Do you write fiction? Writing your marketing plan as a novel can be a fun way to create it. Identify and deal with hidden assumptions and the people (characters) that impact your business. Your subplots help you recognize the value of previously unsought opportunities, perhaps in non-bookstore markets. And your narrative can point out the interdependencies of market segments (bookstores, retailers, associations, schools) rather than dealing with them as isolated groups. The climax is that large, non-returnable order you get from a corporate buyer.