Paper Raven Books: How Morgan Gist MacDonald Revolutionized Indie Publishing

The Idea

MacDonald’s journey began with her background in academia and freelance editing. She quickly recognized that many aspiring authors were struggling to navigate the traditional publishing world, often discouraged by rejections from major publishing houses. Seeing a gap in the market for self-publishing services that offered editorial guidance, cover design, and marketing, MacDonald launched Paper Raven Books to provide a full suite of services for authors looking to self-publish without compromising on quality.

Challenges

The early days weren’t easy. Like many startups, Morgan bootstrapped Paper Raven Books while balancing life as a stay-at-home mom. With minimal resources and operating costs, she juggled client work and childcare. Her biggest challenge? Convincing potential authors that investing thousands in self-publishing was worth the risk. Early on, profitability was elusive as she wrestled with scaling her editing service into a full-fledged publishing company(Extraordinary Women Magazine).

Industry Context

The self-publishing industry was growing rapidly in the 2010s, thanks to platforms like Amazon Kindle Direct Publishing (KDP) and the rise of authorpreneurs. However, competition was fierce. While traditional publishers maintained market dominance, indie publishing carved out space, offering authors more control but requiring them to handle marketing, editing, and design independently(Paper Raven Books).

Founders

Morgan Gist MacDonald holds a background in English Literature and Sociology, with academic experience at Vanderbilt University and the University of Denver. Her early career as a freelance editor laid the foundation for her future publishing company. MacDonald’s drive for entrepreneurship and her ability to anticipate shifts in the publishing industry have been key factors in her success, turning Paper Raven Books into a seven-figure operation.

Product

Paper Raven Books offers a wide range of services, including:

• Copyediting and proofreading to ensure a polished manuscript.
• Custom cover design to create eye-catching book covers.
• Interior formatting for both eBooks and printed versions.
• Full publishing management through platforms like Amazon KDP and IngramSpark, making the book available in multiple formats across major markets.

Additionally, the company specializes in launching books, helping authors achieve Amazon Bestseller status by optimizing categories and leveraging social proof through reviews and early launch teams(With Kristina).

USP

What sets Paper Raven Books apart is their done-for-you model, where authors are guided through the entire self-publishing process. Most competitors offer à la carte services, but Paper Raven integrates everything from ghostwriting to launch marketing. Morgan’s personal touch in guiding authors from inception to bestseller lists gives the company a unique edge.

Competitors

Paper Raven Books competes with several major players in the self-publishing world, such as:

• Scribe Media: Known for their high-end publishing services, including ghostwriting and distribution.
• BookBaby: A budget-friendly option for authors looking for basic self-publishing services.
• Reedsy: Offers freelance publishing services but without the integrated approach that Paper Raven provides.

Build

Paper Raven Books scaled incrementally. From freelance editing, Morgan started outsourcing to other editors. Over time, she hired marketing experts, project managers, and a design team. The business grew steadily through Facebook ads and webinars, which helped attract clients. As more authors completed the full publishing process, word-of-mouth and repeat business solidified their reputation(Extraordinary Women Magazine).

Implementation

From the outset, MacDonald placed a strong emphasis on community building. She regularly hosted webinars, workshops, and online challenges to engage with aspiring authors, offering free advice to help them overcome the initial hurdles of writing and publishing. By focusing on author empowerment, Paper Raven Books has cultivated a loyal community of writers who return for future projects. The company also implemented partnerships with professional organizations like the Professional Book Editors Association, helping to certify editors and strengthen the quality of their services.

Growth

Since its founding, Paper Raven Books has experienced steady growth, reaching $1.2 million in revenue by 2023 and publishing over 100 books annually. This growth can be attributed to MacDonald’s ability to adapt to industry trends and leverage the demand for self-publishing services that combine professionalism with a DIY spirit. The company continues to innovate, expanding into training programs for editors and coaches, and increasing the scope of services offered(With Kristina).

Pricing

Pricing at Paper Raven Books is premium. Full publishing packages start at around $10,000 and can exceed $25,000 depending on the complexity of the project. For authors on a budget, they offer modular services, such as just editing or design. The company also sells different items for writers including pens, typewriters, writing blocks, journals, and more, with prices ranging between $3 to $700.

Key Takeaways

• Personalized approach: Paper Raven Books provides comprehensive, tailored services that empower authors to succeed in self-publishing.
• Industry timing: Launched at the height of the self-publishing boom, the company capitalized on emerging platforms like Amazon KDP and IngramSpark.
• Founder-driven growth: Morgan Gist MacDonald’s hands-on approach and ability to anticipate industry changes have been key to scaling the business

Paper Raven Books is a shining example of how a niche publishing service can flourish in the modern digital era. By focusing on author empowerment and creating a community of independent writers, MacDonald has grown Paper Raven Books into a profitable business that helps countless authors bring their stories to life. As the company continues to expand, its unique blend of personalized services and self-publishing expertise makes it a powerful player in the evolving literary world.

For a deeper understanding of how to scale sustainably like Paper Raven Books, read our guide on “How to Scale Your Business Without Losing Quality”.