW! Thanks so much for your posts, Denise. Your information is truly inspiring.
Definitely a great series, Denise – thank you so much for sharing! I’m taking notes on ALL of it and bookmarking it to look over in the coming months.
Thank you for this wonderful series!
Lauren
Thanks, Alison, Becca and Lauren!