About the Company

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As the Founder and CEO of Paper Raven Books, Morgan Gist MacDonald spearheads a dynamic publishing venture committed to assisting individuals in crafting, publishing, and promoting their literary works.

With a focus on empowering authors, Paper Raven Books ensures that writers maintain control over their creative vision, legal rights, and financial gains throughout the publishing journey. Collaborating closely with a dedicated team, authors receive comprehensive support across all aspects of book production, from refining manuscripts to designing captivating covers and executing effective marketing strategies.

Today, Paper Raven Books boasts a thriving client base of over 150 individuals engaged in various stages of the publishing process. The company's impressive output includes the publication of 60 books annually, contributing to a robust revenue stream of $1.1 million. This success is underpinned by a talented team of 18 full-time professionals, all of whom work remotely to deliver exceptional service to authors worldwide.

Currently based in Texas, Morgan balances her responsibilities as a CEO with her personal life, relishing the opportunity to nurture her family while overseeing the operations of a seven-figure publishing enterprise. This harmonious blend of professional achievement and personal fulfillment exemplifies the ethos of Paper Raven Books, where success is defined not only by financial metrics but also by the satisfaction and well-being of all involved stakeholders.

Idea Behind Company

Morgan Gist MacDonald's journey into entrepreneurship began unexpectedly as she embarked on a career as a freelance editor and writing coach. Initially, her focus was on assisting clients during pockets of free time, such as naptimes and after bedtime, while balancing the demands of academia. Despite initially pursuing a path in Sociology, Morgan discovered her passion lay in helping others refine their writing skills, particularly in academic contexts.

Leaving behind her aspirations of academia after completing her master's degree and anticipating the arrival of her first child, Morgan found herself drawn deeper into the world of freelance editing and coaching. Leveraging her connections from graduate school, she gradually expanded her client base through word-of-mouth referrals, steadily growing her business over the years.

Recognizing the need to scale her services while maintaining quality and efficiency, Morgan transitioned her focus to book projects, sensing an opportunity to provide comprehensive support to aspiring authors beyond mere editing services. This shift marked the genesis of Paper Raven Books, as clients increasingly sought assistance not only in refining their manuscripts but also in navigating the complexities of self-publishing.

In 2015, Morgan took a bold step into the world of self-publishing by documenting her own book-writing journey in "Start Writing Your Book Today." This endeavor not only showcased her expertise but also served as a practical guide for aspiring authors. Emboldened by this experience, Morgan and her team embarked on a mission to empower writers by offering professional support throughout the publishing process, culminating in the establishment of Paper Raven Books. Now in its ninth year, the company continues to innovate and elevate the standards of book publishing and marketing, guided by Morgan's passion for books and dedication to supporting authors on their journey to publication.

Creating the Company

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Morgan Gist MacDonald's journey into entrepreneurship was marked by a continuous evolution of her service-based business model at Paper Raven Books. Initially, she adopted an hourly rate approach, charging $18 per hour for her freelance editing and writing coaching services. While this provided flexibility, it posed challenges in predicting project costs and limited her ability to invest in business essentials due to low rates.

Recognizing the need for a more sustainable pricing strategy, Morgan transitioned to a per-word pricing model for editorial services when she expanded her team. Each manuscript was priced individually, with payments split between upfront and completion. However, she soon realized the necessity of allocating a significant portion of the total bill to her team members and operational expenses.

In 2017, Morgan introduced packaged services with project-based pricing, offering clients the option of monthly payments or an upfront payment with a discount. This marked a pivotal shift in Paper Raven Books' business model, allowing Morgan to cover all project expenses and invest in marketing initiatives. Leveraging paid advertising, primarily through Facebook, Morgan conducted over 100 live webinars to attract new clients and educate them about the publishing process.Over the years, Paper Raven Books has sustained its growth trajectory by adhering to this refined business model. With increased advertising expenditure, the company now serves a larger client base with a team of 18 members and a pool of freelancers. Despite the scale, the fundamental approach remains unchanged, emphasizing packaged pricing, targeted advertising, and dedicated service delivery.

Launching the Business

Morgan Gist MacDonald's journey into entrepreneurship was marked by a continuous evolution of her service-based business model at Paper Raven Books. Initially, she adopted an hourly rate approach, charging $18 per hour for her freelance editing and writing coaching services. While this provided flexibility, it posed challenges in predicting project costs and limited her ability to invest in business essentials due to low rates.

Recognizing the need for a more sustainable pricing strategy, Morgan transitioned to a per-word pricing model for editorial services when she expanded her team. Each manuscript was priced individually, with payments split between upfront and completion. However, she soon realized the necessity of allocating a significant portion of the total bill to her team members and operational expenses.

In 2017, Morgan introduced packaged services with project-based pricing, offering clients the option of monthly payments or an upfront payment with a discount. This marked a pivotal shift in Paper Raven Books' business model, allowing Morgan to cover all project expenses and invest in marketing initiatives. Leveraging paid advertising, primarily through Facebook, Morgan conducted over 100 live webinars to attract new clients and educate them about the publishing process.

Over the years, Paper Raven Books has sustained its growth trajectory by adhering to this refined business model. With increased advertising expenditure, the company now serves a larger client base with a team of 18 members and a pool of freelancers. Despite the scale, the fundamental approach remains unchanged, emphasizing packaged pricing, targeted advertising, and dedicated service delivery.

Since the launch of Paper Raven Books, Morgan Gist MacDonald has employed various strategies to both attract and retain customers effectively. One of the primary tools for customer acquisition was the publication of her book, "Start Writing Your Book Today," which not only showcased her expertise but also continues to generate leads and inquiries from readers seeking assistance with their own book projects. Recognizing the importance of creating a compelling customer experience, Morgan has focused on delivering results that resonate with clients, thereby attracting similar-minded individuals who seek professional guidance in their writing endeavors. This emphasis on delivering value has been instrumental in fostering long-term relationships with customers.

Earnings

As the business has scaled, Morgan has leveraged digital advertising platforms such as Facebook and Instagram to expand its reach. By crafting engaging video content that offers insights into the book writing and publishing process, Morgan has been able to capture the attention of potential clients and drive them towards free workshops, which serve as entry points for deeper engagement. In refining the sales process, Morgan shifted from pitching high-priced full-service packages to offering more accessible introductory packages. This approach not only makes it easier for prospective clients to commit but also increases the conversion rate significantly. By providing practical advice and insights in a smaller scope package, Morgan has been able to convert a higher percentage of webinar attendees into paying clients, thus ensuring a steady stream of revenue to sustain the business's growth and investment initiatives.

In terms of current operations, Paper Raven Books allocates approximately 20% of its revenue towards advertising for customer acquisition, while 60% is dedicated to compensating its workforce, including editors, designers, project managers, and marketing specialists. This leaves a small margin for incidentals and profit. Over the years, the company has refined its operational processes, implementing detailed checklists, scheduled client calls, and comprehensive resources to ensure smooth project management. A strategic decision to primarily serve clients within the United States has simplified the publication process, particularly concerning platforms like Amazon KDP, IngramSpark, and ISBN registration. Looking ahead, the company aims to diversify its offerings by introducing online courses that require less team investment. With a sizable weekly webinar audience, even a modest percentage of registrants opting for self-paced courses or group coaching sessions could boost revenue without increasing lead generation efforts.

On a broader scale, Paper Raven Books is evolving to cater to authors with entrepreneurial ambitions, integrating strategies like Amazon ads and envisioning a proprietary online bookstore. This initiative aims to empower authors to directly engage with their readers, offering higher revenue per sale and retaining valuable customer information—an advantage not typically provided by traditional bookstores. Reflecting on the journey, Morgan acknowledges the pivotal lessons learned, particularly regarding product-market fit and customer-centric approaches. Prior attempts to market digital courses proved challenging, leading to a strategic pivot towards tailored service offerings, which yielded better outcomes for both clients and the business. The emphasis remains on creating value-driven experiences that resonate with customers, fostering long-term relationships and sustainable growth.