Creating a Belly Dancer Adult Coloring Book › booktraining › CBA › CBA+Case+Study.pdf · An...

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Case Study Creating a Belly Dancer Adult Coloring Book

Transcript of Creating a Belly Dancer Adult Coloring Book › booktraining › CBA › CBA+Case+Study.pdf · An...

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Case Study Creating a Belly Dancer Adult Coloring Book

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The Writing King ● www.thewritingking.com ● [email protected]

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Case Study – Creating and Adult Belly Dancer Coloring Book

Copyright © 2016 by Richard G Lowe, Jr.

All rights reserved. No part of this publication may be reproduced, stored in

a retrieval system, or transmitted by any means – electronic, mechanical,

photographic (photocopying), recording, or otherwise – without prior

permission in writing from the author.

Although every precaution has been taken to verify the accuracy of the in-

formation contained herein, the author and publisher assume no responsi-

bility for any errors or omissions. No liability is assumed for damages that

may result from the use of information contained within.

Trademarked names appear throughout this book. Rather than use a trade-

mark symbol with every occurrence of a trademarked name, names are used

in an editorial fashion, with no intention of infringement of the respective

owner’s trademark.

For more information see: www.thewritingking.com

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DISCLAIMER

The information presented in this Product is intended to be for your

educational and entertainment purposes only.

We are not presenting you with a business opportunity.

We are not presenting you with a distributorship.

We are not making any claims as to income you may earn.

We are not presenting you with an opportunity to get rich.

Before embarking on any endeavor, please use caution and seek the advice

your own personal professional advisors, such as your attorney and your

accountant. Where income figures are mentioned (if any), those income

figures are anecdotal information passed on to us concerning the results

achieved by the individual sharing the information. We have performed no

independent verification of the statements made by those individuals. Please

do not assume that you will make those same income figures.

Please do not construe any statement in this website/product as a claim or

representation of average earnings. There are NO average earnings.

Testimonials and statements of individuals are not to be construed as claims

or representations of average earnings. We cannot, do not, and will not make

any claims as to earnings, average, or otherwise. Success in any endeavor

is based on many factors individual to you. We do not know your educational

background, your skills, your prior experience, or the time you can and will

devote to the endeavor.

Please perform your own due diligence before embarking on any course of

action. Follow the advice of your personal qualified advisors. There are risks

in any endeavor that are not suitable for everyone. If you use capital, only

"risk" capital should be used. There is no guarantee that you will earn any

money using any of the ideas presented in our in materials. Examples in our

materials are not to be interpreted as a promise or guarantee of earnings.

Many factors will be important in determining your actual results and no

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guarantees are made that you will achieve results similar to ours or anybody

else’s. No guarantee is made that you will achieve any result at all from the

ideas in our material. You agree that we will not share in your success, nor

will we be responsible for your failure or for your actions in any endeavor you

may undertake.

Please understand that past performance cannot be an indication of possible

future results. Materials in our product and our website may contain

information that includes or is based upon forward-looking statements within

the meaning of the securities litigation reform act of 1995. Forward-looking

statements give our expectations or forecasts of future events. You can

identify these statements by the fact that they do not relate strictly to

historical or current facts. They use words such as “anticipate,” “estimate,”

“expect,” “project,” “intend,” “plan,” “believe,” and other words and terms of

similar meaning in connection with a description of potential earnings or

financial performance.

Any and all forward looking statements in our materials are intended to

express our opinion of earnings potential. They are opinions only and should

not be relied upon as fact.

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THE IDEA

When looking for ways to make money, many of us are concerned about the

large payoff - we’re always looking for the million dollar deal or how we can

bring in $10,000 in the next thirty days.

Unfortunately, this can result in ignoring smaller niche markets which can

actually be quite lucrative. Sure, these markets are not going to individually

generate income in the tens or hundreds of thousands of dollars. However,

properly done, they can give you a healthy return on investment.

That means spending $100 and a few hours of time may result in $1,000 of

profit. That’s a pretty good return on investment, obviously much better than

the stock market or other traditional methods.

Niche markets are often invisible or difficult to spot because they generally

are not very obvious, at least not until you look at them.

In my case, I’ve been photographing renaissance festivals and belly dancers

for about a decade. During that time, I took over a million pictures, did almost

2,000 photo shoots of various performances, plus over a hundred private

shoots of individuals or groups of dancers and festival performers.

I was doing this as a hobby, and in most cases didn’t charge for my services.

I was happy to be part of a group of fantastic people who were are creative,

artistic and giving. During this time, I became quite famous in Southern

California as one of the most prolific and talented, if I do say so myself,

photographers for these two groups of artists and performers.

Fast-forward a few years, and I was brainstorming about what product I

should create next. I’m also a writer and author, and I’m always looking for

subjects or areas where I could write and publish a book or product. That’s

how I make my living: find a market that has a need, and fill that need with a

book or product that makes me some income.

I read an article on the new craze of adult coloring books. Coloring books are

exploding in popularity among adults. They are very popular because they

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are fun, they bring out the creative side of people, and, believe it or not, help

people get together in fun groups.

One of the reasons why coloring books are taking off is adults are using them

as a way to get together in what are called coloring book parties. This is

where several adults get together in a room, take several coloring pages,

and color them together. It’s a fun way for people to enjoy each other’s

company and create something beautiful at the same time.

I didn’t think much about it at the time, filing it under possible projects for the

future. A lot of products fall into my inbox every day of the week with ideas

for potentially lucrative niche markets including creating Sudoku puzzle

books, interview books, and any number of other things. Usually I ignore

these, because there’s only so much time in the day. Besides, it’s important

to pick a niche that actually will produce income, otherwise you’re just

wasting your time and efforts.

One day a friend of mine released her own adult coloring book. She’s an

artist, a very good one, and since I believe in supporting friends, I purchased

one of these books from Amazon.

As soon as I opened it, and held it in my hands, the idea came to me. Why

couldn’t I create a coloring book like this? I’ve taken hundreds of thousands

of pictures of dancers and hundreds of thousands more of masquerade balls,

fair participants, and any number of other things. Surely I could use

Photoshop or some other tool to create outlines from those photos to be used

as coloring pages.

But what kind of coloring book would I create? And who would buy it? I had

no experience in that area.

As I slipped through the pages of her beautiful coloring book, the idea came

to me. Why not create my own from the photos that I’ve taken of belly

dancers and other performers? Would these dancers be interested in

purchasing copies of such a book and throwing their own coloring book

parties using drawings from my images?

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And there you have it, that’s where the idea came from. The rest of this book

is a case study of how I turned that idea into a viable, profit-making product

attractive to that niche market.

Some of the concepts presented herein will be very specific to creating

coloring books, but you should be able to use the ideas and techniques

described to come up with your own products, coloring books or otherwise,

which you can sell to your own niche markets.

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THE RESEARCH

Before expending any energy into creating a product, it is of primary

importance to determine if there is a market of buyers who are interested

enough to make purchases. Not only does there need to be a market, but

the market needs to be large enough to justify the expense of creating and

marketing the product.

That’s where my journey began:

What is the product?

Are there people who will purchase this product?

How big is the market?

How do I market to these people?

WHAT IS THE PRODUCT?

An adult coloring book consists of a number of line drawings, anywhere from

20 to 50 of them, bound together in a book. Generally, these are loosely tied

together by a theme of some kind to make it interesting for particular group

of people.

Because these coloring books are aimed at adults, they need to be more

complex than those meant for children. Don’t make the mistake of thinking

that an adult coloring book means adult themes; quite the contrary is true.

An adult coloring book contains drawings that are interesting to adults.

I started by taking a look at the coloring books available Amazon and

spending a couple of hours researching what the adult coloring book market

looked like.

At the time, one of the better selling coloring books had to do with animal

designs. These drawings consisted of an animal with complicated patterns

inside such as a dolphin with flower petals or a butterfly with geometric

shapes.

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Another one, also better selling, had drawings of beautiful women with

interesting and complex backgrounds. I could see right away that these two

books would be very interesting coloring projects.

Significantly, each of the coloring books mentioned had over nine hundred

reviews, and the vast majority of them were four or five stars. These books

were selling very well indeed.

On the other hand, there were no coloring books at all in the belly dance

area, which didn’t surprise me at all, and only a few that included dancers of

any kind.

ARE THERE PEOPLE WHO WILL PURCHASE THIS PRODUCT?

The second part of my research was discussing the project with a few

dancers to determine if they had any interest in this kind of coloring book.

After talking with twenty different performers, it was pretty obvious that they

were very interested in purchasing this product. In fact, they were quite

excited about the prospect and some of them even indicated they buy two

copies, one to keep and one to color.

HOW BIG IS THE MARKET?

This kind of product is very narrowly focused on the specific target audience

of belly dancers. In fact, since I was using photos of dancers in the California

and Western United States area, the market was geographically limited also.

One of the facts that came out in my discussions with the dancers was the

primary reason why they were interested in the product was because it would

include drawings of their teachers, peers, and friends in the dance

community.

The belly dance community in the Western United States is quite small,

consisting of perhaps around a thousand individuals. The market is actually

slightly larger than it appears because the dancers friends and family might

also be interested in purchasing coloring books themselves.

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My conclusion was that I could expect to sell between fifty and three hundred

copies of these coloring books in the first month of publication, with a small

but steady number of sales afterwards.

HOW DO I MARKET TO THESE PEOPLE?

The answer to this question actually turned out to be pretty simple since I

have about twelve hundred dancers friended on Facebook. Thus, my

marketing efforts would be primarily through Facebook and related social

media.

This made the project much simpler as it was no need to put together an

email list, purchase advertising, or perform the other, more usual tasks

required to get the word out about the product and to try and convince people

to purchase it.

That is actually one of the primary advantages of a small niche market – the

marketing efforts tend to be much more limited in scope than with larger

markets.

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CREATING THE PRODUCT

Now that I determined that there was a market for belly dancer coloring

books, albeit a small one, I decided to move ahead with creating the product.

Obviously, the most important part of a coloring book is the drawings them-

selves. The need to keep the entire effort inexpensive introduced several

challenges during the creation of the book. Additionally, since I’m also a con-

sultant and my time is both limited and valuable, I couldn’t spend a lot of time

creating drawings.

Second, a good, eye-catching cover is vital in order to get sales. However,

since my marketing efforts were to be aimed at friends and dancers who

already had an interest in the product, the cover was not as important as it

would normally be.

PERMISSIONS

I selected photographs of about forty different dancers for total of forty-eight

images. A few dancers had more than one drawing in the book.

Before sending the photographs to the artist, it was necessary to obtain per-

mission from each dancer. Since I wanted to keep this casual, I simply mes-

saged each dancer to ask them if it was okay to use photographs of them.

All of the dancers were very excited about the prospect and gave me per-

mission right away. No compensation was to be given for the use of their

images; however, each dancer would be identified along with their website,

if they had one, so they would receive some promotional value from the col-

oring book.

THE ARTWORK

My first concept was to create the drawings based upon my own photos us-

ing Photoshop. I had the idea that there must be a filter or some tool available

that would create a sketch from a photo.

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There are filters that will do this job, but the effort it takes a lot of time and

requires quite a bit of manual fixup to the images. Additionally, the drawings

the produced tended to have a fuzzy look to them or, depending upon the

filter and tool, be closer to grayscale drawings then coloring pages.

It didn’t take me long to realize that these tools would not be sufficient for the

coloring book that I had in mind.

On top of that, it was taking me between two and three hours to produce

each drawing, and with a planned total of forty drawings, there was no way

that was going to cut it.

I decided that I needed to find an artist, but artist can be expensive, espe-

cially if higher quality is desired.

I use a site called Fiverr to help me with quite a few tasks that I need for

writing and publishing my books. There are thousands or more people who

have created gigs (services) to perform very focused tasks for a small price.

I’d used people on Fiverr to create book covers, proofread my books, and

create various marketing aids.

A quick search brought up an artist who claimed that he could create

sketches from photos. His portfolio looked good, at the low to mid end of

acceptability, and his price was very good: a dollar per photo.

I wound up getting all forty-five photos converted into sketches, and as soon

as I got them, it was obvious that it wasn’t going to work out. They were

similar to what I had produced myself: grayscale renderings, and on top of

that the images were fuzzy and had a muddy look about them.

I wasn’t about to give up, so I searched through Fiverr again and found an-

other artist, who claimed she would do the sketches for couple of dollars

each. I was skeptical, but figured five dollars for three sketches was a good

test.

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She returned the images a few days later and they were absolutely perfect

for what I needed. In fact, she produced results that were the high-end of

quality that I wanted.

This was because instead of using Photoshop or similar tool to make the

sketch, she actually made them by tracing the photo by hand. Because of

that, annoying background details such as crowds, tables, lamps and other

things could be easily removed from the final product – she just wouldn’t

trace them in the first place. Additionally, she could add backgrounds to

make the coloring pages more interesting.

I negotiated with her and wound up sending her fifty photos to be converted

drawings. It took her about three weeks and all but two of them were perfect

for the final product.

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THE COVER

I wanted a high-quality cover for the coloring book. In fact, I believe in pro-

ducing high-quality products regardless of their price or intended audience.

However, considering that the market for this coloring book would primarily

be reached through social media, it was not as important as normal for the

cover to serve as a way to market the book.

In most cases, people purchase

a book based upon its cover, its

title and its description. They

may also judge it based upon

previous works by the author.

This means that a good, eye-

catching, well-designed cover

can mean the difference be-

tween a book that sells poorly or

one that does well.

My covers are all done by a par-

ticular cover artist on Fiverr at a

very reasonable rate. She pro-

duces extremely high quality co-

vers, understands graphics de-

sign, and knows how to create a

book cover that markets well.

Best of all, she includes revi-

sions in her services, since she

understands that covers may need to be modified over time.

She produced a good cover which communicated well, and after a few revi-

sions, it finally met with my satisfaction.

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PUBLISHING THE BOOK

Once I had all of the drawings back from the artist and the cover created, the

next task was to actually publish a coloring book. I’ve published about a

dozen paperbacks before on Createspace, which is owned by Amazon, so

understand the process pretty well.

The largest format for a paperback on Createspace is 8 ½ by 11 inches. This

is actually slightly smaller than I would’ve preferred, 9 x 12 would have been

better, but that’s the best that Createspace provides.

I created the document in Microsoft Word and set the margins to ½” on the

top, bottom, right and left to allow the maximum space for the drawings.

Createspace requires that any images be at 300DPI (dots per inch), which

is a fairly high resolution. With forty-eight images this created a Word docu-

ment that creates a large document, in this case about 15mb.

I began with my standard template, which includes a header page, copyright

notice, table of contents, and some back material promoting my books and

services.

After that, it was just a matter of inserting each drawing into the word docu-

ment. Since I didn’t want the images to be printed front and back, I included

a blank page between each one. This ensured that each drawing would be

on the facing page of the coloring book.

You need the following things before you begin publishing on create space:

The book – Createspace does support the direct upload of word doc-

uments. However, I have found that uploading a PDF version pro-

duces better results, so before I uploaded the book to Createspace, I

used the save as PDF function of Word to create a PDF format copy.

A cover – all books require covers, and a paperback requires both a

front and back cover. For most books, I would’ve spent the time to

create a nice back cover with a synopsis of the book, a few drawings,

anything else necessary for marketing purposes. However, because

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of the narrowness of this niche market, I decided to expedite the mat-

ter and left the back cover blank.

If I had intended that this book be distributed to libraries or

bookstores, I would take the time to create a better back cover. In

fact, down the road I’ll probably do so, but I wanted to get this project

done quickly.

An ISBN number – Createspace offers several options for providing

your book with an ISBN number, which uniquely identifies it for

bookstores and libraries. You can use one that is assigned by Cre-

atespace, and there are several options available, or you can provide

your own. I already own a block of one hundred ISBN numbers, so I

just used one of those.

One of the cool things about using Createspace to publish your book is

that they have a guide that walks you through all of the steps needed to

get it done. You enter all of the information about your book, including the

author, title, subtitle and so forth, and upload the book and your cover.

At that point, Createspace will perform some validation that your book

meets its requirements for publishing. For example, all images must be

300DPI and must fit within the margins. Anything that violates the stand-

ards will be flagged as an error. In some cases you can ignore these, and

in others you need to fix them before moving on.

I have found that the PDF format for documents produces less errors than

the word format.

Once you’ve worked out all of the errors, and most likely re-uploaded the

document multiple times, you’re ready to submit it to Createspace. Once

you do that, it will be reviewed and either rejected, in which case you fix

the error and resubmit, or accepted.

At this point you have one last chance to examine the document before

submitting it for publication. You can order a proof copy through the mail

or you can look at it online.

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Look it over and make sure it’s right, and then submit the document.

Within a day or two, will magically appear on Amazon for sale.

You’re not done yet, as you need to define the description, categories,

keywords, and price of your book.

The wizard on Createspace makes this all very straightforward.

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MARKETING THE BOOK

I asked the artist to send me drawings as she completed them, partially be-

cause I wanted to double check what she was doing, and partially because

I wanted to use those images to help market the book.

I created several small advertisements, similar to the above, and posted one

or two per day on Facebook. I asked a few friends the dance community to

repost those on their Facebook walls and in various dancing groups.

This help build buzz for the book so that on the day of release several people

were ready to purchase a volume for themselves.

That was the extent of my marketing for this particular series of coloring

books. Due to the narrowness of this niche, I didn’t feel the necessity for

trying to market it to a wider audience.

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CONCLUSIONS

Part of the reason why I created the coloring book was to prove that it is

possible to create a high quality, relatively inexpensive product for a very

limited niche market.

I set the price at $20.00, which is about normal for a specialty coloring book.

This gave me a profit of $10.00 per book.

The total cost for creating the coloring book was a little over $100, and the

total royalty that I received from Amazon was $1,000 within the first three

weeks of publication. It continues to sell a few books a week, and will prob-

ably continue to sell forever.

Except for the final part of putting the book together, I worked on the project

in between other tasks due to its nature. Thus, I spent ten minutes here and

fifteen minutes there doing miscellaneous tasks. This is time I probably oth-

erwise would’ve been spent watching television or playing games or some-

thing like that.

The final editing of the book took about eight hours.

The coloring book sold well enough that I decided to create a series of four,

which are in progress as I write this case study. These are obviously coming

together more quickly, since I have the process defined.

I created a series because I’m curious to see if the niche market is still viable

with more than one product.

This was a very specialty product, with a very narrow niche. Yet by controlling

the costs, and spending the time to research the market up front, I was able

to make a pretty good return on investment. Additionally, my friends in the

dance community enjoyed coloring the book that I created and were happy

to be involved in the project. It was well worth the time and effort.

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ABOUT RICHARD LOWE JR

fter spending over 33 years in

the computer and information

technology industry, Richard de-

cided to take an early retirement to pur-

sue his dreams of becoming a profes-

sional writer and published author.

Richard is a leader in the computer in-

dustry, serving as Vice President of

Consulting at Software Techniques and

Beck Computer Systems before settling

down as Director of Computer Opera-

tions at Trader Joe’s. During his twenty-year tenure at that esteemed com-

pany, he focused on computer security and preparing for the possibility of

disaster.

In addition to creating hundreds of articles for the web and blogs, Richard

actively works as a professional ghostwriter. In that role, he has completed

books on a wide variety of subjects including memoirs, business volumes,

and novels. Because of his in-depth background in software management

and computer security, Richard has ghostwritten a number of major books in

those areas. KnowBe4, a major computer security company, recently con-

tracted with Richard to update the 2010 version of their book Cyberheist to

2016.

A

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ABOUT RICHARD LOWE JR

Additionally, Richard has published books of his own. His first two volumes,

Safe Computing is Like Safe Sex and Real World Survival Tips and Survival

Guide, respectively touch on the subjects of computer security and how to

survive emergencies and disasters. Richard has also written and published

a series of short eBooks on the aspects of freelance writing, including blog-

ging and ghostwriting. Other published books include How to Plan a Party

and How to Surround Yourself with Beautiful Women without Being a Sleaze-

ball. To see all of the books he has available, visit:

http://www.coolauthor.com

An avid adventurer, Richard has been a photographer for much of his life,

with a focus on nature, scenic, performance and event photography. He has

done everything from hiking in dozens of national parks throughout the coun-

try, to photographing various unique festivals and events, such as the Laby-

rinth of Jareth Masquerade Ball and the World Mermaid Awards Convention.

He is well known in the Renaissance Festival and Belly Dance communities,

having photographed over 1,200 dance events and 400 festivals. For several

years, he photographed the Tournament of Roses Parade in Pasadena, Cal-

ifornia.

Richard is currently working on a large number of short Kindle eBooks on a

wide variety of subjects. Beginning in 2016, the first of a ten-volume series

of Science Fiction novels will be published.

One of Richard’s passions is to use the power of words to educate people

on human rights. He believes the world will be a better place when human

beings are treated with the full respect and dignity they are due.

Page 22: Creating a Belly Dancer Adult Coloring Book › booktraining › CBA › CBA+Case+Study.pdf · An adult coloring book contains drawings that are interesting to adults. I started by

The Writing King ● www.thewritingking.com ● [email protected]

18

ABOUT RICHARD LOWE JR

Is your career important to you? Find out how to move your career in any direction you desire, improve your long-term livelihood, and be prepared for any eventuality. Visit the page below to sign up to receive valuable tips via email, and to get a free checklist for keeping your career on track and going strong. http://list.thewritingking.com/

I’ve written and published many books on a variety of subjects. They are all

listed on the following page.

https://www.thewritingking.com/books/

On that site, I also publish articles about business, writing, and other

subjects. You can visit by clicking the following link:

https://www.thewritingking.com

To find out more about me or my photography, you can visit these sites:

Personal website: https://www.richardlowe.com

Photography: http://www.richardlowejr.com

LinkedIn Profile: https://www.linkedin.com/in/richardlowejr

If you have any comments about this book, feel free to email me at rich@the-

writingking.com