What are some good strategies for creating, pricing and selling an ebook? In Part 1 of our interview with Sacha we discuss what he learned launching his first book, and what he plans on doing next time. We also take a look at Meteor, “an open-source platform for building web apps” using pure JavaScript.

Highlights

• Sacha kick-started his product career by selling themes on Themeforest. “I was doing products before I knew I was doing products.”
• His first real solo product was his ebook: Step by Step UI Design. He recommends starting small: “I didn’t set out to write a 200 page book. I set out to write a 40 page book.”
• Sacha based the price of his book on what iOS apps were selling for ($2-$5): “It turns out, that’s a bad way to do pricing.” For his next book, he’s going to employ a higher price strategy ( similar to what Nathan Barry did for his ebook).
• People on Hacker News balked at Nathan’s high ebook prices. Sacha thinks: “People don’t understand how segmentation works. If you want to buy a car, you could buy a Ferrari or a Honda. You know those two cars are for different audiences. No one complains about the price of Ferraris; people understand that they are expensive. It’s the same with ebooks; just like you can buy a cheap car or expensive car, you can buy a cheap [ebook] package or expensive package. If you think the expensive package is too expensive, it just means you are not the target audience.”
• Sacha on segmentation: “People think it’s crazy that Nathan Barry is charging $200 for his ebook package; but they’re not the target audience. He doesn’t want you [the individual] to pay that; but rather the office manager at the big company (who isn’t spending his own money) to purchase it.”
• How Sacha plans on promoting his next book: “I’ve started setting up a mailing list on the Telescope site. There’s a small sign-up form for the book’s mailing list on there. I’ll be sending sample chapters to these people and asking them for feedback.”
• “ Meteor is a step above [other frameworks]. I think it’s the future,” says Sacha.
• “I wanted to build a Hacker News for designers; because I think that’s missing right now”, comments Sacha. This project became Sidebar.io.

Show notes

• Telescope
•  Sidebar.io
•  Sacha’s website and blog
•  “You don’t have to be local” (Derek Sivers)
•  Themeforest
•  Sacha’s ebook: Step by Step UI Design
•  More money from fewer ebook sales
•  Nathan Barry’s new ebook: Designing Web Apps
•  Meteor

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