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Our ALLi Team


Orna Ross | Founder & Director

Orna Ross

In 2011, Orna took her rights back from Penguin to republish her books herself, with the titles and treatment she’d originally envisaged. She launched ALLi at The London Book Fair 2012.

As well as her work for ALLi, which has seen her named one of The Bookseller’s “Top 100 people in publishing”, Orna writes fiction and poetry, runs a Patreon page for poets and poetry lovers and an active author website. She is on a mission to help eradicate creative poverty, through digital micro-business and enterprise. You’ll find her, most days, on Twitter: @ornaross.

“What I love most about ALLi is being in daily connection with an engaged, talented, forward-thinking group of authors who are changing the status of writers in the publishing industry but, more importantly, how we write and what we read.”

Orna hosts our monthly Advanced Self-publishing Salon broadcast and podcast with Joanna Penn

Philip Lynch | Resources Director

Philip Lynch

Philip joined ALLi in 2013, bringing to the organisation 25 years of experience in large multinational environments within the paper industry, where he worked across a variety of managerial roles.

All his previous jobs shared the collaborative and consultative approach he has brought to ALLi. He works closely with Orna on strategy, service provision, financial planning, and day-to-day operations.

Philip doesn’t blog for ALLi or any other publication. He doesn’t tweet, Facebook or socialize online either. (Yes, it’s possible!)

“I’m excited to be working in this new arena, where technologies are radically transforming behaviors, ways of working and routes to the reader. It’s a pleasure to be involved in this vibrant community that’s so open to change — and so supportive of each other.”

ALLi’s Team

Debbie Young | Publications Manager, UK Ambassador

Debbie Young

Debbie joined ALLi in 2012 and has been editing the advice blog since May 2013. She contributes to ALLi’s guidebooks for authors series and also writes cozy mystery fiction. As ALLi’s UK ambassador, she speaks at author events and literary festivals. She is also founder of the annual Hawkesbury Upton Literature Festival, a unique literary festival in her home village which features many indie authors.

Website: | Twitter: @DebbieYoungBN | Facebook: Author Debbie Young

“As part of ALLi, I feel at the cutting edge of the brave new world of self-publishing, in the company of focused, energetic, creative and good-hearted writers across the globe. This is an exciting and inspiring combination that will certainly make me a better writer and publisher.” Debbie on ALLi

Debbie hosts our monthly Members’ Self-Publishing Q&A broadcast and podcast with David Penny

Howard Lovy | Editor & Audio Production

A journalist for more than thirty years, focusing primarily on science, technology, and innovation, Howard has always gravitated toward independent thinkers. He took this sense of mission to Foreword Reviews, where he was executive editor, guiding coverage of independent publishing, with a particular focus on amplifying the voices of publishers and authors that represent marginalized communities.

Now, as an independent editor, podcast producer for ALLi and host of the “Indie Voices” podcast with Dan Holloway, Howard helps indie authors find their voice.

Twitter: @Howard_Lovy | LinkedIn

“What I’ve done all my life is tell stories. True stories. And, to me, there is nothing more worthwhile than helping indie authors leap over the arbitrary roadblocks of traditional publishing to make sure their stories are told. I’m proud to be a part of ALLi’s mission to provide tools for independent author-publishing.” Howard on ALLi

Howard hosts the “Indie Voices” podcast with ALLi news editor, author and poet Dan Holloway

John Doppler | Services Watchdog, US Ambassador

John Doppler

John Doppler has an insatiable hunger for technology. A seasoned software developer, John’s quarter-century career in the tech industry comprises a smorgasbord of pursuits, including graphic design, game development, internet forensics, and digital publishing. He relishes helping authors turn new opportunities into their bread and butter.

John serves up humor, news, and resources to writers at Words on Words, and has been rumored to write biographies during lunch.

Website: | Twitter: @johndoppler

“ALLi represents the perfect fusion of knowledge, experience, and a supportive author community. Not one day goes by without useful information being shared among its members; not one day passes without my referring authors to the ALLi blog for answers. It’s an incomparable resource for both novice and expert authors.” John on ALLi

Dan Holloway | Self-Publishing News Editor

Dan Holloway

Dan Holloway is a poet, novelist, journalist, editor and performer. Dan loves the writing and research process but comes into his own when given a microphone. He is the rabble rouser in chief of The New Libertines, who have been touring the UK’s festivals and fringes since 2011. In 2010, he won the international spoken prose show Literary Death Match and competed at the 2016 UK National Poetry Slam Final at the Royal Albert Hall. He also runs the editing and copywriting business Rogue Interrobang, working with academics and non-fiction writers. When Dan’s not doing writing things he runs ultramarathons and appears on cheesy TV game shows.

Website: | Twitter: @agnieszkasshoes | Facebook: Dan Holloway Writer

“It is a real honor to have been involved with ALLi since being a panelist at its launch. I love that ALLi is able to support self-publishers of all types, whatever their reason for taking control into their own hands. In a publishing world that struggles, time and again, to acknowledge and challenge its own homogeneity, ALLi stands for diversity and the fundamental principle that everyone deserves to be heard in their own voice.” Dan on ALLi

Michael La Ronn | Author Advocate and US Ambassador

Michael La Ronn is the author of over 30 science fiction & fantasy novels and author self-help books. To date, he has published over 1.5 million words of fiction and nonfiction.

Since publishing his first book in 2014, he has produced a prolific writing portfolio while raising a family and working a full-time job in the insurance industry.

Website: www.michaellaronn | Twitter: @michaellaronn

“When I started as an indie author, the Alli self-publishing advice was invaluable in helping me make smart decisions. It is now an honor to serve on the Alli team so that I can pay it forward and make a real difference in indie authors’ careers by giving them useful advice and encouraging them to be the best authors they can be.” Michael on ALLi
Michael hosts our monthly Beginners’ Self-publishing Salon broadcast and podcast with Dan Blank of We Grow Media

Boni Wagner-Stafford | Press and Communications Manager

Boni Wagner-Stafford

Boni Wagner-Stafford is a nonfiction author coach, writer, ghostwriter, editor, and co-founder of Ingenium Books. She’s an award-winning former journalist and also led public-sector teams in media relations, issues management, and strategic communications planning.
Boni has been at the controls of a helicopter, loves backcountry canoeing, once jumped from an airplane, sang in a backup chorus on stage with Andrea Bocelli, and grew up skiing Canada’s Rocky Mountains. She resides full-time on her 40’ sailboat, Ingenium, unless she’s housesitting in the South of France.

Website: | Twitter: @ingeniumbooks | Facebook: @IngeniumBooks

“I’ve joined other author associations and none holds a candle to the value that ALLi delivers to the indie author. I’m thrilled to be working with ALLi on communications and press, giving back to the organization that has been the source of so much invaluable information for me on my creative, author, and publishing services journey.” – Boni on ALLi


Meet our Advisors