This See the Sausage Being Made post went to my esteemed Patronizers at the beginning of February, and will go to the public in March. Not a Patronizer? You could be.
One of the advantages of being a self-employed writer is that my schedule is infinitely flexible. I can work any hours I want, so long as I work them. The down side is that everybody knows my hours are endlessly flexible, and when there’s a family emergency I get elected to cope. A sane society would have supports for medical emergencies, but this is the United States and everything is terrible.
Still, words are being made. I hope to have Project IDGAF finished by the end of February, and the new Networking for Systems Administrators done by the end of March. As Douglas Adams said, “deadlines are wonderful: I love to hear the whooshing noise they make as they shoot past.” Still gonna try to make them. The Windows examples in N4SA2e are pure PowerShell, which has been an education. PowerShell has an interesting and design that makes many things possible in managing Windows. Unfortunately, it’s burdened by managing Windows. Want to look at a network interface? Great! There’s several different commands for doing that, each slightly different! It has a built-in select command for grabbing columns out of the output, rather like the bastard child of SQL and awk. You have to have that, because the output of any one of these commands might be hundreds of characters wide. If you can remember which of the several similar commands you need to look at, that is.
Anyway. Windows admins need network competence too.
Once that’s done, I’ll be working on a new ZFS book with Allan and finishing Skybreach. After ZFS, I’m planning a core DNS book.
And now, for some tedious business neepery.
People have been asking me about this new author web site tool, Fourthwall.com. It promises to be all things an author would need: web site, store, monthly patronage, and so on. It pretty well replicates what I built on tiltedwindmillpress.com. They only charge 3% of all sales, plus transaction fees. It seems like a great deal, doesn’t it?
Rather than give an opinion, I’m going to discuss how I decide to use an outside service.
The core postulate of service selection: The Internet’s business model is betrayal. Amazon was willing to lose millions of dollars a year until they achieved market domination. Once they crushed the competition, they promptly raised prices. Uber spent millions to destroy taxis. It’s not just the Internet, of course; look at the devastation Walmart inflicts on community businesses. Short of malice, there’s also inexperience and incompetence. When my first business back in the 90s, I sat down and figured out my cash flow and decided the company would work. My inexperience showed itself through expenses that far outstripped my predictions. I failed. It happens. From my customers’ perspective, I’m certain it felt like betrayal. So: The Internet’s business model is betrayal.
Before using a service provider, ask yourself: if they betray me, what is the cost of no longer doing business with them?
I use BookFunnel to deliver books. They provide ebook delivery, track who has what books, and let buyers re-download their books months or years later. The service costs me $100 a year. I switched to BF because I was spending 20-30 hours a year dealing with delivery and redelivery issues. My time isn’t worth a lot, but is more than $4/hour.
If BookFunnel betrays me, I have to switch back to delivering books myself. I would probably hire a contractor to set up something, or persuade a WordPress developer to write a book delivery system suited not only for my customers but for the customers of every other affected author. In the grand scheme of things, the impact is vexing but minimal.
Mind you, I don’t really expect BF to betray us in the foreseeable future. Why? Because of profitability.
Consider what Bookfunnel does for me? They run a database, a web front end, and provide file downloads. That’s it. The web site doesn’t offer news updates or anything that would lure the Hacker News crowd, so it’s not likely to experience massive traffic and load spikes. Running such a site as a business requires a meticulous attention to detail, but it’s not technically hard. Tens of thousands of authors pay BF $100/year or more for work that can be done on a single rack-mount server. That’s a nice business. They also support author stores, charging fees that are better than Amazon but reasonably profitable for them.
Suppliers need to feed their pet rats. (Or children, whatever.) If a supplier’s business model doesn’t generate enough cash for the supplier to meet their bills, it’s a good sign that the supplier intends to capture and then betray their market.
Just as important as profitability is the path to profitability. I have no idea how BF started, so I’m going to assume it’s the success story I hear over and over.
Some programmer hears their author friend griping about the problems of indie book delivery and thinks, “I could solve that!” They hack together some PHP and Postgres, rent a VM, and pitch it to their author friend. That friend helps them discover the most vexing bugs. Once the thing basically works, that author tells their other author friends how this site solved all their problems.
One hundred dollars a month times one user? Your VM bills are paid and you made a few bucks helping a friend, cool.
Ten users? It’s staring to look like real money.
Fifty users and more signing up every day? Quit the day job and ride this cash cow as far as you can!
Best of all, their customers are technical enough to configure WordPress payment gateways and have enough traffic to consider that $100/month a worthwhile investment over managing files themselves. They’re not complete newbies, and support responses like “update your plugin” require no further explanation.
The path to profitability is obvious and predictable. So is the path to failure.
Let’s consider Fourthwall in those terms, and assume I set up shop there. This example uses novels, because most writers running their own stores are novelists.
The path to profitability? You’re offering every author in the world a free web site and free store! They’re gonna flood in. While file storage is almost free, it’s expensive at scale. Many of those customers will have never set up a real web store before, and are going to have questions.
Writing books is one of the hardest ways to make a living. Selling books as an indie author is even harder. Most authors sell nothing. Three percent of sales? I charge $5 for my novels. That gives Fourthwall $0.15 per sale. Many novelists sell their books for $1 (a terrible practice for anything but loss leaders, but that’s a separate argument). Fourthwall gets $0.03 per sale.
How many three-cent purchases will it take to cover monthly server rental?
The numbers on my tech book sales are slightly higher, but still depressing.
If I ran my site, my store, and my Patronizer program through Fourthwall and they took three percent? They’ll eventually either go out of business and leave me hanging, or be compelled to raise their prices. When either happens, I must drop everything and scramble to replace those services elsewhere.
Again, none of this requires malice. But authors are so prone to falling for scams that entire web sites exist exposing scammers. After thirty-two years kicking around publishing, an honest business is an extraordinary claim that requires extraordinary proof.
And I might be wrong! I have made claims and been proven wrong before. (Performative Buzzword Compliance is very real, but the specifics of Kickstarter’s case made me wrong. Oh well.)
Being independent is not easy. I opened my bookstore eleven years ago. Getting it to its current state has been long and slow, and I’m still working on integrating print sales into it. I’m hoping that my outside contractor figures out the final shipping problem. I’m a tiny customer so I’ve told them to fit me in wherever.
For the curious, why did I outsource a silly WordPress problem? Because I’ve been fighting this problem for over a year. In the immortal words of ZZ Claybourne, “my job is book.” I don’t want to delve sufficiently deep into WordPress to solve this problem. I’d prefer writing “More SNMP Mastery” or “[ Mastery.”
In other business-related stuff: the new US presidential administration is just as bad for business as I expected. We’ve flipped our spending to Yellow. Business thrives on predictability, and predictability is now in the same narrow niche as the Ford Edsel and the mechanical calculator. While I am always grateful to my Patronizers, my thanks are especially fervid now.
But if I’m gonna get this book done, I better go make some words.