To sell ebooks, you must get out from the cage that has built the paper-publishing industry. We at eBrooks are discovering a new value-creation process. Stay tuned! (This presentation has been discussed first at Scuola Internazionale dei Comics [http://www.scuolacomics.it/portale/notizie_flash/ebook_si_ebook_no.html] on April 5, 2013, in Rome

1. eBooks?
All U know is Wrong
Leo Sorge, owner (2013)

2. The digital world
is meant to large
(200M+) and largest
(1B+) audiences
Leo Sorge, owner (2013)

3. Introduction
Leo Sorge, owner (2013)

4. People tend to
adapt old models
instead of
developing new ones
Leo Sorge, owner (2013)

5. -exploit Vs. replicable
success stories;
-highlander-like
monopolies.
Leo Sorge, owner (2013)

6. The case for Italy;
the subcase for books;
the advent of the
digital paradigm.
Leo Sorge, owner (2013)

7. The digital paradigm:
atoms and bits;
cheap intermediation;
social communication.
Leo Sorge, owner (2013)

8. Old book value chain
(novel, essay, manual...)
text, publisher,
distributor, shop,
reader
Leo Sorge, owner (2013)

9. Old book value chain
Publisher= scouting,
quality ctl, cover+,
legals, promotion, $$
Leo Sorge, owner (2013)

10. Old book value chain
The publisher starts
making $ 6-12 months
after the investments
Leo Sorge, owner (2013)

11. Old book value chain
the author starts
making $ 18+ months
after the publishing
Leo Sorge, owner (2013)

12. Old book value chain
the author has
NO control
over the value chain
Leo Sorge, owner (2013)

13. Old book value chain
(novel, essay, manual...)
reader = > buyer
(it’s irrelevant if she does not read it)
NO reader-author feedback strictly needed

14. New book value chain
(book, chapter, post, tweet, likes...)
Author
cheap intermediation
Reader
Leo Sorge, owner (2013)

15. The book value chain
thru Social comms:
-the author communicates BEFORE
writing the full book;
-the audience READS and REACTS,
increasing un/direct engagement;
The reader-author feedback is essential
even before writing the book

16. What is eBrooks?
Leo Sorge, owner (2013)

17. eBrooks is a new way
to leverage
any kind of content
in the digital world
Leo Sorge, owner (2013)

18. eBrooks operates on
two main processes:
1) the extended eBrook value chain;
2) unlocking the Great Web Swindle
Leo Sorge, owner (2013)

19. eBrook’s
Extended value chain
Leo Sorge, owner (2013)

20. Book costs:
scouting (pub), authoring (aut),
editing (pub), cover/video (pub),
printing (pub), promotion (pub)
distribution (dis)...
Leo Sorge, owner (2013)

21. eBrook incomes:
scouting, authoring,
editing, cover, video, promotion,
sales
(NOT asking the author for money!)
Printing and distributing are now
low-cost, low risk, sales-related services

22. Case #1: video
-normal booktrailer
-social reputation
-BrookTrailer
Leo Sorge, owner (2013)

23. Booktrailer = cost
-The publisher asks a videomaker;
-the vm sells the video and its rights;
-the publisher adds the video to the
book promotions;
-the vm participates in contests.
The process is confused; the social context
is underevaluated and makes no money

24. Brooktrailer=revenue
-The pub crowdfunds a contest;
-The vm gives video + his social links;
-BOTH vm + pub make money;
-the vm retains the rights while the
pub gets limited use permission.
The social context is at the center
and makes money

25. Other Case Stories
-covers
-translations
-editing
-...I won't tell you for free B-)
Leo Sorge, owner (2013)

26. Stopping
the Great
Web Swindle
Leo Sorge, owner (2013)

27. The Web Economy
spells democracy
...
while it's
1) oligo- to mono-poly
2) for large audiences only
Leo Sorge, owner (2013)

28. The Web Economy
1) simplifies or eliminates
intermediation
2) exasperates competition (*)
3) proposes false miths
4) stars exploiters, not repeatables
Leo Sorge, owner (2013)

29. The Web Economy
tells you that
many can succeed
everywhere they are
but it's not true
Leo Sorge, owner (2013)

30. In the Web Economy
very few ones
succeed
living in a world crowded with 1B-,
highly connected, people
Leo Sorge, owner (2013)

31. The Web Economy
Proposes false myths
- the long tail
- the freemium model
I don't agree with most analysts on these
two points. They are not viable to me

32. The Web Economy
is only intended for:
- 1B people *mature* markets
(english, mandarin, arab);
- 200M+ people *emerging* markets
(russian, portuguese, indonesian, swahili;
french, spanish, japanese)
Leo Sorge, owner (2013)

33. On-Web competition
drives to:
1) global competition,
oligopoly to monopoly
2) local competition
your own, direct social presence
Leo Sorge, owner (2013)

34. Global competition
needs money, competences, time
You as an author have
no success chances
Leo Sorge, owner (2013)

35. Local competition
needs friends, likes, tweets
You as an author have (limited but)
real succes chances
Leo Sorge, owner (2013)

36. eBrooks
operates with the
Local Competition
Model
mostly on the italian market
Leo Sorge, owner (2013)

37. A Mature market has:
- 1B people audience
(i.e. 14x Italian audience);
- a high number of fully structured
social interactions;
Leo Sorge, owner (2013)

38. An Emerging market
- 200M+ people audience
(i.e. 3x Italian audience);
- a good number of half-structured
social interactions;
Leo Sorge, owner (2013)

39. eBrooks
A Summary
Leo Sorge, owner (2013)

40. eBrooks's model is 6x:
The emerging market
We need social interaction # as if:
1) the Italians were 200M+ (3x);
2) our social messeges were many
AND half-structured (let's say 2x).
Leo Sorge, owner (2013)

41. eBrooks is a way to
leverage content sales
in an Emerging Market
through a Local
Competition Biz Model
Leo Sorge, owner (2013)

42. Leo Sorge
Linkedin it.linkedin.com/pub/leo-sorge/1/251/a95/
Slideshare slideshare.net/Leosorge
Youtube youtube.com/leosorge
Blog sftech.blog.tiscali.it
Website futuristico.it
Twitter @leosorge
... plus ebrooks.it
No, we’re NOT on Facebook!