The hardest part of self-publishing is marketing. I am working on a book now that will probably not be accepted by a publisher. However, I am committed to helping my employer self-publish, even if that means spending hours on the phone with him helping to walk him through it. He actually has two books he wants to publish, so I will probably need to do it twice.
However, the biggest problem with self-publishing is marketing. On Guru, you can hire marketers. When Sal comes out, I may do that. However, this man probably will not have money for a massive marketing scheme. Still, I want to help. I feel he has a unique voice.
This experience has definitely made me consider my options for starting a publishing company. There are plenty of publishing companies that are online and I tend to roll my eyes at them. It is easy as all get out to publish online if you have the patience to deal with formatting revisions. You also should have a professional editor glance at it before doing it. Oh, and it is nice to have a platform to advertise it on.
So if you do not have a platform and cannot hire a marketer, what do you do? Well, you can buy several copies yourself and distribute it to your friends, family, and local libraries. You can also approach local bookstores about carrying your book.