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 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 proud - without losing creative control or doing it all on your own.
This is your chance to join the founding round of our 18-month guided program and get personal support, professional editing, and a clear plan - at a special beta price.
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 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
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Format and prepare your book for print and digital release
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Launch your book with confidence and strategy
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Build momentum for future workshops, offers, or products
And best of all? You'll do it on your terms, with your voice, and with a team that understands the quilting world inside and out.
What's Inside?
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Here’s what we are planning to 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 quilt tech editor (for pattern accuracy and visuals). -
Monthly 1:1 Accountability and Coaching with Tori
Personalized support to help you stay on track, troubleshoot, and move forward with confidence. -
Publishing Strategy Support
Guidance on print vs. digital platforms (like KDP or IngramSpark), pricing, layout, 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
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]
Spots are limited for this beta round—help shape the program and get founding member pricing. Registration for Partnership Calls ends September 9th.
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 IP 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.
Registration for Partnership Calls ends September 9th
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 all in one place.
Founding Member Pricing (Beta* Round Only):
Get full access to the 18-month program, all editing support, coaching calls, and tools for only $3,800 (full payment)
OR $225/ month for 18 months or when your book is complete (flexible plan).
*This special price is only available for beta participants or first-time founding members. You’ll get more personalized support while helping us refine and perfect the program. Registration for a Partnership Call ends Sept 9th.
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.
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.
Melissa Strange
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 opens August 26 for our special beta round.
Have more Questions?