Backward Planning When Self-Publishing Helps You See The Bigger Picture, By April Mitchell
MY PREVIOUS article, “Are You Game to Self-Publish?” explored what to consider as an inventor or designer before self-publishing a game, and included an experts’ checklist.
Now, after deciding to move forward with self-publishing or manufacturing, here are some things I find helpful to stay on track as I embark on this new journey.
Backward planning
Learning and knowing what we need to do and how to do it is a large piece of the puzzle of taking a product to market yourself.
The other key factor is figuring the timeline to make it all happen. Once you have that timeline, you can “backward plan.”
Starting with the end in mind can help get your project on track and stay there. It’s important to determine a goal date for having the
product ready for retail.
From here, you need to think about when it needs to land in the country of sale—and, if having your product manufactured outside of the United States or country of your residence, when it will ship out. Give yourself plenty of wiggle room; timelines always seem to double what was originally expected. For example, some art may need to be tweaked, or a factory could get behind schedule.
For that matter, I suggest giving yourself double the time you think it will take, or the time you were quoted, every step of the way.
Backward planning every step of the process can help you paint the big picture. Your BP checklist:
• What date do you want your product available for retail?
• When should you start looking at factories and when to have a start production date
• When should you learn about what kind of file the factory needs for the artwork?
• When should you get a sample from the factory so you have time to make changes or improvements?
• When to hire an artist? How long of a timeframe is needed for the art to be completed and tweaked?
• When should you get your product safety testing—or how do you even learn if your product needs safety testing?
• When should you secure barcodes and QR codes, and what’s the best way to do this?
• When do you need to have a sample and one sheet/marketing material ready to show to retail buyers? Do you have to get it to them before a trade show to secure a meeting, or can you have it ready for the trade show?
• Do you know the retailer’s buying seasons? How to get a meeting? Can you get one on your own, or do you need a representative to help?
• How long does it take to set up a storefront or an Amazon listing?
• Do you need to hire a professional photographer to photograph your product—and if so, what kind of timeline do you need to consider?
• Should you hire someone to make a quick video of how to play your game or use your product?
• When is the best time to file a patent, trademark, copyright, etc.?
• When should you start sending samples to influencers or content creators to help launch and share about your new product?
Working with a designer
Most often, you will need to work with an artist or designer for your game or product, unless you are an artist yourself. You can use apps like Fiverr or Upwork to help find an artist, or you can use word of mouth or LinkedIn.
It’s important to do your research and find an artist whose style and abilities match the style or look you want. Be sure this person works with the medium you would like used for your artwork.Discuss your timeline and their rate—which could be hourly, per character/item, or a price for the job as a whole.
If possible, have the artist design one card or one character to see if he or she can achieve the look or design you want. Once this one character or design is set, you can hire for the full job.
Communication is also very important. Be sure you are clear and lay out your expectations on how you’d like to work with them.
Managing expectations
Remember that you are brand new at this self-publishing or manufacturing gig.
Have a mentor you can go to and ask questions of, but be willing to take a pause and do some research of your own. This is not just a creative journey but a financial one, and costs can add up quickly.
Set a realistic budget for the project before you get started. Have some extra money set aside for the unexpected.
And lastly, enjoy your journey. It’s only your first time once!