Other Books by Jess C Scott
EYELEASH: A BLOG NOVEL
4:PLAY
(a contemporary cocktail of erotic short stories)
THE DEVILIN FEY | WICKED LOVELY | NEW ORDER
(novellas in 4:Play)
PORCELAIN
(writing + illustrating portfolio)
THE INTERN
(upcoming “Sins07” series / Fall 2010)
THE OTHER SIDE OF LIFE
(upcoming cyberpunk/urban fantasy series / Fall 2010)
Business Plan
[Building Brand Identity as an Independent Author]:
Jess C Scott
Jess C Scott (pen name) / Jessica Chua (student ID/legal name)
Adams State College
BUS 345 – Advertising
March 18, 2010
BUSINESS PLAN: BUILDING BRAND IDENTITY
Published by Jess C Scott / Smashwords Edition
Copyright © 2010 by Jess C Scott.
Cover Art © 2010 Microsoft Corporation.
Book Design by Jess C Scott.
All rights reserved.
First Edition: July 2010
ISBN 1453711155
1. Reference / Writing Skills
2. Social Science / Media Studies
3. Business & Economics / Marketing
4. Business & Economics / General
5. Business & Economics / Entrepreneurship
6. Business & Economics / Advertising & Promotion
Summary: My final project for a business module, on establishing my brand identity as an independent (indie) author. This plan also shows the opportunities that independent publishing offers, which traditional publishing does not.
Table of Contents
3.1 Measurement Methods and Criteria for Success
6.2.1 Sales Forecast by Year – 3 years
7.1 Consequences and Contingencies
I. INTRODUCTION
I write contemporary novels under the pen name of “Jess C Scott.” This advertising plan illustrates my market segments and the strategies I am employing to establish my personal brand identity as a talented and capable independent (“indie”) author, such that I am well-positioned enough in the market to attract both loyal and new customers, and create a solid revenue stream from writing fiction.
I will be focusing on developing my brand identity (inclusive of my author name, and the books associated with my name), by keeping to a rigorous schedule of creating new books and utilizing online social media to get the word out concerning my business, and the products I offer. Increasing consumer awareness of the brand will initially be of a higher priority than actual sales figures. In the first 3 years of the business, I expect my business to be a self-sustaining model. I expect my books’ sales to be consistent, and my brand identity to be established such that I can eventually (over the course of 5-10 years) achieve my goal of making a living from writing fiction.
Contact Information for Organization:
Jess C Scott (key personnel)
E: missfey@gmail.com
In this plan, I will be covering key points of the current publishing industry, and examining the factors that drive and determine the market for my products. I will show the opportunities that independent publishing offers (also known as “indie publishing”), which traditional publishing does not. I will be presenting a competitor and market analysis, before showcasing the most appropriate budgeting method for the media strategy I intend to use. This will be followed by an expected sales forecast (over a time span of three years), as well as a section on how I justify proposed expenses and evaluate whether my plan has been successful.
II. SITUATION ANALYSIS
2.0 Historical Context
“Jess C Scott” is a small business with very focused aspirations. By utilizing the power of new media and the internet, Jess C Scott is able to directly (and promptly) bring to the market unique books that stand apart from the cookie-cutter commercial books churned out by the publishing industry (which take an average of 12-18 months to actually hit the market). According to Doug Grad Literary Agency, whose founder spent twenty-two years as a senior editor at four major New York publishing houses: