Ready to Finally Publish Your Book?
Self-Publishing Incubator
Turn Your Book Idea Into a Published Reality.
If you've been sitting on a quilting, knitting, or creative book idea but feel overwhelmed by the thought of actually publishing it, you're not alone. The Self-Publishing Incubator is here to help you move from stuck and uncertain to published and excited — without losing creative control or doing it all on your own.
This is an 18-month guided program that includes personal support, professional editing, book launch planning, and a clear plan to publish.
What is the Self-Publishing Incubator?
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The Self-Publishing Incubator is more than a program — it's your pattern, your guide, and your support team all rolled into one.
Designed specifically for quilting, knitting, and crafting teachers and pattern designers, this incubator gives you everything you need to:
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Turn your ideas into a clear, structured manuscript
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Receive expert content and tech editing feedback (for quilting, knitting, and instruction)
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Format and prepare your book for print, to showcase to a publisher, or for a digital release
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Market and launch your book with confidence and strategy
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Integrate your book into your business
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Build momentum for future workshops, offers, or products
And best of all? You'll write and you can even publish your book on your terms, with your voice, keeping all of your copyrights, and with a team that understands the crafting world inside and out.
What's Inside?
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Here’s what we include in the 18-month Self-Publishing Incubator:
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Quarterly Editing Support
Get professional feedback from a content editor (for structure, clarity, tone) and a tech editor (for pattern accuracy and visuals - we offer both quilting and knitting pattern support). -
Monthly 1:1 Accountability and Coaching with an SPI Editor
Personalized support to help you stay on track, troubleshoot, and move forward with confidence. -
Publishing Strategy Support
Guidance on print vs. digital platforms as needed (like KDP or IngramSpark), pricing, layout, traditional publishing proposals (if requested), and ISBNs — we demystify it all. -
Launch & Marketing Coaching
Plan your book launch, set up ARC readers, and build a promotional strategy tailored to your audience and business. -
Ongoing Tools & Templates
You will be able to access checklists, outlines, beta reader forms, formatting guides, and more to make the process smoother. -
Private Portal Access
Everything is hosted inside a private members-only space on Tori’s website for easy access. [Preview] -
Quarterly Author Meet-ups
Virtually meeting with your fellow authors for networking and support.
Spots are limited.
Imagine having your book in your hands this time next year!
If you have always wanted to write a book, or maybe its a new idea — or a new dream — we want to help you write, publish, and market your book successfully.
"I joined SPI for two reasons. First, I needed an accountability partner - someone to hold me to deadlines. That way I didn’t keep moving the goalposts. Second, I needed someone to show me the ropes. I could have fumbled through and found my way. I have always been self taught. But wisdom took over and I realized the book was enough of a challenge and a guide through the process wasn’t cheating. It is working smarter, not harder!
If you ever thought about writing a book but had no idea where to start - start with SPI. So far, I have a solid working draft of my book and the remainder outlined… that will be next month. I am already working on soft marketing while I am finishing. This feels so real! I even have the next book floating in my head.
What helped me the most was first and foremost - accountability, not like a nun with a ruler, but a workout buddy that keeps you going when you are tempted to quit. Second, providing excellent feedback to make the book more than an instruction manual - it’s a journey that brings the reader with me. And finally - the marketing. They helped me overcome the “I don’t want to be a pushy sales person” to sharing wonderful news and getting people excited."
Laureen Smith, Tourmaline & Thyme Quilts, joined Oct 2025
"I joined SPI because I had a long-standing dream of writing a book, but I did not know how to turn that idea into a real, workable process. The program gave me the structure, guidance, and support I needed to finally move forward with confidence.
SPI changed how I think about writing a book by helping me let go of the idea that I needed to build it like a term paper, having it perfectly defined from the start. I came in unsure of my voice, my structure, and even how much of the book should be technical versus story-driven, but the process helped me see that I could develop the full vision first and then shape the pieces over time. Now I understand both the creative and practical side of writing much better, and I feel far more confident not only finishing this book, but approaching future books with a clearer process and much more trust in myself.
What helped me most was having a team that could sit with me through the messy middle without judgment. I came in with a strong feeling for the book and a rough sense of direction, but not a fully formed plan, and they helped me keep moving when I got stuck, overthought things, or needed time to explore. That mix of encouragement, practical guidance, and gentle accountability is what helped me turn early excitement into a real path forward and a draft in progress.
SPI makes the book-writing process feel possible. It offers real guidance, thoughtful support, and gentle accountability, so you are not left trying to figure everything out alone. For me, it helped turn something that once felt like a distant dream into a book that is truly in progress and a goal I now feel confident I will achieve."
Christy Locke, Quilts Unlocked, joined Oct 2025
You could do it all yourself, but at what cost?
Many quilters and creatives try to self-publish on their own (Tori did!).
What they don’t realize is how long it takes, or how scattered, expensive, and ineffective it can be without a clear plan or professionals to lean on.
You could hire it out.
You could go to a publisher (there are many wonderful ones in the crafting space) or perhaps you already have and want to go a different direction.
It's estimated that self-publishers spend anywhere from $8,000 to $15,000 on editing and marketing support.
You don’t have to write your book alone, but you do have to start.
The Self-Publishing Incubator is designed to fill the hole that stands between traditional publishing and doing it all yourself by bringing specific industry support, accountability, professional editing, and marketing strategy all in one place.
Member Pricing:
Get full access to the 18-month program, all editing support, coaching calls, and tools for your choice of:
$5,000 (full payment)
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$287/ month for 18 months
or when your book is complete (flexible plan).
Enrollment Extended: Enrollment closes May 29, 2026.
We Kick-off June 1, 2026!
Guarantees
We guarantee that you will have a program tailored to your needs with accountability and support every step of the way. With the monthly flexible payment plan, you can stop when the book is done, whether that is in 2 months, 6 months, or 14 months - this option gives you the flexibility to write your book on your own timeline.
How Do I Start?
1. Book a Quick Partnership Meeting. We'll review your book idea, address any questions you may have, and ensure we are a good fit. This is a no-pressure call - we are looking to become your partner in your publishing journey. [Click here to self-evaluate]
2. Sign Your Contract, where your Intellectual Property stays your IP.
3. Select a Payment Plan.
4. Give Feedback to help develop a curated program to support Self-Publishing authors in the crafting space.
5. Write and Publish Your Book within 12-18 Months with professional support.
"One of the most meaningful parts of this experience has been feeling supported not just as a writer, but as a person learning her way through a new process. SPI has given me practical tools, encouragement, and the confidence to believe that this book is well on the way to being a reality." - Christy Locke
Meet Your Team
Tori McElwain
Author & CEO of Hey Tori LLC
Accountability Host & Marketing Strategist
Tori McElwain (she/her) is a quilter, educator, and digital marketing strategist who helps creative entrepreneurs turn their ideas into profitable, purpose-driven offers. She’s the author of Workshops Unleashed: How to Design Engaging and Successful Workshops for Quilters and Crafters and the creator of the Self-Publishing Incubator.
With 24 years of quilting experience, a Master’s in Education, and a background in tech and instructional design, Tori has helped dozens of quilting teachers and pattern designers build thriving businesses through workshops, digital products, and online marketing. Now, she’s bringing that same blend of strategy, structure, and encouragement to help first-time authors in the creative space publish with confidence.
Inside the Incubator, Tori serves as your accountability coach, program guide, and marketing mentor - helping you build your book step by step and develop a launch plan that feels clear and doable. Her mission is to make sure you don’t have to figure it out alone.
As a military spouse and mom, Tori understands the importance of flexible timelines and sustainable progress. She believes your story, skills, and creativity are worth sharing - and that the right support can make all the difference.
"Tori is a great coach and she helps me gain clarity, then take action that grows my business. I have several ideas that could become books "someday" and SPI was the spark that I needed to get started. Also, what helped me was regular accountability meetings that were focused on next steps. A team of experts that meet participants where they are and provides necessary support. Targeted training sessions of some of the intricacies of the publishing world (Cover art, ISBNs, Advanced Reader Copy). SPI has helped me bring a new idea to life! The timelines and accountability meetings keep me on track to write a manuscript, and I am close to achieving the ultimate goal of having a physical book in my hands, with a marketing plan that will introduce it to the world". - Andi Standfield, True Blue Quilts
Kaitlyn Fritsch
Founder of Fritsch in Stitches
Technical Editor
Kaitlyn Fritsch (she/her) is the technical editor and designer behind Fritsch in Stitches where she bridges the gaps between inspiration and accessibility, helping contemporary and modern quilt designers connect with their audience with clarity and confidence. With a background in Earth Science and a strong foundation in scientific and technical writing, Kaitlyn brings precision, structure, and a passion for the creative to every project.
Before starting her business, she worked at a major electricity distribution company, training customer-facing teams to understand and explain complex technical information with ease. That same talent of making the complicated feel clear and approachable is now a guiding principle of her editing work.
Kaitlyn entered the quilting world with a love of fabric and a calculator. Her first quilt wasn’t made from a pattern (despite the urging of every person in the quilt shop), but from selecting a design from a blog post and doing all of the math herself. While taking a course to learn how to write quilt patterns, she found that her attention to detail was her superpower that gave her an ability to lead designers and authors to a final product that shines.
To date Kaitlyn has edited for a variety of artists producing patterns, manuscripts, and other print media, creating a collaborative environment that honors their creative process while encouraging accuracy. Her priority is always the same: to clear away the things that stand in the way of sharing every pattern or technique in its clearest, most inspiring form.
Whitney Steen
Knit Tech Editor
Owner and Operator of WLS Makes Stuff
Whitney Steen (she/her) is the owner and operator of WLS Makes Stuff, providing tech editing for knitting patterns and graphic design services for knit and crochet patterns and other smallcraft businesses.
Whitney approaches each new pattern with the goal of producing an error-free, easy-to-follow pattern that maintains its designer’s unique voice as a pattern writer. Her clients include independent designers, local yarn shops, and commercially published magazines. Prior to working in the craft industry, she spent 20 years in the nonprofit and academic sectors, where her duties included writing and editing web content as well as editing and layout for news magazines for nonprofit institutions and graduate schools.
In addition to her editing experience, Whitney holds an MFA in Creative Writing from Sarah Lawrence College and has a lifetime love for the creative process. She has been knitting and sewing for over 25 years and particularly enjoys making and editing patterns with unusual
construction methods or complex cable motifs.
Melissa Strange
Copy Editor & Proofreader at
Top Shelf Proofreading
Melissa’s passion for the written word is evident in every project she undertakes. With a rich background in language arts—from earning a degree in English to teaching English as a second language—she honed her deep understanding of language mechanics, which she now brings to her work in the editing field. Her journey into professional proofreading was fueled by her love of literature and a desire to help authors refine their work to its fullest potential.
Melissa is not only deeply committed to supporting authors through the often challenging process of preparing their work for publication, but also supporting military spouses and families as she is deeply immersed in the community as well. Melissa is the daughter of a retired Naval Officer and the wife of a Senior Enlisted Airman for 14 years, and recognizes the value of a strong, supportive network in helping military families navigate their unique challenges.
Melissa takes great care in ensuring that every manuscript she works on is not only free of errors but also polished and cohesive, allowing the author’s voice to shine through. Her devotion to helping authors achieve their best work makes her an invaluable partner in the creative process.
We're ready to get your book published! Are you?
The Self-Publishing Incubator is an 18-month guided program for quilting and creative entrepreneurs who want to publish their own book - with professional editing, 1:1 coaching, publishing strategy, and a supportive team that truly understands your world.
Enrollment Extended: Enrollment closes May 29, 2026
"SPI changed my thought process from "Oh, I have this idea for a book," to an action-oriented mindset of "This is the next step in the publication process. SPI provides the guidance and support to bring your manuscript to life. No more dreaming, this program inspires the DOING.". - Andi Standfield, True Blue Quilts
Have more Questions?