Nice (longish) piece from Michael Cairns on mapping out strategy, specifically related to servicing authors seeking self-publishing services:
Professional either have a track record of selling titles and/or have commercial interests such as a seminar business where the book is a component but not the main source of revenue. In the latter case, the author/publisher maybe less concerned with the commercial success of the title but retain a strong desire to produce a quality published product in the traditional sense. This group is likely to understand the publishing business.
Amateurs may have significant misconceptions of the industry and their capacity to be successful. They will require significant education and (possibly) even motivation to complete their “product.” They may develop a personal relationship with the publisher rather than a business relationship and will become more demanding of time and effort than the Professional.
http://personanondata.blogspot.com/2009/11/segmenting-publishing-strategy.html