Starting a Business to a Successful Business

Naren Aryal of Mascot Books 

Naran Aryal, Publisher of Mascot Books talked to U.S. History students about starting a business and what it takes to succeed in publishing and in life. This discussion took place June 15th, 2017. Jose presented Mr. Aryal with HHS gear in appreciation for speaking with us...and Jose plans on future business dealings with Mr. Aryal.  

Jose- Did you have any investors in your company and if so, how much did they put in? ANSWER- Shortly after starting the company, we decided to take on an investor, which was a good idea for the business.  He’s helped from both a financial perspective, and also by providing guidance about various business-related issues over the years.  

Mr. Aryal began by describing how he and his wife wrote a book for their daughter on the Virginia Tech mascot. They were able to get a licensing agreement from Virginia Tech and then lots of other college and sports teams to do books on their mascots. And it grew from there...  

Beau- What year did you start your business and were you always concerned about book stores closing? ANSWER- I started Mascot Books in 2003. Not really because we can adapt and there will always be a need for paper books, especially children's books.  

Claudia-  If someone comes to you with a book idea, how do you decide if it's something you're willing to take risk on? ANSWER- Good, redeeming content. We're not going to publish a book that the mass majority would not enjoy. Of all the submissions we receive we only accept about 15% of them.

Andrew- Other than your web site, what sort of advertising do you do for Mascot Books?  ANSWER- I don't believe  in advertising. I like editorial coverage, for example getting the media to promote the books we publish. 

Karina- What is the most successful book you've sold and why do you think it was so successful? ANSWER- A book about Obama's dog. It was a unique opportunity because nobody had written a book about it before. Within ten days of coming out 60,000 copies were sold and eventually 40,000 more.

Vanessa- Would it be profitable for you to open up your own book store; Mascot Books and sell books you publish? ANSWER- Yes, independent book stores are making a comeback. I would sell Mascot Books as well as best-sellers.  I'd make it book store/coffee shop hybrid.

Allen (quotes from "Greed is good" speech from Wall Street.) Is your approach to your business fueled by greed? ANSWER- No. I love what I do. I want financial success but it's not my primary motive.

Rachel- Has the presidency of Donald Trump had any effect on your business and if so, what is it? ANSWER- No, except for recent publishing of our election books.

Bronwen (second right) Can you give us some example of the demographics you target for certain books you publish?   ANSWER-  We target parents for the children's books. We go through a process to identify the primary market. For Mr. Graney's book, past students and parents, Herndon residents, education people.

Sital- (back row, left) If you started your business prior to the internet do you think you would have been more or less successful than you are now? ANSWER- In the beginning the internet would not have impacted the success. However, later on the internet really helped get the word out as a small, growing business.

Devin- How often do you get a book and think "This is the One!"? ANSWER- I used to be more optimistic but now I'm more careful in deciding what I think will be a best-seller.

Sarah- How do you plan to improve your business? ANSWER We will continue to get better creating books.

Harold (center)- What do you think your competitors would say about Mascot Books? ANSWER- They would say we have a good reputation, and they probably are wondering exactly what we’re doing to grow over an extended period of time.

Debbie- How many people do you employ? What do they do? ANSWER- 18 full-time employees. four in acquisition, four in project management, editing, four in graphic design, four in sales and interns as well.

Leslie (front left) Do you see your business becoming one of the major book publishing companies in the U.S.? Is that your goal? ANSWER-  That's not my goal. I believe it's impersonal and prefer personally working the writers. We will try to sell the authors book to a bigger publishing company but with that there are risks.

Kim (behind Leslie) Do you miss being a lawyer? ANSWER- No, not at all. I wasn't passionate about it. I didn't know I had a creative side. I like being creative and enjoy what I do.

Mike- (right of Kim) How did your love for books come about? ANSWER- I loved reading to my daughter and that brought me to publishing.

Annais (front right) Do you remember the first book you read? If so, what was it?  ANSWER- The first book I really remember liking was Phantom Tollbooth. I read that in the first grade.

 William (third right, seated) How many books does your company publish in a year? ANSWER- We published about 400 books in 2016.

Erick (second row front, left side) Have you read every book you've published and if so, what was your favorite? ANSWER- We’ve worked on so many great projects, it’s very difficult for me to name a single project.  It’s like picking your favorite child, just can’t do it!  

Carlos (across from Erick) After showing clip of Obama's "You didn't build that" speech.  What did you think when you heard Obama say that and what are the factors you have  no control over that help or hurt your business?  ANSWER- I understood what he was saying but I got help from many people especially my parents. I'm a first generation immigrant from Nepal.

Ryan (back left)- What publishing companies are your main competition and would you like to see them go out of business? ANSWER- The main competitors in the publishing industry are not the "Big 5" in New York City. I have about three main competitors, but I don't want to see them go out of business. Competition is a good thing!

Mike (left side, third row, second seat) How do you determine the price of a book?  ANSWER- It depends, hardcover or papercover. What do comparable titles cost, the genre, number of pages. Things like that.

Adam- (right side, second last row, first seat)- What is the best and worst part of your job?  ANSWER- The best part is seeing everything you worked on come together. I love when the author hold their book for the first time.