It happened!
We pulled in about $950 yesterday. So technically, we didn’t reach $2500, but being $75 short isn’t going to be as painful as $1000 short!
Thank you, all of you, so much!
Do you know how scary it is to tell Matt Wallace his royalty payment might be late? Thank the stars I don’t have to do that now.
Looking to the future, I need to address some shortcomings of the business. One painful aspect of this involves getting more brand recognition. A second aspect is a smarter business plan (and in full disclosure, I changed the direction of the company to a new, hopefully smarter, business plan in early December).
Some things I feel Apex is doing right:
1) Signing the right authors. Our roster of talent blows me away and I feel incredibly grateful that each of them took a chance with an upstart book company.
2) Having a staff of professional-level editors. They work for a pittance, but they do amazing work.
3) Having the best fans. One thing I love about running Apex is that we have the most dedicated fan base around. You guys/gals rock! I just need to find more of you. 
So I’ll have Sarah Brandel call of the NPR-like sales drive. And hopefully you’ll pardon me until tomorrow while I write a bunch of checks. I can feel Wallace growing near…
About The Author
if i might make a suggestion…
maybe come on the boards like mobileread and tell us about your newest books, and get involved with readers. you have no idea how much we all appreciate feeling like part of things. and readers are a great bunch
http://www.mobileread.com/forums/showthread.php?t=35036
give away an occasional freebie – posted on the boards and sent to your mailing list. find some bigger reading boards and blogs, tell us about what you have to offer and even ask for opinions. unlike the day when huge publishers roamed the earth, this is the day for becoming part of the reading community. if you do, you’ll have tons of support and happy buyers/readers.
best of luck to you