In 2014, Margot Atwell, the force behind Derbylife.com, a roller derby website, embarked on a journey to create a comprehensive guide to roller derby. This wasn’t just a how-to manual; it was envisioned as a deep dive into the sport’s history, techniques, and the lifestyle surrounding it. To bring this vision to life, Atwell turned to Kickstarter, launching “A Brief History Of Time Travel Kickstarter” campaign to gauge interest and secure funding for her book, Derby Life.
Atwell’s initial funding goal was $7,000, a sum she hoped would cover editing, pre-production, and printing costs. The response exceeded her expectations, with 254 backers pledging $9,183. This successful campaign allowed Atwell to create Derby Life exactly as she envisioned. Four years later, Atwell shared a detailed breakdown of the project’s costs, offering valuable insights for aspiring self-publishers.
Margot Atwell, founder of Derbylife.com and author of Derby Life, photographed by Sean Hale.
Content and Preproduction Costs
At the time of the Kickstarter launch, Atwell estimated that she was 70% finished with the manuscript, with the exception of one history chapter.
Preproduction and content costs amounted to $4,994, exceeding the initial budget due to the final manuscript’s length. The book expanded to approximately 80,000 words, accompanied by 15 pages of images and appendices. The final product was 320 pages, longer than the projected 276 pages.
Increased length subsequently raised the costs of copyediting, proofreading, and typesetting. To offset these expenses, Atwell eliminated the foreword, relied on Kickstarter backers as beta readers, and bartered editorial skills for cover design with a friend. While $2,795 was budgeted initially, the final cost totaled $3,279, with typesetting significantly exceeding budget expectations.
Cost breakdown for Margot Atwell’s Derby Life book, showcasing content, preproduction, printing, and Kickstarter rewards fulfillment.
Printing Costs
Printing 1,220 paperback copies through Edwards Brothers Malloy cost $4,336.
Atwell explored various printing options, ultimately choosing offset printing for its superior quality and cost-effectiveness for larger print runs. A previous relationship with Edwards Brothers Malloy secured a 10% discount, solidifying the decision. The print run was set at 1,200 copies to balance potential sales and storage concerns.
Delivery posed an unexpected challenge, as the books arrived on a pallet via truck. Atwell arranged for delivery to her parents’ suburban garage, given the limitations of her third-story Brooklyn apartment. The delivery required careful maneuvering to navigate the windy driveway.
Margot Atwell’s Derby Life research materials, showcasing the depth of historical information gathered for the book.
The delivery truck with Margot Atwell’s books and the pallet of Derby Life books in her parents’ garage.
Kickstarter Rewards Fulfillment
Fulfilling Kickstarter rewards totaled $1,719.
Atwell shipped 216 print copies to backers and allocated another 80 copies to contributors and individuals featured in the book. Shipping costs slightly exceeded budget at $1,112 due to a higher number of backers, including international supporters. Purchasing a laser printer for $248 and Shipstation software for $120 streamlined the fulfillment process.
Rewards were carefully chosen to minimize production and shipping expenses. Atwell repurposed existing Derbylife.com bottle opener keychains and offered inexpensive postcards and e-books. Higher-tier rewards included a rare book by Damon Runyan and custom Derby Cards. The cost to fulfill the rewards overran the initial predictions by around 40 percent.
Financial Outcome
The total cost of the project, encompassing preproduction, content, printing, and rewards fulfillment, reached $11,048.55.
Visuals representing different aspects of Margot Atwell’s Derby Life project: preproduction, printing, and rewards fulfillment.
Despite raising $8,200 through Kickstarter, Atwell was nearly $3,000 in debt before publication. This was a deliberate decision to print additional copies for wider distribution.
Post-Kickstarter Sales
After fulfilling Kickstarter obligations, Atwell utilized several sales channels:
- Direct sales at roller derby events: $4,038.65
- Sales via skate shops and a museum: $2,149
- Online sales through her website and Amazon: $8,253
These sales were conducted at varying rates, from full cover price to discounted rates for retailers and promotional partnerships.
Additional expenses, including shipping, marketing, and travel, totaled $4,407.68. The overall project costs amounted to $15,456.23. Combining total sales ($14,440.65) and Kickstarter funds ($8,200) and subtracting total costs ($15,456.23), Atwell’s pre-tax profit reached $7,184.42.
Considering a conservative estimate of 500 hours spent on the book and project, Atwell’s hourly rate was $14.37.
The cover of Margot Atwell’s Derby Life book, a resource for the next generation of roller derby skaters.
Lessons Learned
Atwell’s primary goal was to create a resource for roller derby skaters. She noted that controlling the book’s length from the beginning would have lowered printing and shipping costs. This has been especially challenging since switching to print-on-demand after the initial print run ran out because the POD costs are higher per unit. Increasing the book’s price by a dollar was a necessary adjustment, but it would have been preferable to address the issue upfront.
The book resonated with readers worldwide, and Atwell was recognized as a roller derby history expert in The New York Times. Derby Life would not have been possible without Kickstarter support.
