WHAT KIND OF BOOK DO YOU WANT TO PUBLISH? PRINT. EBOOK. BOTH. Begin with the end product in-mind. A book or ebook is a product. A product that requires planning, design, manufacturing, marketing and promotion. Your answer to the question above will help guide you to make decisions throughout the process. The next question is... Why? Three core reasons why we want to publish our own books: ■ Personal: This is my life’s work, my story to tell. ■ Professional: Typically non-fiction, thought-leadership, self-marketing. ■ Profitable: To make money. Self-publishing our own book is becoming more acceptable and accessible, however, the industry is changing rapidly. The tools and resources to publish your own book are plentiful and can be overwhelming if you’re not clear about the kind of book you want to publish. This ebook is an overview of resources and tools available (as of December 2013) to help you navigate the options available.

1. An overview of the resources and tools available to
anyone who wants to publish their own book.
JOANN SONDY
Creative Aces Resource “Decks”
December 2013
SELF-PUBLISHING
NAVIGATING THE PROCESS

2. Overview & Resources to Self-Publish Your Book
PRINT. EBOOK. BOTH. BEGIN WITH THE END PRODUCT IN-MIND.
A book or ebook is a product. A product that requires planning, design, manufacturing, marketing and
promotion. Your answer to the question above will help guide you to make decisions throughout the process.
The next question is... Why? At a recent self-publishing session led by Kim Bookless, she offered three core
reasons why we want to publish our own books:
■ Personal: This is my life’s work, my story to tell.
■ Professional: Typically non-fiction, thought-leadership, self-marketing.
■ Profitable: To make money.
Self-publishing our own book is becoming more acceptable and accessible, however, the industry is changing
rapidly. The tools and resources to publish your own book are plentiful and can be overwhelming if you’re not
clear about the kind of book you want to publish.
This ebook is an overview of resources and tools available (as of December 2013) to help you navigate the
options available.
WHAT KIND OF BOOK
TO YOU WANT TO PUBLISH?

3. Overview & Resources to Self-Publish Your Book
DISTRIBUTION DECISION MATRIX
The question is not about the genre of
your book, it is the FORMAT.
■ Do you want to publish an ebook?
■ Do you want to publish a print
book?
■ Both formats?
The secondary question is just as
important as the first.
■ Will you be outsourcing
professional services like editing,
proofreading, design, ebook
design, etc?
Your (honest) answers will help guide
you to self-publishing services and
platforms to achieve an end product
you envisioned. AND, the desired
distribution channel.
You must think of your book as a
product.
Author Services Companies Author Services Companies
WHAT TYPE OF BOOK DO YOU WANT TO PUBLISH?
EBOOK PRINT BOOK
WILL
YOU
BE
OUTSOURCING
PROFESSIONAL
SERVICES?
(editing,
proofing,
design,
etc.)
YES
NO
Print-on-Demand (POD)
Direct Sales Companies
On-Line eBook Retailers
Adapted from “APE: Author, Publisher, Entrepreneur—How to Publish a Book” by Guy Kawasaki and Shawn Welch (apethebook.com)

4. Overview & Resources to Self-Publish Your Book
EBOOK RETAILERS
The major players for ebook sales are:
■ Amazon Kindle Direct
■ B&N Nook
■ Apple iBookstore
■ Google Play
■ Sony Reader Store
■ Smashwords
Other retailers:
■ Lulu
■ Bookbaby
■ Kobo
■ Blurb
■ Vook
More ebook retailers are coming online all the time!

5. Overview & Resources to Self-Publish Your Book
ON-LINE RESELLERS
Once you have your content ready (assuming you
consulted an editor + proofreader and cover designer) you
can submit your book/ebook for publication.
Setting up an account and publishing a book with the
major players is quite easy.
Amazon’s CreateSpace does offer additional services to
assist you with editing, design and marketing for additional
fees.
Apple iBookstore, Google Play and BN Nook do not.
This method of self-publishing offers you the most control
over the process.
■ Low barriers to entry
■ Inexpensive
■ Easy process
■ (Can be) Lucrative
■ Limited reach
You (Author)
You manage
on-line resellers
Readers buy/download
ebook
Adapted from “APE: Author, Publisher, Entrepreneur—How to Publish a Book” by Guy Kawasaki and Shawn Welch
(apethebook.com)

6. Overview & Resources to Self-Publish Your Book
DIRECT SALES
Managing your own direct sales of an book/ebook requires
a different setup. You would set up a “storefront” system
to accept payments, track orders and shipments.
■ Direct and immediate control
■ Higher profits, no percentage cut
■ Marketing burden is on you
■ Reduced synergy with online retailers
■ Reduced opportunities for affiliate fees
■ Best suited for PDF file formats
You (Author) You manage on-line sales
(Gumroad, E-Junkie, ClickBank, Shopify, Paypal)
Readers buy/download
ebook
Adapted from “APE: Author, Publisher, Entrepreneur—How to Publish a Book” by Guy Kawasaki and Shawn Welch
(apethebook.com)

7. Overview & Resources to Self-Publish Your Book
AUTHOR SERVICES COMPANIES
Probably the most confusing and controversial section is
author services. Rapid growth and accessibility of the self-
publishing is exposing the benefits and best practices of
service providers.
In a nutshell, author services can be your one-stop shop.
Everything from editing and design to ordering ISBN
number and distribution.
A cautionary word about “vanity” press providers: Author
service companies like Author Solutions, Author House,
iUniverse, and Xlibris are/have been acquired by larger
publishing houses that want to tap into the self-publishing
market. Thus, many of these companies have very
aggressive sales strategies and are keen to take advantage
of what you don’t know. Be careful. Read the fine print.
Other author services companies are proving to be
successful for many self-publishers.
These include:
■ Amazon CreateSpace
■ Amazon Kindle Direct Publishing
■ Lulu
■ Blurb
■ Bookbaby
■ Mill City Press
■ Vook
Author Services Companies
(Manage online-resllers & POD)
You (Author)
Readers buy ebook
or printed book
Advantages to utilizing these author services companies are fewer reseller
programs to join and track. Each is a one-stop shopping for self-publishing
your book. Keep in mind that each will either require an up front fee and/or
a percentage of royalties. Read the fine print!
Many of these also fall into the print-on-demand category, offering printing
and ebook services. Print-on-demand can be an excellent solution for
limited or small quantities but tends to be more expensive than many
realize.
Adapted from “APE: Author, Publisher, Entrepreneur—How to Publish a Book” by Guy Kawasaki and Shawn Welch
(apethebook.com)

8. Overview & Resources to Self-Publish Your Book
PRINT-ON-DEMAND
Print-on-demand (POD) is a digital printing technology that prints the book upon ordering.
This shift occured when digital printing technologies became mainstream, thus the
capability for small print runs for books.
Author services companies like Lulu, Blurb, and CreateSpace are print-on-demand
providers. Order copies for your marketing and PR activities. Or, the book is printed when
ordered online.
There is a different type of POD and author services company that was previously referred
to 'vanity press'.
These include:
■ Author House
■ Outskirts Press
■ iUniverse
■ infinity Publishing
■ Llumina Press
■ Virtual Book Worm
■ Xlibris
■ Wheatmark
■ Aventine Press
■ Bookstand
A comparison and ranking of these companies can be found at: http://online-book-publishing-review.toptenreviews.com/
Do your research, read the contract, understand the services you are paying for and have realistic expectations.
SHOP LOCAL!
Consider a local or regional printer. Many
printers in larger metropolitan areas
should have the capabilities to print and
bind books. If you are working with a
graphic designer, he or she should make
the call and request a quote.

9. SELF PUBLISHING.
IS IT RIGHT FOR YOU?

10. Overview & Resources to Self-Publish Your Book
Creating and designing a book or ebook takes more than
just word processing. A professionally designed book can
make a difference. You’re not about to skimp on editing and
proofreading your manuscript, you should, at a minimum, allot
for a professionally designed cover.
Do-it-yourself tools are readily available to everyone with a
computer and internet connection. These tools, applications
and wizards can produce book/ebook of continuous flowing
text or text + full color photography/illustrations. Your vision of
the end result will determine the tools for creating your book/
ebook.
TOOLS FOR CREATING EBOOKS
■ Scrivener
■ Calibre
■ Sigil
■ iBooks Author (Mac OS only)
■ PressBooks
■ Creatavist
■ Moglue
■ Blurb Booksmart
■ Vook
■ Adobe InDesign DPS
BOOK CREATION TOOLS

11. Overview & Resources to Self-Publish Your Book
File conversion services will prepare your file for use on
ebook readers and tablets. The programming for ebooks
is far more complicated than a word processing file and
the standards are not universal. File formats vary for
devices and resellers.
Check each author services company’s file specifications
before submitting for conversion, production and
distribution.
When you hire an ebook designer or conversion service,
ensure that you understand what is provided and how
the ebook will be tested. Testing your ebook for most
popular devices is fundamental.
FILE CONVERSION IS KEY
OVERVIEW OF FILE TYPES
File Size Input Output Difficulty to Convert Cover
Kindle Direct 50 MB EPUB
DOC, HTML, MOBI,
EPUB, TXT, RTF, PDF
MOBI
Low (DOC)
Medium (MOBI)
JPEG, TIFF
iBookstore
1 GB Max.
20 MB recommended
EPUB,
IBA (iBooks Author)
EPUB, IBA Medium JPEG, PNG
Nook 20 MB
DOC, HTML, EPUB, TXT,
RTF
EPUB, PDF
Low (DOC)
Medium (EPUB)
JPEG (2 MB)
Google Play 10 MB EPUB, PDF EPUB Medium JPEG, PDF, TIFF
Kobo 10 MB
EPUB, DOC, DOCX,
MOBI, ODT
EPUB Medium
JPEG, PNG
less than 2 MB
CONVERSION SERVICES
■ Create Space
■ Kindle Direct
■ Smashwords
■ Nook Press
■ Book Baby
■ Mill City Press
■ Calibre
■ Hire ebook designer/programmer
TEST.
TEST.
TEST.

12. Overview & Resources to Self-Publish Your Book
The market is flooded with software to create a book and ebook.
The DIY tools are an entry point for many self-publishers. Wizards,
templates and pre-sets that will guide you through the process.
As a professional designer who has specialized in print and digital
publishing, the DIY tools don’t offer the flexibility and level of
excellence to achieve a higher caliber product.
Software used by most designers include:
ADOBE INDESIGN (DIGITAL PUBLISHING SUITE)
The application can be ‘purchased’ for a monthly fee as part
Create Cloud or individually. The learning curve can be very high.
However, professional designers have more flexibility to create
publications that marry images & text, multi-media, slideshows,
video & audio, hyperlinks, fluid layouts and more. Results that
cannot be achieved by MS Word, Google Docs or Apple Pages.
APPLE IBOOKS AUTHOR
Create interactive, multi-touch ebooks for iPad and iPhone with
Apple’s {free} proprietary iBooks Author application (requires OS
X 10.7). The learning curve is moderate. Add interactivity with
slideshows, video & audio, hyperlinks and more. Built-in template
and third party templates avaialble. Publish directly to iTunes
Bookstore by setting up on author and/or publisher account.
PROFESSIONAL TOOLS
Other software applications or a combination of applications might be
recommended by other print and ebook designers, these happen to the tools I
have used to achieve the best results.
TEST. TEST. TEST.

13. Overview & Resources to Self-Publish Your Book
Below is a brief description of many of the author services companies mentioned in this ebook. Based on the type of book you want to publish,
distribution to resellers and your budget for services (design, editing, etc.) these author services companies are listed here for your consideration as
a self-publisher. If you have a service that you would like to share with other self-publishers, drop me note with your recommendation.
Listed in alphabetical order.
BOOKBABY_______________________________________________________________________BOOKBABY.COM
Promoting itself as the one-stop shop for ebook self-publishing. Services include cover design, book printing, ebook conversions,
distribution, author website creation, marketing tools, etc. Distribution to Amazon, Apple, Kobo, B&N, Sony and others. eBook
publishing packages from basic to premium. Bookbaby also caters to publishing companies for ebook conversion and distribution.
Recently introduced print-on-demand in limited quantities. Website is full of resources and how-to guides.
BLURB_____________________________________________________________________________BLURB.COM
Blurb is a creative self-publishing platform that enables anyone to create, self-publish, promote, share, and print and ebooks.
Blurb offers book-making tools for every skill level – from first-time book makers to experienced design professionals from its
web-based Booksmart™ to an Adobe InDesign plug-in or the option to upload your own PDF (review specifications). Best for photo-
intensive books. Print-on-demand costs can be higher than other service providers. Paper stock selections have improved. Limited
distribution to resellers. PDF-to-ebook services is NOT multi-touch.
CREATESPACE (AMAZON)_________________________________________________________ CREATESPACE.COM
CreateSpace is a type of print-on-demand service where a physical copy of your book will be created as customers order it.
The service isn’t just for books either; they also offer services for publishing music and movies. Features include cover wizard,
on-line proofing and paper stock choices. Add-on services like design, editing and marketing. Review specifications, understand
requirements for submitting files for production and formula for royalties.
DEMIBOOKS_____________________________________________________________________DEMIBOOKS.COM
Developed for children's books and graphic novels, DemiBooks Composer is the software to build your own book app for iPad.
Purchase software plus price per published title. Demibooks Storytime is a proprietary storefront for book apps created with
Composer. Studio staff available to assist with design and development of your book app. DemiBooks offers print-on-demand via its
PrintShop with limited distribution. Review software, reading app and fees on the website.
AUTHOR SERVICES COMPANIES

14. Overview & Resources to Self-Publish Your Book
KINDLE DIRECT PUBLISHING ________________________________________________________ KDP.AMAZON.COM
Publish your book and distribute directly to Amazon Kindle Store. Website is loaded with resources, preparation guides, tools and
resources about publishing ebooks directly to Kindle. Availability to link your hardcopy book published with CreateSpace and Kindle
Direct. Review specifications, royalty structure, copyright information, etc. before starting any project.
LULU________________________________________________________________________________ LULU.COM
Lulu was one of the earliest service providers for self-publishers allowing authors to retain full control. A worldwide distribution
including its own e-commerce platform. Publish print and digital books plus variety of other products. A la carte services include
editing, cover design, ebook design, marketing and public relations, ISBN ordering, book fairs. Variety of print size options, formats
and paper grades. Select template or wizards for print products. Website is loaded with reference material and community.
MILL CITY PRESS______________________________________________________________ MILLCITYPRESS.NET
A division of Hillcrest Media Group, Mill City Press offers self-publishing print-on-demand services for independent authors and
publishers. Upfront investment in one of four packages. Features & benefits: cover design, ISBN, distribution to major retailers,
copyright registration and submission to search engines.Add-on services for ebook creation and distribution. Review contracts and
self publishing guide on the website.
SMASHWORDS________________________________________________________________ SMASHWORDS.COM
The biggest, smallest ebooks distributor for independent authors. Publish, distribute and sell ebooks to major retailers. Smashwords
distribution to Apple iBookstore, Barnes & Noble, Sony Reader Store, Kobo, Flipkart, Oyster, the Diesel eBook Store, Baker & Taylor’s
Blio and Axis360 (libraries!). Currently does NOT distribute to Amazon. Conversion from MS Word to major ebook file formats. Refer
to the website for Smashwords Style Guide before submitting manuscript.
VOOK_______________________________________________________________________________ VOOK.COM
Vook's publishing services include ebook creation (epub and mobi formats), distribution, print-on-demand, cover design, copy
editing, book scanning, proofreading and marketing. Distribution to all major retailers:Amazon,Apple, Barnes & Noble, Kobo, Google
Books; see website for royalty breakdowns. Many services listed at additional costs and standard rate packages are not published
on website.
AUTHOR SERVICES COMPANIES

15. Overview & Resources to Self-Publish Your Book
LOADS TO SHARE, LIMITED SPACE.
In addition to the websites previously mentioned, which are
tremendous resources for understanding the process of
publishing your own books, here are a few more.
BOOKS:
The Fine Print of Self-Publishing, Mark Levine
APE: Author, Publisher, Entreprenuer–How To Publish a Book,
Guy Kawasaki and Shawn Welch
Publishing with iBooks Author, Nellie McKesson, Adam Witwer
(O'Reilly Media)
BLOGS/WEBSITES:
The Book Designer–Joel Friedlander
Self Publishing Advisor
Independent Book Publishers Association
Publishing Basics
Self Publishing
Self-Publishing Resources
Small Publishers, Artists and Writers Network
COMMUNITIES:
Chicago Self-Publshing Meetup Group hosted by Kim Bookless
Writer.ly to connect authors with vendors & freelancers.
Pubslush.com global crowdfunding just for books.
RESOURCES

16. Overview & Resources to Self-Publish Your Book
READY TO PUBLISH!
When I was a kid, growing up in suburban Detroit, I couldn't
wait for LIFE or National Geographic magazines to appear in our
mailbox. I was fascinated with the visual stories accompanied by
the narrative, page after page. I couldn't wait to begin a career
producing similar layouts. One of my first jobs in publishing at
a local newspaper just didn't satisfy my appetite to design and
publish more visually intensive layouts.
It's been a long journey to be at the helm of my own creative
services firm, concentrating on multi-page publications, I/we
have designed and produced magazines, annual reports, white
papers, ebooks, books, and presentations.
THE EBOOK REVOLUTION IS A GAME CHANGER!
Designing and publishing interactive books for the tablet, primarily
iPad & Kindle Fire, is exciting and where my talents can
best be put to use.
Since 2005, Creative Aces has published six books and
products associated with each. We currently have three
books available on Apple iBookstore and Amazon. All
six have been self-published by us. Design, layout and
content by us. I have personally consulted with friends and
colleagues who have self-published their own books.
I WANT TO HELP YOU PUBLISH YOUR BOOK.
Creative Aces is a design and publishing
firm specializing in visual communications
that enhance your company and its story.
The emphasis is on providing high-
quality digital publishing and graphic
design services for our clients seeking to
communicate with their audience through
e-books, white papers, presentations,
newsletters and annual reports.
We understand that professional design is
an investment and the ROI of marketing
your materials can equate to long-term
gains and recognition.
Visit us at www.creativeaces.com
or contact joann@creativeaces.com
Like the idea of doing an ebook like this,
instead of a boring old white paper?
I’m standing by.
CONNECT & SHARE
ABOUT
CREATIVE ACES
The Ultimate 12-Slide Structure
For Any Presentation
CREATIVE ACES
Marketing “Decks” for Small Business Marketing July 2012
Universal
Pitch Deck
Please forgive any overlooked typos and grammar; I did not have the budget to include an editor and proofreader for this project.