Vardhane Harsh. Vardhane Harsh likes to be called an Innovation Consultant. He started his career at the age of 19 by writing his first book "Social Media Marketing for Beginners". Since then, He has helped many organizations in integrating their marketing strategies with Social Media. The Startup Experience helped him forge relationships in the venture capital world which led him to become an independent fundraising consultant for startups. His latest book "SaaS Startup for Beginners" carries forward the latest startup trend of Software as a Service.
Author of SaaS Startup for Beginners
When I was 19, Social Media Boom had started and facebook, twitter etc were getting intense penetration in our lives. At that time, I realized that its also a low cost marketing tool and started learning about it. The inspiration came when I saw people trying to do social media marketing by spamming here and there, Sharing random posts etc. Through some research, I realized that there was no course material or quick way to tell these people that they are abruptly wrong in their approach. So, I decided to make a quick way myself. I began working on a very short and precise Social Media basic guide which can be bought at a very cheap price and will give a brief idea, insights and basic Do's and Dont's to market things through social media. I wrote " Social Media Marketing for Beginners" , Distributed it globally and within months, It was topping Amazon and iTunes Bestseller charts.
The inherent desire of any writer is always to get more and more readers. Money is purely materialistic short term satisfaction, It can help with creature comforts but not long term mental satisfaction. It's always the readers who define the identity of an author and it's an author's responsibility to always take care of his readers.
Yes, While writing my second book "SaaS Startup for Beginners" , There was this metrics part, I was always stuck on. Initially, I decided to give more and more insights about the key performance indicators but that was making the book too much technical. I was in a dilemma since KPIs are an integral part of SaaS Startup performance but the in depth part wasn't going in line with the purpose of the book - " a Basic Guide for SaaS/Freemium model startups". Ultimately, I decided not to write it myself and took it from another SaaS book by Leandro Faria under creative commons 3.0 licensing policies.
Well, It has opened the doors for everyone. Unlike past where a handful of publishers used to decide what will go in the market or not, The advent of digital publishing has made it possible for everyone to write and share his/her content in form of ebooks/Blogs etc to everyone. I have met bloggers who write upto 50 articles a day and have a following of a million readers and all this is possible because of digital. With print, Such frequency and reach is almost impossible these days.
Being a Management Grad from IIM, I will have to admit that the principles of marketing i.e. Segmentation-Targeting-Positioning are at work here. Every book in undeniably made for a section or audience and if the cover and promotions are able to target that audience, The readers surely buy it. Readers have inherently diversified motivations to buy different books so generalization of any reader's interest is pretty much impossible, It's a gamble the author and the publishing house takes on the limited data about the audience they target.
I did intense research on consumer behavior of people buying books digitally. What are their motivations? How do they reach books? Which channels they take? Which colors on cover may lead to impulsive buying etc. I also worked on keywords which were being searched online to name the book accordingly so that the digital reach automatically intensifies. I also got quotes from some Saasprenuers from US, Singapore etc to add their reviews in my book's description. Last but not the Least, I merged my brand and my book's brand together thus, My work and recognition in Startups was promoting my book, My book was on other hand promoting me thus a circle of promotion was formed which escalated the book sales.