Creative Blog.
Marketing planning & budget is critical to any business
Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?
Marketing planning & budget is critical to any business.
Whether you have a small startup lemonade-stand business, or a large enterprise corporation, developing a sound marketing strategy and budget are vital to the business. Why? First let’s define marketing and why that matters.
What is marketing?
Most people know generally what marketing is, but knowing what it means today (2021) is important because while the fundamentals have always been there over the years, the methods, vehicles, tools, and customers have changed dramatically. The simplest way I generally define marketing is: “Delivering a specific business, product or service to the marketplace—why, how, and to whom.” So it can be a golf ball, or a plan to inhabit mars, they each have a very specific target customer base, a “why” and a “how.” And just knowing the basics behind each of these helps build a sound plan. And that includes a plan for what you invest in that marketing plan.
Budget planning
A part of the marketing game plan includes a budget plan. This simply defines how much emphasis—both time and monetary—you think you might want to invest in marketing your product, service, or business. And this is important. You will definitely need to actively market. Send the word out, spread the news, and continually engage your ever-changing customers. If you don’t, literally, your business sits idle. Nobody comes to you, you need to invite them and regularly engage them. Treat them as your true friends. Nurture your customers. And this requires driving vehicles to do so, like websites, social media, email, mail, etc… as well as building a sound brand—quality graphic design.
It’s important to develop a budget that coincides with what you will employ, how, and when— and at what level. Having a very basic plan goes hand-in-hand with how much “oomph” you put in to your marketing. Think about how hard it is to reach your audience let alone find them with all the competition and distraction. So investing a little will get you a little, and investing a lot will get you more. Why? More exposure. The more eyes and ears you have on it the better—however, a major caveat to that though is how well it’s being done/implemented! You can spend a fortune on a sloppy ad campaign, and if it doesn’t attract your customer, they don’t engage. And that can be a waste of time and money. So review the primary components of marketing below and determine the ideal pieces that may be right for you— and break up a rough cost on what you can afford initially, and in the future. Then really work hard at putting the marketing plan to work.
So consider some of the primary parts of marketing a business, they all will have a certain affect on your business and each have a specific time and cost:
23 Primary components of marketing:
Branding and design
Advertising in print
Website design and production
Website edits
News
Blogs
SEO
Print material (brochures, mailers, handouts, business cards)
Collateral branded material (letterhead, powerpoint)
Email marketing
Podcasting
Radio ads
Social media advertising
Google advertising
Discounts and coupons
Social media posting (and to which ones)
Special content: White papers, case studies, infographics, video, animations
Video commercials (YouTube, etc…) about your business
Events
Person-to-person
Referral programs (listing on others websites, etc…)
Third-party affiliations
Public relations, press releases, etc…
So based on these primary marketing components, it’s helpful to develop a rough idea on not only which ones are most important (although they all are), but how much cost you might assign to them. For example, basic website design and development (maybe $5K, and then another $2K over 6 months to update, implement SEO, add news posts, etc…), regular social media posting—figure hopefully at LEAST 1 per week (although 1 per day is the best minimum. I suggest 5-10 per day to be effective)— maybe $100-$200 per week to have someone develop them, graphically create them, and then engage (post them). Those alone would roughly be about $10K for the first 6 months, and then post launch, maybe $5K second half of the year— so about $20K annually for just those basics.
It may seem like a lot, but running a good business requires good marketing. And the idea behind marketing remember is growing, building, expanding, and increasing business—customer reach, sales, and everything around your business. The investment is meant to exponentially add income and exposure. So you can see how and why ‘what you invest’ in the marketing aspect is so critical.
Let’s break down the primary marketing factors:
What. You need to know specifically and accurately—precisely what it is you are developing, preparing, or presenting to the marketplace. What is it? What’s its name? Think of it as a version of the elevator pitch or mission statement, which really ties together all 4 main points here. What, why, how, and whom. But the “what it is” portion needs to be very simple, very clear, and HOPEFULLY very compelling. By that, I mean that it was well thought out, solves a real problem, serves a goo and meaningful purpose, was market tested, or at the very least is something a niche audience wants and needs. Otherwise, you are not going to fare very well.
Why. What is the reason you are in business? Whatever and however you market yourself all hinges on that important factor. Why the why? Because knowing why you are doing what you are doing drives and fuels the entire mission. “I want to improve peoples lives by providing truly natural food products” will be marketed differently than “We want to sell good lumber that lasts longer.” Every mission or “why” has a certain flavor— a “DNA” embedded in that brand—thus mission.
How. What’s the game plan in HOW you will implement your mission/strategy? This ‘how’ will include things like on what medium (online, email, social apps, etc…), how often, and what kind of content or means will you employ. For example, developing an online platform making it easy for our customers to purchase and engage quickly, vs maybe printing different mailers across the country to reach different markets and teasing the concept to build interest—web later. So think about how you plan to implement your game plan.
To whom. This one is important. You need to know who you are marketing to. It helps develop the right messaging and exactly how you will present information to those specific set of eyes and ears. 8-10 year olds will respond differently than 60-80 year old women. Men interested in home improvement will respond differently than mothers with children on the autism spectrum, etc. By knowing “who” you are communicating with them specifically. What they say and read “speaks to them.” Makes them WANT to react and thus ultimately “convert,” becoming a long-term, nurtured customer that raves about you and helps spread the word.
Cost. Try and develop what you think might be a comfortable cost associated with marketing your business, product, or service. Think annually, semi-annually, or monthly. At the very least, develop an initial short term goal of coming up with a few good marketing drivers like pieces of content (case study, infographic, blog article), social media posts, and website updates. But don’t skimp or dabble! While you sit and contemplate, other businesses are getting really aggressive— they are investing a lot more to really grow and increase profitability. So think generally in terms of whether it’s $1000 per month, $5K per month, or $10K per month. Then have a conversation with a creative team that can work with you to develop a marketing plan especially built for you. Every business is different.
Simple review of the top 5 marketing questions:
What is it that you are marketing?
Why are you?
How will you do it?
To whom precisely?
What’s a reasonable budget?
The bottom line
Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?
Work with a professional consultant that you can trust to guide you on the right path. Like a financial advisor, fitness coach, or outdoor adventure guide, they will help you develop a sound strategy that will get you the successful outcome you seek.
About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.
I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally.
Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.
https://www.mitchellcreativegroup.com
todd@mitchellcreativegroup.com
(508) 494-8182
Creative pricing— what will it cost?
When it comes to pricing creative projects it helps to keep three primary things in mind: Value (worth), caliber (oomph level!), and investment (what can or should be spent). And while there is a wide range for each of these, the ideal cost is what’s most appropriate for that project. No matter what, think of it as a range—from basic and simple, to advanced and higher level.
When it comes to pricing creative projects it helps to keep three primary things in mind: Value (worth), caliber (oomph level!), and investment (what can or should be spent). And while there is a wide range for each of these, the ideal cost is what’s most appropriate for that project. No matter what, think of it as a range—from basic and simple, to advanced and higher level.
The “value”— is what it’s really worth. Think of gold vs. a sheet of paper. And when it comes to your project, is it valued high like gold or as a simple piece of paper. Is your project high profile, important, to get high exposure, and have a big impact on the audience? Or is it a simple, one-off, very basic project with little exposure?
The “caliber” is the “oomph level”—meaning how much oomph you want it to have. Putting more work into it affects the outcome. If you spend more time on designing it, using certain fonts, images, colors, etc… you will have more quality there. If you spend more time on the animation or website you will get more impact.
The “investment” is what it sounds like—how much you “should” invest. I emphasize that because mistake number 1 is that people think its about what they WANT to spend. If you want to spend $50 on a logo, you will get a lousy $50 logo. Whereas if you SHOULD invest in a real solid brand— spending the time, working a high caliber, and investing value behind it, the outcome will be tremendously different. And it’s not to say you should always spend more— in fact the opposite. Some projects SHOULD be a low cost. Some projects warrant simple, low cost solutions.
So consider these three pieces when pricing your creative projects. It will help you figure out the ideal and appropriate amount to spend.
Here are a few worksheets to help visualize the cost curves on certain projects.
eDocuments. The chameleon of design.
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
I wanted to re-post a prior blog here by popular demand! To show you how one bit of content—one document can be conformed into MANY different types of eDocuments…
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!
The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create.
For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!
So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?
Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible.
In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.
InfoBrief
This example here below is of the original InfoBrief (ebook).
View InfoBrief, online as an “ePub” (electronic online view):
This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.
https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40
Mobile Doc
The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.
View Mobile Doc as a pdf on browser (ideal to view on a mobile device):
Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):
InfoDoc (or eDoc)—
A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.
The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…
Download and view “pdf” on your device:
Filling the eBook - InfoGraphic “gap”
Download and view “ePub” on your device:
Filling the eBook - InfoGraphic “gap”
Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
eBook vs. InfoGraphics— filling the “gap”
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!
The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create.
For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!
So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?
Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible.
In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.
InfoBrief
This example here below is of the original InfoBrief (ebook).
View InfoBrief, online as an “ePub” (electronic online view):
This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.
https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40
Mobile Doc
The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.
View Mobile Doc as a pdf on browser (ideal to view on a mobile device):
Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):
InfoDoc (or eDoc)—
A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.
The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…
Download and view “pdf” on your device:
Filling the eBook - InfoGraphic “gap”
Download and view “ePub” on your device:
Filling the eBook - InfoGraphic “gap”
Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
Ebooks, part 1
eBooks (Electronic Books) are a great modern communication platform to create articles, publications, manuals, guidebooks - and more. What's best (and defines modern) is that they are created for online use and can be created in a variety of ways, making them useful on a variety of online platforms.
eBooks (Electronic Books) are a great modern communication platform to create articles, publications, manuals, guidebooks - and more. What's best (and defines modern) is that they are created for online use and can be created in a variety of ways, making them useful on a variety of online platforms.
Web browsers (like Explorer, Safari, Firefox, and Chrome), tablet computers (ipad, etc...), and handheld devices (cell phones - iphones, Blackberry, etc...) can all provide the visual platform for ebooks - not to mention the currently popular "e-readers" like the Nook® and many others.
Like most things, while most anyone with any computer know-how can create some kind of ebook, if created professionally - that is, by someone with good technical and creative know-how - can help you create some really cool ebooks that not only look dazzling but will be functional, easy and fun to use, and help you accomplish whatever goal your ebook(s) have.
For example; creating a professional design, adding relative and attractive artwork, clean and colorful layout, advertising, functionality OF that advertising (making sure the ads clicked work!), proper click throughs (links that direct to the right location), the correct type of ebook, and many other creative/technical aspects that will absolutely affect the success or failure of any ebook.
Important!
The common misconception of eBooks are that they are printed magazines or books, made into online pdfs. While that can be true for some (these can be created), they are not true eBooks.
Ebooks that are created as/for eBooks specifically have some unique criteria to render them effective in both design and functionality. For example;
Ebook text (per page)
Ebook text (per page) is less per page than printed material. To be truly “viewable” online, the text must be a certain size, and typically 4-6 point sizes larger than traditional print publications. Typical ebooks might contain about 300 words per page, as opposed to 500-600 words on a printed publication.
Single pages versus “spreads”
Creating an eBook is typically experienced page by page. You read a page, you turn a page, etc... So where the turn page buttons are, how the design is laid out, etc... are important factors. Creating “spreads” is a matter of design/layout that should be determined initially. The layout is far different than single page since components will line up differently (where images line up on the spread, where articles start/stop, etc...).
Print vs. Online
Simply, online requires a resolution (quality read in “dots per inch”) of only 72 DPI. Print, typically 300 DPI. So whether print or online, each image and all elements must be created individually at that specific resolution. Otherwise, online versions with too high a resolution will be a HUGE file size taking forever to download, as well as a printable piece (professional quality) having too low res of images will print really fuzzy/grainy... Typically, about 120DPI is recommended for eBooks, so if printed locally (laser printed) they actually come out rather nicely and also look and act well online.
Essentially, there are 6 primary (popular) types of ebooks: PDF, Website, Flash-based, Custom Programmable, Application-based (App), and Device-Specific.
Types of ebooks
Essentially, there are 6 primary (popular) types of ebooks: PDF, Website, Flash-based, Custom Programmable, Application-based (App), and Device-Specific. Each of them unique and carry their own set of strengths and weaknesses. Most of them also have similarities. I think the strengths clearly outweigh the weaknesses.
PDF ebook
From my perspective, the best option. PDF (portable document format) is a computer programmable language that has been around for a very long time. It's a relatively stable format that's widely used and/or accepted on most all online accessible devices. They can be read/viewed online, and can also be distributed as a file to other devices (emailed, etc...). In addition, they are easy to print out - therefore making a great online/print combination. With this option you can create a really robust print-like, professional e-magazine - or a very simple, fluid, mostly text-based document as a matter of design, each having its own strengths. If you’re looking for a really cool design that looks like a news stand magazine - or a cool, simple well-designed piece that’s mostly stable, and easily read on most devices, this is a strong option.
Strengths:
1. Easily read on most devices.
2. Easily distributed (emailed, etc...).
3. Easy to download.
4. Can provide sharp, crisp graphics.
5. Can have interactive abilities (hyperlinks, buttons, page turning, linked contents page to other pages, forms, and more...).
6. Can be edited (minor corrections only) directly with easy-to-use Adobe Acrobat software.
7. Allow you to use unlimited design. Fonts, colors, graphics, etc... Not limited as is on Web pages.
8. Easy to print.
9. Scaleable. Can be made into a variety of sizes, structures and designs. Single page, spreads, tall, wide, etc...
Text can be "grabbed," or copied with Adobe Acrobat software to other programs easily AND/OR can be password protected (read-only) so you can potentially also NOT allow that function if you want that layer of security.
Weaknesses:
1. While they can be edited with Adobe Acrobat software, moderate/major edits need to be done on the original software that created the pdf. Those costs would need to be estimated through that process.
2. Larger files create larger file sizes, which can be slower to download. There are definitely ways to avoid this issue (see below), but for longer/larger pdfs, can create a download/bandwidth issue.
Some Average Costs:
The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as appropriate):
Design consultation (design cover, TOC, and inside page): $500-$1200+
Production of ebook (delivered)
Up to 50 pages: $100 per page
50 to 100 pages: $125 per page (larger projects require more technical time and/or elements)
Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (larger, more detailed graphics)
Hosting ebook: $350+/-
Additional edits (beyond 3 rounds of edits or post launch): $100 per hour
Basic landing web page for ebook, if applicable (text provided by client): $500+/-
Website-based ebook
Simply put, this type of ebook will look, act, and feel like a true website. Remember essentially, websites can be created in an infinite array of designs, so creating an ebook type of website (html-based) is a matter of setting the "website" up to look, act, and feel like an ebook. You can create a design that mimics most any size or style publication, loaded with buttons, graphics, and other components that make it a true publication-type website. Click a page, or button to turn the page, and it proceeds to that specific page...
Strengths:
Simple html website structure.
Relatively easy to edit (text is easy to work with, graphics can be easy to work with. Subject to typical website changes/edits.
Moderately flexible in design, similar to any website design process.
Can be viewed easily on most all web browsers (computer or handheld/laptop devices).
Size is only limited to practicality. In other words, as long or as large as you feel works well in design/concept.
Weaknesses:
Limited to the constraints of any website, since effectively - it is a website.
Graphically, can be limited whereas a print-type of publication has more design-ability features - web does have limitations.
Some Average Costs:
The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as appropriate):
Design consultation (design home page, turn page, design): $500-$1200+
Production of ebook (delivered): $1200-$5K+
Per story or article (on its own single long page): $450
Per individual page (article on multi pages): $125 per web page
Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (fancy extensive work)
Hosting ebook: $350+/-
Additional edits (past 3 rounds or post launch): $50 - $150 per hour depending on the edit type.
Device Specific ebooks
The device-specific (D.S.) eBook is solely for a particular brand or device. For example, the Amazon Kindle® eBook reader uses a proprietary format “AZW.” Most of these (D.S.) eReaders follow the same protocol and while they can be created, they are best done through those proprietary software programs and systems - rendering them available through those specific devices. Not the ideal custom created eBook, but an option if it were part of your strategy. See http://en.wikipedia.org/wiki/Comparison_of_e-book_formats for more information.
Strengths: Good on each device only
Weaknesses: Good on each device only! Not very customizable in layout or design, commonly very expensive and complex to get the right help in being able to create the ebook.
Some Average Costs: Information not available.
Recommendations
When creating these ebooks, the following suggestions are recommended:
PDF Type Ebook
You first have to determine whether you want a robust, graphically enhanced publication, or a simpler text-based publication. These (and other) decisions will affect the audience experience as well as the time frame and cost associated with creating these. A good art director or creative manager will be able to consult with you to make the best determination.
For a booklet with more graphic elements, keep shorter in length. 30-40 pages max.
For longer books (more than 40 pages), minimize graphics, keep design simple. There may be more text but you need to decide what “kind” of ebook you are creating. Some prefer reading text with no distracting graphics - others prefer more graphics...
Each page should contain about 300 words max depending on design, and whether you add graphics or not.
Worksheet
What type of ebook do you want to create?
How long will it be?
Graphical, or more text?
Cost range? What do you expect to pay to create?
Hosting. Where will it reside for download?
What time frame to create or make available?
Will you have advertising? How much/how many?
Is it one book, chapter book, or how many articles?
Will you have the text ready and edited, or need that created?
Graphics available ready-to-use, or need creating?
Will it have a cover? Cover image?
Is it part of a series, or one-off?
What is your strategy for creating this eBook? Why are you creating it?