The Book
Now available
The New Rules of Biotech
A Founder’s Guide to Building Great Companies
How to build and run a biotech that stays lean, moves fast, and answers to the data. This is the playbook I use with clients, written down. Structure, funding, operations, and the decisions that actually move a program.
$39.95 hardcover · $24.99 paperback · $14.99 Kindle
- The Virtual Biotech Playbook
OVERVIEW
PRESENTATION
EQUIPMENT
OPERATIONS
Executive Summary
Because the author manages the venue relationship, inventory, and transactions directly, a self-run signing is a complete retail and marketing operation, not merely an appearance. This report defines the strategy, equipment, and operating procedures for self-run book signing events supporting The New Rules of Biotech (NRB). The plan is organized around three objectives, in priority order:
Audience capture:
Audience capture: convert attendees into an email list ahead of the Field Guide launch. A signed book sells once; a captured reader buys the companion workbook, returns to the next event, and refers colleagues.
Direct sales:
Direct sales at full margin: self-run events avoid retailer and distributor discounts of 40 to 55 percent, making each unit sold at the table roughly twice as profitable as a channel sale.
Authority:
Authority positioning: each event reinforces the author's standing with the book's core audience of biotech founders, operators, and investors, which supports the consulting practice and future speaking opportunities.
The recommended venue focus is industry settings (biotech conferences, founder meetups, investor gatherings, university entrepreneurship programs) rather than general bookstores. A niche business title converts at a far higher rate in a room already filled with its intended readers.
Venue Strategy
Venues are ranked below by expected conversion rate and strategic value. Estimates reflect typical performance for specialist nonfiction sold directly by the author in an aligned setting.
Venue negotiation checklist
- Confirm in writing: table dimensions, location relative to foot traffic, arrival and teardown windows, power access, and connectivity (Square needs a signal; offline mode is the fallback).
- Confirm whether the venue takes a percentage of sales. Many industry events charge a flat table fee instead, which is preferable at expected volumes.
- Ask for a speaking, panel, or announcement slot as part of the arrangement.
- Ask for the attendee count and profile in advance to size inventory.
Table Design and Display
The table does one job from ten feet away (stop the right person) and another from two feet away (close the sale). Every item below serves one of those two distances.
- Banner: Retractable banner (33 x 80 inches) behind or beside the table: cover art, title, and a single hook line such as 'A founder's guide to building great biotech companies'.
- Books: Two to three copies face-out on wire easels at staggered heights, plus one short flat stack of 8 to 10 copies. A short stack signals demand; a full stack signals unsold inventory.
- Tablecloth: Solid cloth in the brand palette. Ink (#16212E) with Brass or Cream accents reads as premium and matches the author platform identity.
- Price sign: 8.5 x 11 acrylic sign: price, 'Signed by the author', and accepted payment methods including tap-to-pay.
- Author card: Tabletop card with a two to three sentence bio: four decades in the pharmaceutical industry, founder and chief executive officer (CEO) of a biotech company, author. Authority is the primary purchase driver for this title.
- QR sign: A standing quick-response (QR) code linked to the email signup form, with a stated incentive (Section 6). Position it so people in the signing line scan it while they wait.
Inventory, Pricing & Margin
Manage inventory with a pricing strategy that maximizes profit while keeping checkout simple and efficient. Author copies should be ordered through Kindle Direct Publishing (KDP) or IngramSpark, with KDP typically offering the lower paperback production cost. Inventory should be ordered at least three weeks before each event to avoid printing and shipping delays.
Inventory Guidelines
- Use whole-dollar pricing to speed up transactions and simplify cash handling.
- Bring inventory equal to 15% of the expected attendance, with a minimum of 30 books.
- Maintain a 70/30 split between paperback and hardcover inventory.
- Keep reserve stock boxed beneath the signing table for quick restocking.
Executive Summary
Square is already in place, so the focus is on proper configuration rather than purchasing new hardware. Before the first signing event, ensure the payment system is fully configured, tested, and ready to support both online and offline transactions for a seamless customer experience.
Item Catalog
- Create separate catalog entries for Paperback, Hardcover, and Bundle products with fixed pricing and the correct tax rate applied. Using predefined catalog items keeps sales reporting accurate and eliminates manual pricing errors during checkout.
Hardware Setup
- A Square Reader with contactless and chip support connected to a smartphone or tablet is sufficient for most events. For a more professional checkout experience, a tablet with a Square Stand allows customers to complete tap-to-pay transactions while books are being signed.
Offline Payments
- Enable Offline Mode before every event. Conference venues and hotel ballrooms often experience poor connectivity, allowing payments to be securely queued and processed once an internet connection is restored.
Digital Receipts
- Configure digital receipts to encourage customers to provide their email addresses. This creates an additional opportunity for audience capture while maintaining a smooth checkout process.
Cash Backup
- Carry a small cash box containing approximately $100 in change, primarily in one dollar and fivedollar bills. Whole-dollar pricing simplifies transactions and minimizes delays.
Event Essentials
- Every event kit should include a fully charged power bank, charging cables, and a mobile hotspot to ensure uninterrupted payment processing throughout the day.
Signing Workflow & Audience Capture
Create a seamless signing experience while turning every event into a valuable opportunity for audience growth. A well-organized workflow not only improves customer satisfaction but also helps build lasting relationships beyond a single book purchase.This report defines the strategy, equipment, and operating procedures for self-run book signing events supporting The New Rules of Biotech (NRB). The plan is organized around three objectives, in priority order:
Streamlined Signing Process
Use a simple step-by-step signing workflow to keep the line moving efficiently. Collect personalization details before signing, prepare standard signature messages, and keep premium archival pens ready throughout the event. For attendees in a hurry, maintain a small selection of pre-signed copies to reduce wait times.
Grow Your Audience
Every interaction should encourage visitors to join your email community. Display a QR code prominently, offer an exclusive resource or early access incentive, and invite every attendee to stay connected for future updates, tools, and events.
Best Practices
Personalized book inscriptions QR code email signup Exclusive digital bonus Professional signing materials Fast customer flow Consistent brand experience
Event Goal
Turn every book signing into more than a sales event build a loyal audience, strengthen your professional authority, and create long-term engagement with future readers.
Run of Show
Execute every event with a repeatable workflow that delivers a professional experience from setup to follow up.
Pre-Event Preparation
Finalize venue logistics, confirm attendee estimates, prepare inventory, test payment systems, and pack all required equipment. Arrive fully prepared to avoid delays and ensure a smooth event launch.
Live Event Execution
Set up the display, welcome visitors, sign books efficiently, process payments quickly, and encourage every attendee to join the email list. Maintain a professional presence while tracking inventory and customer interactions.
Post-Event Review
Record sales, export transaction reports, thank the event organizer, follow up with new subscribers, and review event performance. Use these insights to improve future book signing events and strengthen long-term audience growth.
Master Equipment Checklist
Every successful signing event starts with the right equipment. Use this checklist to ensure your setup is complete, professional, and ready before every event.
- 📚 Books & Display
- 💳 Payment Kit
- ✍️ Signing Essentials
- 📱 Audience Capture
- 🧰 Support Items
Immediate Next Steps
Turn strategy into action with a clear implementation plan. Complete these steps to prepare for your first successful self-run book signing event.
Configure Your Sales System
Set up your Square catalog by creating products for paperback, hardcover, and bundle packages. Apply the correct tax settings and enable Offline Mode to ensure smooth transactions at every event.
Prepare Your Event Display
Order your display hardware, including a retractable banner, wire easels, branded tablecloth, and acrylic sign holders. Ensure every element follows your established brand identity for a professional presentation.
Build Initial Inventory
Purchase the first batch of author copies before your launch. A recommended starting inventory includes 40 paperback and 15 hardcover copies to support early signing events.
Launch Your Audience Capture System
Create a dedicated QR signup page that offers a free resource or exclusive tool in exchange for an email address. Test the complete signup journey before your first event.
Book Your First Event
Start with a regional biotech or investor meetup to refine your signing workflow and event setup. Once the process is proven, expand to larger conferences for greater visibility and audience reach.
Measure & Improve
After every event, review sales performance, inventory, email signups, and attendee engagement. Use the insights to refine your strategy and continuously improve future book signing events.
David Craig
Founder and Principal
Coming soon
The New Rules of Biotech
Field Guide 1: Term Sheets for the Early Rounds
- After the Bubble
- The Virtual Biotech Playbook
THE VIRTUAL BIOTECH PLAYBOOK
A periodic newsletter on strategy, funding, and execution for early-stage biotech.