Bio:
I was born in Kingston, Jamaica, in 1952, and arrived in London ten years later to reside with my mother. After leaving school in 1968 my first job was with Kodak where I developed a deep and passionate love for the craft of photography. In 1974 I returned to Jamaica on a short visit and by a stroke of luck was hired as second-assistant stills photographer on the movie The Marijuana Affair which was produced by Lucien Chen a wealthy Chinese-Jamaican who in 1973 promoted a world heavyweight title fight between George Foreman and Joe Frazier in Kingston. 

It was during this time in Jamaica I made close acquaintance with Bob Marley at his home, and after a year in Jamaica, I left on travels to west Africa. I crossed the Sahara Desert from Algeria into Niger, unto Burkina Faso, Ivory Coast and then into Ghana where I would live for one year. After leaving Ghana I made further travels to Togo, Benin and in January 1977,  I arrived in Lagos, Nigeria, to attend the black arts festival, FESTAC. 

During this time in Lagos I became friends with the legendary Afro-Beat King Fela Ransome Kuti and whilst spending time in his home, renegade soldiers arrived and infamously burnt the house to the ground. They brutally abused everyone including Fela's mother, Fela and myself and I would spend five months being detained by the military government on the pretext of being a CIA spy but specifically because of my friendship with Fela. 

In late 1977 I returned to Jamaica and assisted in managing Diplomat, a major photographic studio in Kingston. The following three years were dramatic in the history of Jamaica and during this period I captured a wealth of images.  I also became the unofficial house photographer at the Marley's home with the assistance of Mr Neville Garrick and Mr Colin Leslie, two of Bob Marley's closet confidantes. I worked on Survival the worlds first Rastafari newspaper published by Marley in the summer of 1980 and in September that year I left for the United States with Bob on his final tour Uprising. This though was short lived due to his illness and after his demise in 1981, I spent the following three years freelancing in New York and Los Angeles. I would also attend the West Los Angeles Community College to study media studies but did not finish the course. 

In 1985 I returned to London and began working with the Caribbean Times newspaper. I also taught photography on the Broadwater Farm Estate in Tottenham, north London, scene of an infamous and notorious civil riot. 

The next fifteen years I worked exclusively as a freelance photographer with my work being published in the Daily Mail, Time Out magazine, the Observer, The Voice, West Indian Digest and Which magazine. 

In 2012 I was asked to submit photographs which were prominently featured in the Kevin Macdonald feature documentary, MARLEY. 

In August 2013 I successfully self-published Portrait of a Legend and other Folks which represents thirty five years of work. This book probably features some of the last unpublished photographs of the legend Bob Marley and is a testament to my vision and a personal reflection of my photographic culture.

I ask for your support in what has been a long campaign and I thank you in advance.

One Love.

Lindsay Oliver Donald.

Preface:

In logic, it is accepted that an assumption is a proposition that is taken for granted as if it were true based upon presupposition without preponderance of the facts. The answers given herein will be taken therefore as logical statements that will be assumed to be true.

Executive Summary: 

POALAOF [Portrait of a Legend and other Folks] is a self publishing venture for the book Portrait of a Legend and other Folks. The book has had an initial print run and is directed at lovers of photography, Bob Marley, reggae music, Jamaican culture and other folks. POALAOF is targeting a total sale of 4,900 copies during three years. Publishing is a high profit and high margin business and the key to success will be successful marketing. Therefore, with the successful execution of this plan, sales revenue will exceed in excess of £300,000 GBP by the end of year three.

Objectives: 

• To raise production capital of £65,000 GBP.

• To ensure the printing of 5,000 copies. 

• To upgrade poalaofthebookdotcom website. 

• To market 1,500 copies in year one. 

• To market 3,000 copies in year two.

• To market 4,900 copies by the end of year three. 

Mission: 

Portrait of a Legend and other Folks is for the lover of portraiture, Bob Marley, Jamaican culture, reggae and music at any level. The book also has a commitment to be a platform to profile Jamaican artistry and features a variety of international musicians and iconic celebrities. The book will encourage and provide role models representing artistic and professional excellence. Income generated from the sale of 4,900 copies will exceed £300,000 GBP and will be shared with those contributing £1,000 GBP or more. 100 copies will be withdrawn to be used for promotion, book reviews and as promotional gifts to selected world leaders. I recently visited Jamaica and presented a copy each to the Jamaican National Archive and to the Bob Marley Museum in Kingston.

Start-up Summary: 

Start-up capital has been achieved and Portrait of a Legend and other Folks was successfully launched in the presence of the Jamaican High commissioner to London, Her Excellency Mrs.  Aloun Ndombet-assamba, at the Jamaican High Commission in August 2013. Capital is now required for the production of 5,000 copies and this pitch is being made to positive investors and the finance raised will enable full-scale production and marketing of 4,900 copies of Portrait of a Legend and other Folks. It can be assured that additional capital will not be required in the future.

Ownership and Location Facilities: 

As the founder of POALAOF, a sole-trader self publishing venture, I currently own ninety percent of its value and use my home as an office which is located at:

50 Burlington Gardens 

Acton 

London

W3 6BA

UK

Tel:+4407535901630 

e-mail: linkuplindsay@yahoo.co.uk 

My home/office is equipped and functional and it is not anticipated that expanded facilities will be needed for this plan. All business and management functions will be performed here. 

Management Summary: 

With printing services outsourced, I am capable and proficient in carrying out general management, editorial, artistic, sales & marketing by myself. I also have the excellent services of Ms Tammy Beveridge my researcher, Ms June Walters Aust my assistant who wrote the Foreword and Ms Patrice Hartle Arias my publicist. In addition there are Ms Tiffany Nelson, Mr Hesketh Benoit, Ms Jeri Blackburn, and Dr. Roscoe Howells, who all contributed with start-up capital.

Keys to Success: 

1. The attainment of start-up capital which was successfully secured and implemented. 
   
2. Attaining production capital.
   
3. Achieving targeted sales levels.
   
4. Controlling costs. 
   
5. Follow-on marketing of a second title at the end of year two.
   
6. Making all on-line distribution dates in a timely fashion.
   

Product:

POALAOF has successfully launched and published Portrait of a Legend and other Folks. The book is of high quality containing 300 pages, 240 black & white photographs, over 4,000 words transcribed from Bob Marley interviews and contemporary in look and appeal. Quality is the goal. The book is entertaining, newsworthy and thought-provoking and will appeal to a broad readership because no book like it is available on the market today. The manufacturing or printing cost was agreed between Bookbinders of London Ltd and myself. Bookbinders of London is a family-owned printing company which has been in business for over 150 years and who are still working in the same building. The company has unique abilities unmatched by many European and Far Eastern competitors and are specialist in Hardback finishing which adds impact to the perceived value of this publication. I was offered the "New Deal" and the cost per book is economically attractive. Portrait of a Legend and other Folks is a unique book and Bookbinders of London have created a beautiful printed work that will inspire.

Specifications: 

Size is 330mm x 280mm. 

Hardback bound in black Colorado. 

300 pages. 

240 black and white photographs printed on 170 gsm silk paper. 

4,200 words. 

Case binding. 

Gloss laminated Dust Jacket. 

Gold embossed cover and spine. 

End paper grey. 

Published by PoaLaoF.

Cover Price £65 GBP.

ISBN:978-0-9576518-0-7

Market Analysis Summary: 

The target market is broadly based. Once one wears a Bob Marley t-shirt, buys a Bob Marley album or has ever been to a Bob Marley concert one is an admirer and a potential purchaser for this book. Currently, there are over 37 million Bob Marley admirers on the social network site Facebook. It is therefore a rational belief based on the given law of probabilities that 4,900 copies of Portrait of a Legend and other Folks will be sold worldwide to this target market within 36 months of being printed.

Strategy and Implementation Summary: 

The strategy of POALAOF is based on serving a clearly defined niche market. I believe I can exceed industry standards for a first time self-publishing venture and after thirty-five years of photojournalism, I am committed and passionate about my work. A thirst exists for unpublished photographs featuring Bob Marley, Michael Jackson, Jesse Owens, James Brown, Ziggy Marley, John Lydon, Mike Tyson, Peter Tosh, Stevie Wonder, Ringo Starr, James Baldwin, Jimmy Cliff, Gladys Knight, Nina Simone, Lee Scratch Perry, Harry Belafonte, Lennox Lewis, Rita Marley, Muhammad Ali and other folks who all are featured in Portrait of a Legend and other Folks. The task therefore, will be to reach and inform this target market and the strategy is to build sales through the social media network channels which will maximize the potential reach of this book.

Marketing Strategy: 

A sample print run of twenty copies has been achieved with the successful marketing of fifteen copies. 

Distribution Strategy: 

Contracting with distributors can be difficult and costly because distributors buy books at a discount of the retail price which can be 40% or more. This will substantially cut into POALAOF's ability to earn income. The distribution of Portrait of a Legend and other Folks will be achieved through direct sales over the Internet from the website poalaofthebookdotcom. Sales will be billed to credit and debit cards and drop shipped.

Strategic Alliances: 

A strategic alliance based in London with Uncle Syd Basefm and his Heartoflove Internet radio station has been established. Syndicated broadcasts regarding Portrait of a Legend and other Folks are planned and this alliance holds great potential.

Promotion Strategy:

Public relations exposure will benefit Portrait of a Legend and other Folks significantly. I have already appeared on a soon to be broadcast television arts programme and have also been interviewed on four Internet radio shows. In one instance, over twenty calls were received requesting information about the book. The utilization of all social media platforms will be aggressively targeted. 

Pricing Strategy: 

Portrait of a Legend and other Folks will be sold at the cover price of £65 GBP

• Raising start-up capital and the successful launch of Portrait of a Legend and other Folks. 
  
• A first print run of twenty copies with the successful marketing of fifteen copies. 
  
• The presentation of copies to the Jamaican archive and also to the Bob Marley Museum in Kingston, Jamaica. 
  
• The launching of Indiegogo crowd-funding campaign to raise capital for the production of 5,000 copies.
  

Conclusion:

The successful conclusion of this campaign will result in obtaining £65,000 GBP, the production of 5,000 copies of the book Portrait of a Legend and other Folks and reaching the sales target of £300,000 GBP at the end of year three through the website poalaofthebookdotcom. 

Please support this campaign: