The “You be the VC 6.2” feature focuses on FastPencil, a company that provides a user-friendly, affordable, and effective platform for authors to self-publish books, and obtain real-time feedback on the books they’re working on. Consider each of the 4Ps and comment on the most important issues for FastPencil to consider in each area.

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YOU BE THE VC 6.2 Company: FastPencil Web: www.fastpencil.com Twitter: fastpencil Facebook: FastPencil Business Idea: Provide a user-friendly, affordable, and effective platform for authors to self-publish books, and obtain real-time feedback on the books they're working on. Pitch: Not long ago, the only way to publish a book was to pitch the book or a proposal for a book to a book agent or publisher, and hope that the book would be one of the few they'd accept. That's no longer the case. FastPencil is a leader among companies helping writers self-publish books. Here's how it works. Once registered on FastPencil's Web site, an author can use the company's Web-based software to write a book. Once completed, easy-to-use tools are available for the purpose of customizing the book and prepare it for printing. A single copy of a 200-page 6-by 3-inch paperback book can be obtained for as little as $9.30. A single copy of a 300-page hardback book in a 7-by 10-inch format can be obtained for $18.00. Premium services such as professional design, editing, proofing, and expert advice are also available. The services, which are sold in "publishing packages," range from $999 for the bronze service to $1,999 for the gold service. The gold service, for example, includes online coaching, manu- script setup, editorial review, formatting review, distribu- tion of the finished book to FastPencil's Web site, Amazon.com, BarnesAndNoble.com, and other book stores, and related services. A differentiating feature of FastPencil's approach, whether an author wants to create the book essentially for free or whether the author avails himself or herself of one of the premium services, is the support that's provided. Authors can obtain real-time feedback for free by allowing friends and colleagues to access their book while it's being written on FastPencil's